TV Guide (December 31, 1955)

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display Dollar a Second’s dollars. if a giveaway show were as good as The $64,000 Question, it still could not catch on so fast and so mightily. The reason is simply that $64,000 Question got there first, according to ABC program chief Robert M. Weitman. “If you have one winning show of a certain type, how much audience excitement can you expect to generate with a second one?” Weitman asked. “As far as the audience is concerned, it’s like being served pheasant-underglass after a big steak dinner.” ABC has had 60 or more giveaway shows submitted, Weitman said. But the big question is, can any capture the public imagination? One was suggested by Eddie Cantor. Titled Security for Life, it’s the one that would offer a jackpot winner the $200 a month annuity for as long as he lives. Jan Murray, emcee of Dollar a Second, has suggested a new show to ABC in which a contestant reaching the summit would be asked to select one of five large boxes on the stage. Four boxes would contain expensive prizes, such as a deed to a home, but the fifth would contain $100,000 in solid U.S. currency. “But we can’t just say that if one show gives away $100,000, then we can attract a bigger audience by giving away $200,000,” Weitman said. Louis G. Cowan, who has probably done more to create and popularize giveaway shows than any other producer with Stop the Music, $64,000 Question and others, also feels the size of a show’s jackpot award is secondary to its entertainment qualities. Asked whether he thought the new emphasis on giveaways and bigger jackpots is good for TV, Cowan answered: “The public itself judges pretty quickly what it wants. If a show is in bad taste or is poorly conceived, the public will not watch it and such shows will die. But if a show is well-conceived and constructed, the public will watch it. Then such a show belongs.” Seagram-Distillers Corporation, New York City. Blended Whiskey. 86.8 Proof.65% Grain Neutral Spirits. 7