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[ HOLLYWOOD I Dan Jenkins reports: TV Teletype Rumors concerning demise of I Love Lucy , following NBC's sign¬ ing of Lucy 's producer-headwriter, JESS OPPENHEIMER, effective next spring, have been firmly spiked by DESI ARNAZ. "We have no such plans," he told TV GUIDE. "I hate to see JESS go, but his leaving won't Interfere in the slightest with whatever plans we make for the show. Personally, I would like to expand Lucy to a full hour every week, maybe even in color, using big-name guest stars--say, three weeks out of four--to help LUCY and me carry the load. But we'd still appear in every show. Of course, this is Just my own plan for the show and will have to be concurred in by both CBS and the sponsors. We are working on that right now. CBS, you see, has an option on Lucy for 1956-57. Sure, we'll miss JESS. But, who knows?" he added. "By next spring Desllu might buy NBC, and we'd all be back together agalnl" * * * There's a good chance that VAN JOHNSON will do a CBS spectacular before the season is out (script is already written), and sign up as host and sometime star of an anthology film series . . . Superman (GEORGE REEVES) isn't that super—his studio's Insured him for $100,000. « « « SIR CEDRIC HARDWICKE, FAY BAINTER, CLAIRE LUCE (the actress) and JOHN BARRYMORE, JR. signed to star in one or more Matinee Theater shows. NBC's daytime drama series, vdilch debuts Oct. 31, already has more than $1,000,000 worth of sponsorship aboard. While Matinee is based in Hollywood, producer ALBERT McCLEERY will originate at least one show each month from Mew York. * * * Former movie star LAURA LA PLANTE makes her first camera appearance in 15 years for her TV bow in an up¬ coming episode of It's a Great Life . . . LEO DUROCHER will soon be handling West Coast sportscastlng chores for NBC and may do a weekly show of his own. « « « DICK POWELL will bow out of Four Star Playhouse next year to do his own series, Willie Dante , based on the gambler character he has already played twice on Four Star . One "Dante" episode,in fact, was the series' debut show three years ago. * * * ROSALIND RUSSELL may reprise her "Wonderful Town" Broadway role on Producers' Showcase in November, pos¬ sibly with DAVID WAYNE . . . HUMPHREY BOGART is looking for a seven-foot actor to play the giant boxer in "The Harder They Fall." How about MICKEY ROONEY standing on ' GEORGE GOBEL's shoulders? * * * Judges have announced winners in TV GUIDE'S TIM contest. They are: GEORGE HURD, Buffalo, N.Y.; JAMES STAPLETON, Englewood, Colo.: RON VOIGT, Edgerton, Wls.; JOE WILLIAMS, Houston, Tex.: and RAY BUTRYN, Toronto, Canada. 'Trade-mark. Teletype Corp. Continued on Inside Back Cover