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TV Teletype NEW vomTI Bob Stahl reports; NBC planning a real daytime TV blockbuster: an hour-long, week-day afternoon dramatic series, produced live and ^ col¬ or from Hollywood. Says NBC program chief RICHAip PDIKHAM, It^^ will have all the assets of soap opera without Its liabilities. Series will use plays by both experienced writers and newcomers, plus repeats of other top NBC dramas, and will feature occasion¬ al name actors. The series will boost color TV by giving dealers a regular program to show during store hours. ORSON WELIES' deal with CBS Is a whopper: six 90-mln- ute film shows, costing 1500,000 each. Kicker Is, later they‘11 be released to theaters as features. He'll do "Trilby” as one show; a modem-dress version of SHAKES¬ PEARE'S "Twelfth Night," made on the Riviera, as another. » « « RDTHIE GILBERT, MILTON BERLE's former "Max," will retire from show business. Unless something really wonderful turns up, I'm going to be Just a good wife and mother," she says . . . JULIUS LA ROSA'S early-evening musical show extended five addi¬ tional weeks by CBS, which takes^lt Into early October. ED SULLIVAN personally Invited TV scrlpter PADDY CHAY- EPSKY to write "The Sullivan Story," movie version of ED'S life, scheduled by Warner Brothers. CHAYEPSKY was forced to turn down the offer because of other commitments. * * * BIL and CORA BAIRD, the puppeteers, playing straight dramatic roles for Studio One Monday, Aug. 8, In a play titled The Prince and the Puppet.The puppets In this one will play bit parts . . . CARY GRANT may turn up on Colgate Variety Hour Sunday, Aug. 7, to plug his new movie, "To Catch a Thiel’. GRACE KELLY Is his co-star, but don't look for her on TV. RICHARD KILEY's wife and four children flew to Germany to play bit parts In his upcoming Brother Mark TV film series . . . LIBERACE adding guest stars and big pro¬ duction numbers to his new series. ALLAN JONES sings "Donkey Serenade" for the first of the new season's shows, now filming In Hollywood. « « » Concert pianist ARTUR RUBINSTEIN and contralto MARIAN ANDERSON slated for the first NBC "spectacular" produced by Impresario SOL HUROK Jan. 30 . . . And NBC's "spectacular anniversary salute to ETHEL MERMAN definitely scheduled for Sunday, Nov. 6. « « » Although BENNY GOODMAN will do most of the clarinet playing off-screen for the upcoming "Benny Goodman Story" movie. Tonight 's STEVE ALLEN will get In his licks. STEVE, In the GOODMAtf role, will toot In early sequences that show BENNY taking lessons on the Instrument. >Trade-mark. Teletype Carp. Continued on Inside Back Cover