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as we see it Week of October 23-29 LOCAL PROGRAM GUIDE In broadcasting circles, the year is divided into four 13-week periods. A sp>onsor buys the first 13 weeks of a show, with an option to renew. If he wants to renew, he must do so before the first period has ended. This season, there are a number of new programs on television. Some have barely begun to function smoothly, yet sponsors already are studying hastily collected product sales figures and audience rating re¬ ports. They must soon decide whether they will keep their shows on the air for another 13 weeks. In addition to product sales and audience ratings, enthusiastic letters from viewers have been known to sway sponsors. Obviously, if viewers like a show well enough to write in about it, the sponsors figu. „ they’ll like it well enough to b«y die mer¬ chandise it advertises. The classic story of how the audi¬ ence can call the shots on TV hap- Iiened a couple of summers ago. A new program, Mr. Peepers, had been signed by Ford for 13 weeks. The program did only fairly well in rat¬ ings. When the period ended. Peepers was replaced with Ford Theater. Then came the letters—^thousands of them—demanding that Peepers be re¬ turned. There wasn’t much Ford could do, since the motor company had con¬ tracted for a long series of expensive half-hour films. But the network showed the letters to a prospective sponsor, Reynolds Aluminum. Ac¬ cording to a network official, the let¬ ters, more than anything else, sold Reynolds on sponsoring Mr. Peepers. This is all by way of suggesting to readers that, if they partictilarly en¬ joy a new show, and feel strongly enough to invest three cents and a little time, their letters may help keep a deserving program on the air. Opens Opposite Page 12 Contents TELETYPES New York . 3 Hollywood .12 ARTICLES Disney In TV-Land . "Light's Diamond Jubilee'—Talk About Kilowatts! . TV—Safer Than Kissing Babies. It Paid To Be Thin . Report On Color TV . The Case Of The Wayward Petticoat . Viewers Are Easy To Satisfy . SPECIAL FEATURE Should Comedy Shows Use Phony Laughter? . 7 TV GUIDE'S NEW GAME Tele/Versions .19 REVIEWS Dear P/ioebe_ 13 Stop The Music .14 COLUMN Pine Tuning . 14 Cover pictures copyright by Walt Disney Productions. World rights reserved. Vol. 2, No. 43 • Oct. 23, I9S4 #<»2 Wolter H. Aimenberg, Editor Merrill Ponilt, Managing Editor Michael 3. O’Neill, Ad^ortidng Director James T. Quirk, Publisher .... 4 .... 8 ...10 ...15 ._.16 ...20 ...22 N. Y. Entered es second class m______ .. Philadelphia. Pa. Subscription Rates: In the U.S. 1 year S5.00,2 years 18.00,3 years $11.00, sinide copy 15c; In Can- --■i 1 year $6.00,2 years $10.00,3 years $14.00; in Pan-Amor- n Countries 1 year $7.00, 2 years $U00, 3 years $17.00; 2