U. S. Radio (Jan-Dec 1960)

AIR FRANCE (Cont'd from p. 36) Air France's radio past. Prior to last year, the airline had for several years jointly sponsored a French music program, emceed by Jacques Frey, a soft-spoken Frenchman with a cultivated manner and imderstated approach to commercial delivery. Originating in New York, the sho^v was taped for broadcasting in other markets, and was heard twice a week for 25 minutes. Currently, Air France's spot annoimcements— in addition to WQXR —are being aired over KFAC Los Angeles; KDFC-FM and KIBE San Francisco; WFLN Philadelphia; WC;RB Boston: WFMT Chicago; WGMS Washington. D. C; WVCG Miami; WITH-FM Baltimore, and KADY St. Louis. According to BBDO's assistant account executive. Bob Haller, it is possible that this schedule will be extended during the spring months to include the San Diego market. This would represent .\ir Frances first solo journey into radio air space without the company of the French Tourist Biueau. So far, the airline buys radio only in those markets where it has district ofTices (with the exception of Baltimore, so close to the Washington branch) and which are the soinxes of Air France's principal American revenue. Anticipates Great Growth Air France ^vhose total revenue, according to Mr. Burrow, increased by 32 percent in 19.59 over 1958, anticipates great growth in the .\merican market in 1960 as the result of its jet services. The airline presently serves 236 cities in 76 countries and has 192,000 miles of route. During the 14 years that .\ir France has been operating between the U. S. and France, it has flown more than 500,000 passengers across the Atlantic. "With the seating capacity of our jet aircraft almost double that of conventional planes, and with the support of our advertising, we hope it won't be long," Mr. Burrows declares, "before Air France will be making a few new records in passengers carried and in the revenue received." • • • report from Canada \hLif p New Radio Service Aims For Quality Programs at Low .\ new progiiiiiiining service to pro\ ide a pool of programs for Canada's private radio stations may soon be launched by S. \V. Caldwell Ltd., radio production firm. The intention of the service is to provide stations with high caliber programs for low cost budgets. Plans lor the venture, tentatively called the Canadian Program Service (CPS) , are being developed by Caldwell's radio transcription department in Toronto. The undertaking is under the direction of Gordon Kecble, executive vice president ol the company, assisted by |()hn Gaisford, also of Caldwell. The service woidd provide two things: • The production of new high quality programs for use by subscriber stations. • A pool of taped programs produced by individual stations that would be available for use at any time. The company has Ijcen sufficiently impressed with the response to a survey it has taken to speak of plans for starting the service this month or next. With the backlog of tapes already produced, the service could get started immediately. And Caldwell will act as the clearing house until CPS gets on its feet. "We intend," says Mr. Gaisford," to supply duplicating and distributing services at nominal cost in order to get the project started. What we hope will develop, however, is a kind of syndicated network for Canada's private stations, run by the stations themselves. CPS would be run by a board composed of executives of the member stations, while Caldwell would be primarily a private firm in competition with other production firms for CPS business." In explaining the need for CPS, Mr. Gaisford says, "Many Canadian stations serve small markets and can't Cost alford high piiced productions. Under CPS, subscriber stations would help share the cost." For example, he points out, a small independent station may not be able to spend $ 1,000 on a half-hour program. If, however, the same program was duplicated and distriinited to 50 stations ,it could i)e l)roadcast al a cost of $20 to each station, ])lus the small distributing costs, he says. Each of the 50 stations would be able to provide for its listeners a halfhour of entertainment it could not afford to produce itself. The idea for such a service, exjjlains Mr. Gaislorci, has been suggested and discussed at various times during the last three or four years. Several presidents of the Canadian .\sscjciation of Broadcasters reportedly have commented on the advantages of a programming pool. Cald well decided to take on the development of the service and sent out a mailing recently to test interest in CPS. The reaction, says Mr. Gaisford, has been mixed. The smaller stations that would benefit most from the service, he points out, have been quite enthusiastic about the project. Larger stations serving metropolitan areas have been more reserved, declares Mr. Gaisford. "While they Avould be willing to contribute their programs to a pool, they have indicated a reluctance to take from a central source." These objections woidd not create serious barriers to the success of CPS. Mr. Gaisford does note the importance of the larger stations to the project. They have the resources to produce high quality programs, while the smaller stations would have to use outside producers to create a pool and keej) it going. With the anticipated cooperation of the larger stations and the availability of independent producers, however, CPS hopes to get off the ground shortly. • • • 56 U. S. RADIO • January 1960