U. S. Radio (Jan-Dec 1960)

Lf. S, RAMUO niRFHK Renewed Interest in Programming Fare Sparks New Activity in Program and Services Packaging Program The increasing demand among radio stations for more and more creative programming to supplement music and news formats has resuUed in a flurry of new features from program packagers. These features reflect the diversity of program material sought by stations today: there are programs of disc jockey chatter, talk and interview programs, sound libraries to tone up station programming and showcases for commercial messages. Short Features Popular And as the emphasis on tight production in programming continues, increasing numbers of new program releases are one minute or less in length. Although new 15 and fiveminute shows are being released, the short features are being eagerly snapped up because they can be easily integrated into existing schedtdes. However, a number of producers predict that the five-minute program will come back into vogue within two years, replacing the one-minute capsules Avhich will have served their purpose: to put local radio in the highlight as a medium with top creative and informative programming. A majority of the new material comes from firms that have been doing business for years, but it is significant that much of it emanates from new entries into the field of syndicated radio services. And producers, whether old-timers or newcomers, are more enthusiastic than ever over the mushroominsi demand for these services. Following is a rundown of what's happening in the way of new program production at various firms: • A series of comedy vignettes for radio stations has been produced by Commercial Recording Corporation of Dallas, Tex. The features are less than a minute long and incktde personalities siich as Mel Blanc, Hal Peary and Sterling Holloway. The comedy features make up half of a two-part package sold as "Radio U.S.A." A series of t^venty musical bridges of various lengths make tip the rest of the package. • From RCA Recorded Program Service, New York, comes a threepart package of one-minute automotive shows, tentatively schedided for distribution early in 1961. Called the Automotive Sales Library, the package contains a total of 736 capsules ideally suited for sponsors in any line of the automotive field. One part of the library is a selection of 400 tips on auto care, delivered l)y Ed ^fcCrea, with a 14 to 20-second sound effect opening. Each spot is toned away from technical language so that the layman may hear apt information on the care of his car. Elsed car spots, 124 in all, give descriptions of the best mechanical features of car models from 1954 to 1959. Spots are in production now for 1960 models. Spots are from 35 to 40 seconds long, and suited especially for sponsorship by used car dealers. Minute Motor Memos comprise the final part of the package. There are 212 in all, each one minute long, with more detailed information on car care. The entire package sells for a minimum of |600 and a maximum U. S. RADIO AIRFAX 1961 113