Variety (Oct 1938)

26 VARIETY RADIO Wednesday, October 5, 1938 NBC PROMULGATES NEW CLIFF-HANGER RULES; SOFT PEDAL FEAR, SUPERSTOION Extends Clauses Regulating All Children^ Programs —Shutting Out Gunplay—^Actors Can't Suffer, Bleed or Die in Front of Microphone Under the new set, of rules for kid shows which have just been intro- duced on NBC the characters will "have to do their dying or voicing of bodily pain away from the mike. Network's tightening up on this type of program is so stringent that any newcomer adventure strip won't be permitted to include gunfire in the action. Strong trboos also apply to. the commercial copy and gift of- fers. - NBC had figured on making the no-shooting angle operative from the opening of the juvenile program season (Sept. 26) but it was re- alized that enforcement of the pro- vision on shows under contract since the early summer, and, which had their initial batch of scripts all set, wouldn't be fair. While agree- able to waiving the " gunplay must- not for such acdounts during the current season, NBC will insist upon the elimination of all forms of physical torture and the corpse be taken off stage. All cliff-hanging coming at the fadeout of the daily installment is likewise to go. As the NBC censor phrases it, 'In order that children will not be emotionally upset no day*s proKram shall end with an in- cident which will create in their M'liif undue morbid suspense or ^ K»Ai«pp.'nt is another * *••»! as anythinf of a su <>riture that is like! E >Jt'; N»f Mama As for the new slricijii''-: on cona- mercial copy the kids mustui asked more than once on an single program to urge their mothers to buy the product or listen to the pro- gram. Hereafter if an advertiser informs the youngsters that if they eat his product regularly they will develop into athletic marvels he will have to back up the statement with proof, submitted in advance to NBC. In adjoining column is a state- ment of NBC's new policy on kid shows, copies of which have been distributed among adviertisers and ad agencies that are connected with this type of entertainment on the red (WEAF) and blue (WJZ) links. Realist Chicago, Oct': 4. Somebody phoned John Ash- enhurst of the Petry office last week and informed him that Gene Fromherz had severed connectiohs as spot time buyer for the J. Walter Thompson agency here. 'Nuts,' answered opportunist Ashenhurst, 'why didn't you tell me sooner? I just gave him a ticket to the Cubs-Pittsburgh game.' Gen. Electric Likes Touring By Spitalny General Electric is one sponsor which doesn't carp about remote- control wires to pick up Phil Spital- ny and his femme orchestra on their personal appearances. GE, rather, II tncourages it, since it's an oppor- ran»ty alio to effect dealer tieups en Spitalny, wT Monday ^3), with Uumed for GE on H^hy Thomp- ^ns in Ra£o Research Group Endorsed NBC-CBS Farm Data; Oat Soon in Booklet Joint Committee on Radio Re search gave its approval Monday (3) to the farm study which NBC •nd Columbia co-llnanced last win- ter and spring. Committee's okay, which has been pending for several months, means that the networlcs are free to turn the data over to the engravers and printers and get it out in book form for distribution to the trade. This will take from three to five weelcs. It was the joint committee's first meeting since last spring. Com' :i7iittcG also discussed the matter of !aujiching an oy.tenslve listening area iumy scd app^ utci^. o sub- committee t' consider the question of employing a managing dirvctof •nd other personnel for the bureau. son vr- .': new co-fcature, Detroit on tiiaay ' ext. theiil Indianapolis, Milwaukee, btc. 3t)*.^ dates via MCA, but not the radib deal which, per usual, is via Maxon agency. DIANA WARD Now at Cocoanut Grove, London's Ultra Rendezvous. Thanks to Doug- las Moodle, British Broadcasting Corporation, for choosing me to play the Ethel Merman role in "Alexander's Ragtime Band," and Irving Beriin for personal congratu- lationn. J. Walter Thompson Co. for LUX Commercial Program. Come Over and See Me Sometime. European Representative: HARRY FOSTER ♦ ♦♦♦♦♦♦♦♦♦♦♦♦♦♦♦♦♦♦♦♦♦♦♦♦♦♦♦♦♦♦♦♦ MMMMMM « M » NBC Kid Show PoKcies ■»»»f44»»» M 4 MM 4 f »» ♦♦♦♦♦♦♦♦♦♦♦♦♦♦♦♦♦♦♦♦♦♦♦♦♦♦♦♦♦ 2. B. C. D. £. F. G. World Debuts Its Wax Station Package With 31 Cliarter Takers Bodd Hufick Most Pay Mineola, L. I., N. Y., Oct. 4. Budd Hulick. the Budd half of the now defunct team of Stoopnagle and Budd' will have to pay $1,730, as the result of an automobile crash, in which he was a participant in Jack- son Heights, L. I., when Delbert E. Whitten, an aviator, the complatoant, received injuries with his wife and son. Supreme Court Justice Peter M. Daly handed down the judgment in court here. In his decision Justice Daly al- lowed $1,000 for the boy, who is permanently scarred about the face, $550 to Mrs. Whitten, whose back was injured, and $200 to Whitten for medical expenses. World Broadcasting System is starting off its station-package idea with a list of 31 outlets. Project, which will be headed by A. J. Ken- drick, WBS v.p., has been tagged the Transcription System. Three i^tul during the past week staxion^i iT5^Slil^yii2hnif>nd; WGST, are WRVAT^^^^K^^^^^i.. Atlanta, and KLRA, WTS bases its spot sales concept on a free transcription servicing ar-. rangcment, providing the advertiser buys the WTS allied stations in the list of markets that he has charted for his campaign. Gratis angle will also be governed by the number of stations contracted. Campbell-Ewald Is in on the ad- vertising and publicity phases of World's new enterprises. M. A. HoUinshead has rejoined the agency to handle the account. He was formerly C-E's radio director. Ed Simmoni Joini Wade Chicago, Oct. 4. Ed Simmons, production man at WGN, joins the Wade agency. Before affiliating with the Chi Trib outlet Simmons was program director of WAAF there. Once a Two-Act 'Burns and Men Now Comprise a Carload of Peopli THOMPSON'S OFFICE OPPOSITE NBC PLANT How a show biz standard act has hoc.i /expanded by radio into a small platoon 15 c-ry .r'-frnted by Burns and A!lr». Once, if this pu^ . Suited west for, let's sAy, th? Orpheum Cir- cuit, it was Just two people. Now look at the roster of 'Burns and PHILLIP FUSS OUT ■' Hollywood, Oct. 4. Comer property at Vine and Sel- ma streets, opposite new NBC studio, has been leased by J. Walter Thomp- son, and move will be made from Guaranty' building as soon as re- modeling is completed. New quarters will have audition studio, projection room and facili- ties to house all radio departments. WIGGm'S WEITINGS John Wiggih, since leaving Pedlar & Ify^n advertising agency, has been writing, and h|s first two pieces' v^ere accepted pronto by_ Colliers, Both flctiOHi Wiggin was on the P&R radio pro- luction stafF. CKLW Calls N. T. Office a Flop- Back t* McGlllvra — F'rtiH-p Fuss was fired lavi ^.ri: Allen' as they are due to go west \oik sc'estnan for Station In their own Pulbnan Oct. 14: George Bums. Grace Allen. Two children and governess. Mr. and Mrs. Ray Noble. Mr. and Mrs. Bill Hardy. Mr. and Mrs. John P. Medbury. Mr. and Mrs. Harvey Helm. Will Burns. ' Mr. and Mrs. Don Langham and daughter. Paul Douglas. ,And when they get to Hollywood there'll be two more added, Bert Kalmar and Harry Ruby. This retinue represents the musi- cal, gag and production phases of keeping the vaudeville act on the air. Accompanied by wives and chil- dren the party has an entire car and is important enough to get the New York Central to" hold the 11:40 p. m. train until 12:15 a, m, after the re- broadcast in New York. 3. 4. 6. Following is NBC's policy statement: Because of the obligation invested by the National Broadcasting Co. i relationship to the juvenile audience, it is necessary that meticulous super- vision be exercised over all programs appealing to children and therefore it Is requested that scripts of children's programs be submitted a mi imum of three business days in advance of broadcast. All standards of this Company shall apply to children's programs and, In addition, the following specific standards must be followed: 1. All scripts for children's programs niust be carefully written, havi in mind the particular audience for which they are intended. All stories myst reflect respect for law and order, adult authority, good morals and clean living; The hero or heroine and other sym- pathetic characters must be portrayed as intelligent and morally courageous. The theme must stress the importance of mutual re- spect—one man for another—and should emphasize the desirability of fair play and honorable behavior. Cowardice, malice, deceit, selfishness and disrespect for law must be avoided as traits in any character that may be presented in the light of a hero to the child listener. Adventure stories may be accepted subject to the following prohibitions: A. No torture or suggestion of torture. No horror—present or impending. No use of unwliolesftmely supernatural or of superstition likely to arouse fear. No profanity or vulgarity. No kidnapping or threats of kidnapping. In order that children will not be emotionally upset no day's pro- gram shall end with an incident which will create in their minds undue morbid suspense, or hysteria. Dramatic action should not be accentuated through gun play or through other methods of violence. To prevent the over-stimula- tion of the child's imagination, sound effects, intended to anticipate or simulate either death or physical torture, are not permitted. COMMERCIAL COPY FOR CHILDREN'S PROGRAMS It is consistent that fair play and considerate behavior be reflected through the commercial copy as in the script itself. Advice 'to be sure to tell mother'—'ask mother to buy'—'tell mother to listen to the radio' mi'st be limited>,to once in the program. The child is more credulous, as a general thing, than the aduit, therefore the greatest possible care must be taken in commercial copy on children's programs. When promises are made as to the benefits to be derived from use of the product advertised, it will be necessary to submit proof that such promises can be kept. GIFT OFFERS IN CHILDREN'S PROGRAMS It is believed that the advertiser may ultimately alienate a portion of his audience by consistently urging the child to prevail upon his family, friends and neighbors to collect box tops or wrappers. It is possible also that the child, in his quest of such material, may be faced with some element of danger in approaching neighbors or others whom he does not know. 2. Appeal may be made to the child to purchase the product or to send in box-tops or. wrappers in order to keep 'the adventures of Tom Sawyer,' as an example, on the air. No appeal may be .made to the child, however, to purchase the product or- send in box-tops or wrap- pers for the purpose of helping characters in the radio drama ex- tricate themselves from the fictitious situations of the plot i.e. no appeal'should be made to the child to purchase the product or send in box-topk and wrappers so that fictitious character may go to school or hospital or help pay off the fictitious mortgage. jjremium that depends upon its alleged 'luck' bearing powers for c tiveness or in any fashion appeals to superstition will be its <^t{ni^H^ approved!^^B|r of clubs is ci'izzt lutr'-v^uced on children's programs. The forminH^^Bj^tion requirements fifiU 't'h:;i rulex of such clubs ar« Sometimes inH^^^^^e forni. Any script which invvxvei. tiic: o fnniza- dlsseminated in^H^^^^^ret society or code must be submittca Lc iiw tion of a children'm|^^^^^pany in complete detail at least ten busi--^ National Broadcasting o^^H|L|*':c*i on the air. ness days before its introdM^HK|^^y must be given assurance that The National Broadcasting CoIHIH^^^i^^ ff harmful to person 9t no premium offered over its facl^^^^^^ property. CKLW, Detroit-Windsor. He was en the payroll six months. Coincidental with dropping Fuss, a girl secretary, and the New York office CKLW returned to its former policy of using a regular sales rep. Choice fell to Joseph Hershey Mc- Glllvra, who had the station before the Fuss episode. Ted Campeau. g.m. of CKLW, made both decisions while visiting Manhattan. Geori:e Losey Joins WLS Chicago, Oct. 4. Three additions to the WLS staff. George Losey moves in from WDZ, Tuscola (111.), to join the produc- tion department. Swit^er McCrary, radio writer and performer of Texas, comes up as announcer, while Mary Esther Moulton is added to the press de- partment. Whatever It Is, KeDogg Revae Under Snpervision Of Sanford-Fanlkner When the Kellogg variety show goes on the NBC-red (WEAF) link from Hollywood Jan. 15 it will have as staff producer and writer the same combination, Tony Sanford and George Faulkner, who are now doing the Rudy Vallec-Standard Brands stanza. J. Walter Thompson, agency on both accounts, intends to replace Faulkner with Bob Simons as scrip> tor of the Vallce program. Kellogg event will take the Satur- day 10 to 11 p.m. span, the first half of which is now filled by Horace Heidt for Stewart-Warner, Thomp- son has been dickering for Cary Grant as regular m.c. and Deanna Durbin as the main voc^ilist, but these deals reported to bt' cold. Iic:)crt rnn»"ct Dolen may have the baton ns3ignuiv..:*i ■^^y,} thrre will be g»test samcs a la Chase & iidii'sf'-a Hour. fkm Copy Tot-Totted Washington. Oct. 4. Commercial ballyhoo for Drcne, one of the Procter 8c Gamble pro- ducts widely promoted through radio programs, is due for more blue-pen- ciling in accordance With a Federal Trade Commission stipulation. Maker agrees to drop misleading copy—in- cluding claims the shampoo is the safest, purest, and most effective, that the cleanser completely removes excess oil, dirt, etc., and that dyed locks will take on that natural look. Last year some of the health claims were abandoned when the FTC tut- tuted. Walter Craig Heads Radio For Street & Finney Walter Craig has sold his Inde- pendent radio production business to his long-time associate, Kenneth Burton, and is Joining the Street & Finney advertising agency to cstab' llsh and head a radio department. Two Street 8e Finney accounts, Rex> all and Carter's Liver Pills, have for years been handled for radio by Craig and he will be their account exec, among other duties, at the agency. Formerly a musical comedy Juve- nile, Craig entered radio through World Broadcasting Co. Five years nrro he went oh his own and has handled i^ca^roh, Chevrolet and other national a.coun. v.orious agencies. Street Sc Fitir.ny Has a fah!y lurge annual billing, but has .".Ct };sr«to- fore been prominent in radio. CiaiC, it is understood, will also have a piece of the biz. Jolson East for Six Hollywood. Oct. 4. Al Jolson's Lifebuoy troupe will broadcast from New York for six weeks starting Oct. 2S. Start of h6r new picture at Paramount will pre- vent Martha Rayie from making the trip. Accompanying Jolson will be Park- yakarkas, Lud Gluskin and producer Ev Meade.