Variety (September 1952)

^V’cdncsdny, September 10, 1952 0OB1N QUITS FCC POST TO JOIN D.C. LAW FIRM Washington, Sept. 9. Paul Dobin, chief of the Rules and Standards Division of the FCC Broadcast Bureau, in which capac- ity he had charge of the TV lift- the-freeze allocations proceedings, resigned last week to join the law firm of Cohn & Marks. Dobin, 34, a New Yorker, joined the Commission six years ago after taking his B.A. at the City College of New York and his LL.B. at Harvard in 1941, and after four years of military service. Prior to taking over the Rules and Stand- ards post, he served as legal as- sistant to Commissioner Robert F. Jones. Rosemary Clooney, Moore To EC. Palsy Telethon Louisville, Sept. 9. On Sept. 13 and 14, Rosemary Clooney and Garry Moore will jliare m.c. honors on the 16-hour Cerebral Palsy “Parade of Stars” telethon over WHAS-TV, Louis- i?ille.. Besides the scores of local per- formers joining In the all-night show, Garry Moore 1* bringing plong members of his regular day- time TV gang, vocalists Denise Lor and Ken Carson along ,^ith music man Howie Smitlf. "'1 Ralph Hansen, WHAS-TV pro- gram director,' is organizing the big Bhow in association with Hank Kaufman, of the United Cerebral Palsy Radio-TV staff. All proceeds are for the help and care of cere- bral palsy victims in the Kentucky area. BAB Continued from page 24 get maximum impact. He noted that it includes heavy on-the-air promotion and congratulated KLIX on its determination to use radio. The BAB ad campaign will run for two months and involves a se- ries of three ads being inserted in dailies and business papers. Trade publications include Wall Street Journal and papers in the broad- casting, grocery, drug and automo- tive fields. In addition to the pa- pers, the stations are being asked to use direct mail. On the AM phase, BA,B prepared copy for live announcements and made waxed commercials touting radio’s effectiveness. Paid-space campaign was origi- nated with the BAB executive and finance committees early this sum- mer and was developed by a sub^ committee of BAB's promotion group. Special unit was headed by Lou Hausman, administrative veepee of CBS Radio, and included other AM leaders. Campaign was created and executed by a task force from McCann-Erickson, work- ing with Hausman’s committee. Hennock Continued from page 24 OFFICIAL BASIC CBS OUTLET FOR teachers, physicians, artists and specialists of all kinds. These lead- ers will not only be drawn from this city but also from all over the nation and the free world. This station will spread the treasures of Los Angeles, its museums and libraries, right before the eyes of 'the viewers. Through its use, the 1,500^000 TV sets in this area can become nothing less than 1,500,000 excellently equipped classrooms, to supplement the classrooms in ex- isting schools today.” Miss Hennock paid tribute to L.A. for jumping on the educational TV bandwagon but, for the bene- ^fit of “those others in this state and throughout thev,west whose ef- ; forts in this vital fj(eld lag behind,” she declared: “When there is full understand- ing that this is a once-in-a-lifetime opportunity for education; when there is full appreciation of the fact that every day that a reserved channel lies unused deprives every person, school child and adult alike,- of a highly valuable education— then I am certain that there will be no reason for concern with the future of educational television.” Although permits for seven educa- tional stations had been issued prior to the L.A. authorization, Miss Hen- nock said the USC outlet may be the first to start “regular opera- tions” and, in any event, the first educational UHF station on the air. Rhoda Rosenthal Shifts Rhoda Rosenthal, former assist- ant to Ted Cott, WNBT (N.Y.) general manager and aide to Fred Coe, NBC-TV producer, has been named TV director for the Rand agency. She’ll handle the MacLevy junior talent programs and the Ad- vance patterns sewing show, among others. NBC O&O Integrates sssss Continued from page 25 — and tele. However, it’s stressed the radio end will not be “swallowed up” by TV, and both operations will keep their identities, have separate offices and keep directors and other production personnel working in one or the other med- ium rather than in both. Steps were taken due to the ex- pansion of local programming on both stations. Both' WNBT and WNBC use some key talent in both mediums, such as Jinx Falkenburg McCrary, Bill Stern and Herb Sheldon, and the Integration pat- tern will facilitate this. At the same time, WNBT is making permanent its one-month test of producing all its local shows from the same studios—in space rented by the network from WOR-TV, N.Y., on W. 67th St. Under this plan, the local outlet has its own operational crews (in- cluding stagehands, cameramen, engineers, art designers, etc.). Previously, it operated from vari- ous NBC-TV studios and with operational personnel who worked on network shows. HBC’s $1,000,000 — • - •■-4 Continued from page 23 v-. Sales Effectiveness Study costs an- other $125,000. Another $100,000 will be spent promoting these two studies. NBC’s MacKenzie & Column NBC is uncorking a tvs'o-sided promotion drive to plug its radio shows. Double-phased operation includes a twice-weekly paid-space column In daily newspapers across the country and a , weekly 10-min- ute AM stanza every Friday at 10:35 p.m., starting Friday (12). Both the, column and the pro- gram will be hosted by “Bob Mac- Kenzie,” an NBC house name, similar to Betty Crocker or Nancy Sasser. Radio airer will promote the column and vice versa. AM show, “Radio City Pre- views,” will have MacKenzie inter- view stars, play dramatic excerpts from upcoming attractions- on the web as trailers and give out with gossipy and ’ behind - the - scenes chatter about radio. Additionally,* several times a day MacKenzie, will give announcements on the day’s programs. Newspaper column will be a two- column by 10-inch ad, including cuts and wired to the papers three days in advance to keep maximum timeliness. Sked of columns will be rotated so as to cover every day of the week and every show. First column breaks on Tuesday (16). Concept behind MacKenzie is that the public is interested .in AM shows and personalities, similar to their Interest in Holly- wood. Agencies, producers, and account execs packagers have been briefed on providing hot copy for the show and column. Show is also being promoted via air plugs and ad mats. In addition to the weekly pro- gram, a special half-hoUr show will be beamed early next month, with MacK^de presenting the top NBC star^ on tape. I TV-While-You-Wait | — — ■ Continued from page 23 wires to individual homes. These community antennas are now being rigged up to receive WHUM’* Channel 81 output and to feed it to the homes hooked up on a VHF channel. WHUM will reach into some areas where VHF doesn’t penetrate at present. In these localities, de- mand is high for UHF or all-wave ^ts. >Station has not yet inked any network Affiliation contract. Greig told Variety that he will use about 30 hours weekly of local shows. In view of this quota of local origina- tions, it’s not likely that his station will affiliate with more than one chain, or at most two. Mobile unit was picked up on the day the permit was handed out. Construction started Friday on its tower base and progress is being made on its $60,000 transmitter building. Greig is using four tilt- pan units, which are remote-con- tiHilled from the control room and thus can eliminate the need for cameramen. VIEWED BY ‘O I Mpis. Radio-TV Continued front page 25 { 93.4 % MORE FAMILIES THAN STATION'S"! WRirf us OR AV[Ry-KU 0 D(L fOR ALL FACTS U/f* COMPANT KALAMAZOO AVAILABLI IXCLUSIYI HCRITARY Ywi with IntwHiLilMAliy fiontut lUn *•>4 ptrMiiinty mw ayaHaIiU ■ f«r r<* •HuilfcU MtltltH In n«w Y*r1t City. ■♦X V 3M, YftftRty, IM 'WyH 44th ttriit N«w Y*rk 84. H. Y. WCeO-TV, CBS-TV and NBC-TV were on hand to take the films. These highlights were used on two special shows and on news pro- grams. They also found their way to the Edward R. Murrow NBC “See It Now” and the John Cam- eron Swayzee NBC “News Cara- van” network shows the next day. Radio got in an especially big inning. A special midwestern net- work of ABC and NBC stations car- ried Eisenhower’s talk, which was heard on Twin Cities stations KSTP, WCCO and WTCN. A re- cording of Stevenson’s speech went out over NBC network In the eve- ning, four hours after its delivery. CBS newsmen Ed Morgan and Bill Downs, traveling, respectively, with Stevenson and Eisenhower, also aired the event over the.na- tional network. University of Min -1 nesota radio station KUOM inter- viewed farmers attending the af- fair to get their reactions to the two speeches, tape-recording and opinions and* putting them on the air Saturday night. WCCO put on a unique special half-hour Saturday night radio show, compressing the two presi- dential candidates’ speeches and ex- plaining the candidates’ position, point by point, in relation to each other. Although the candidates didn’t appear together on the plat- form, making their talks four hours apart, WCCO tape recorded the speeches, edited them and inter- jected the commentator’s explana- tory remarks to create the “illu- aion” 4>f a debate‘for listeners* ••