Variety (April 1953)

RADIO-TELEVISION SS Wednesday, April 29, 1953 ABC-TV On Fall Film Kick Continued from page 29 its upcoming Danny Thomas and Ray Bolger shows on film. Pro- ducers for this haven’t been select- ed, but it’s reported that MCA’s vidpix subsid, Revue Productions, has the inside track on the Bolger series. Web ,has also bought-the Paul Hartman situation comedy pix, “Pride of the Family” and the Barry Sullivan and Caesar Romero mysterioso series, “Expose” and “Passport to Adventure.” Latter is a William Morris property; Hart- man’ and Sullivan starrers are MCA packages. In addition, General Mills this week renewed for 52 weeks . the “Stu Erwin Show,” which Roach produces, while “Ozzie and Har- riet,” net’s toprated and most wide- ly circulated show; is also on film. Other commercials ‘currently on film are Proctor & Gamble’s “Beu- lah,” General Mills’ and American Baking’s regional “Lone Ranger” and Billy Graham’s “Hour of De- cision.” In case of current properties, of course, film was not the network’s idea. But in the case of the 11 new properties it’s prepping for fall teeoffs, going on film was in most cases the web’s choice, and it stemmed from three key factors. First was desire to showcase its new personalities on a weekly basis. In the case of comics like Bolger and Thomas, film was a necessity, from the viewpoint of convenient^ and materiaL Another factor, of course, is sub- sidiary, or residual rights, which can accrue from syndication of the pix after they’ve played the net- work. Monies from syndication would go to the net, the players and possibly the network sponsors. Finally, and equally important, is the station clearance problem. While the network feels reasonably certain of delivering a minimum of 30 live stations for the Bolger and Thomas series, fact that the shows are on film could assure the net of far greater showing of the pro- grams. It’s stressed at the network, how- ever, that film is being used only in those cases where, for the above- named reasons, it’s considered more convenient than live pres- entations. It’s pointed out that the current “Plymouth Playhouse” (un- til two weeks ago the “ABC Al- bum”) is live, and should a bank- roller pick up any of the plays for a projected series in the fall, likeli- hood is that such a series would be done live too. Clients Expands Stations With increase in network affilia- tions in the post-freeze period, many sponsors of high-rated shows are expanding their station lists. Lincoln-Mercury, for instance, has gone from 46 to 61 CBS-TV sta- tions with Ed Sullivan’s “Toast of the Town.” General Foods has upped “Red Buttons Show” from 43 to 87 outlets. * Sarnoff Credo S 5 S Continued from page,, 1 A.C. current. The spoils, already in the millions, have redounded to those broadcasters who “went the Sarnoff way.” New Horizons Thus tomorrow’s (Wed.) key- note address has portentous over- tones to the assembled Droadcast- ers eyeing new horizons in the TV spectrum. Advance copies of the “Sarnoff Credo” have already sparked pre-convention excite- ment, for his address is a mean- ingful, analytical blue-skies expo- sition of what lies ahead. The Sarnoff talk is revealing in its facts, figures and prophecies. He foresees the era of advertising expenditures in TV exceeding the $1,000,000,000 mark as only a few years off, with the economy sup- ported by 1,000 television stations. And with the era of 1,000 stations, he says, the TV networks will reach into all parts of the country, Make yours Martini ... or make it S lanhattan ...» either way the Italian Influence elps fashion your preference. For the Martini, the world’s most pop- ular cocktail, bears a famous Italian name. And Italian vermouth is the invariable in- gredient of the Manhattan. « In more ways than we know, modern 7 American tastes are being determined by the Italian Influence. It’s apparent in the foods we eat, the way we dress, the cars we drive, the films we see. The interior decoration of our homes and offices reflect^ it. We see it in the industrial design of the machines we use. The newer, smarter trends are * Italian in origin.. In New York, with an Italian-American population of more than two million, WOV interprets the Italian Influence for better ? * I ' • •• living to the most important single market segment in the area. Never was the prosper- ity of the Italian-American market greater than now; never was, the WOV Influence on thi£ market more important to the advertiser. Let us show you how ‘WOV and how the Italian Influence can make sales for you in New York. Representatives: John E. Pearson Co. v. UOMi JTUWOS: VIA di PORTA PINCIANA 4 supported alike by large and small advertisers, providing a national program service that will make the present schedules seem primitive. To achieve this, however, he cautioned that the networks, sta- tions and advertisers must he as bold and inventive in the use of TV as the scientists have been in creating it. But he warns against the Get-RiCh-Quick-W allingf or ds who are more interested in what they can take than what they can give. They may ride high for a time, says Sarnoff, but they will have no staying power; and sooner or later the public will intervene and they will lose out to, broadcast- ers who have shouldered the re- sponsibilities on which continuing opportunities for profit are found- ed. “Television, like radio,” he says, “should he a profession, with all that the term at its best im- plies in integrity, dignity, and, above all, dedication to a tradition of public usefulness.” Sarnoff reveals that RCA, in backing its faith in TV. with its re- sources, has gut $50,000,000 into the development of black-and- white O video, and $20,000,000 into color TV. “And yet this new in- dustry,” he adds, “is only on ti^e threshold of its destiny.” Shoulder the Risks Sarnoff’s talk, too, is an appeal to the affiliates to help shoulder the financial risks which the net- works must assume. Talent fees increase, he says, as networks bid against each other for top per- formers' Labor costs are going up. The sponsors are expressing mounting concern over the costs of the new medium. After net- works pay commissions, discounts, interconnection costs and station compensation, he reveals, they have between 25c and 30c of the sales dollar to run their business and carry on the developments on which the vitality of the industry depends. “This fractional portion of the dollar is the sole economic support of all the facilities, talent and services which the network provides the affiliate stations. , It must cover the cost of public serv- ice and other sustaining programs as well as other heavy expenses.” Thus, he adds, it should be obvious that affiliate stations have a direct interest in the economic stability of the networks. The networks, he says, cannot exist without the sta- tion; but many stations could not maintain their existing level of service and profit without a net- work affiliation? With the profit in relation to gross volume for the network very small (compared to“ what the sta- tions net annually), Sarnoff sees in this a moral for the industry; the need for a more sympathetic understanding and cooperation be- tween networks and affiliates. Because of the a sponsor concern over program costs, Sarnoff reveals that one of NBC’s immediate objec- tives is«to develop techniques and new sponsorship patterns for mak- ing the medium economically avail- able to more advertisers. But he warns against “sterility” in pro- gramming and the need to “set our sights high.” “The need for originality is par- ticularly important in a new and voracious medium such as TV. This calls for new ideas and tech- niques that will ultimately lead to the development of its own art forms suitable both for the inti- macy of its appeal and within rea- sonable costs.” Sarnoff is bullish on the “band of the future”—UHF—in filling a place of growing significance in television; he envisions the day not far off when compatible color TV will be authorized by the FCC to bring a new excitement into video. Generally his keynote ad- dress represents a “grand tour” of electronics wizardry for the broad- casters. And if there is a valedictory to the Sarnoff “credo” it is: “The public wants both radio and television. It will use each of them to the ex- tent that it- serves and satisifies the public interest. . Our economy needs both mediums, and it is big enough to support both, provided they will conscientiously meet its requirements for effective and economical advertising.” Louisville — Jean Clos, WKLO news editor and commentator, leaves the station May 1 for execu- tive secretary position with the Jeffersbn County Medical Society;