Variety (May 1953)

I f ; ► * r r * * * « Wednesday, Ma y 20, 1953 _ ——w— * *Hfr ^"~i* i nfc^fcr~T PfiteTEfr KAMO-TELEVISION 23 / Memphis Cottons Up To lilfrong Guy' Memphis, May J9, Where television's concerned, this is primarily an NBC town. Memphis' sole video station, WMC-TV, is a basic NBC affiliate, and in view of the’ outlet’s ^ownership by the brace of dailies, tho Commercial Appeal and the Press Scimitar, it’s understandable that the newspaper space leans in NBC’s direction.. Hence when Ed Sullivan who is strictly a CBS personality, came to town last week as top guy for the annual Cotton Carnival and to head up a "Cotton Carnival Toast of the Town” on WMC-TV, it was still surprising that the dailies—and WMC—went all out for nearly a week in heralding Sullivan’s "in person” participation in the Memphis fiesta. The "Toast” emcee practically had the town at his feet. Then, as though a switch had been turned off from Radio City in N. Y., there was a complete blackout on the CBS personality. For the final three days it was as though Sullivan had never put in an appearance. Memphis begain to see a lot of Marguerite Piazza, of the NBC-TV "Show of Shows,” who was brought down as the NBC talent representative. Particularly since she’s some- thing of a Memphis "daughter-in-law” (her decease^ husband was a local boy), her appearance on the scene was the signal for the dailies and the station to pledge undying allegiance to NBC. NBC-TVs Gallery to Rescue As ABC Nearly Cops NCAA Gridcasts NBC-TV’s wrapup of the Satur-► day afternoon 12-game grid sea- son next fall under auspices of the National Collegiate Athletic Assn., with General Motors latching, on to a $3,500,000 sponsorship tab re- establishes the web’s virtual stranglehold on major TV sports- casts. (GM also had the NCAA-in- spired gridcasts last season, for which it paid $2,500,000, with the added hike this season attributed to more games and a greater sta- tion spread.) Surprisingly enough, it was ABC, and not NBC's major rival, CBS, that virtually grabbed off the NCAA grid plum in last week’s contractual 'jockeying. However, when the chips were down it was Tom Gallery (wrested away from DuMont a 'couple seasons back at a time when NBC was on the short end of a major stake in the over- all sports picture), who stepped in as NBC-TV’s "trouble Shooter” on major sports and clinched the deal. Factor in the NBC-TV sports ascendancy this season is that, over and above its grid spread and Gillette commitment^ on fights and World Series, the web’s Wednesday night "This Is Your Life” has been making a rating dent in the CBS-TV opposition’s Pabst fight' pickups. NCAA-NBC deal could not have come at a more propitious mo- ment for the network; virtually on the eve of the powwow with af- filiate stations who are coming armed with a flock of questions as to what NBC has up its collec- tive sleeve in terms of the future. Today’ Jackpot $350,000 Monthly Whatever ^iBC-TV's daytime problems, and to hear the affili- ates talk about it they’re manifold, payoff accruing to the network on its early-morning "Today” spread,] both from an audience acceptance' standpoint and billings-wise, has been cause for considerable jubila- tion around the web. For the last half-hour of the 7 to 9 a.m. show, the rating has hit a 10.5 (which compares with many a ihajor budgeted nighttime TV at-, traction). In terms of sponsorship, Today” is currently grossing in excess of $350,000 a month. Katz’s Banner Biz The unprecedented boom in spot sales is continuing apace. Extent of its growth is indicated by Ed Codel, director at the Katz Agen- cy, who announced this week that . our company did its largest bill- jog, in March and April, in the history of our firm—and that goes back to 1888, when we started as newspaper representatives.” Katz represents 35 radio and 24 stations, and is skedded to take on six new TV stations when the outlets start operating. Doris Day, Jo Stafford CBS Radio Shows Axed A couple of chirpers are being silenced on CBS Radio. Net is ax- ing the Doris Day Show (Tuesdays at 10:15 p. m.) after the May 26 broadcast, and dropping the Jo Stafford Show (7:30 p. m. strip) after June 5 program. Both are austainers. R. J. Reynolds Swings Axe On AM-TV Shows The R. J. Reynolds Co. (Camel- Cavalier) in a major overhaul of its radio-tele advertising, is drop- ping the AM and TV versions of "My Friend Irma” the end of next month, expects to cancel out "Your Show of Shows” at the end of this season, and probably will axe the "Bob.Hawk Show” on CBS Radio. Firm,' mulling a king-size Camel, had decided it is time for a change in. its sponsorship of radio-tele shows. It recently bought the quiz show, "I’ve Got a Secret.” Through the summer, "The Hunter,” telefilm series starring Barry Nelson, will take over the Friday at 8:30 p.m. CBS-TV spot for "Irma,” but there’ll be no sum- mer replacement for the radio ver- sion of the Cy Howard-created comedy. Company will continue its "Walk a Mile” and "Grand Old Opry” ra- dio shows through the summer, but the Vaughn Monroe program is taking a hiatus and, as of this moment, is due to come back. Multi-million-dollar “Shuffle of shows will continue, with high-bud- geted programs getting the axe pri- ority, as Reynolds deliberates its moves in the tobacco market. If, like other ciggie sponsors, firm de- cides "the long green is going to the long pill,” it’s likely that spot campaigns will saturate the major markets. JOSH LOGAN’S ‘TOAST’ VIDBI0G COIN BIGGIE For its biographical recap of Joshua Logan’s legit career on last Sunday’s (17) CBS-TV "Toast of the Town,” Lincojn-Mercury, the sponsor, went for one of its alitime major production cost tabs. An extra $4,900 was earmarked alone for a filmed recreation of the Logan-Jimmy Stewart college day era when they were both active in Princeton Triangle Club pro- ductions. In addition, the excerpts from such Logan legiters as "South Pacific,” "This Is the Army,” "Pic- nic,” "Wish You Were Here” and "Mr. Roberts” represented one of ,the top investments for "Toast” ‘Comedy Hour’ Becomes $6,000,1)1)0 TV Reality (or NBC as Colgate Signs By GEORGE ROSEN < WTAR, the Campbell Arnoux- operated NBC basic affiliate which is the big noise in broadcasting in Norfolk, became the first station to desert the NBC camp and trans- fer its allegiance to CBS in the current "affiliate crisis.” Arnoux, on behalf of WTAR, and Jack L. VanVolkenburg, CBS-TV prexy, shook hands and signed the deal Monday night (17) whereby both the radio and TV adjuncts of WTAR (Norfolk is a one-station video market) henceforth take over the CBS affiliation formerly occupied in radio by WRVC. Switchover becomes effective Sept. 27. Thus the threatened defections in the NBC affiliate fold stemming from longtime squawks and crys- tallized in recent weeks by out- spoken protests, became a reality in the case of one major single- station TV city. With others threat- ening to follow Norfolk’s lead, it’s known that CBS brass has been having discussion with other ma- jor NBC affiliate operators. But there’s little likelihood of any further moveovers before the NBC- Afflliate meetings next week. WTAR, the first radio station in Virginia, has had a NBC identity for many years, with Arnoux through the years projecting him- self as a major factor in NBC- affillate relations. NBC & "Battle of Princeton” NBC and its TV affiliates are poised for pext week’s showdown "Battle of Princeton.” Reflecting the determination of the network to resolve all major differences with the affiliates as result of the serious impasse and threatened defections that have developed, RCA-NBC board chairman Gen. David Sarnoff will be right in the. front line to take personal com- mand of the crucial meet. The affiliates gather in N: Y. next Monday (25) to draw up their "agenda of squawks” for presenta- tion to Sarnoff and the network brass. On the following day the scene will shift to Princeton, N. J., where as a preliminary to unveiling the scope of the NBC-RCA future horizons, the affiliates will witness a color TV demonstration at the David Sarnoff Research Center. Then the web echelon and the affiliate station men will sit down in closed session and lay their respective cards on the table. In substance, some of the affiliates are unhappy, pointing to "growing signs of weakness in the NBC net- work structure and relinquishing | of its TV leadership.” As result some have indicated a willingness to shift to a CBS-TV affiliation. Sarnoff, who has now taken active command at the network, will lay it right on the line to the disgruntled elements within the affiliate membership. Just as, at the recent NARTB convention in Los Angeles, he projected himself into (Continued on page 26) I The Sarnoff Agenda The following are the major items on the David Sarnoff "agenda for the future” which he’ll present designed to re- solve the schism existing be- • tween the network and affili- a t es • (1) NBC will spend mil- lions, if necessary, to estab- lish leadership in broadcast- ing. (2) A frontal attack on day- time programming is all set to ride, with a flock of entries going into the 9 a.m. to 1 p.m, segments. (3) A new discount plan will be put into effect, some agencies having already been apprised of the new structure. (4) Half a dozen new, ma- jor sales will be sprung on the affiliates, Including the' first cigaret sponsor for "Today,” and the pacting of Squibb on a five-a-week basis for the ) early-morning show. Tony Martin to Sub Harris-Faye for RCA The Phil Harris-Alice Faye Sun- day night radio show on NBC, spon- sored by RCA, takes an eight-week hiatus this sundmer. ' RCA is subbing Tony Martin in the spot. Harris-Faye stanza is scheduled for a fall return. life With Father Finds Going Rough As TV Property * Whatever its success in project- ing new properties into the TV pro- gram sweepstakes (and the web has chalked up an enviable record over the past year), CBS-TV has been more or less nonplussed over its inability to peddle the video version of "Life With Father.” This is the erstwhile alltime Broadway long-running legit smash, which returned more than $1,000,000 in profit to its backers, and subse- quently became a Warner Bros. Technicolor click. But the TV story is something else again. That there were high hopes for the property was evident from the initial jockeying between NBC and CBS to obtain the TV rights, involving the Clarence Day estate, Warner Bros., which holds rights to the title, Howard Lind- say and Russel Crouse, the script- ers of the legiter, and sundry legal- Ites, with CBS-TV eventually grab- bing it off. Dennis King and Martha Scott were signatured for the leads. Ezra Stone was pacted to direct. A special scripting unit was set up and a sizeable payroll set aside for Crouse, Lindsay and Mrs. Clar- ence Day. Several auditions were run off. Finally CBS had a kine audition with which it was satis- fied* The $32,000 price tag for the show was on a par with other major haffrhour situation comedies. But several months have elapsed, with the TV show getting wide ex- posure up and dowh the Mddison avenue agency-client belt. But there hasn’t been a nibble. Last week, it was announced that, "hav- ing completed his special assign- ment for CBS-TV and prior to rgr. suming his television activities in the fall,” Ezra Stone will be oc- cupied with several Broadway ven- tures. P A11 of which indicates that, unless something happens, "Life With Father” is slated for the TV shelf. ‘LONE RANGER’ MULLS SWITCH TO CBS-TV General Mills reportedly has in- itiated talks with CBS-TV which may result in the switchover of the filmed "Lone Ranger” series from ABC-TV. Program is pres- ently heard on the latter, web In the Thursday evening 7:30 to 8 period, with likelihood that it may wind up in a Saturday afternoon berth at CBS-TV. "Lone Ranger” has had a long- time ABC* identity both in radio and TV. Hausman’s Upped Status Lou Hausman, administrative veepee of CBS Radio, is moving over to CBS-Columbia, the- set manufacturing subsid of CBS, Inc. Hausman becomes a veepee of CBS- Columbia under prexy Dayid H. Co- .gan, with supervision of sales, ad- vertising, styling, merchandising and public relations. Hausman has been with CBS for 1 13 years. Whatever apprehensions existed as to the future of the Colgate- sponsored Sunday night "Comedy Hour” on NBC-TV were removed over the weekend when papers were signed, sealed and delivered. Network brass heaved a $6,000,000 sigh of relief in wrapping up its No. 1 sponsorship bonanza for the '53-54 season, even though the ex- act star-rotating programming line- up has yet to be finalized. Next season there will be 35 shows instead of the 39 that pre- vailed this year. However, the over- all $6,000,000 cost represents a nearly $1,000,000 hike over this season, due primarily to escalator clauses hiking talent and other costs. Cost per shoVir will be $75,- 000 weekly, an approximate $10,000 increase over the present year. Lineup next season will include Jimmy Durante (moving over from the defunct Saturday night "All Star Revue”), who is scheduled to do eight shows; Martin & Lewis, who are down for five; Eddie Can- tor, slated to do 10, and Donald O’Connor, three. Abbott 8c Cos- tello will also be included in next season’s roster, and there’s a strong likelihood that Perry Como will head.up a couple of programs.# NBC has indicated that there will be a cable hookup of 85 to 90 stations for the fall curtain-raiser, representing a new high TV live network. Colgate will stay on through tho summer in the “Colgate Comedy Hour” time. "Comedy” summer replacement starting June 21 will be an hour version of "The Big Payoff,” which did a similar sub job last year. Afternoon strip of the show, also sponsored by Colgate will continue on CBS-TV. NBC Signs Davis To Create, Shows Eddie Davis, who has scripted radio-TV shows and musicomedies for some of the top names in show biz, has been signed to an exclusive pact with NBC to create new pro- gram ideas for the web’s radio and television networks. Deal was nego- tiated this week by Charles C. (Bud) Barry, web’s programming veepee, as part of the NBC ex- panded radio-TV roster. Davis as scripter has, been asso- ciated in the past'with such stars as Eddie Cantor, Jimmy Durante, Milton Berle, A1 Jolson and others. LUCKIES SOURS ON , LEVENSON CAPSULES Lucky Strike apparently has changed its mind about sponsor- ship of a daily capsule afternoon show starring Sam Levenson. Cig- gie outfit was mulling a five-minute cross-the-board stanza for Leven- son via CBS-TV. However, when it was learned that, on a time-talent basis, it would require an outlay of approx- imately $40,000 a week, Luckies, which has been inclined to pull back on TV expenditures in recent months, went sour on the whole idea. BBD&O is the agency. Eddy Arnold as Dinah’s Summer Replacement Eddy Arnold, recently signed to a five-year NBC cftntract, will be the summer replacement for Dinah Shore on the chirper’s NBC television show, beginning July 17. Substitution will be for 13 weeks. Summer standin for Miss Shore's radio show is undecided. Chevrolet is on hiatus with Miss Shore, and Arnold may start sus- taining. He will continue on his own NBC radio show, sponsored on a limited network by Ralston \ Purina, on Saturday nights.