Variety (May 1955)

44 RADIO-TELEVISION Wednesday, May 25, 1955 An American In London i Sneaks 9 The New British Comm 9 l TV Setup ■By LES HARRIS- (Mr. Harris has just returned from England where he negotiated sale of CBS Film shows to Inde- pendent Television Authority ). Not since the Coronation festivi- ties has the British public looked forward to an event with as much anticipation as to the premiere of commercial television in London in September. Not that the British are-strangers to television. On the contrary, 'heduled tele casts before we did/binftie't? pect of at long last being able to see Betty Furness actually opening a refrigerator door, without using hands, has shattered their com-1 posure to the point where London’s dignified Savoy Hotel now slips a complimentary copy of the tele- vision-film section of Variety un- der the door of each .guest every Friday.^ — Commercial television in Eng- land has been a ^favorite subject for debate in both Parliament and pubs for the past two years and is still' opposed to by some mem- bers of the Labor Party. It is doubt- ful, however, even if the Labor Party did win the May 26 elec- tions, that any further effort would impede the ITA from going ahead with its plans. The British public Is clearly in favor of “’aving a look!” At present there are approxi- mately 4,000,000 television homes in the United Kingdom. These are single-channel receivers, locked to the transmission frequency of the British Broadcasting Co., which, until now has bden the sole me- dium. of providing television enter- tainment in th# British Isles. Actually, this long-established tenure of the BBC as a benevolent autocrat of the airwaves, has not been without its blessings. Man, What Butterflies! The widely held belief, particu- larly in this country, that the BBC is a rather, stuffy, doddering old lady who bears a faint resemblance td Queen Victoria and confines its programming to interminable dis- courses on butterfly collecting or the art of bird watching, is com- pletely erroneous. The BBC is, in fact, a wide- awake, hard-hitting program opera- tion that is exceedingly well staffed and adequately financed. Its po- sition in the past has not been a particularly enviable one—in that it has literally been obligated to provide “all things for all people.” In fairness, however, it should be said that the BBC has faded up to this responsibility remarkably well in scheduling a wide variety of features, ranging from “Amos V Andy” to their own big variety and musical shows. In addition, they have also man- aged to create a cultural tradition in television that has added enor- mously to the prestige of the or- ganization. In the field of serious drama^the opera and the ballet, the BBC has no peer. They have the time and the money to present this type of production without cutting any corners—and the re- sults are superb. It is well to keep in mind, at this point, that the British tax on tele- vision sets is used to finance the operation of the BBC. Any added impetus which commercial televi- sion may give to the sale of addi- tional television receivers, will also serve to substantially increase the income of thfe BBC. With this prospect of additional revenue, plus its present accept- ance, the BBC has made it clear they have no intention of becoming the venerable patriarch of British broadcasting. Instead, plans are being made to aggressively compete for a sizable share of the viewing audience by strengthening the present pro- gram structure and stepping up sports and special events coverage. On the other hand, the three Independent Television Authority (ITA) contractors, who expect to be on the air this Fall, are making every effort to insure an immedi- ate and cordial reception to their initial programming. They are very much aware of the fact that, in a sense, they are intruders and are anxious to make a favoritei first ( CBS-TV Film Division Manager) impression and avoid any adverse reaction. The principals in both major London contracting groups are men with impressive backgrounds in both the theatre and newspaper field. The’ Associated Re-Diffu- sion group is headed by Lord Rothermere, head of the Associ- ated Newspapers, which publishes the widely read Daily Mail, Eve- ning News, Sunday Dispatch, and Weekend Mail. His board of di- wlio'H wcirkncTwr^fieF 5 ’ in'this country as an outstanding journalist and administrator. From Y&R to ITA As Director of Programming and Production, the Re-Diffusion group had the foresight to engage Roland (Bill) Gillett, who was one of the pioneer television producers in this country. Although Gillett. is a British citizen, for many years he was associated with some of the top networks, including CBS, Young & Rubicam and other agen- cies in this country. Gillett was one of the first pro- ducers of “Comedy Hour,” and be- fore returning .to England was ves- pee at Y&R. In his present posi- tion, he should be a tremendous asset to Re-Diffusion, in that he is not only an exceedingly compe- tent producer but was regarded as a topnotch client contact man. Another well-known American producer is Robert P, Heller who will head up programming for Sid- ney Bernstein's Granada Theatre group. Heller, ex-CBS, is credited with a number of outstanding dra- matic productions in both radio and television and has also had ex- tensive experience as a motion pic- ture and package producer. Harry Alan Towers, Who super- vises programming for the Associ- ated Broadcasting Development group, who controls the London franchise for Saturday and Sunday, is also well known in this country. His Tower’s of London syndication organization has been producing radio and television programs for American and world-wide release for many years, and he is regarded as one of the most astute producers in the business. <. This same group includes Val Parnell, operator of the London Palladium. Parnell is one of the world’s top showmen and has probably done more to preserve the gloribus tradition of the two- a-day than any man now living. With as impressive a lineup of creative thinkers as these heading their program braintrust, there is little doubt that the ITA con- tractors are playing for keeps and fully intend to offer British view- ers and advertisers programming comparable to our own. They still, however, have to face a formidable problem. When the director calls “take one!” in Sep- tember, the ITA will have had to have crammed 10 years of normal growth and development into six months—nor will it have the ad- vantage of being welcomed by a naive aqdience who has never seen television before. All the magnificent techniques that American television has gradu- ally perfected since its inception must, of necessity, be telescoped into a very brief closed circuit training period. This is, in itself, a Herculean task, particularly when the British audience may be ^unduly critical of the first efforts of this brash newcomer. There are other problems too. that must be resolved in the com- ing months. At the present time, there are only a few sets in the British Isles that can receive ITA programs. As we mentioned ’earl- ier, these are all single-channel re- ceivers tuned to the BBC. To' re-. ceive ITA programs, it will be nec- essary to instill a converter or buy a new set. Since several of the contractors are associated with large newspa- per interests, however, it is anti- cipated that the allout promotional and publicity Campaign, which is scheduled to break next month, will create a set-buying spree like- ly to surpass Christmas week at Klein’s. • Many: of the contractors also in- tend Jto rely heavily on film pro- grams, which will ease the studio and technical burden. In many cases, these will be reruns of popular American television pro- grams. The British are keenly in- terested in many American net- work programs they have heard about but never seen. For in- stance, “I Love Lucy” is almost as well known in England as it is here. Filmed programs such as “Tlie Line-Up,” “Dragnet,” “Burns. And Allen,” and many others will re-e ftnditioned audf£nce' iiT~Snglan these programs is also advantage- ous from the advertiser's, point of view. Clients like Lever, Colgate, Procter & Gamble and others, who have overseas interests, are al- ready familiar with the history Of most American film programs and are confident that their rating pat- tern in this country will be dupli- cated abroad. The Independent Television Au- thority has so far held to its originally announced plan of not permitting any advertiser to spon- sor an individual program, only to schedule spot announcements at appropriate intervals: This, however, can be interpreted as meaning that any filmed pro- gram which has provided normal cutaways for commercial inserts in the body of the show will be ac- ceptable. If so, commercial place- ment will follow the conventional pattern. Only two of the four contractors who have received franchises from the ITA actually expect to be on the air in September. These are the Associated Re-Diffusion, which will program London, Monda’y through Friday,, arid Associated Development, who is responsible for the London area on Saturday and Sunday. Both fyill use the same transmitter. Associated De- velopment, incidentally, also has the programming franchise for Monday through Friday in Bir- mingham. Sidney Bernstein, head of the Granada group, who will program Manchester;, does ,not expect to be in operation until later in the year. Bernstein is the owner of the Granada Theatres—one of v the largest theatre chains in England. He is a highly-respected and influ- ential figure in show business, both in England and the Continent. . The fourth contractor is Maurice*; Winnick, who association with Isac Woolf son and the Kemsley Newspapers, will program Birming- ham and Manchester on Saturday and Sunday. Winnick also has a show biz background, and is very popular in England. Five additional contractors are yet to be appointed to program other areas in the British Isles and Scotland. Announcement, as to who they will be and probable starting dates ma.y take another year. It is almost certain that ad- ditional programming suppliers will want to observe the reaction to the London operation Jbefore placing in escrow the three million pounds required by the ITA before an application can be considered. With equipment ordered, studios under Construction,' and most of the key personnel engaged, it ,Would appear, however, that the London contractors, will be able to meet their .September starting date. It was rumored in London last month that Associated Re-Dif- fusion was Already 85% sold out, and there seems little likelihood of any choice lime periods going begging. As far as British advertisers and agencies are concerned, the quick- er the contractors get on the air the better. They view commercial television as a tremendous stimu- lant to the sale of kinds of prod- ucts and services. Although Brit- ain’s economic picture has drastic- ally improved within the last year, one advertiser expressed himself as believing that commercial tele- vision will provide just “the kick in the pants” business needs to really put us on our feet again. Iii any event, the British public will be the winner. They can now have their television—either sus- taining or commercial — at the flick of a converter! What Kind of an Egg WiU Be Lakl?’ Ed Kobak, writing as president of WTWA, Thomson, Ga., ad- dressed the following letter last week to the FCC on the question of toll-radio if there’s to be toll-tv; “The subject of toll-tv as covered in the press and on radio and television, has interested me-a great deal. It brings to my mind the early days of broadcasting at the time the Federal Radio Commission, predecessor of the FCC, had the responsibility -of setting up the allocation plans and following out the will of the people concerning the public interest, convenience and necessity. “At the time, I Was with the McGraw-Hill Publishing Co. as publisher of their electrical and radio publications, 'One of our editors, Dr. Orestes H. CaldwelJ^ was named a member of the Federal Radio Commission as one of its first commissioners. “During those early days of broadcasting, I expressed the view that I thought that radio should be made available to the public on a pay basis, on a monthly charge, not per program. This think- ing, undoubtedly, stemmed from my publishing experience where we charged subscribers a nominal sum per year, to receive our magazines and the balance of our income came from the advertiser. “The idea, evidently, was not considered feasible and I was not running a crusade. I did realize and still do, that the listener makes an investment for sets, for maintenance, and pays an addi- ~i—■ r n r* i fi ona l amount for'the use of electricity. In other words, broad- cheaulmgy^TBS’ting is not free, although th’e network, statioh and the,program owner get no part^of this money. When television got into operation after World War II, the talk of toll-tv came to the front. There is no question but that any new thought or idea deserves serious consideration. .1 am glad to know that this is being done. However, from* what I have read and heard and seen to date, it doesn’t seem to bring out enough points to help the general public understand the situation. There is much self-interes't in the matter on the part of . those Who are pro toll-tv as well as those who are against it. And, there is noth- ing wrong with self-interest in this country of free enterprise* And, the self-interest of the public is most important. “But, something is missing and perhaps the answers will come out at the hearings. I do not get particularly excited at the oppor- tunity of paying for the opening of a new play on Broadway by seeing and hearing it in my living room. On the stage, as well as in radio and tv, many shows are flops; the same goes for first-run movies. I am having difficulty finding out just what it is that I will get which will be better and more in my interest than that which is available today. “What, for example, will happen to sports events such as the World Series? If the World Series goes toll-tv, will it be taken away from me on radio? The same goes for the Metropolitan Opera and the great symphonies and other programs now available 1 on radio. And, how about religious and educational programs? Also, should the long line rates be on a higher scale? “I feel that the idea that was in my mind and the minds of others In the early, days of- radio was, possibly, sound—so I have no reason to be negative to toll-tv. However, the approach as made today doesn’t seem to answer the matter from the standpoint of public interest. And, one important element has been forgotten in this hard drive to get the listener and viewer to pay for certain programs—radio broadcasting is also licensed by the FCC arid radio is as “free” as television. It is my feeling that any hearing held on toll-tv should also include the subject of toll-radio. Should one be Vfree”—the other paid? “It is hard for me to figure out whether we are going to have our* radio and tv scrambled, poached, fried,, hard, soft or raw and people can read what they want to into this list of the future of the egg. What kind of an egg will be laid? “The biggest problem that is faced is that you will have diffi- culty taking away something that has been free for years and starting a charge account 1 system. I don’t envy you your jobs.” ' Inside Stuff—Radio-TV Writes Ken Morgan, public relations director of Desilu Productions, from the Coast: “NBC’s ’we told you so’- plug in your May 18 issue should have been labelled ‘we haven’t told you all,’ In labelling the George Gobel Show as the only one of 28 new (tv) shows to hit a 40 rating in the Nielsens, they completely overlooked another show on another network." Since Jan. 31, the CBS-Desilu production, ‘December Bride,’ has been consistently over 40 in the Nielsens. In fact, it has been as high as 44.4.” NBC-TV’s bid to lure “Omnibus” away from CBS-TV was unsuccess- ful^ but the snubbed network got a consolation prize. Ted Danielew- ski, who’s been inundating the Ford Foundation’s TV-Radlo. Workshop show with “new methods,” has been snagged by NBC’s program sector as a director and talent aide in Leonard Hole’s program development department. This returns him to NBC, where he worked during 1051-53. Rev. Mai Boyd, onetime manager of the Buddy Rogers-Mary Pickford television outfit and now an ordained minister, will be a guest lecturer at the annual Course for Theological Students in Switzerland this summer. Subject of the three-week course, slated for July 18 to Aug. 8 at the Ecumenical Institute of the World Council of Churches at Chateau de Bossey, par Celigny,- is “Communications,’’ and Boyd will lecture on the theme of the Church in relation to .mass media. Fol- lowing the lectures, Boyd is scheduled to return to the U. S., having completed his year’s study abroad.. Meanwhile, the Episcopal Churchnews has scheduled his article on “The Church in the Age ©f Publicity/’ for its June 12 issue. , Piece relates to the ChurCh and television in particular. CBS-TV is having an 80-foot tower constructed in Roslyn, L. I., headquarters of Little League Baseball for Sunday's (29) feature on “Let’s Take a Trip.” Tower is being built by long lines department of N. Y. Telephone Co. to insure the remote. WRCA (radio and tv), N. Y., has issued Vol. 1, No. 1 of NBC Campus Chimes, official “Operation Classroom” publication designed to draw writing, technical and dramatic talent from the colleges. It’s a well- turned out four-paper inspired -by Bill Berns who, as the more dignified William A. Berns, wrote the lead editorial in his ca- pacity as director of news and special events for the Owned & operated. College staff consists of Melvyn R. Brokenshire Jr., Columbia School of Journalism, ed-in-chief; Patricia Ann Edwards, Hunter, managing ed, and Alfred Hendricks, LIU, art ed, along with a dozen others listed in the flag and a total of 30 reporters from various colleges. Sheet also serves as a buildup for the NBC stations among the rah-rah crowd. The NBC radio “Truth or Consequences” staiiza Wednesday nights is giving an unusual boost to the cerebral palsy drive. Show these days is featuring a “snoring man” contest with a $1,000 In cash and other prizes to winners. Idea is to guess who the “snoring man” is and give a 25-words-or-less essay On “We should all support United Cerebral Palsy because ” Jack Bailey and Ralph Edwards are behind the: scheme,