Weekly television digest (Jan-Dec 1963)

NEW SERIES VOL 3, No. 33 TELEVISION DIGEST-3 Another matter which may appear in printed record is report from each network on shows cancelled on basis of ratings. FCC Chmn. Henry promised to get this from networks. It will be ready by early Oct. Investigator Richardson leaves to set up law office in Weatherford, Okla. , preparatory to running for Congress from 6th district in Democratic primary next year. Rep. Wickersham (D) is incumbent. Before he leaves ratings scene, however, Richardson will have something to say. He'll address Oklahoma Bcstrs. Assn. Aug. 24, on local ratings; he's tentatively set to participate in RAB management conferences in Dallas Sept. 16-17, Chicago Sept. 30 & Oct. 1; he also plans speech to Missouri Bcstrs. Assn. Oct. 3-4. AAAA issued 20 -page report evaluating radio research, said present state "frustrates and annoys a large percentage of media planners." It said that although there have been many prior reports & studies, "not much progress has been made toward objective study of valid ways of determining and reporting radio audience size and characteristics." RAB Administrative Vp Miles David, welcomed report, said AAAA's recommendations are similar to RAB's objectives for its proposed $200,000 methodology study. AAAA research subcommittee evaluated: (1) Basic market data (2) Station coverage data (3) Audience research. It urged radio to implement recommendation of 1961 "Madow Report, " calling for establishment of Office of Research Methodology to evaluate & develop "the most valid and reliable" methods. Other recommendations: Standardize coverage reporting procedures, county-by-county, based preferably on consumer coverage reports of actual listening; provide revised coverage reports where technical facilities or programming is changed; standardize station & program characteristics on listener attitude or qualitative studies; develop sharper measures of effect of station "environment" on response to commercials. CATV— INDUSTRY IN TRANSITION: Community antenna business is certainly in flux. The "big boys" continue to move in. Prominent telecasters have taken plunge. Many theater people who missed boat on TV stations are making sure they don't overlook this 2nd chance at TV. Watch for more big moveins before long. Backwoodsy flavor of early CATV days is fast dissipating. CATV has become significant enough to draw attention of govt. , as well as eye of investors. National Community TV Assn, has come a long way toward accepting a degree of federal govt, regulation— willing to exchange some freedom for some protection of chaos of patchwork local -station regulation. When FCC returns from Aug, vacation, new roxmd of discussions begins. Much depends on Chmn. Henry. Former Chmn. Minow really wanted to wrap up a final agreement before he left, regretted that he didn't. FCC staff has taken tougher line than Minow did. Thing to watch for is Henry's attitude; it will set tone for discussions. There's militant faction within NCTA which vows not to accept a tough line. It has found it has some influence in Congress, and there's talk of pushing a "ripper bill" -to take FCC apart. Of course, similar talk has come from some broadcasters, too, when they're displeased with Commission. It never seems to worry FCC seriously, apparently. Prospects of CATV regulation, tough or lenient, don't faze CATV hopefuls. We've checked around, for example, and foimd new systems starting in last 3 months in following communities: Fairbury, Neb.; Olney, HI.; El Cajon, Cal.; Oakland, N. J. ; Rochester, Minn.; Jackson, Miss.; Honolulu; Waycross, Ga. ; Vincennes, Ind. ; Springfield, HI. And the country seems awash with CATV prospectors. Little is heard about overseas developments— but there are persistent rumors of substantial things in works— and some of industry's saviest people have been out scouting. We look for heat in the business this winter.