elevisionTHE BUSINESS MAGAZINE OF THE INDUSTRY

JANUARY 1949

50?

lw

04ms?

141443

the way Dunninger reads the minds of famous guests-people like wise shtm-businessman Billy Rose. beauty merchant Walter Thornton, and even C. E. Hooper.

it's magic ... the way Paul Winchell vests life, wit and extra -humanabandon in his wooden -headed creation Jerry Mahoney.

Every Thursday evening at 9:30. millions of American viewers share theentertainment magic-the laughter and amazement-of The Bigelow Show.

To the Bigelow-Sant'oril Carpet Company, the greatest magic of all is the waytheir products are demonstrated to the greatest number of viewers .. .

Nut magic at all; just \ BC, television's No. 1 Network.

NBC TelevisionNATIONAL BROADCASTING COMPANY 3u ROCKEFELLER PLAZA NEU YORKA Service of Radio Cf,rpora ion of America

the

is0

In Chicago and Los Angeles, marketwise advertising timebuyers

specify the television stations that do the most effective sellingjob ... WBKB and KTLA. Paramount performance pays off!

**

WBKBCHICAGO

KTLALOS ANGELES

itlEvISION-TODAY'SGREATEST

****

tefarin televiewer popularity in Chicago.WBKB leads in every poll!

,00000.1°. in the confidenceof TV advertisers

infieAmerica's No. 2 Retail Market.ifig 48 advertisers on WBKB out of 79 on all4 Chicago TV stations duringthe month of December.

Iin televiewer popularity in SouthernCalifornia. An outstanding leaderin every looker -listener poll!

rwith TV advertisers in America's No. 3,ps out of 85 on all 4 Los Angeles TV stat-ionsRetail

Market. 51 advertiserson KTLA

"0000....during the month of December.

SALES MEDIUM,ON THE STATIONS THAT PRODUCE RESULTS!

KTIA 5451 Marathon St. H011ywood 6363WBKB 190 North State St. RAndolph 6-8210

New York Offices 1501 Broadway BRyant 9-8700WEED & COMPANY- National Sales Representatives

KEY STATIONS OF THE PARAMOUNT TELEVISION NETWORK

TelevisionVolume VI, Number 1, January 1949

contentsNATIONAL ADVERTISINGAn analysis of national advertising trends during 1948, coupledwith descriptions of formats and commercials-by Mary Gannon

DAYTIME PROGRAMMINGDuMont's formula for simple, economic operation-byJames L. Caddigan

REPORT ON FILM RECORDINGSLegal clearances and quality are still big problemsbut use is increasing.

STERLING'S TEN YEAR TV CONTRACTSterling slices its AM budget $1 million in '49 foremphasis on Ti' and other ad media.

AN APPROACH TO BETTER STUDIO LIGHTINGAn analysis of present lighting techniques with suggestionsfor improving them-by Dr. Frank G. Back

TV SUCCESS STORIES

DEPARTMENTS

STATUS REPORTIndustry facts and figures on operating stations,circulation, advertising and production.

AUDIENCE RESEARCHTexaco tops all records for program popularity andsponsor identification-by Dr. Thomas Coffin

LONG SHOTS AND CLOSE UPSTen reminders for television commercials-byH. G. Christensen

STATION OPERATION BREAKDOWNPercentages of studio, film, remote and networkprogramming; sustaining and commercial time.

TELEVISION MAGAZINE'S STATUS MAP 20Inaugurating a new monthly feature operating slat' s, Cl's.network connections and circulation figures at a glance.

NETWORK PROGRAM CHART 25

MERCHANDISING 26First in a series of interviews with leading TV dealers.

ADVERTISING 31(,,,,,pioe list of all National Advertisers on TV; 44 network their programs.

PROGRAMMING 38

13

17

22

24

28

30

2

4

6

10

FREDERICK A. KUGELEditor and PublisherDR. ALFRED N. GOLDSMITH

Contributing EditorTHOMAS COFFIN, Ph.D.

Director of ResearchWILLIAM E. MOOREBusiness Manager

MARY GANNONManaging Editor

DOROTHY HOLLOWAYWashington Editor

H. G. CHRISTENSENFilm Editor

RICHARD ROSEArt Director

JIM OWENSExecutive Editor

ARTHUR ENCELWest Coast Editor

EILEEN M. DORRReader Service

ALMA L. CARLSONCirculation Manager

Published monthly by Frederick Kugel Company, 600 Madison Ave., New York 22, N. Y.Single copy, 50 cents. Yearly subscription In the United States, its possessions andnations of the Pan American Union, 85.00; In Canada, $5.50; elsewhere, $6.00. Enteredas second class matter February 20, 1945, at the postoflice at New York, New Yorkunder the act of March 3, 1879. Copyright 1949 by Frederick Kugel Company. All rightsreserved. Editorial content may not be reproduced in any form without permission.

THE

ENTERTAI N M E NT-STATI ON

V gchannel Id

TELEVISION CENTERNEWARK

January, 1949

STATUS REPORTADVERTISING: 844 advertisers sponsored programs or spot announcements as ofDecember 1st. Of this total, 277 were new accounts, while 121 cancellationswere reported. Overall figure reflects an increase of 156 over the November1st total of 688. When compared to the corresponding 1947 figure of 159,increase percentagewise zooms to 530%.

STATION STATUS: As of January 16th, there were 54 stations operating in 30market areas, with ABC's KECA-TV, Los Angeles, scheduled for opening laterthis month. In December, WMCT, Memphis; WSDU-TV, New Orleans; KPIX, San Fran-cisco and WHEN, Syracuse, debuted. January openings to date include KLEE-TV,Houston; KTTV and KNBH, Los Angeles; WOIC, Washington, D. C., and WDTV,Pittsburgh.

At the beginning of 1948, there were eighteen operating stations in twelvecities, compared to the 49 stations in twenty-eight areas at its close. 312applications are now pending removal of the FCC freeze and 69 companies holdconstruction permits for building tv outlets. (For list of operating stations,see pages 20-21.)

RECEIVER PRODUCTION: Total 1948 receiver production has not been released byRMA as yet, but figure will be over the 800,000 mark. November production was122,304, bringing the eleven month's total to 705,653. Postwar production ontelevision sets now amounts to 890,700 and when the final 1948 figure isissued, will bring output to over a million receivers.

RECEIVER CIRCULATION: Securing accurate figures on set installations still isa problem in many areas, as many distributors and dealers are reluctant torelease figures. Therefore, while the circulation figures printed on pages 20and 21 are as accurate as possible, nevertheless they should be taken as anapproximation rather than an exact count. No figures are given for Albuquerqueand Syracuse, as stations report that they are meeting with distributors toformulate a plan.

NETWORKS: Formal opening of the single cable connecting the eastern seaboardand midwest nets on January 11th, joined thirty-three stations in sixteencities. (WATV, Newark and WPIX, New York are independents.) With the oneconnecting cable split between the four networks, Sunday clamor for time wasallocated by AT&T on an alternating basis. Thus, Philco Playhouse and Emerson'sToast of the Town will be networked on alternate Sundays, with film recordingsused in between.

Also slated for full network airing are such sponsored shows as the TexacoStar Theatre, Kraft Theatre, Bigelow -Sanford Floor Show, the Camel Newsreel(Monday through Friday), Gillette's Cavalcade of Sports, Chesterfield's SupperClub (over NBC); Admiral's Friday Night Frolics (both NBC and DuMont); OldGold's Original Amateur Hour (DuMont); Bristol-Myers "Break the Bank" andKellogg's "Singing Lady" (ABC). Also on the CBS schedule are Chesterfield's"Arthur Godfrey and his Friends."

Originating from Chicago is the RCA sponsored "Kukla, Fran and 011ie" show,half-hour presentation, Monday through Friday.

DuMont, with the corner on daytime television programming, plans to fillthe hours from 10 to 1:30 and from 2:30 to 3:30 Monday through Friday. Showswill be sent out as co-ops, for local sponsorship on affiliated stations.

AT&T has scheduled additional lines for operation by June, which willconsiderably ease the present bottleneck.

TELEVISION MAGAZINE'S ADVERTISING INDEX RECEIVER PRODUCTION INDEX

-1948 Jan. Feb. Mar. Apr. May June July Aug. Sept. llet. Nov.

210 210 237 301 335 374 412 462 518 688 8441918 Jan_ Feb_ Mar. Apr. May June July Aug. Sept. Oet. Nov.

30 31; Tc! 46 50 64 56 05 $11 95 122(Above figures in thousands).

FIRSTit was WABD NEW YORK'S WINDOW ON THE WORLD

NEXTit was WTTG WASHINGTON'S WINDOW ON THE WORLD

AND NOW...

WDTVPITTSBURGH'S WINDOW ON THE WORLD

Pioneer station linking the East Coast and Mid -West networks!All Owned and Operated by

5LEV ISI o

w 0

first in television to offer all -dayprogramming in the New York area . . .

WABD, Channel 5.

DU MONT TELEVISION NETWORK 515 MADISON AVENUE, NEW YORK CITY

January, 1949 3

TELEVISION MAGAZINE

AUDIENCE RESEARCH

TEXACO, which last month jumped into first placein sponsor identification, has increased its lead

still farther. It is first with 61% of the vote, followedby Camel and Chesterfield with 28% each.This top figure accompanies the rise in popularity ofthe "Texaco Star Theatre" to the highest level yetreached by any program.

Among spot sponsors Philip Morris continues infirst place, with a percentage which would tie it foreighth rank among all sponsors.

Following is the list of advertisers who polled a 2%or better response to the monthly question, "Namethree advertisers on television." There were 248 re-spondents: 55r: were women and 45% were men.

Sponsors of Regular ProgramsTexaco

Texaco Star Theatre; Tu. 8-9PM-WNBT.

Men58%

Women65%

Total61%

CamelsFox-Movietone Newsreel; 5times weekly, 7:50-8 PM-WNBT. Football-WPIX.

32 24 28

ChesterfieldsN.Y. Giants football-WJZ-TV.Columbia football - WCBS-TV.Spots, WCBS-TV, WJZ-TV,WABD, WPIX.

29 27 28

Lucky StrikeFootball-WNBT, WABD. Spots-WABD, WCBS-TV.

28 12 20

Emerson RadioToast of the Town; Sun. 9-10PM-WCBS-TV.

13 23 18

PhilcoPhilco Playhouse; Sun. 9-10 PM.

10 15 13

Gulf OilWe The People; Tu. 9 PM-WCBS-TV. Gulf Road Show;Thurs. 9 PM. WNBT.

12 10 11

Old GoldOriginal Amateur Hour; Sun.7-8 PM-WABD.

10 9 9

Kraft FoodsKraft Television Theatre; Wed.9-10 PM-WNBT.

8 10 9

ChevroletChevrolet on Broadway; Mon.8-8:30 PM-WNBT. Telenews;Tu. 7:40-8 PM-WABD.

6 9 8

GilletteBoxing, Mon. & Fri.-WNBT.

7 4 5

FordFord Theatre, Sun. 7-30-8:30PM-WCBS-TV (monthly).

3 7 5

Bates FabricsGirl About Town, Wed. 8-8:20PM-WNBT.

4 1 3

Trommer's BeerWrestling, Wed. 9:50-WNBT.

4 1 3

Polling 2% each are Unique Toys, Maxwell House,Arrow Shirts, Howard Clothes, Polaroid Lens, AdmiralRadio, Trol Mir Tonic, Bigelow -Sanford, and Fischer'sProducts.Spot Sponsorship

Philip MorrisWCBS-TV, WNBT, WABD,WJZ-TV, WPIX.

Men Women Total9% 10% 9%

Texaco Registers Record High In PopularityAt 81 - by Dr. Thomas Coffin

DuMont TelesetsWABD.

Bulova 2 3WNBT, WCBS-TV, WPIX,WABD.

Esso 1 3 2WCBS-TV.

81% Vote Texaco As FavoriteTexaco Star Theatre has continued its rapid rise in

popularity until it now stands at the highest level anyprogram has yet reached, with 81% of the respondentsvoting it their "favorite program." During this sameperiod it also achieved the extraordinary Hooper Tele-rating of 80.7, with a 94.7% share -of -audience. Withthe growth in the program's popularity has gone also asteady increase in sponsor identification, which is like-wise the highest so far reached by a TV advertiser.

The enormous popularity of the Star Theatre haspulled so many votes away from other programs thatthe remaining ratings may not at this point be ade-quately representative of what people really think ofthese programs per se. Since respondents are asked toname only one program, these ratings are indicationsof relative, not absolute popularity.

Subject to this proviso, we might call attention tothe steady decline in (relative) popularity of sportsprograms which has been evident for the past four orfive months and is even more pronounced in the dropfrom 13% last month to 2% this month. Perhaps thisis due in part to seasonal effects, but partly also tocompetition from increasingly strong programs ofother types.

It is interesting to note the rapid rise of ArthurGodfrey's "Talent Scouts," sponsored by Lipton's, onboth Hooper and Pulse reports. As this survey wasmade before Godfrey went on television, the standingof the Lipton show will not appear on our surveyuntil next month.Favorite Program

Men Women TotalTexaco Star Theatre

Texaco, WNBT, Tu. 8-9 PM.87% 76% 81%

Toast of the TownEmerson, WCBS-TV, Sun. 9-10 PM.

8 11 10

Philco Television PlayhousePhilco, WNBT, Sun. 9-10 PM.

4 7 5

Sports 3 2 2Amateur Hour

Old Gold, WABD, Sun. 7-8 PM.2 3 2

Kraft Television TheatreKraft, WNBT, Wed. 9-10 PM.

1 2 2

Feature Films 0 3 1

Howdy DoodyPolaroid, Unique Art Co., MasonCandy-WNBT, 5:30-6 PM.

2 0 1

Kyle MacDonnellBates, WNBT, Wed. 8-8:20 PM.

2 0 1

In an effort to determine the cumulative effect of televisioncommercials, the degree of retention of the advertisers' nameand program popularity, TELEVISION magazine each monthsends a list of questions to C. E. Hooper Inc. for the purposeof interviewing by telephone a representative sample of 200of the television set owners in New York. This is an exclusiveTELEVISION magazine survey and is fully copyrighted.

Television

Reports on one year

America's ModelTelevision Station

MWLAYYof programming

LOCAL),PR

WTMJ-TV has built its program-ming on the premise that localand national spot programs wereas important as network pro-grams. As a result, many of the

most popular WTMJ-TV programs originate in the televisionstudios of Milwaukee's Radio City. They include . . .

THE GRENADIERSMilwaukee's most popular radio program, skillfully adapted totelevision, occupies the Wednesday night 8:00 to 9:00 P.M. slot.Complete with a 16 -piece orchestra, vocalists, and comedy. Itcaptures the Milwaukee television audience with a formatbuilt to the City's tastes. Participating sponsorship.

"PLAY 'EM OR PAY 'EM"This 15 -minute Friday night musicale feature challenges thetelevision audience to submit song titles which cannot be playedby the Radio City Quintette. This heavy mail pull program isunder participating sponsorship.

VIDEO VARIETIESTop mid -western talent is featured on this Sunday night 7:30to 8:00 P.M. feature, one of Milwaukee's favorite televisionprograms. Participating sponsorship.

T.V. TRYOUTSThe proved pulling power of amateur programs is combinedwith skillful production to make top flight television entertain-ment out of this Saturday night 7:15 to 7:45 feature. Partici-pating sponsorship.

OTHER LOCAL FAVORITE PROGRAMSThe same skill and production facilities that have builtWTMJ-TV participating programs are also available to nationaland spot advertisers for the presentation of programs ideallysuited to individual needs.

WTMJ-TV is a complete RCAVictor installation.

Because studio remote andtransmission facilities arc de-signed for one another, WTMJ-TV

is transmitting a picture that results in quality reproductionsof programs and commercials.

The WTMJ-TV dial position on Channel 3 assures good re-ception with any standard type antenna.

Advertising'and tele,. Isto. men have called

WTM.3-TV,

America's Model TelevisionStation,"

i lho rapid growthof successful

local

becauseof:

1. High qualityof picture

transrnission.P

3. fast climbingset sales

in the one station

4.1helong list of successful

televisionad.

MilwaukeeMarket.

On December194 \VTM3-TV

completed a fullvertisers

using WIMJ.TV

year ofservice to the rich Milwaukee

market. Examinefor a moment

the recora that has

made WTM3-TVone of America's

most successful,

fast growing,television

stations.

Sales of television sets in theMilwaukee area have exceededeven the most optimistic predic-tions. As of November 1, therewere over 9,000 sets in Milwaukeeand total installations are ex-

pected to exceed 12,000 units by January 1. Combined with thehigh listenership in the Milwaukee area, this means an audienceof in excess of 100,000, or 10% of Greater Milwaukee's totalpopulation for most evening programs. Little wonder then thattelevision has grown far beyond the experimental stage inMilwaukee and is now recognized as an effective, economicalhard-hitting sales medium.

havematic success

Over two-thirds of the sixty na-tional, spot and local sponsorswho have tried WTMJ-TV todayremain as successful television ad-vertisers. All three of Milwau-kee's leading department stores

WTMJ-TV since its inception and all have dra-stories using the station. Local and network

advertisers selling everything from automobiles to food productsare obtaining results from WTMJ-TV. With the bulk of installa-tions being in middle income homes, WTMJ-TV is delivering avaluable and growing list of reception homes to its advertisers.

NETWORK AFFILIATIONSWTMJ-TV is affiliated with NBC, CBS and ABC. As the linkbetween the mid -west and eastern network closes, the facilitiesof WTMJ-TV will be available to the users of these three net-works.

been on

WORTH REMEMBERINGWhen making your plans for television, remember this ...WTMJ-TV, Wisconsin's only television station delivers a largereceptive audience to the network, spot and local advertiser.

WT J -TVTHE MILWAUKEE URNAL TELEVISION STATION

Affiliated ith NBC, CBS and ABCNational Representati Petry & Company, Inc.

CHANNEL 3 CHANNEL 3

January, 1949

ON THE

WASHINGTON SCREEN

596 FEETABOVE SEA

LEVEL

Washington Monument

770 FEETABOVE SEA

LEVEL

1E11.1 I. -TV Too, , I -

The Highest Light In Washington . . .

Towering high above everything in Washington. WMAL-TV's ultra -modern six -bay super -turnstile antenna is the highestpoint in the entire Nation's Capital! This "plus" in height is acontributing factor in the beautiful signal radiated into the homesof this vast market.

POWER ...PROGRAMS

... PRESTIGE

WMAL-TV is Washington's most powerful television station-a guarantee of a clear, steady signal far beyond the metropolitanarea. Ancther reason for the popularity of WMAL-TV with theviewing audience, is that it was the first television station in thecountry to advertise and maintain a seven -night -a -week programschedule. Wherever things of top interest are taking place-whetherRedskin fcotball games, boxing, wrestling ... top news events .WMAL-TV studio productions . . . or tcp attractions from New York-the best in television entertainment in Washington will be foundon WMAL-TV. It's a happy combination of tops in signal, tops inprograms, and tops in acceptance-for the Evening Star's 96 yearsof predominance in Washingtcn makes The Evening Star TelevisionStation the most ACCEPTED in Washington homes.

WMAL WMAL-TV WMAL-FMTHE EVENING STAR STATIONS

WASHINGTON, D. C.

long shotsand close upsBy H. G. CHRISTENSEN

1 T HAS been suggested by a friend that providingI yours truly was willing to lead with his chin . . .

the Ten Commandments of television commercialsmight be written. Now I don't mind leading with thechin, but I don't like the word commandments appliedto anything except our daily lives . . . besides notenough of people pay attention to them.

So, rather than commandments . . . let's call 'emreminders . . . we heard 'em before-and we'll hear'em again and again. But instead of covering the entirewaterfront ... let's confine these ten reminders to whatcan well be the bugaboo of television . . . the baby thathas to dig up the pay dirt ... the television commercial.While this column is on film, these reminders certainlyapply to all TV commercials.

My ten commandments would be these:1. Remember-your commercials are salesmen, enter-

ing the privacy of the home . . . with the oppor-tunity to sell your product to everybody in it,including the kids . . . but by invitation only.

2. Remember-your manners . . . it's far easier totune you out . . . than to throw you out.

3. Remember-you can sell through showmanship.But remember-you're in a living room, not anauction room.

4. Remember-action is the keyword of television . . .

if you want to use still pictures, buy magazinespace or billboards.

5. Remember-seein' is believin' . . . so wheneveryou can . . . show your product in use . . . in themaking . . . under tests . . . demonstrate results.

6. Remember-when you are showing 'em . . . don'twaste words telling 'em a story that those picturesin action can tell a hell of a lot better. Save yourwords to tell 'em what you can't show 'em.

7. Remember-brevity is not only the soul of wit . . .

it may result in another invitation to the familycircle.

8. Remember-a television commercial like some kids. . . should be seen and not heard. ( That is, not toomuch.)

9. Remember-an expensive commercial doesn't al-ways mean a good one. Good taste, good humor,good sense and good timing are not expensive . . .

just a little hard to find.10. Remember-you get much more attention by settin'

off one giant firecracker . . . than by lighting a lotof squibs. It's better to have 'em remember onething than to forget all of it.

THERE they are for my dough . .. and in the forth-coming issues of TELEVISION I'll discuss each

of these ten reminders in detail. For instance; how,by being satisfied with getting over one major point( settin' off the giant firecracker) you not only canproduce a better selling commercial ; but also cut costsbelow the familiar one thousand dollar mark throughcareful planning of production, selection of materialand producing them in series.

6 Television

!

1

we47/ Kuigaziwg,Petictt

Eye and ear advertising appeal of

WCAU-TV programs reaches 80,000 sets

with thousands added every week

in the fast-growing television center

and second largest TV market.

CBS affiliate.

THE PHILADELPHIA BULLETIN STATIONS

TVAMFM

CC C7

hvA i5.rnmTV FILM PROJEC

RCA IV

FILM CAMERA

Superior Film Programming Every Time. A com-pletely equipped TV film -projection room by RCA-one of nearly 10 different combinations nowbeing delivered to more than 50 television stationsthroughout the country.

OR

CA TVlAILL14.1/4

-V ITHF90J C

entire film -projection rooms,

YOU are looking at a complete film projectionroom for a typical small television station-

one of nearly ten different "all -RCA" combina-tions now being delivered to more than fiftystations throughout the country.

As reliable and practicable as the projectionroom of a modern theatre, this simple, integratedequipment is designed to handle film programmaterial of every description-station identifica-tion slides, newsreels, commercial announcements,shorts, feature films, cue -ins for live -talent shows,etc. And one operator can run it!

All -RCA from floor to ceiling, the installationincludes everything needed to produce bright,flickerless, dependable television pictures: A TVfilm camera; A new 35 -mm film projector; A 16 -mmfilm projector; A multiplexer for using two pro-jectors with one film camera; and rack -mountingpower supplies, amplifiers, and monitor. Projectorswitching for the entire room is under finger-tipcontrol from the room itself-or from the studiocontrol room.

RCA Multiplexer, Type T/ -9A. Produces uninter-rupted projection of multi -reel films with only onefilm camera. Complete,with slide projector forstation breaks, commer-cials, etc.

Why the extraordinary acceptance of RCA filmprojection equipment by more than 50 televisionstations?

Because all RCA projection units are unifiedand designed to work together in any combina-tion ... enabling each station to select just theproper units for its special needs and budget.Because RCA makes it practical for a station tostart small and add projection units as it grows-without discarding any of the original equipment.Because RCA makes everything required in a tele-vision film -projection room-and accepts completeresponsibility for the over-all performance of theequipment. Because each station layout is plannedcorrectly from the start, by television experts whounderstand the business thoroughly.

No need for expensive experiments with yourown film -projection room ... if you let an RCATelevision Specialist help you with the planning.Call him. Or write Dept. 90-L , RCA EngineeringProducts, Camden, New Jersey.

The one Equipment-quipment Source for Everything in TV-is RCA

RCA 16 -mm Film Projector,Type TP-16A. Popular low-cost projector. Self-con-tained. Simple. Low cost.Enables any station to usethe film programming nowavailable. Produces bril-liant pictures and high -quality sound.

RCA Film Camera, TypTK-20A. A high -contrastfilm camera having unu-sual stability. It is used witheither 16 -mm or 35 -mmfilm projectors, and slideprojectors.

RCA 33 -mm Film Projector,Type TP-33A. Projectssharp. flickerless pictures-and high-fidelity sound.Brilliant light output withnegligible heating of filmand film gate. Can projectsingle frames as stills.

TELEVISION BROADCAST EQUIPMENT

RCA Film Camera MonitorRack. This is the controlcenter of the projectionroom. It houses the ampli-fiers, all necessary rack -mounted power supplies,and the kinescope forviewing the film pictures.

RADIO CORPORATION of AMERICAENGINEERING PRODUCTS DEPARTMENT, CAMDEN, N. J.

In Canada: RCA VICTOR Company Limited, Montreal

Breakdown of Station OperationsIMPORTANT: In reading the station operation chart below, several factors such as time charges, commercial sponsor-ship of remotes, etc., must be kept in mind for a true evaluation. Because of the varying factors, this chart shouldnot be used for comparative evaluation. These figures are presented merely to indicate a trend.

AverageNo. of Hours

Station WeeklyWCBS-TV :;:l

Remotes

22' ,

Studio Film

3U',

Networks Commercial Sustaining

73',WATV 32 7% 85% 85',WPIX 39 23% 25% 77'WNBT 35% 31% 48% 21% - 1;.' , 38%WABD 90 10% 48% 10% 13% 75,-;WJZ-TV 27% 19% 46% 28% 7% 78%WFIL-TV 381/4 15% 27% 16% 42% 51% 49',WTTG 34 41% 19% 9f/c 31% 39% 61(CWNBW 45 3% 164 14% 67% 52% 48%WMAR-TV 50 25% 5% 34% 36% 44% 56%WBAL-TV 60 - 32% 36% 32% 28% 72%WENR-TV 22 20% 74% 6% - 12%% 871,',WGN-TV 31 37% 40' 23% - 41% 59'WWJ-TV 34 25% 45', 26% 4% 34% 66'KTSL-W6XAO 18 26%, 31', 35% 8% 20% 80',KLAC-TV 12 67% 33,; - - 33% 67%WLW-T 34 22% 50', 22% 6%* 48% 52%WTMJ-TV 33 16% 23,, 21% 40% 56% 44%WTVR 33 - 40', 14% 46% 38%. 62,,WBZ-TV 41% 4% 6,. 32% 58% 31% 69',WRGB 31 __ 20' 8% 72% 45% 55,-,KDYL-V76X15 20 20% 40', 30% 10%* 45% 55,-.WDAP-TV 20 35% 26% 39% - 405 60%KSTP-TV 261/2 13' 13,', 70% 4% 30% 70',WSB-TV 29% - - - 27% 73',KSD-TV 30 41% 30', 22% 7% 57% 43%WEWS 3912 13% 25' 14% 48% 14% 86,,WSPD-TV 29 36% 10' 27' 27%*** 39% 61'.WNAC-TV 35 14% 11% 75'; 34% 66',*Network film recordings **Includes remotes ***Network dings

$150,111111-WORTH OF SPONSORS CAN'T BE

WIRt061414$150,000.00 . . . that's the value of the signed contracts with whichKLEE-TV will begin telecasting January 1, 1949 . . . And the sponsorscan't be wrong, because KLEE-TV will be the only television station inHouston, Texas, the largest market in the great Southwest.

KLEE-

IF YOU WANT TOSELL HOUSTON BYTELEVISION YOUMUST USE KLEE-TV

Effective Radiated Power

16 KWOffices: Milby

Hotel, Houston 2

Represented Nationally By:

ADAM J. YOUNG, JR, INC.22 East 10th Street .. ..Neo York, N. Y.

Murray Hill 9-00067.1 East Washington Street_Chicago, III.

Andover 3-5418627 Mills Building__San Francisco, Calif.

Garfield 1-7950

448 South Hill Street_Los Angeles, Calif.*'THE EYES OF TEXAS''...CHANNEL 2...HOUSTON Michigan 6203

Houston Affiliate of t h e CBS Television Network

10 Television

........

... ..

0400e4%1,0

4t'47,p).

6

048rvelev'isioas

""` '

".".,.... makes i t the West's49 KNBH

KNBHCHANNEL 4

Studios:Hollywood's Radio City, Sunset and VineTransmitter:Mt. Wilson, Altitude 5,780 feet

Year in TelevisionA year ago this month, NBC announcedthe opening of Network Television with areport to the nation, published in news-

papers from coast to coast.

Today, NBC announces the most significant development sincethen in its television expansion - the opening of its key WestCoast station ... KNBH, Hollywood.

KNBH will be the exclusive outlet in Southern California forNBC programs. The resources of the entire Network, the creativetalent of all Hollywood, will be at the disposal of its experiencedproduction and technical staff.

At the beginning, KNBH will serve the swiftly -growing audiencein America's third -largest television area, its third -largest marketarea. It will also originate programs for viewers elsewhere - firstthrough Kinescope recording facilities, later (as connecting linksare completed) for a Western Regional Network, and ultimatelyfor a Transcontinental Network.

In announcing the opening of the NBC Television Network a yearago, we invited advertisers and agencies to join with us in thedevelopment of the world's greatest means of mass commu-nication - and the most effective sales medium yet devised.Today, in announcing the opening of KNBH, we repeatthat invitation to all who recognize the importance ofSouthern California as a production center - and

as a market.

The National Broadcasting CompanyA Service of Radio Corporation of America

January, 1949 II

WHAT'S NEW IN TELEVISION? TAKE A LOOK AT WPTZ !

FOR THE SECOND YEAR

ALL PHILADELPHIA IS

TT ALL STARTED during the holidays last yearI. when one of WPTZ's imaginative producersfell to wondering what small fry actually toldSanta Claus when they trouped into the depart-ment stores before Christmas. To find out, one ofour mobile units moved down to Gimbel's Toyland,set up television cameras hard by Santa Claus'sdais and shamelessly looked and listened in onYoung Philadelphia's heart-to-heart talks with thegrand old man with the whiskers.

Conceived strictly as a one-time sustaining pro-gram, executives of Gimbel Brothers caught theshow, saw in it an opportunity more than ever tomake Gimbel's Toyland the official residence ofSanta Claus and bought the program three times aweek until Christmas.

That the series was a success is well proven bythe fact that again this year all Philadelphia is

"Eavesdropping on Santa" at Gimbel's Toyland-via television and WPTZ.

At WPTZ, advertisers and their agencies havefound that in addition to modern, complete tele-vision facilities and experienced personnel to getthe most from such facilities, there is anotherequally important ingredient that goes with timepurchased on WPTZ. That ingredient is creativeimagination. Furthermore, advertisers tell us thatat the moment, creative imagination is a factoras vital to the success of the commercial televisionas it is rare.

For more information about the Philadelphiatelevision market and what WPTZ has to offer,drop us a line.PHILCO TELEVISION BROADCASTING CORPORATION1800 Architects Building Philadelphia 3, Penna.

Telephone : LOcust 4-2244

WFIRST IN TELEVISION IN PHILADELPHIATELEVISION

AFF,LIATE

12 Television

NATIONAL ADVERTISERSAn analysis of the trend in national advertisers' use oftelevision during 1948. coupled with descriptions offormats and commercials.

By MARY GANNON

NATIONAL advertisers' use oftelevision jumped over 280%

in 1948-with 127 national accountsnow using the medium, as comparedwith the 45 who were using it atthe close of last year. Statisticsshow that network advertisers nownumber 44; that nineteen advertis-ers sponsor a combination of pro-gram and spots. Fifty-eight nation-al advertisers now place spotannouncements, with 43 relyingsolely on that form of advertising.

More important however than thefigures are such policy -making ac-tions as Sterling Drug Company'sannouncement that $1,000,000 wouldbe cut from their radio budget anddevoted to television and othermedia (see page 24). Procter &Gamble has also held a meeting toreview their overall advertisingappropriations for 1949 in view oftelevision's growth. And that tele-vision has reached the competitivestage as a sales getter is proved bythe current Emerson-Philco jockey-ing. With the "Philco Playhouse"and Emerson's "Toast of the Town"in the 9 to 10 slot on Sundays overthe NBC and CBS eastern net-works respectively, programs arestrongly competitive. Philco, in ad-

dition, has used kinescope record-ings in 16 non -connected markets.Last month, Emerson placed filmrecordings of their show in threemarkets opposite Philco, thus re-peating the competition for viewersthat exists in the network areas.

In the last few months alone, suchadvertisers as Bigelow -Sanford,Cluett-Peabody, G -E Lamp Divi-sion, General Mills, Sterling Drug,Whitehall Pharmaceutical, Procter& Gamble and Colgate -Palmolive -Peet, in addition to Philco andEmerson, have started network tele-vision programming.

All Major CigaretteCompanies Extend Schedules

All major cigarette companies arenow active. Lucky Strike and Koolsstarted in 1947, but Camels, Ches-terfields, Old Golds and Philip Mor-ris are 1948 entrants. Significantly,schedules of all have shown amarked increase. Chesterfields andOld Golds started their video plug-ging with baseball sponsorship-Chesterfields with the Giants overWNBT and split sponsorship of theSenators over WTTG; Old Goldswith 2/3s of the Dodgers over

Alden James, director of adver-tising, P. Lorrillard:

"We are obviously happy with theresults of "The Original AmateurHour'", and we hope to expand theshow to other markets when facilitiesbecome available. In our opinion, thebest testimony to the effectiveness oftelevision as an advertising medium isthe fact that many major advertisersare spending comparatively-far, farmore money to reach the televisionaudience than in all other media com-bined."

WCBS-TV and the White Sox andCubs over WGN-TV. In September,Old Golds began sponsorship of the"Original Amateur Hour" over theDuMont network.

With baseball concluded, Chester-fields started a spot campaign over18 stations, continued in the sportspicture with the Columbia footballgames over WCBS-TV and theGiants pro football team overWJZ-TV. Last month, Chesterfieldscheduled three experimental tele-casts of their radio "Supper Club"program. These trial runs provedsatisfactory. Visual entertainmentand dual pick-up is now scheduledfor once a week over the NBC net.

This month, "Arthur GodfreyAnd His Friends," an hour-longweekly variety program, debutedover the 10 -station CBS easternand midwestern net. Also on theschedule is Chesterfield's sponsor-ship of the Silver Skates Finalsfrom Madison Square Garden overWPIX.

Camels started last Februarywith the "Camels -20th CenturyFox" newsreel, a 10 minute Mondayto Friday feature on the NBC eastcoast net. (Reel is also placed onfive non -connected stations.) Thisfall they increased their schedule toinclude football over WPIX (nowconcluded) and signed for forty ofthe CBS Madison Square Gardenevents.

Kools also increased their sched-ule last fall with sponsorship ofbasketball over WJZ-TV, in addi-tion to their regular "Sports Re-ports," a five minute sports filmover the NBC net.

Philip Morris' spot campaign iscurrently placed on 13 stations; hasnetted them eighth place in sponsoridentification among New Yorkviewers. (See Television MagazineAudience Research, page 4).

Lucky Strike is conducting themost energetic spot campaign with21 stations being used. Program-ming the past year included fourweek sponsorship of "Tonight onBroadway" (pre -curtain pickups ofBroadway plays directly from thetheatre) over the CBS net, and"Barney Blake-Police Reporter,"a thirteen week adventure seriesover the NBC net. Fall schedulefeatured football over WNBT,WABD and WGN-TV. Most ambi-tious project is their new series,which starts this month over theNBC net. This will consist of spe-cially produced, half-hour films,based on the classics. (See Novem-ber TELEVISION for full details.)

January, 1949 13

Edward E. Bates, president, NewYork Local Chevrolet DealersAssociation:

"The rapid maturing of televisionhas given the automotive industry thefirst medium combining in -action ad-vertising and front -parlor intimacy.The wide range of video programmingsponsored by the New York LocalChevrolet Dealers Association in 1948proved to us its effectiveness.

"In 1949 we will expand our activi-ties to take even greater advantageof television's growing power. Firston our list of plans, handled by theCampbell -Ewald Advertising Agency,is the televising of all Golden Glovesbouts in New York. We have justfilmed a new group of weather spotcommercials to be used on three NewYork stations. By mid -January we willhave launched a new program seriesWe believe television is our mediumand our programs will move with it."

Kellogg's and General MillsJoin TV Food List

Kellogg's is the latest of the foodcompanies to enter television withsponsorship of ABC's "SingingLady" program on Sundays. Gen-eral Foods has been a consistentadvertiser, in the 8 to 9 Sundayslot on the NBC net. Time is cur-rently filled by "Author Meets theCritics," sponsored by Jell-O, and"Meet the Press" sponsored byMaxwell House Coffee. Post Toast-ies takes one night of "Small Fry,"and Sanka sponsors weather re-ports five times a week-both overWABD.

General Mills has started, viaDuMont's daytime television, withsponsorship of the Ted Steele pro-gram. Contract has been signed fora ten year period. Borden, whichtried a series of experimental for-mats in 1947, settled for a five min-ute program with clown prince AlSchacht before the Giants baseballgames over WNBT ; is now placingspots over four New York stations.Swift, which pioneered daytimetelevision with the "Swift HomeService Club" in 1947, switched toa nighttime spot last April, withLanny Ross as star. Kraft, another1947 starter, has maintained itsdramatic format.

Chevrolet Spent Over$400,000 Locally in '48

Both the automotive industryand the manufacturers of televisionreceivers are exceedingly active,not only on a national basis but incooperative arrangements with

their local distributors and dealers.In the automotive field, Ford start-ed in 1946, with the emphasis onsports. This adherence to sportspickups continued through lastspring when they maintained theirsponsorship of baseball in practic-ally all TV cities. This fall Fordstarted sponsorship of an hour dra-matic show presented monthly overthe CBS net.

Chevrolet has sponsored a weeklyINS-Telenews program over theDuMont net, has encouraged itslocal dealers to use the televisionmedium. A pattern was evolved forthe Local Chevrolet Dealers ofGreater New York, which will ulti-mately be followed by other localgroups throughout the country.Over $400,000 was spent by theNew York group for weather spots,races, Yankee football games andtheir share of the Chevrolet Tele-Theatre series. As of this month,Chevrolet Central Office is assumingfull sponsorship of the Tele-The-atre, a half hour dramatic showover the NBC net.

Oldsmobile, which sponsored NBCnewsreel in New York only, hasextended their coverage to the net-work. In addition, they sponsoredfootball over WWJ-TV, Detroit forthe past two seasons. Packard hasalso started a local program inDetroit.

Admiral Show Set ForEvery TV Market

Set manufacturers include Phil -co, RCA, General Electric, Motorola,Admiral and Emerson.

Admiral started a half hour vari-ety program, "Welcome Abroad,"over the NBC net last fall; spon-sored football over the midwest link,plus the pro games over WFIL-TV.With conclusion of "WelcomeAboard," an hour-long musicalrevue, "Friday Night Frolic" hasbeen scheduled for the NBC andDuMont networks. Coverage willinclude 24 stations in 16 cities, withfilm recordings placed in 14 addi-tional cities.

Motorola wins the distinction ofbeing the only major advertiser tosponsor an educational program-"The Nature of Things," a scienti-fic program with Dr. Roy Marshallof Franklin Institute. This showbuilt a reputation for itself as asustainer over WPTZ prior to itssponsorship. In addition, companyhas also sponsored football overWBKB, and boxing over WENR-TV, plus spots on three stations.

Philco and Emerson were alsofall entrants; Philco with an hourdramatic series; Emerson with pur-chase of the CBS sustainer, "Toastof the Town." RCA, which had beensponsoring the "Kukla, Fran and011ie" program, a kids' show witha large adult following, locally overWBKB, Chicago, extended it to themidwest net in November, and fullnetwork on January 12th. GeneralElectric sponsors the Friday nightedition of the NBC newsreel over17 stations, including the network.

Special Events and HolidayShows Snag Heavy Spenders

Special events have also attractedbig name advertisers. Sponsorshipof election night returns lined upKaiser -Frazer over the ABC east-ern and midwestern net; NashKelvinator over the CBS easternnetwork; RCA Victor over the NBCmidwest network. Time and Lifecollaborated on the conventions andthe election returns over the NBCweb. Elgin American sponsored a90 minute Thanksgiving Day pro.gram on the complete ABC net;with live origination from NewYork, repeated by kinescope record-ings from Chicago. Hamilton Watchput on special Christmas and NewYear's Eve variety shows overNBC; Wrigley Gum sponsored pick-ups of the rodeo and a specialChristmas Party for needy young-sters over CBS. U. S. Rubber re-peated its pick-up of the Carol Ser-vice from Grace Church as a publicservice feature over DuMont; Chev-rolet staged a special Christmasfantasy over CBS.

14 Television

program formatsBreakdown of formats shows elev-

en sponsors for variety shows, eightfor newsreels, nine for sportsevents (remote pick-ups), seven forsports previews or round -ups (stu-dio or film), seven for children'sprograms, five for drama, four forquiz, four for dual AM -TV pick-ups,three for audience participation,one each for science and shoppingformats. Eleven advertisers haveused participating spots on pro-grams, and eight sponsor miscel-laneous formats of a novelty nature.Two advertisers sponsor forumsor discussions.

AM -TV -Shows Give AddedAudience At Little Cost

Dual AM -TV programming is be-ing done successfully by Gulf with"We the People," Bristol-Myerswith "Break the Bank," and Lip-ton's with Arthur Godfrey's "Tal-ent Scouts," plus Chesterfield'stelecasts of their "Supper Club."

Naturally the addition of sightto the sound program required re-visions, which necessarily could notlimit the appeal of the AM version.On "We the People," film clips areused to depict towns which are be-ing described, or to give visual ac-companiment to audio interviewswhich originate outside of NewYork. Both "Break the Bank" and"Talent Scouts" have regroupedtheir staging and added more visualprops. The Gulf and Bristol-Myersshows use film commercials for thevideo versions which requires splitsecond timing to coincide with theAM plugs. Lipton's commercials arehandled by Godfrey-whose facialexpressions, accompanied by hold-ing up a Lipton tea bag or souppacket, provide visualizationenough, simply because it's Godfrey.

"Philco Playhouse" Is MostElaborate Dramatic Show

Kraft spearheaded sponsorship ofthe dramatic format when they be-gan presenting three act plays some18 months ago over the NBC net.Series, which is produced on anaverage budget of $5,000 a week,has been consistently good. Agencyhas developed what practicallyamounts to its own stock companyand thus has a ready source of cap-able but not necessarily "name"talent to draw on. In contrast tothe Philco Playhouse, produced incooperation with Actor's Equity,which concentrates on the presenta-

tion of former Broadway hits withthe original casts when possible.Cost of this series has run as highas $15,000 weekly. Ford's "Theatreof the Air," presented monthly overthe CBS net, followes the same pat-tern as Philco, with budget rumoredaround $17,000. "Mary Kay andJohnny," sponsored by Whitehall,is a simple twenty -minute domesticcomedy over NBC.

Half-hour dramatizations of the"Chevrolet on Broadway" series(NBC network) has been aimed atdeveloping original stories, with aprize offered to the best one sub-mitted during the first 13 weeks.Significantly, Kraft held the dramafield to itself until this fall, whenthe other four started their sched-ules. Move marked the entry ofPhilco and Whitehall into the NewYork market; was Ford's first spon-sorship of anything but sports. Al-though the Chevrolet series wassponsored by the Local Dealers ofGreater New York, it was spear-headed by the parent company'sinterest and long range planningannounced last summer. As of thismonth, Chevrolet (national) willassume sponsorship. (See Chevro-let, July TELEVISION).

Newsreels GainIn Sponsorship

Newsreels also gained in sponsorrecognition the past year, with five,of the eight national advertisersusing this format, relaying it overthe networks. As previously stated,

Oldsmobile, General Electric andChevrolet use newsreels. DisneyHats have bought the NBC Sun- day reel. Other three buy the news-.reels produced by staffs of localstations.

"Kukla, Fran and 011ie," KidsShow on Full Network

Eight advertisers sponsor chil-dren's shows. NBC's "Howdy Doo-dy" rates two-Unique Art andMason Candy. DuMont's "SmallFry" has two-Post Cereals andKolynos Toothpaste (WhitehallPharmaceutical). As previouslystated, Kellogg's started sponsor-ship of ABC's "Singing Lady" thismonth, and RCA has extended theirsponsorship of "Kukla, Fran and011ie" to the full network.

Variety Programs MostPopular With Viewer

Variety came into its own whenTexaco teed off with the full hour"Texaco Star Theatre," emceed byMilton Berle (NBC net) , followedby Emerson's "Toast of the Town"over CBS. Both shows average 5 to8 acts drawn from top talent ofstage, night clubs and screen; arepresented before large studio audi-ences. Admiral (soon to be con-cluded) uses a half hour version ofthe same formula.

Other variety shows are simpler,based more on the routines of oneperson, with a few guest stars orsupporting members. Such pro-grams are "The Swift Show," withLanny Ross, in which considerableexperimental work has been done to

V. G. Carrier, assistant managerof advertising, and director ofRadio & TV, Esso:

"We have provided fairly substan-tial funds for television in our 1949budget, in addition to continued useof the medium on a spot basis. We'renow placing spots on 11 stations, andthis may be increased. Our feeling isone of cautious and watchful waiting,but at the same time we firmly believetelevision has terrific possibilities. Themoney specifically set aside for tele-vision is not taken from radio, al-though we expect that future budgetsin the medium will necessarily comefrom the radio allotment."

January, 1949 15

Charles Durban, assistant direc-tor of advertising, US Rubber:

"The United States Rubber Com-pany believes that television, withina very few years, will be listed amongits major advertising media. Two ofour divisions-tires and footwear andclothing-have definite plans for tele-vision during 1949, each with differentprograms. The footwear division willstart using spots three times weeklyon a coast -to -coast basis. The tiredivision is, right now, preparing tosponsor a weekly half-hour show on anetwork hookup, to start in February.

"These divisions plan to stay withtelevision. They expect the effort tosell merchandise. The plan is notan attempt at institutional advertising.It's straight selling."

develop an effective means of visual-izing Ross' songs. The "ArrowShow" with Phil Silvers, featuresthe gag routines of the comic, ashort skit, a chorus girl trio foropening and closing, and a fewguests. Bob Smith's "Gulf RoadShow," follows along the lines ofhis early morning radio program,

with Smith at the piano and gueststars from night clubs or stage.These are half hour formats, overthe NBC network.

While amateur talent is used,Old Golds' "The Original AmateurHour" is in the same category, asis Godfrey's "Talent Scouts" pro-gram.

commercial techniquesBetter than 90% of the adver-

tisers use film for commercials.Reasons given are the obvious ones-better control of the show, advan-tages of repeat use and confidencethat the product cannot fail to work"as advertised" come airtime. Con-versely though, some of the mostelaborate shows rely on the livecommercial. Chief among these isTexaco, whose hour-long varietyshow, "Texaco Star Theatre" hasbroken all Hooperatings, and hasalso hit a new high in sponsor iden-tification. Sid Stone, as the Texacopitchman, peddles Texaco productsin typical sidewalk patter, and hasalmost come to be regarded as an-other act in the revue. Texaco ser-vice station backdrop and close-upsof the various products provideidentification.

Emerson's "Toast of the Town"developed a family skit for theirmiddle commercial. Billed as the"Temper Family," curtain goes upon a peaceful family scene, withhusband, father and young son. Butthe peace is soon shattered when afamily argument breaks out overwhich member of the family getsprecedence on listening to hisfavorite program. Admonition to"Emersonize your home" concludeseach episode.

Kraft has maintained the orig-inal commercial theme they devel-oped when they first started theirdramatic series over NBC some 18months ago. Demonstration typecommercials are kept simple toavoid any conflict with the play,with just a pair of hands shownarranging a table setting, mixing asalad, preparing a cheese dish, etc.Jars or packages of the product areshown at the end.

Philco uses the "dignified" ap-proach on their "Playhouse" series,with program host Bert Lytell andBob Stanton, appropriately dressedin evening clothes discussing thePhilco models. A guest singer orconcert artist is usually invited tohear one of their recordings on thePhilco record player, with Stantondemonstrating the features of eachmodel.

Cluett Peabody show which starsPhil Silvers in a half-hour revuehas developed "Mr. Arrow," thesponsor, to carry their commercials.This is usually a give and takeroutine with Silvers, staged beforea men's furnishing store, in whichArrow displays are prominent.Most CommercialsAre On Film

Accepted fact that television isan excellent demonstrator is backed

up by the number of demonstrationcommercials on the pix waves.Chevrolet, Oldsmobile, Ford pointup the special features of theirmodels, as well as the cars in mo-tion. Ronson demonstrates variouslighters in operation, then in close-up to show the details of style anddesign. Gillette demonstrates theeasy operation of their new razor;proves its quality by showing a manshaving.

Endorsement commercials, fol-lowing their general advertisingtheme, are used by Chesterfields,Lucky Strike and Camels. Chester-field has filmed the celebrities whosmoke their brand in well knownnight spots. Lucky Strike featurestheir tobacco auctioneers. Camelsuses their "experience is the bestteacher" theme, with a brief lead-in showing a sports expert, bal-lerina, etc., in action, followed bylighting up a Camel.

Watch companies, of course, havethe market on time signals, withBulova, Elgin, Benrus, Gruen andWaltham buying spots. Bulova isthe biggest spot buyer, with signalsplaced on 20 stations. Most of theseare station breaks, limited to 20 or30 seconds. Films usually run 12seconds, are institutional in nature,

confined mainly to the displayof one or two models with copykeyed to the season (graduations,weddings, Christmas, etc.) Eightseconds is devoted to live clock forthe time.

Animated commercials are bestillustrated by Lucky Strike's march-ing, dancing cigarettes; are alsoused by Sanka and Botany for theirweather reports, Camels for theirsignature plugs.Summing If Up

Extension of the networks, im-proved programming, increased re-ceiver production and consequentlygreater circulation among homeaudiences gave television the neces-sary impetus in 1948. A year ago,there were eighteen stations intwelve markets; as of January 1st,there were fifty-one stations oper-ating in 29 cities. In addition 72hold construction permits, with alarge percentage of these outletsnow under construction or sched-uled for completion later this year.With set production estimated atclose to 2,000,000, 1949 will showthe graph climbing higher and thedollar volume spent in televisionadvertising assuming a high placein media appropriations.

NOTE: Complete list of National Adver-ii-crs on page 31.

16 Television

10

9 w Nov RAIN

46. row 56-

a

CKJIvON T WEATHERAM

7 6 5

8:30-9 ail

-Wrathi.r-Temperalort

1).. %I.. Kindergarten"

"Morning 'hope!"

10-11:30 "Your Television Shopper"

3-3:15 "The Need Shop"

DAYTIME PROGRAMMINGDUMONT DEVELOPS A FORMULA FORSIMPLE, ECONOMIC OPERATION-THEGOAL OF ADVERTISERS & BROADCASTERS

By JAMES L. CADDIGANDirector of ProgramsDuMont Television Network

ASIMPLIFIED production tech-nique which turns out 55

hours of programming per weekwith a 14 man, two -camera opera-tion-and all without rehearsal.That's the basic pattern of Du-Mont's daytime television programstructure.

Because of the limitations of fa-cilities required by the very eco-nomics of the operation, emphasisis on the no -rehearsal, strong ad-lib personality type of presentation.Most important of all is the factthat the undertaking has developeda simple formula which has pro-vided the answer to low-cost, effec-tive programming demanded by ad-vertisers and required by stations.

Endorsement of the results, evenat this early stage, is evident by thesale of half hour 5 -day -a -weekshows to such national advertisersas General Mills and Sterling Drug.

DuMont has pointed up the pos-sibility of producing effective pro-gramming built around the "one -personality" idea. Ted Steele illus-trates the importance of versatilead lib personality on his daily show(12:30-1 pm.) sponsored by Gen-eral Mills for four of its products-Bisquick, Betty Crocker GingerCake Mix, Betty Crocker Soups andWheaties. Steele mixes songs at thepiano with chatty banter-all thewhile playing directly into the cam-era. Simple as it is, Steele's person-ality effectively projects on tele-vision.

Commercials for the GeneralMills products are informally han-dled by Steele. For example: hemight reach behind the piano andhold up a packaged GM product,set it atop the piano and discussits contents. At this point a cameracomes in for a close-up, then dis-solves to a slide which permits easyreading of the package itself. Othertimes, Steele might ease into thecommercial with a jingle about theproduct, and on occasion, opens theshow with a comic skit about thefour products.

Another "one personality" showwhich should be a natural formatfor local advertising by a fashionretailer is Maxine Barratt's "AndEverything Nice," aired daily (4-4 :15 pm.) Format is extremelysimple and consists of Miss Barrattdemonstrating the proper blendingof accessories, matching of clothingitems, "seven ways to tie a scarf. . ." etc. She models many of theitems herself and cleverly built apersonality around "Sugar," adressmaker mannequin attired inthe featured dress or suit of theday. Program has a guest each day,usually a fashion designer or ex-pert in some phase of the field. Mer-chandise displays of shoes or hats,which come in for discussion on theprogram, are usually backed by asetting of dress racks or clothesclosets, to provide the atmosphereof a dressing room or lounge. Priceand source of each item is also of-fered by Miss Barratt during thecourse of the show.

The Formula At WorkOn Children's Program

Another program which demon-strates the simplicity and economyof the DuMont daytime structureis a "baby sitter" show titled "Du -Mont Kindergarten," aired at atime (8:30-9 am.) when the aver-age housewife, having seen herfamily off to school or the office, isfaced with the breakfast dishes.Designed specifically to attract andhold the interest of the three -to -six -year -olds, the "Kindergarten" has asimple format which combines storytelling and live drawing "lessons."This is built around a cartoon char-acter named "Wilmer the Pigeon,"and is conducted by Pat Meikle.

Miss Meikle advises the mothersto leave the youngster "With me"at the TV set, supplied with a padand pencil, and then feel free forthe next 30 minutes to complete herkitchen chores. She explains Wil-mer to the youngsters as also of

January, 1949 17

pre-school age who, like them, isjust beginning to read and write.

By means of actual cartoon draw-ings, which she has the kiddies fol-low with their own pads and pen-cils, Miss Meikle explains and de-monstrates the alphabet by block -lettering. As program time comesto an end, Miss Meikle "calls" to

Maxine Barrett and a pair of models demon-strate fashions -in -use on "And EverythingNice", an afternoon show.

mother in the kitchen, tells her themorning lesson is concluded, andto return to the living room for theyoungster. Early reports indicatethat "Kindergarten" holds the chil-dren as effectively as any of themore elaborate-and more expen-sive-kid shows currently on theair.

In the early morning segments,emphasis is placed on audio content,although visual appeal is equallyavailable for those viewers whohave time to watch the screen.

Typical of this type of show is anews program in which the majorportion is handled by an announcerunder printed newspaper headlinesflashed on the screen. At the closeof such programs, a news ticker issounded which is intended to alertthe audience to the presentation ofeight to 10 news photos. The noon-time news, however, is aired withstrong visual content and uses ap-proximately 25 news pictures withthe announcer handling last minutebulletins directly on camera.

Further use of the audio -videoformat is the noon -time "Man onthe Street," a 15 -minute show. Pro-gram has a typical interview formatbut utilizes some interesting pro-duction angles. In order to avoidthe possibility of traffic problemsand the expense of a mobile unit,the pick-up is made from the secondstory window of DuMont headquar-ters which looks out on MadisonAve. Telephoto lenses make possibleclose-ups of the interviewer andpassers-by in addition to effectivesweeping shots of the avenue. The

interviewer is equipped with awalkie-talkie since it would be al-most impossible to use mike lines.

DuMont makes good use of itstime, weather and temperaturepresentations which are aired ap-proximately a dozen times a day.They provide system and stationbreaks between live programs, andat the same time are valuable forcommercial announcements.

TV Shops At HomeFor The Retailer

A program that has illustratedability to move merchandise and aformat that is suitable for any typeof retail advertiser is "Your Tele-vision Shopper," scheduled at atime (10-10:30 am) when the house-wife usually finds her first breath-ing spell in the morning chores.Program is built around householdshopping hints and features guestswho are usually experts in the home-making field. Kathi Norris, whoconducts the show, demonstratesand discusses merchandise whichhas been "tested" before presenta-tion on the air.

As an example, Miss Norris andher staff make an effort to "shop"products used on the show for priceconsistency, etc. This procedurecovers all items used-as well asthose of a sponsor-since the ob-ject is to offer helpful hints regard-ing all phases of homemaking.

Close-up camera treatment isused to provide the viewer with adetailed look at the item, whichMiss Norris demonstrates and dis-cusses. Products used on the showrange from kitchen utensils to hatsand gloves, which she models di-rectly before the camera. Viewersare invited to order such itemsdirectly through "Your TelevisionShopper."

Use of the individual ad-lib per-sonality with a set formula is againillustrated in Sterling Drug's"Okay, Mother," a daily half hourget-together with New York TVmothers and Dennis James. (Seecomplete story on Sterling Drug,page 24).

How DuMont HandlesDaytime Commercials

Restricted facilities obviouslyplaced definite limitations on howelaborate a commercial could beduring the daytime schedule.

In addition to the live commercial,emphasis is given to slides via the

use of a flying -spot scanner.* How-ever, it was soon found that a 16mm film channel was also necessary.Clever artwork and photographicreproductions were substituted forlarge displays. The usual techniqueof alternating reproductions or artwork on two easels with two cam-eras was found impractical when

Ted Steele works commercials into his musicalbanter daily at 12:30. Product shown isWheaties, for General Mills.

programs demanded cutbacks tolive talent. Therefore a method ofhandling slide or easel picture com-mercials was developed which re-quired one picture to be duplicatedas a slide while the succeeding photowas used on an easel as a camerashot. This procedure made possiblethe coverage of talent on one cam-era while the second, in addition tothe flying -spot scanner, provided asmooth flow of visual material usedin the commercial itself. Meanwhile,on -camera presentation of mer-chandise is easily accomplishedsince both cameras are equippedwith a full complement of turret-mounted lenses.

The day -time studio measures38' by 30' and is divided into twostages, simple drape settings pro-viding the background for each.Equipment consists of : a dualimage orthicon camera chain, audiocontrol desk, a flying -spot scanner;two turntables with standard pick-up and long-playing pickup arms;a single boom mike; a single mikeon a floor stand ; a desk mike in theannouncer booth; a talk -back chan-nel from control to studio.

With this limitation of sets andequipment it was necessary to de-velop a production technique thatwould permit a smooth flow of the11 -hour daytime schedule. The 20shows programmed each day areproduced back-to-back in the same

. studio. Beginning at 7 am, the firstshow is scheduled on stage "A"

A television pickup device for photographingtransparent material such as films, slides, etc.,thereby eliminating the need of another camera.

18 Television

with the next ready to follow 15minutes later on stage "B." Fromthat time on throughout the dayprograms alternate between the twostages.

The only time available betweenprograms, in most instances, isthat needed to make a system orstation break. Furthermore with20 shows presented each day, it wasnecessary to organize a traffic con-trol system on guests appearing onprograms to prevent close or fre-quent repeats. To insure smoothproduction on both stages, a planwas evolved for two directors toalternate shows on each. Mimeo-graphed ground plots were drawnto indicate the basic outlines ofeach set. Talent was advised thatpre -air conferences would be heldwith directors immediately preced-ing their shows. During these hud-dles all concerned study the physicalstructure of the sets, movement oftalent, and specific camera locations.

Two directors handle the entireproduction, as indicated above, al-ternating every other program be-tween them. Total daytime produc-tion staff consists of : a programmanager, program co-ordinator;two announcers, a news man, twosecretarial assistants, and a guestrelations man. Technical side of thestaff includes: a supervising engi-neer, video operator, audio operator,maintenance engineer, two camera

men, two production assistants;stage manager and two stage hands.

An operating schedule was estab-lished to permit an alternating set-up between technical personnelordinarily assigned to remote oper-ations and those permanently as-signed to daytime operations.

In order to balance the number ofhours worked by the crew, the 7 to9 AM schedule is produced as one -camera shows. During this period,titles, credits, etc., are handled onslides by the flying -spot scanner.Personnel -wise, the daytime opera-tion has presented the opportunityfor development of potential pro-duction and directorial talent cur-rently assigned to the crew astrainees.The Decision BehindThe Daytime Move

The DuMont Television Networkapproached 'the development of day-time operation from the viewpointof a research and experimentalproject. The plan was based on theavailability of technical equipment.existing studio space and a limitedbudget. A review of radio's historyamplified the fact that operationof a nighttime schedule alone of-fered no hope of arrival at a break-even operation. The obvious solu-tion was a spread in operating hoursat a greatly reduced operating costthat would help to develop a profitreturn.

DUMONT DAYTIME ADVERTISERSAS OF DECEMBER 28, 1948

Advertiser Program

Allied Food participation _. "Your Television Shopper" 10:00-10:30American -Mitchell Fashion Pub-

lishers sponsoring "The Needle Shop" 3:00-3:15 P.M.Andrea Radio Corp. sponsoring "News"Bedford Radio sponsoring "Spare Room" 2:45-3:00 P.M.L & P Brown participation "Your Television Shopper"Concourse Music Co. sponsoring "Ted Steele" 5:00-5:15 P.M.Decorative Cabinet participation "And Everything Nice" 4:00-4:15 P.M.Allen B. DuMont Lab., Inc., spots .. _ 12:00 NoonGeneral Mills sponsoring "Ted Steele" 12:30-1:00 P.M.Ideal Home Appliance sponsoring___"Ted Steele" 5:00-5:15 P.M.Infra -Appliance Corp. participation "Your Television Shopper"Martin Fabrics sponsoring "The Needle Shop"Philip Morris & Co. spots 12:30 P.M.Park Central Hotel spots "Clock -Weather -Temperature"Sterling Drug Inc. sponsoring........ Mother" 1:00-1:30 P.M.Rieser Co. participation "And Everything Nice"Teldisco sponsoring "Friendship Circle" 10:30-11:00 A.M.Teldisco sponsoring "Stan Shaw" 11:00-12:00 NoonTeldisco sponsoring ......... ...... _._..._"Vincent Lopez" 3:15-3:30 P.M.Teldisco sponsoring "Fred Fassler" 4:15-4:30 P.M.Teldisco sponsoring "Ted Steele" 5:00-5:15 P.M.White Tower Mangt. partic. "Your Television Shopper"Wivel Restaurant spot "Clock -Weather -Temperature"

with the bestin TV films...NOW ... serving 95% ofall TV stations daily.

You may avail yourself ofFilm Equities proven experi-

ence in TV film programing,

gathered from our extensive

association with televisionstations and advertisers.

Our sponsors include: Philco

Dealers, R.C.A. Victor Dis-tributors, Fischer Baking Co.,

General Foods, LeafmintGum and many other nation-

ally prominent televisionadvertisers.

We serve you with the larg-

est TV film library in theindustry.

Send for our illustratedfilm lists

January, 1949 I9

SEATTLE1

PORTLAND1

SAN FRANCISCOSTOCKTON1. 2

1

LOS ANGELESS 2

SAN DIEGO 1

JANUARY 1949STATUS REPORT

PHOENIX1

Operating Stations 54Market Areas 30CPs Issued 69Applications Pending 312

Networks: Cities now served by the net-works include Boston, New Haven, Schenec-tady, New York, Philadelphia, Baltimore.Washington, Richmond, Pittsburgh, Buffalo,Cleveland, Detroit, Toledo. Chicago, Milwau-kee and St. Louis.LEGEND: Operating station.

Construction permit.

TELEVISION MAG)

Ain SALT LAKE CITYW 1 1

1

ALBUQUERQUE

OMAHA2

KAN

FORT WORTHAI1

SAN ANTONIO2

NZINE'S STATUS MAP

ST. PAUL-MINN.1 2.

MILWAUKEE1

KAAMES

1 . CHICAGODAVENPORT 4

1 ROCK ISL1

PEORIA

SAS CITY 1

1

TULSA

KLAHOMA CITY

GRAN RAPIDS 1

1 DETRLV,3.

TOLEDO1

2 INDIANA2

ST. LOUIS1

ANSINGIT

VE

LISDAJTON

CINCINNATIBLOOM! 1 2. HUNTINGTON

1

BUFFALO1

I

1 2 01 sYRAggi SCHENECTADY

ROCHESTER 411M UTICA -ROME

BINGHAMTON 2

ERIE

JO1

LANCASTERWN1

1

NASHVILLE1

1 MEMPHIS1DALLAS

2

NEW ORLEANS1

HOUSTON I

LOUISVILLE1 1.

BIRMINGHAM 2

PITTSBURGH1

COLUMBUS

ATLANTA 91 2

RIC1

GREENSBORO1

CHARLOTTE1

. JACKSONVILLE4

ST. PETERS URG1

IIIAPH DELPHIA 31

T E

3.HIN N

MIAMI1 z.

ND

¶TONAK PROVIDENCE

NEW HAVEN

NEW YORK6 1

IORFOLK1

OPERATINGAlbuquerque

KOB-TVAtlanta

WSB-TVBaltimore

WAAMWBAL-TVWMAR-TV

BostonWBZ-TVWNAC-TV

BuffaloWBEN-TV

ChicagoWBKBWENR-TVWGN-TVWNBQ

CincinnatiWLW-T

Cleveland -AkronWEWSWNBK

DetroitWJKB-TVWWJ-TVWXYZ-TV

Fort Worth -DallasWBAP-Tv

HoustonKLEE-TV

Los AngelesKFI-TVKLAC-T%

KNBHKTLAKTSL

KTTVLouisville

WAVE -TVMemphis

MKT

STATIONSMilwaukee

WTMJ-TVNew Haven

WNHC-TVNew Orleans

WDSU-TVNew York

WABDWATVWCBS-TVWJZ-TVWNBTWPIX

PhiladelphiaWPTZWCAU-TVWFIL-TV

PittsburghWDTV

RichmondWTVR

St LouisKSD-TV

St. Paul -MinneapolisKSTP-TV

Salt Lake CityKDYL-TV

San FranciscoKPIX

SchenectadyWRGB

SeattleKRSC-TV

SyracuseWHEN

ToledoWSPD-TV

WashingtonWMAL-TVWNBW

WO1CWTTG

RECEIVER CIRCULATIONALBUQIERQUEATLANTABALTIMOREBOSTONBUFFALOCHICAGOCINCINNATICLEVELAND -AKRONNot Reported

5,00035,64937,00010,77450,00012,50018,157

DETROITFORT WORTH -DALLASHOUSTONLOS ANGELESLOUISVILLEMEMPHISMILWAUKEE

26,0005,0002,000

72,0002,8162,200

14,187

NEW HAVENNEW ORLEANSNEW YORKPHILADELPHIAPITTSBURGH.RICHMONDST. LOUIS

17,2002,685

400,00080,000

ST. PAUL -MINNEAPOLISSALT LAKE CITYSAN FRANCISCOSCHENECTADYSEATTLESYRACUSE*

4,624 TOLEDO16,700 WASHINGTON

9.2001,7503.000

10,5002,000

5.10330.5011

REPORT on film recordings

Old Golds use DuMont Teletranscriptions for "The Original Amateur Hour" (upper left).NBC makes film recordings of the Bigelow -Sanford "Floor Show" for use in non -networkconnected areas (upper right). ABC plans to record such programs as "The Gay Nineties"(lower left). CBS is now sending recordings of it's children show "Lucky Pup" to its affiliates.

Obtaining clearances and maintaining quality are main obstaclesbut their use is steadily increasing.

WITH close to twenty hours ofprogramming recorded on film

and shipped to NBC, CBS and Du -Mont affiliates weekly, film record-ings are playing an increasinglyimportant part in the programschedules of local stations. On thecommercial side, Philco, Gulf, OldGold, Emerson, Admiral, Bigelow -Sanford and Firestone are usingsuch recordings to reach marketsnot connected by network facilities.

Program -wise, over twenty-fivestations are regularly using filmrecordings for sustaining fare, witha few depending on it for as muchas 50% of their weekly program-ming output. Its immediate effect onlocal stations has been a decreasein the number of live originationsand film programs, coupled with anincrease in the number of hoursweekly.

Big question mark is just howmuch improvement can be expectedover the present quality-a checkwith the stations and companies likeKodak and DuPont reveals completeoptimism along these lines. Untilthis improvement in quality doestake place, however, most adver-tisers will use film recordings only

as a stop gap until electronic net-work facilities are available.

Complexities of ClearancesNext to the quality factor, the

problem of clearances is the mostimportant obstacle to greater use offilm recordings. Telecasters are try-ing to establish their position thatthe same regulations which applyto delayed broadcasts in radioshould be followed for film record-ing. It is their contention that thevarious film recording systems aremerely an extension of networkcoverage and that this principle,rather than the form the servicetakes, should be the determiningfactor. Once this point is finallysettled with the unions, many ad-vertisers who are holding back nowdue to the complexity of the situ-ation will use film recordings toextend their coverage.

Music Clearances BeingStudied by ASCAP

With termination of the ASCAPlicense slated for January 1st andnegotiations for a new contractnow in progress, music is currentlyone of the biggest headaches as

far as clearances are concerned.Various categories into which mu-sical treatment may fall, includeinstrumental music and vocalistsnot in costume; vocalists in cos-tumes when not accompanied bydialogue or dancing; productionnumbers using costumes, sceneryor dancing; any composition by fiveor less costumed vocalists if accom-panied by sets, or if dramatized; amusical number accompanied bydancing which dramatizes it; per-formance of any number by morethan five costumed vocalists. Thislists but a few of the many varia-tions. Some of these would be cov-ered by a blanket license; otherswould require special licenses andfees.

Before an agreement can bereached, accurate definitions ofwhat constitutes costumes, scenery,etc., must be arrived at, togetherwith the answer to such questionsas . . . when does an act become aproduction? . . . does a transpar-ency constitute scenery ?-all ofwhich make an intricate maze ofmaterial to dig through. Prelimin-ary work has already been under-taken to clarify the situation, withfive telecasters in the New Yorkarea monitoring every use of musicon their stations for one week.

22 Television

ASCAP will survey these findingsto determine which will requirespecial licenses and which will fallunder a blanket license.

While two cents a copy has beenthe standard recording fee for de-layed broadcasts, it has been thepractice to pay more when musicis used in a motion picture. Torepeat again, telecasters' feeling isthat a kinescope recording is amechanical reproduction and thatthe 2c a print fee should apply-not the film rate; that performingrights must include network-whether by radio relay, coaxialcable or film recording processes.

On the Gulf Road Show for ex-ample, Young & Rubicam goes toeach individual publisher and se-cures the necessary permission. Onthe Old Gold's "The Original Ama-teur Hour," DuMont now handlesthe music clearances. This partic-ular show ran into a music clear-ance snag and was not transeribedfor a few weeks.

Performers and ScriptsMust Be Cleaned

Other rights are equally as com-plex. As regards musicians, the in-terim agreement with the AFM(musicians union) permits suchrecordings on the delayed broadcastbasis. Clearances must be securedfrom every performer. Guest per-formers must sign releases on theirroutines. Unless originally writtenfor the show, source of materialmust be checked and rights secured.Where film clips are used, releasesmust be obtained from the peoplein the film.

On dramatic shows, script clear-ances are most important. Usuallythe release is signed by the authoror the agent. However where aplay has been made into a movie,film companies usually hold allrights and clearances become moredifficult. Exception here were twoscripts presented by Philco-"Street Scene" and "Counsellor atLaw." Author Elmer Rice still re-tained the rights and assigned themto television.

Situation is one which will prob-ably become worse before it getsbetter. Moves are now underway toset up central clearing houses tosolve these problems but are stillin the discussion stage.

Film Recordingsand Motion Pictures

Film recordings are bound tohave an effect on motion picture

(continued on page 40)

NBC RECORDED PROGRAMSA M Elill A SON(;

Twenty minute program of folk songs.AMERICANA

Half-hour history quiz show. Sponsored by Firestone. Placed com-mercially on one station.

BIGELOW FLOOR SHOWHalf-hour format featuring Dunninger the mentalist, and ventriloquistPaul Winchell with dummy Jerry Mahoney. Placed commercially onseven stations. Sponsored by Bigelow -Sanford Carpet Co.

GULF ROAD SHOWHalf-hour variety show with Bob Smith. Placed commercially on twostations. Sponsored by Gulf Oil Co.

HOWDY DOODYMonday and Tuesday shows of this half-hour children's programare recorded.

MUSICAL MINIATURESTwenty minutes of song, dance and harmony, usually with pianoaccompaniment.

PHILCO TV PLAYHOUSEOne -hour dramatic show, sponsored by Philco. Recordings placed on16 stations.

STORY OF THE WEEKFifteen minute interview format, centering around some personalityor important happening in the news.

TV SCREEN MAGAZINEHalf-hour format of interviews, news happenings, personalities.

YOU ARE AN ARTISTTwenty minute art instruction format.

DU MONT'S RECORDED PROGRAMSALAN DALE SHOW

Fifteen minutes of songs and patter.DOORWAY TO FAME

Half-hour amateur show.COURT OF CURRENT ISSUES

Hour program in which controversial issues are put on trial beforejudge and jury.

FASHIONS ON PARADEHalf-hour fashion -variety program.

SWING INTO SPORTSHalf-hour sports instruction format.

THE ORIGINAL AMATEUR HOURHour amateur program, sponsored by Old Golds. Teletranscriptionsplaced on three stations.

PHOTOGRAPHIC HORIZONSHalf-hour format on photography.

BOXING AND WRESTLING BOUTS

CBS RECORDED PROGRAMSLLtitl I'Ul'

Fifteen minute children's program, on a Monday through Friday basis.PEOPLE'S PLATFORM

Half-hour discussion program on controversial subjects.PLACES PLEASE

Fifteen minute talent show with Barry Wood as producer -emcee andguests.

WINNER TAKE ALLHalf-hour audience participation quiz program.

DIONE LUCAS' COOKING PROGRAMHalf-hour cooking show.

WHAT'S IT WORTHTwenty-five minute program in which heirlooms and pieces of Amer-icana are appraised by Sigmund Rothschild and guest appraisers.

KOBB'S KORNERHalf-hour of country square dancing, songs and music.

MOREY AMSTERDAM SHOWHalf-hour variety program.

MAKE MINE MUSICFifteen minute song and dance program.

TOAST OF THE TOWNHour variety show sponsored by Emerson Radio & Television Corp.Recordings placed in three cities.

January, 1949 23

STERLING'S 10 YEAR TV CONTRACT

STERLING SLICES ITS AM BUDGET $1,000,000 IN '49

FOR EMPHASIS ON TELEVISION AND OTHER AD MEDIA,

AND STAKES A CLAIM FOR THE DAYTIME AUDIENCE

"Okay Mother", an audience participation show for "motiii,..". is aired from 1 to 1:80, Mondaythrough Friday over WABD. Dennis James emcees the program, sponsored by Sterling Drug Co.

ENTRANCE of Sterling DrugCo. into TV on a long range

basis was influenced largely by theimmediate opportunity to obtain alow-cost time franchise in the NewYork market, plus the availabilityof an established TV personality inDennis James. Company has beenone of the major advertisers inradio's heaviest spending sponsorcategory - drugs and toiletries,which spent over $50,000,000 innetwork AM last year.

Sponsor of 10 current daytimeand nighttime AM network shows,Sterling's announcement that itsradio budget would be reduced by$1,000,000 this year through ex-panded use of newspapers andmagazines as well as television re-presents an approximate 20% cutin AM advertising.

Talent costs of the 10 -year con-tract with James-which has theusual option clauses-will approach$2,275,000 and will guarantee exclu-sive services of the performer ondaytime television.

Daytime Format ChosenTo Offset AM Decline

Choice of "Okay, Mother," on

WABD as the premiere large-scaleventure in TV is a logical extensionof Sterling's consistent use of day-time AM programs aimed at thehousewife-a segment of the TVaudience with which James has hadconsiderable success. It was rea-soned by company and agency exec-utives that developing a techniquein daytime TV at this stage wouldhelp to offset the expected gradualdecline in AM listening of thisaudience.

Audience ParticipationFormat Is Used

"Okay, Mother" is an audienceparticipation show which is obvi-ously confined to mothers in theTV audience who request invita-tions to appear. James, as emcee,quizmaster, and general all-aroundhost, conducts games with thedozen -odd mothers who are guestsof the show each day. He distributesapproximately a dozen merchandiseprizes throughout the show whichare contributed by manufacturersof products such as cigarette light-ers, costume jewelry, and cosmetics.Prizes are supplied without chargeto the program in return for iden-

tification of the manufacturer andproduct by James.

Program has several "featur-ettes" in which the mothers them-selves are permitted to participate.On each show, for example, Jamesand an assistant act out a domesticproblem such as: Should the hus-band or wife walk the floor withbaby in the middle of the night?Mother supplying the best answer,as voted by her companions on theshow, is awarded a merchandiseprize.

An important feature of the pro-gram format is the selection byJames of the "Mother of the Day,"usually a member of the home audi-ence who is "nominated" by a son,or husband, etc. James reads thebest letter submitted on the sub-ject, which explains the reason forthe selection, and then conducts abrief award "ceremony." The "Mo-ther of the Day" is then awarded amerchandise prize or a bouquet offlowers.

Live Displays and SlidesUsed for Commercials

Bayer Aspirin, Phillips Milk ofMagnesia and Lyons Toothpasteare the products on "Okay, Mother,"and commercials are presented vialive display and slides, with Jamesproviding all narration. During theactual commercials, James or anassistant holds the packaged prod-uct up to the camera, which thendissolves to a close-up on slides.Still photos are also used in theslide portion of the commercialshowing the product in use. Jamesdelivers the on -camera commercialsin ad-lib fashion, but uses scriptsfor the slide portion. As an example,James goes into the Bayer commer-cial by showing the package to theTV audience, then continues narra-tion as the dissolve to slides is made.Approximately four individual pho-tographic slides are used in thesequence, which opens with a close-up of the package and label. Eachsucceeding slide shows a modelopening the package, selecting atablet, etc. Closing slide may offersome statistical data which at-tempts to establish the product'ssuperiority in the field. Wind-up ofthe message has James back oncamera, still holding the originalpackage, and adding the final narra-tion. Frequently he ties in a com-mercial with one of the mothers inthe studio audience by specificallypointing out its advantages to herand family.

24 Television

,,M.M

o rm m

.lm,

,m,

rai ,, mm

=1..1,,, M

ari.= ,m

,..M,m

, am, m

m,

,m,

.r.-.

..=,01.

,,r.,,,m

,,,Olm

i ai M

r Jr-=

1-=..=

- , -= r ....

..1-..-...-

,rr, =,, =

1- -I1M

Mir

NI.N

rm

m .6

Ms T

.=M

s m.I

Miri,m

ilmrii ,IM

r Jrs -,=

==

a- .-1,..r.19

irrMI. m

mE

ls.mm

marls.M

.M

sm

,,,, .r. ,..,.-=- -

-E-.' ,.....-1, .,... anis r.,,E

M rim

m

1=m

Mon on on.,

nimP

NIP

PIIM

MIN

III",111111111111MO

F -P

r"IN1=

1I

=N

M=

ow!

=N

EM

=N

NE

."alarm

.m=

11,1 =

I=

MN

= on

.M=

MI411.1.

-11

=ban ,E

=M

-yr=

1ivm

sampla

CURRENT NETWORK PROGRAM SCHEDULE

6:006:15

6:156:30

6:306:45

6:457:00

7:007:15

7:157:30

7:307:45

7:458:00

8:008:15

8:158:30

8:30 I

8:458:459:00

9:009:15

9:159:30

9:309:45

9:4510:00

ABCCartoon

Te',talesThe

SingingLady

FilmShorts

FilmShorts S'thernairei

Pauline

Frederick'sGuest Book

HollywoodScreen

Test "The

ActorsStudio

FeatureFilm ..

.,.....,)'

weiCI

CBSLamp Unto

My Feet4:30-5:00

Scrapbook5:00 5:30

UnitedNations

Casebook

Week InReview

Ford Thea.(4L -5F)

andStudio One

Riddle MeThis

Tst. of theTown

EmersonRadio (5)

i .

Zin

DU

MONT

ElderMichaux& Choir

(41)

Newsweek-Looks atCongress

(31)

The Orig nlAm. HourOld Gold(6L-3TT)

,.NBC

Mary, Kay& JohnnieWhitehallI 1711

Review ofthe News

DisneyHatsI71AF1 ,

Author Mtsthe Critic

Gen. FoodsID 1

Meet thePress

Gen.,FoodsIV 1

PhilcoPlayhouse

Phi01-1111

Sign Off

>,,,r--wr,

ei

ABC

CBS

News andViews

Kiernan'sKorner

On Trial FilmShorts

FilmShorts

LuckyPup

Places,Please!

CBS

TelevisionNews

Make MineMusic

BasketballCamel(51)

Newsreel ,,

,,Z,,,www

DU

MONT

Small FryClub(5L -S)

Small FryClub

Whitehall(5L)

RussHodges

Scoreboard(51)

FilmShorts

(31

Doorwayto Fame(31-7TT)

..

INS -IMPCamera

Headlines(21)

Champagne& Orchids

(2L)

Court ofCurrentIssues

(5L-3TT)

Sign Oft

NBCAmerica

Song(7:30-7:3111

CamelNewsreel7:50-8:00

(7L -6F1

Cher. TeleThe., Cher.

Dealers(ill

The Natureof ThingsMotorola

TravelFilm

Colgate(7L)

ABCNews and

ViewsChild'sWorld

CBSTelevision

News

FilmShorts

America'sTwn Mtg of

the Air.Md. In. Bk

>-..er--w,0

CBSFilm

Shorts12:45-1:00

VanityFair

1:00-1:30

LuckyPup

Roar ofthe Rail s

(5L)

Make MineMusic

We,The People

Gulf Oil Co(5)

BasketballCamel(51)

VIiuI-.F,

DU

MON 1

Small FryClub

(5L -S)'

S

RussHodges

Scoreboard(51)

FilmShorts

(3)

Swing IntoSports

(31. -ITT)

INS-INPCamera

Headlines(21.)

INSTelenewsChevrolet

(21)

FilmShorts

(5)"

FilmShorts

(3)

BolingHowardClothesClothes

.,

NBC

AreAn Artist(1L -7F)

CamelNewsreel7:50-8:00(71-6F)

StarTheatreTexaco(61.1

'

I'd LikeTo See,

P&G(7F)

,

*40IllILIZCMONTW

ABCNews and

ViewsFilm

ShortsFilm

ShortsClub "7" Quizzing

the News Wrestling .. -

CBSluckyPup

Places.Please!

CBS

TelevisionNewsreel

MineMusic

AllenDale

(21-5TT)

KornerWinner

Take All ,. Boxing Boxing

DU Small FryClub

(5L -S)

Small FryClub

Whitehall(5L)

RussHodges

Scoreboard(51)

FilmShorts

(4)

BirthdayParty(3L)

,.

INS-INPCamera

Headlines(2L)

Photo-graphicHorizons(2L-2TT)

GrowingPaynes

Wan maker(21)

BoxingOdell Co.(3L-2TT) '

.. ,

NBCRichard-

HarknessInterviews

NBC

PresentsFilm

7:30-7:50

NewsreelTheater

Camel(7L -6F)

Girl AboutTownBates

Fab. (7)

PictureThis

Vick Chem(11)

MusicalMiniatures

TelevisionTheatre

Kraft Food:(7L1

,. '

4VI

gg7XIF-

ABCNews and

ViewsFilm

SportsFashion

Story ,.

Critic AtLarge

'

CBSFilm

Shorts12:45-1:00

VanityFair

1:00-1:30

LuckyPup

CBSTelevision

News

Make MineMusic

Mrs. LucasCooking

Basketball,Camel(51)

,..DU

MONT

Small FryClub

Gen. Foods(51)

"S

RussHodges

Scoreboard(51)

FilmShorts

(3)

Adven. ofOky-Doky

(31).,

INS-INPCamera

Headlines(21)

Jack EigenShow(2L)

FilmShorts(2)

.,Charade Oz

WhelanDrg Stores

(41)

SportsFilm

WrestlingPioneer

Scientific(4L)

NBC

ParisCavalcadeof Fash.

NBC

PresentsFilm

7:30-7:50

-ArrowShow

(71) the SwiftShowSwift(71)

Glf Rd ShoeGulf Oil Co.

(H.)

DunningerBigelow-Sanfrd(71-5F)

-<I0-IIIQClubii.

ABC

News andViews

Tales of aRed

CabooseLionel Corp

FilmShorts ,.

GayNineties

Revue

Brk the Bnkgrist! Myrs

(5L)

CBSFilm

Shorts1:00-1:30

LadiesDay

1:30-2:00

luckyPup

BobHoward

Show

Your SportsSpecial

Places,Please!

CBS

TelevisionNews

Make MineMusic

MoreyAmsterdam

Show"

SportsmansQuiz

Edgeworth8:30-8:35

What's ItWorth

8:35-9:00

DU

MONT

Small FryClubSm

Gen. Foods(51)

Small Fry

Whitehall(51)

RussHodges

Scoreboard(51)

FilmShorts

Key ToMissing(31.-2TT)

INS -I N P

CameraHeadlines

(21)

FilmShorts

(2)

Fashionson ParadeProc G'ble(31 -ITT)

..

FilmShorts

Stop Me IfYou've Wrd

This OneOavega(1)

Sport FilmWrestling(2L-5TT)

.,

NBC

PhilcoTouchdown

Prog.Philco Mrs

MusicalMerry-

Go -Sound

NewsreelTheaterCamels(7-6)

NBC

PresentsNRC Tele-

vision Nwrl.Gen. Elec.(71-6F)

Feat. BoutGill. Saf.Raz. (7)

40ce

I-<SA

ABCViews' Qzm. ClassAlexander!Dept.Store

(IL))

Newsand

FilmShorts

The JoeBase!SportsReview

EarlWrightson

Showi' ..

BasketballN. T.

Knickerbockers

.,

BasketballCamel(5L)CBS

DU

MONT

NBCFeature

Film ..

TelevisionScreenMag.

FeatureFilm Sign Off

MERCHANDISINGHOW ONE MAJOR RETAILER-DYNAMIC OF NEW YORK, LOOKS AT'49, TV's MOST COMPETITIVE YEAR

First in a series of inter-views with leading TV Deal-ers throughout the Country.

IF THIS year will be television'smost productive to date it will

also be the most competitive for theretailer. Receivers will be sold atan obviously greater rate in all TVmarkets, and prices may be expect-ed to drop below the level of 1948.Such are the opinions of JackHaizin, general manager of Dyna-mic Electronics, a major New Yorkdealer whose TV sales in Decemberaccounted for 60 per cent of thetotal volume of business.

Despite manufacturers' claimsthat production costs preclude anearly trend in price reduction atthe consumer level, new sets comingoff the lines will have to be scaleddownward for competitive reasons,Haizin maintains. And the coming12 months, he adds, will see the re-tailer assuming a greater portionof the selling burden because of thesales -resistance already manifest insuch markets as Greater New York.

Many of the problems to be en-countered by TV dealers throughoutthe U.S. during '49 already exist inmajor proportions in some easterncities and, according to Haizin, "arein the industry to stay." He ridi-cules the "so-called shortage" of re-ceivers in the New York area, andlabels it a situation more correctlydefined as "mal-distribution." Be.cause of the increasing number ofdealers-many who were in theservice and repair business pre-war-distributors are forced tospread their supply over a widerarea. The channeling of receiversin this manner, he asserts, has re-sulted in price -cutting and has en-couraged "bargaining" betweendealer and customer-a conditioncertain to have lasting effects onthe entire retail business of TV."The only 'shortage' lies in a few

of the major lines, but even this isonly periodic," Haizin says.

On the merchandising side, theNew York retailer feels there isonly a small difference in advertis-ing and selling TV and AM. Videosets, advertised to the best advan-tage, should obviously have ampledisplay in newspaper space andstore windows. He reasons that aTV model can't be confined to aslittle newspaper lineage as a radio,and similarly, it demands morespace in the display window andshowroom.

Haizin feels, however, that deal-ers will have to "learn to advertise"TV as competition increases. "Youdon't actually have to advertise tele-vision receivers today," he says."The public is aware of it withoutyour telling them. Each dealer willbe equal to the next as far as mer-chandise is concerned this year, and

whether or not he moves TV willdepend on his ability to attract bus-iness. Maybe we'll have to 'romance'television the way other products-like automobiles or groceries-areadvertised. At any rate we knowwe'll need more than just the dis-play methods we've gotten by withup to now."

Dynamic's management is alsoaware that consistent TV sales willdemand "more and better" demon-stration to the potential customer,as well as common sense sales talk.In an obvious allusion to daytimevideo, he feels that "nothing sellsa set better than a picture on thescreen-where the customer cansee what he's buying." The com-monsense angle applies particular-ly to a dealer's sales staff, who, hewarns, "should know the businessthey're in." A good radio or appli-ance salesman can sell television,too, but only when he knows hisproduct-and the requirements ofthe customer." The latter, in gen-eral, is still not certain whether hewants a console or a table set,Haizin declares, and a good sales-man is the man who helps the buyermake the right decision.

The average TV buyer is worriedmore about the obsolescence factor,rather than price or method of pay-ment, according to Haizin. Much ofthis is due, he says, to "premature"announcements by manufacturers

(continued on page 40)

current notes on tv sellingby Dayt Crowell

AFTER considerable chatter, persuasion-and a generous mixture ofrock -bed sales savvy-the salesman had customer Jones talking de-

livery and installation. The sale was a high-priced console, and thecommission substantial.

The salesman put through the order for immediate shipment, made apoint of displaying his energy and concern for Jones' satisfaction. Whilethe salesman was handling the particulars, Jones inspected other videomodels, dreamed of evenings of pleasure with his new purchase, pridedhimself on the wisdom of his choice. Shortly he was joined by the salesmanwho began a lecture on the wonderful era of television. He detailedchanges and improvements that were inevitable with the growth of theindustry-all, of course, at lower prices.

Jones, interested and impressed, agreed. Yes, this television was quitethe thing. Suddenly he changed expression. "Just a minute, old man.You just got through telling me I'd be investing my dollar wisely if I

bought the best model on the market. Now you tell me the thing willbe cheaper in another year or so-and better, too!" The salesmanapproached apoplexy. Jones continued to dig. "Maybe I'd better takeyour advice and wait till next year." He grinned and headed for thedoor. "Much obliged for the information."

MORAL: Do YOU know when to stop talking?

26 Television

Consurler

advertisements

like

thishelp

Da,

&OUTS1011,

thepresent

problem4 meeting

the terriftedemand

for Dagont

telreceivers. IT'S

YOUR SET...

BUT OUR

REPUTATION

Here's why your Du Mont dealer may tell you you'll have to wait a week,

or two, or even three, for delivery of your Du Mont television receiver.

THAT DLI MONT RECEIVERyou are eagerly waiting for is in thefactory right now. Perhaps at thisvery moment a skilled craftsman issoldering one of its thousands oftiny connections. He is taking timeto do it right.

Do you want him to hurry? It's

your set.

Or perhaps your set is now on thetest line.

That test line is really rough!

They put a set through all its normalpaces; and then they abuse it. They

deliberately try to bring out flawsand weaknesses. They torture its most

delicate nerve centers and watch the

scrcel to see if the picture flinches.

Let's say there's a capacitor in there

that doesn't act quite right when the

overload goes up to three times its

rated capacity. Probably wouldn'tmake any trouble - not for yearsanyway. But then again, it might.

What do you want that inspectorto do°

Shall he stamp it "OK" and ship itouf to you?

Or shall he mark it "Reject. ReplaceCapacitor C -21-E and re -test"?

It's your set, mister! Will you waitanother day or two to have it right?You don't have to make that decision.

We made it. The set goes back. It's

your set - but it's our reputation!

The reason your dea;er must keep

you waiting is that so many peoplewant Du Monts. And the reason they

all want Du Monts is that Du Monthas a fine reputation. A reputationfor delivering the brightest, clearest,

steadiest picture even where condi-

tions are poor. A reputation for

trouble -free performance. A reputa-

tion for long life.

Maybe you hadn't thought aboutlong life; but you know Du Mont

MONT

built the first home receivers clearhack in 1939 and those old-timers

are still running fine.

That Du Mont receiver you are wait-

ing for is going to bring a lot ofenjoyment into your home. It's going

to play a very important role in yourlife from now on.

We're sorry we can't promise youimmediate delivery. But we do prom-

ise that when you get your Du Mont

receiver, it will be as nearly perfectas human skill, and patience, andseventeen years of television experi-

ence can make it.

You'll soon forget the short wait;but ten years from now we hopeyou'll be telling the boys, "That oldDu Mont of mine still pulls in such

a swell picture I wouldn't swap itfor a new one."

You won't be sorry then you waited

for a Du Mont.

First with the Finest in Television

ALLEN B. DU MONT LABORATORIES, INC. GENERAL TELEVISION SALES OFFICES AND STATION WARD, 515 MADISON AVENUE, NEW YORK 22, N.Y. HOME OFFICES AND PLANTS, PASSAIC, N.I.rapv,lte I91A. All., B Mon? Leno ,,,,, re..

January, 1949 27

an approach tobetter studio lightingBy DR. FRANK G. BACK, ME., SC. D.TELEVISION ZOOMAR CORP., NEW YORK

ONE of the basic ingredients of every program-lighting-is perhaps one of the least advanced

in the medium to date. And although it may be con-sidered a major problem, its solution is available ifapproached through the mathematical fundamentalsof illumination.

It should be remembered at the outset that televisionlighting is neither stage nor motion picture lighting,and that we are concerned primarily with the sensi-tivity of an electron tube, and not the human eye.Illumination in video means more than "light" interms of foot-candles. Depending on its source, illum-ination has qualities other than intensity. It has color.It can be "hot" or "cold." And, in terms of the char-acteristics of the image orthicon tube, it has a degreeof efficiency. What appears as the brighter of two lightsources to the eye may not necessarily appear as thebrighter to the orthicon. To the latter a light that isvisually bright may be less efficient insofar as "trans-mittable" illumination is concerned. It is this character-istic of the image orthicon that is one of the mainfactors in the solution of the problem of good tele-vision illumination.

For consistent image results television lighting mustbe matched to the cameras with their orthicon tubesand lens systems. Unfortunately, no two image orthi-cons respond in exactly the same way to any givenlight source. For this reason illumination under anygiven set of conditions must be matched to the orthi-cons used. To simplify this matching, all camera tubesin a studio's stock should be calibrated to determineperformance under various conditions of illumina-tion. Then only tubes with roughly the same character-istics should be used and the sets lighted accordingly.

Light MeasurementsThe calibration of an image orthicon can be made

with little more than standard measuring equipmentand a six-inch pocket rule. To check fluorescent light-ing, simply mount the selected tubes vertically andspace them a foot apart. After focusing your cameraat them the relative efficiency of each light source canthen be read from the oscilloscope on the monitor box.The oscilloscope pattern will be in the form of a seriesof peaks and valleys, each peak representing the in-tensity of each of the light sources as seen by thatimage orthicon. At this point the efficiency measure-ments for that particular tube can be determined bymeasuring, with a pocket rule, the height of each ofthe peaks. This information, stored with the tube,offers a permanent guide of the light characteristicsof that tube.

To check the efficiency of incandescent sourcesagainst an image orthicon, each source of light-be-

cause it is more of a point source rather than a linesource-must be tested individually. Set up a targetin the form of a narrow white strip against a blackbackground. Focus the camera and then illuminatethe target with each of the incandescent sources beingtested. As each source is turned on, measure the heightof the single peak in the pattern on the monitor's oscil-loscope. Each recorded height will determine the effi-ciency of that light source in terms of the particularcamera tube used.

Color SensitivityBecause the color response characteristics of image

orthicon tubes vary, each must be checked for colorsensitivity as well as light sensitivity. This may bedone with two color charts, one about four feet square,the other approximately the size of the viewing screenon the monitor's picture tube. Suitable charts may bemade by pasting strips of colored paper on cardboardto form spectrum -like arrays. Set the large chart upvertically, illuminate it with a combination of fluor-escent and heat -filtered incandescent lamps (which thelight test proved to be the best for that camera tube)and focus. By matching the smaller chart against themonitor image, the accuracy of the color shadings-asshown by the gray scale of the image-can be deter-mined. Finally, by balancing one type and color oflight against the other, it is possible to arrive at thebest illumination for the best color -shading pickup.

Balanced LightingWhat then, in general terms, is the best balance of

lighting for all-around studio pick-up? In my opinion,the key or overall illumination should come from fluor-escent lights; the highlights from incandescent spot-lights. However, all incandescent lights should be pro-vided with clean heat filters to cut down the infra -redlight. Image orthicons (including the P-57691 used instudio cameras have practically no infra -red response.For this reason, infra -red illumination must be keptto a minimum; heat filters do just that. It's also im-practical to mix infra -red with visible illumination.Lights with infra -red will increase your reading butwill cut down definition since photographic lenses onvideo cameras are not designed for infra -red response.As a result, the focus for infra -red is different fromvisual illumination. If both types are used, it will beimpossible to bring the camera into sharp focus.

Fluorescent lights used for overall illuminationshould be mounted either in mirror -polished concavereflectors to form multiple banks or on fixtures wheretubes are mounted closely together as an almost solidsource.

If reflectors are used, they must obviously be keptclean. Close -space fixtures are easy to keep clean, butrequire more tubes for the same illumination and drawmore current. As a rough guide to the level of illum-ination, overall lighting should provide at least 150foot candles with the highlights providing consider-ably more. It's more effective to use higher levels ofillumination and stop the camera down to F/8 or F/11(speed of the lens) than it is to cut down the illumina-tion and shoot wide open. By stopping the lens down,depth of focus is increased and the necessity of con-tinual re -focusing is eliminated.

The studio set builder can also help to simplify theillumination problem. He should avoid dark colors forsettings and backdrops whenever possible, since theyabsorb light and require more illumination.

28 Television

CONSULTING

TELEVISION

ENGINEERS

FRANK H. McINTOSHConsulting Radio Engineers

710 14th St., NW, MEtropolitan 4477WASHINGTON, D. C.

Laboratory: 910 King Street,Silver Spring, Maryland

McNARY & WRATHALLConsulting Radio Engineers

National Press Bldg. DI. 1205WASHINGTON, D. C.

1407 Pacific Ave. Santa Cruz, Calif.Phone 5040

WELDON & CARR

1605 Connecticut Ave., NW. MI 4151WASHINGTON, D. C.

1728 Wood Street Riverside 3611Dallas, Texas

JOHN CREUTZ

Consulting Radio Engineer

319 Bond Bldg. REpublic 2151WASHINGTON, D. C.

A. D. RING & CO.25 Years' Experience in Radio

Engineering

MUNSEY BLDG. REPUBLIC 2347WASHINGTON 4, D. C.

GEORGE C. DAVISConsulting Radio Engineer

Munsey Bldg. Sterling 0111

WASHINGTON, D. C.

A. EARL CULLUM, JR.Consulting Radio Engineer

HIGHLAND PARK VILLAGEDALLAS 5, TEXAS

JUSTIN 8-6108

JANSKY & BAILEYAn Organization of

Qualified Radio EngineersDEDICATED TO THE

Service of BroadcastingNational Press Bldg.. Wash.. D. C.

DIXIE B. McKEY& ASSOCIATES

1820 Jefferson Place, N.W.Washington 6, D. C.

Telephones: Republic 7236Republic 8296

JOHN BARRONConsulting Radio Engineers

Specializing in Broadcast andAllocation Engineering

Warner Building, Washington 4, D. C.

Telephone NAtional 7757

PAUL GODLEY CO.Consulting Radio Engineers

Upper Montclair, N. J.Labs: Great Notch, N. J.

Phones: Montclair 3.3000Little Falls 1-1000

BROADCASTING STUDIOSDesign and Construction

Television, also F.M. and A.M.THE AUSTIN COMPANY

Cleveland

A Nation -Wide SI Organization

BERNARD ASSOCIATESConsulting

Radio and Television Engineers

5051 Sunset Blvd. Normany 26715

Hollywood 27. California

WINFIELD SCOTT McCACHRENAND ASSOCIATES

Consulting Radio Engineers

TELEVISION SPECIALISTS110 Bond Bldg.Washington 5, D. C.District 6923

2101 Columbia PikeArlington. Va.

E. C. PAGE

CONSULTING RADIO

ENGINEERS

Bond Bldg. EXecntive 5670WASHINGTON 5, D. C.

KEAR & KENNEDY

Consulting Radio Engineers

1703 K St. N.W. Sterling 7932

WASHINGTON, D. C.

There is no substitute for experienceGLENN D. GILLETT

AND ASSOCIATESConsulting Radio Engineers

982 National Press Bldg.Washington, D. C.

CHAMBERS & GARRISON

Consulting Radio Engineers1519 CONNECTICUT AVENUE

Washington 6, D. C.Michigan 2261

GEORGE P. ADAIRRadio Engineering Consultants

Executive 1230Executive 5851

1833 M Street, N. W.Washington 6, D. C.

HOYLAND BETTINGERTelevision ConsultantStudio Design, Lighting,

Personnel Training595 Fifth Avenue PLaza 8.2000

CONSULTING TELEVISION ENGINEERS

Open to Engineers and Consultants only

January, 1949 29

TV SUCCESS STORIES

$14, 000 in salesAEROSWEEP Motors, manufac-

turer of a new -type instrumentwhich rotates home TV antennas di-rectionally, scheduled a spot an-nouncement campaign on WATV(Newark, N. J.) using films to de-monstrate the $40 product in use.Client aimed the sales message atTV dealers as well as home viewers,and after two weeks (10 individualannouncements) received 350 or-ders for a total of $14,000 in sales.

In addition to the home viewerresponse, Aerosweep was able toline up distributors for the product,later used the TV results as a pro-motion to effect dealer tie-ups inI(; states.

DOG BISCUIT ANNOUNCEMENTPULLS 1400 TV REQUESTS

National Biscuit Company, forits dog food product, Milk Bone,ran a series of 15 spot announce-ments on WABD-NY, offered a dogleash in return for a box top plus25c. Offer was included in a one-minute film designed for the series.At the end of first two weeks, spon-sor had 1400 orders "in the house,"with additional requests arrivingdaily. As an example of immediacyof impact, offer drew 45 requestsshortly after the first announce-ment was aired.

TV STATION PROMOTIONPULLS FOR KSTP-TV

KSTP-T ( Minneapolis) launch-ed a station -promotion contest foryoungsters, offered as first prize`KSTPete,' a pedigreed cocker span-iel pup. Young viewers within sta-tion's coverage area were requiredto write letters explaining why theywanted the pup "to come live atmy house." At close of contest (twoweeks) 207 letters had been re-ceived, several from outside theKSTP-TV area. Latter were accred-ited, however, since the show ex-plained how youngsters could be-come eligible for the pup. Promo-tion was strictly a station effort,with no sponsor tie-in. Prizes-'KSTPete' and three other pups-were obtained from a local kennelwithout cost in exchange for parti-cipation in the contest.

via 10 spot Announcements

"HOWDY DOODY" LARIATSCORES WITH YOUNGSTERS

Mason Mint Candy, participatingin "Howdy Doody" (Wednesday,NBC) offered a cowboy lariat toyouthful viewers in return for twowrappers of the product. First, of-fer drew 350 replies within a week,the second over 500. Company,which scheduled the announcementto run four weeks, expected anoverall pull of 2,000 by that time,on the basis of the initial response.14 DIRECT SALES 10 MINUTESAFTER COMMERCIAL

Boston Store, Milwaukee, usedTV first month of operation onWTMJ-TV when set distributionwas of little consequence. Sponsoraired a show on the "how to createa hat" theme, used varied items fordemonstration, and had announcermention where and how the mer-chandise could be bought. Within10 minutes after air time, storehad 14 telephone orders as a directresult. Later store employed thesame demonstration technique withcheaper kitchen gadgets, sold outcomplete stock on many items with-in 24 hours. Store reports someitems used on TV have realized a10 per cent stronger pull than news-paper ads.FREE GUM OFFER PULLS3576 REQUESTS ON WBKB

Leaf Gum Company of Chicagoenvisioned in TV a "three-way"merchandising and selling medium.Company executives decided to testvideo's effectiveness, selected one

of its brands, Pal Bubble Gum, foruse on a weekly Tom Mix serial onWBKB (Thursdays 7:30 p.m.)Commercials, at opening and closingof each program, offered each childviewer five pieces of gum free inreturn for his name and addresson a postcard. Company then sentthe writer a ticket entitling him toobtain the gum at any local con-fectionary. Mail count at the endof the first offer was 923; at theend of the first four weeks the pulltotaled 3576 cards and letters. Offeralso had a direct merchandisingeffect. Sales figures on the Palbrand for the first four weeksjumped 25 per cent; in addition,the TV promotion helped to influ-ence dealer purcha.4, of the productin the area.

APRON MANUFACTURER GETSDEPARTMENT STORE CLIENT

Ko-Kette Apron Company, al-though prominent among wholesalejobbers for some time, had difficultygetting on the list of chain anddepartment store buyers in NewYork. Client began participationson "Your Television Shopper" fea-turing Kathi Norris, (WABD, Mon-day-thru-Friday, 10-10:30 a.m.),and direct orders via TV camequickly. Together with Miss Norris,a representative of Ko-Kette ap-proached Gimbel Bros., stated thefacts and was able to effect an im-mediate order. Within a week afterGimbel's added the product, custo-mers began to ask for the productas described on "Shopper." Im-pressed with the results, store de-cided to set up one section of theapron counter with an elaborateTV display of Miss Norris and theshow, as well as the product.

400 ORDERS IN ONE WEEKAFTER 5 ANNOUNCEMENTS

The Zipluc Company, New 1orkmanufacturer, bought one minuteparticipations on "The Ted SteeleShow"-five-times-a-week show onWABD. Announcements were usedto demonstrate-and sell-a leatherwatch strap priced at $1.50. Foreach minute the strap was plugged,approximately 80 orders were re-ceived. At week's end, the five spotsdelivered over 400 orders to Ziplocthrough the station.

30 Television

ADVERTISING

national

844 advertisers on television; 127 arenational, 44 network their programs.

advertisers now using television*Admiral Radio Corp. - "WelcomeAboard." WNBT. Sundays. 7:30 p.m.Relayed to WBZ-TV, WBAL-TV,WRGB, WNBW, WPTZ, WTVR. (Newshow to start in January.) Cruttenden& Eger.American Chicle Co.-Spots, WNBT,WCAU-TV. Badger, Browning & Her-sey.American t til Co.-Redskins' football.W MAL-TV, WBAL-TV. (Now con-cluded.) Joseph Katz.American Tobacco Co.-Spots. WCBS-TV, WABD, WPIX, WWJ-TV, WBKB,WTTG, KTLA, KSD-TV, WMAL-TV,WBEN-TV, WEWS, WMAR-TV,WTMJ-TV, WFIL-TV, WLW-T,WBAL-TV, WTVR, KDYL-TV, WRGB,WNHC-TV, KSTP-TV. (New programto start in Jan.) N. W. Ayer.Andrea Radio Corp.-News. WABI)Daytime. Royal & De Guzman.Anheuser-Busch, Inc. - "Snapshotsfrom Hollywood." KSD-TV. 10 min.show. D'Arcy Adv.Artistic Foundations (Flexees)-Spot-.WJZ-TV. Hershon-Garfield, Inc.Atlantic Refining Co.-Collegiate foot-ball. WNAC-TV. Penn games. WPTZ.(Now concluded.) Penn basketball.WPTZ. N. W. Ayer.B. V. D. Corp.-Spots. WNBT, WPTZ.WWJ-TV, WGN-TV, WMAR-TV.WNBW. KTLA, WRGB. Grey Advtg.B. T. Babbitt, Inc.-"This Is The Mis-sus." WCBS-TV. Participation inhr. shopping program. Duane Jones.Baldwin Piano Co.-"It's Baldwin ByRequest." WLW-T. Sun. 15 min. show.Ruthrauff & Ryan.*Bates Fabrics, Inc. - "Girl AboutTown." WNBT. Wed. 20 min. songformat. Relayed to WBAL-TV, WRGB,WBZ-TV, WPTZ, WNBW, WTVR.James P. Sawyer, Inc.Beech Nut Packing Co.-Spots. WRGB.Newell -Emmett.Beltone Hearing Aid Co. - Spots.WGN-TV. Ruthrauff & Ryan.Bendix Aviation Corp.-Spots. WEAL -TV, WABD. MacManus, John & Adams.Inc.Benrus Watch Co.-Spots. WFIL-TV,WJZ-TV, WLW-T, WNBW, KTLA,WNAC-TV. J. D. Tarcher.*Bigelow -Sanford Carpet Co.-"TheBigelow Floor Show." hr. mentalistand ventriloquist format. Thursday.WNBT. Relayed to WBZ-TV, WRGB,WBAL-TV, WPTZ, WNBW, WTVR.Recordings to WLW-T, WBEN-TV,WTMJ-TV, WWJ-TV, KSD-TV. Young& Rubicam.

*Network Ade( rt jeers

Book -of -the -Month Club - Participa-tion in "Your Television Shopper."Also "Spare Room." WABD Daytime.Schwab & Beatty.

ell I eqo ry brell k do Irtiof till rertisersACCESSORIES

Compacts, Lighters 3

ADVERTISING AGENCIES 3

AUTOMOTIVE 105

Auto Manufacturers 6

Dealers 76

Motor Oils & Fuels 17

Tires & Other RubberProducts 6

BANKS, INSURANCE &LOAN COMPANIES 15

BEDDING 5

BEER & WINE 49BUILDING MATERIALS 19

CIGARETTES 10

CLOTHING & APPAREL 43DOG FOOD & FEED 2

FOODS, BEVERAGES 71

HOME APPLIANCES ,

HOUSEWARES 16

HOME INSTRUMENTS 73

Distributors & Manufacturers 65TV Accessories 8

LEATHER GOODS 4

NURSERIES & FLORISTS 3

OFFICE SUPPLIES 4

OPTICAL & HEARING AIDS 7

PHOTO EQUIPMENT 3

PUBLISHERS, ENGRAVERS 19

REAL ESTATE 7

RECREATION 23

RETAIL OUTLETS 238Appliance Stores 55Clothing Stores 60Department Stores 37Drug Stores 4

Furniture, Rugs, Antiques 32Jewelers 22Repairs & Personal Services 17

MiscellaneousSOAPS, CLEANSERS,

STARCH 8

SCHOOLS, CAMPS 4STORAGE 2

TOILET ARTICLES 19

TOYS & SPORTS 12

TRANSPORTATION 8

UTILITIES 6

WATCH COMPANIES 8

MISCELLANEOUS 55

The Borden Co. - Spots followingsports. WPIX. Spots, WABD, WCBS-TV. Young & Rubicam.Botany Worsted Mills-Weather re-ports. WABD, WPTZ, KTLA, WBKB,WGN-TV, WNBT, WNAC-TV, WPIX,WWJ-TV. Alfred Silberstein, BertGoldsmith.Brentwood Sportswear - Weatherspots. WPTZ, WRGB, WTVR, WBKB.J. R. Kupsick.*Brist 01 -Myers Co.-"Break the Bank."Dual AM -TV pickup. WJZ-TV, Fri. 9p.m. Relayed to WFIL-TV, WMAR-TV, WMAL-TV, WNAC-TV. Spots.WJZ-TV. Doherty, Clifford & Schen-field.Brown & Williamson Tobacco Co.-Knickerbockers basketball. WJZ-TV.Spots. WAVE -TV. Ted Bates.Bulova Watch Co. - Time signals.WNBT, WNBW, WCBS-TV, WMAL-TV, WAAM, WWJ-TV, WGN-TV,KSD-TV, WEWS, WPIX, WBEN-TV,WBAL-TV, WMAR-TV, WBZ-TV,KDYL-TV, WSPD-TV, WABD, WSB-TV, WXYZ-TV, KSTP-TV, WBAP-TV,WTVR, WAVE -TV, WRGB. Biow Co.Cameo Curtains - Spots. WFIL-TV.W. Lawrence Sloan.Canada Dry' Ginger Ale Co. - Spots.WEWS, WTMJ-TV, WPTZ, WABD,WBEN-TV. J. M. Mathes.Capitol Airlines-Newsreels. WEWS.*Chevrolet Dealers - "Telenews." 20min. weekly newsreel. Tues. WABD.Relayed to WTTG, WFIL-TV, WMAR-TV. Also on WBKB, KTLA, KSD-TV."Chevrolet Tele-Theatre." % hourdrama. WNBT. Mon. 8 pm. Relayed toWBZ-TV, WPTZ, WBAL-TV, WRGB,WNBW, WTVR. Campbell -Ewald.*Cluett-Peabody - "The Phil SilversArrow Show." 1/2 hour revue. WNBT.Thurs. 8 p.m. Relayed to WBZ-TV,WRGB, WBAL-TV, WPTZ, WNBW,WTVR. Young & Rubicam.Colonial Airlines - Participation in"Swing Into Sports." % hr. sportsinstruction. WABD. Tues. 7 p.m. SeidelAdv.('onmar Products Corp.-Participationin "Fashion Story." % hr. fashion-how. WJZ-TV. Thurs. 8 p.m. Wm. H.Weintraub.*E. L. Cournand Co. (Walco)-"TheGreatest Fights of the Century." 5 min.sports film. WNBT. Fri. Relayed toWRGB, WBAL-TV, WBZ-TV, WPTZ,WNBW. WTVR. Also on WENR-TV,WCBS-TV. Spots. KSD-TV, KTSL,WEWS, WBEN-TV, WNHC-TV,WSPD-TV, WLW-T, WBAP-TV. Cay-ton, Inc.

January, 1949 31

Paramount Pictures Inc.as national advertising representatives

Chicago Channel 4

FIRST commercial television station in Chicago.

FIRST in televiewer popularity in America's No. 2 Retail Market.

Owned and operated by Balaban & Katz Corporation.

32 Television

announces the appointment of We e d and company

for Paramount TV Stations

os Angeles Channe

FIRST commercial television station in Southern California.

FIRST in televiewer popularity in America's No. 3 Retail Market.

Owned and operated by Paramount Television Productions, Inc.

January, 1949 33

Curtis Publishing Co. (Ladies HomeJournal)-Spots. WBKB, WFIL-TV,WABD, WPTZ, WGN-TV, WCAU-TV,WPIX, WATV, WNBT, KFI-TV. B.B.D.&O.Dan River Mills, Inc.-Participation in"Fashion Story." '2 hr. fashion show.WJZ-TV. John A. Cairns Co.Diamond Crystal Salt (General Foods)

WABD. Benton & Bowles.'Disney Hats-"Sunday Review of theNews." WNBT. Relayed to WRGB,WBZ-TV, WBAL-TV, WPTZ, WNBW,WTVR. Also on WWJ-TV, WLW-T,KTLA, WTMJ-TV, WBEN-TV, WBKB,WEWS, KDYL-TV, KSTP-TV, KSD-TV, WSB-TV, WAVE -TV. Grey Adv.DuMont Telesets-"Inquirer TelevisionNewsreel." WFIL-TV. 15 min. news-reel. Spots. WABD, WNAC-TV, WGN-TV. Hockey, WTTG. Participation in"Television Matinee." WGN-TV. 2 hr.daily film. Buchanan Adv.Durkee -Mower, Inc. - Spots. WNAC-TV. Harry M. Frost.Eclipse Sleep Products-Spots. WFIL-TV, WABD, WMAR-TV, WMAL-TV,WPTZ, WNBW, WCAU-TV. H. J.Kaufman.*Edgeworth Tobacco - "Sportsman'sQuiz." WCBS-TV. Fri. 5 min. sportsformat. Relayed to WMAR-TV,WNAC-TV. Warwick & Legler.Elgin - Time spots. WNBT, WCBS-TV, WPTZ, WBKB, WGN-TV, WNBW,WLW-T, KSD-TV, KTLA, WWJ-TV.J. Walter Thompson.

Elgin -American (Ill. Watch Case Co.)-Spots, WNAC-TV, WCAU-TV, WJZ-TV. Participation in "Ship's Reporter"and "Club Seven." WJZ-TV. Weiss &Geller.' Emerson Radio -"Toast of the Town."Sunday. 9 p.m. Hour variety show.WCBS-TV. Relayed to WCAU-TV,WMAR-TV, WNAC-TV, WMAL-TV.Recordings on WGN-TV, WJBK-TV,KTTV. Blaine -Thompson.Esterbrook Pen Co. - "Write YourWay." 15 min. handwriting analysisshow. WPTZ. Thurs. 7:30 p.m. Aitkin-Kynett.Firestone Tire & Rubber Co.-"Am-ericana." Mon. 9:30 p.m. hr. his-tory quiz. WNBT. Relayed to WNBW,WRGB, WPTZ, WBAL-TV, WBZ-TV,WTVR. Film recording on WNBK.Sweeney & James.' Ford Motor Co.-"Ford Theatre." Hr.dramatic show once monthly. WCBS-TV. Sun. 7:30 p.m. Relayed to WCAU-TV, WMAR-TV, WMAL-TV, WNAC-TV. Kenyon & Eckhardt.Garrett & Co.-Spots. WABD. Ruth-rauff & Ryan.' General Electric Corp. -10 min. news-reel. NBC Friday edition. WNBT. Re-layed to WBAL-TV, WPTZ, WRGB,WNBW, WTVR, WBZ-TV. Also onKSD-TV, WTMJ-TV, WLW-T, KSTP-TV, WSPD-TV, WWJ-TV, WBEN-TV, KDYL-TV, WBAP-TV, WSB-TV,WAVE -TV. Maxon, Inc.* General Electric Lamp Div.-"RiddleMe This." WCBS-TV. Sun. 8:30 p.m.

/lave you see')

THE NEW BOTANY

WEATHER REPORTS:-.etcher Smith Studios was honored by thecommission to make the new ediiton of arecognized television classic.

Produced for

BOTANY MILLS, INC.through

GREY ADVERTISING AGENCY, INC.by

L21

Fletcher 71mith adios. I lie.1585 BROADWAY, NEW YORK 19, N. Y.

Phone: Circle 6-5280

Call to have them screened for you.

% hour quiz. Relayed to WCAU-TV,WNAC-TV, WMAR-TV, WMAL-TV.General Mills - Ted Steele show.WABD. Mon. through Fri. 12:30. %hour program. Knox -Reeves.'A. C. Gilbert-"Roar of the Rails."Tues. 7 p.m. 15 min. show on railroad-ing. WCBS-TV. Relayed to WCAU-TV,WMAR-TV, WMAL-TV, WNAC-TV,(Now concluded.) Chas. W. Hoyt.'Gillette Safety Razor Co.-"Caval-cade of Sports." WNBT. Fridays. Box-ing bouts. Relayed to WRGB, WBAL-TV, WBZ-TV, WPTZ, WNBW, WTVR.Football. WNBT and net. (Now con-cluded.) Spots. WCBS-TV. Maxon, Inc.B. F. Goodrich Co.-"Sports Window."KDYL-TV. Sports show. Griswold-Eshlerman Co.Gruen Watch Co.-Spots. WFIL-TV.Grey Adv.* Gulf Refining Co.-"We the People."% hr. dual AM -TV show. Tues. 9 p.m.WCBS-TV. Relayed to WMAR-TV,WCAU-TV, WMAL-TV, WNAC-TV,"Gulf Road Show." 1/2 hr. variety pro-gram. WNBT. Relayed to WBZ-TV,WRGB, WBAL-TV, WPTZ, WNBW,WTVR. Recordings to WBEN-TV,WLW-T. Young & Rubicam.' Hamilton Watch Co.-Special Christ-mas and New Year's Eve programs.WNBT. Relayed to WRGB, WPTZ,WBAL-TV, WNBW, WTVR, WBZ-TV.Household Finance Co. - Red Wingshockey. WWJ-TV. LeVally, Inc.' International Silver - Segment of"Mary Margaret McBride" show.WNBT and net. (Now concluded.)Newell -Emmett. Spots. WCBS-TV.Young & Rubicam.'Jello (General Foods) - "AuthorMeets the Critics." % hr. discussion.WNBT. Sundays. 8 p.m. Relayed toWRGB, WBZ-TV, WBAL-TV, WPTZ,WNBW, WTVR. Spots. WABD. Young& Rubicam.A. D. Juilliard & Co., Inc.-Participa-tion in "Fashion Story". WJZ-TV.Thurs. 8 p.m. % hr. fashion show.Gotham Adv.*Julius Kayser & Co.-"Sportswomanof the Week." Thurs. 5 min. sportsfilm. WNBT. Relayed to WRGB, WBZ-TV, WBAL-TV, WPTZ, WNBW,WTVR. Cecil & Presbrey.Kelvinator - Spots. KSD-TV, WLW-T, WWJ-TV. Geyer, Newell & Ganger.Kraft Food-"Kraft Television The-atre." Wed. Hr. dramatic show. WNBT.Relayed to WRGB, WBZ-TV, WBAL-TV, WPTZ, WNBW, WTVR. J. WalterThompson.Jacques Kreisler - "Swap Shop."WFIL-TV. Mon. 15 min. swap pro-gram. Grey Adv.B. Kuppenheimer & Co., Inc.-Foot-ball films. WNBT. (Now concluded.)Liggett & Myers (Chesterfield)-Spots. WFIL-TV, WMAR-TV, WTVR,WMAL-TV, WWJ-TV, KTLA, WBKB,WGN-TV, WABD, KTSL, WTTG,WPIX, WBAP-TV, WCAU-TV, WCBS-TV, WEWS, WXYZ-TV, WNBT. DualAM -TV pickup of "Supper Club."WNBT and net. Newell -Emmett Co.

34 Television

CiYr.wosu

WDSU broadcasts 5000 wattsfrom the French Quarter to

the Gulf and South Louisiana listeners.

From daily association with time-honoredNew Orleases instieutious WDSU hasdeveloped a high quality of integrity.WDSU devotes program lime regularlyand exclusively to the St. Louis Cathedral,the International House, Moisant Inter-national Airport, Tulane University,Union Station,the Municipal Auditorium,Symphonies and Operas.

WDSU's dominate Hoop -crating proves that hon-oring local institutionscreates high listener\I I:airy.

1011 V cvIftw Otleana .

,./

NEW ABCORLEANS Affiliate

50001280 kc

LOW COST

ANIMATIONdesigned tomeet your

TELEVISIONBUDGET

Let us discussyour film problemsMUrray Hill 7-6577

SPRINGERPICTURES, INC.

716 Fisher Bldg.DETROIT, 2341 E. 43rd St.NEW YORK, 17

*Lionel I.;orp. - "Tales of the RedCaboose." WJZ-TV. Friday. 7:30 p.m.15 min. live show. Relayed to WFIL-TV, WMAR-TV, WMAL-TV, WNAC-TV. Reiss Adv.*Thos. J. Lipton, Inc.-"Arthur God-frey's Talent Scouts." Mon. 8:30 p.m.% hr. dual AM -TV show. WCBS-TV.Relayed to WCAU-TV, WMAR-TV,WMAL-TV, WNAC-TV. Young &Rubicam.Dr. Locke Shoes - Spots. WFIL-TV,WCAU-TV. E. L. Brown.*P. Lorillard Co. (Old Golds)-"Ama-teur Hour." WABD. Relayed to WFIL-TV, WAAM, WTTG, WNAC-TV,WNHC-TV. Teletranscriptions toWGN-TV, WEWS, KTSL. Lennen &Mitchell, Inc.Manhattan Soap Co. -"Missus GoesA -Shopping." WCBS-TV. Participa-tion in '/ hr. shopping program. (Nowconcluded.) Duane Jones Co.Md. Pharmaceutical Co. (Rem) -Spots.WNBW, WRGB. Joseph Katz Co.Mason Confectionery Co. - "HowdyDoody." WNBT. Wed. 5:30 % hr. chil-dren's show. Moore & Hamm.*Maxwell House Coffee (GeneralFoods) -"Meet the Press." Sunday.8:30 p.m. % hr. interview. WNBT.Relayed to WRGB, WBZ-TV, WBAL-TV, WPTZ, WNBW, WTVR. Benton& Bowles.B. Meier & Son (Broadcast BrandCorned Beef)-Spots. WCBS-TV.Mennen Co. -"Game Time." WCBS-TV. Interviews preceding basketball.(Now concluded.) Duane Jones.Philip Morris & Co., Ltd. - Spots.WBKB, KTLA, WNBT, WCBS-TV,WFIL-TV, WMAL-TV, WABD, WJZ-TV, WMAR-TV, WBZ-TV, WGN-TV,WPIX, WCAU-TV. Biow Co.*Motorola-"The Nature of Things."15 min. science show. WPTZ. Relayedto WNBT, WRGB, WNBW, WTVR,WBAL-TV, WBZ-TV. Spots. KSTP-TV, KDYL-TV, WSPD-TV, WMAR-TV. Rockets football. (Now concluded.)WBKB. Boxing. WENR-TV. Lakersbasketball. KSTP-TV. Gourfain-Cobb.Mouquin Wine-Spots. WPIX. AlfredLilly Co.C. F. Mueller-"Missus Goes A -Shop-ping." WCBS-TV. Participation in Vshr. shopping program. (Now con-cluded.) Duane Jones.National Biscuit Co.-Spots. WABD.McCann-Erickson.National Plywoods, Inc. - "SecondGuessers." WENR-TV. Sun. 9 p.m. 15min. comedy quiz. MacDonald -Cook.NuTone, Inc.-Participation in "Cin-derella Weekend." WWJ-TV. Fridays1 p.m. % hr. show. Erwin, Wasey.*Oldsmobile-"NBC Newsreel." Wed.15 min. WNBT. Relayed to WRGB,WBZ-TV, WBAL-TV, WPTZ, WNBW,WTVR. D. P. Brother & Co.*Pabst Blue Ribbon Distributing Co.-6 day bicycle races. WENR-TV,WBKB. Title football game. WENR.Relayed to WEWS, WTMJ-TV,WBEN-TV. (One shot.)Pepsi -Cola Bottling Co. - Football,KSD-TV. (Now concluded.) "Spark -

Baltimore

Television

means

WMAR-TV

AS MARYLAND'S

pioneer television station,

WMAR-TV consistently cov-

ers an area from Washington

to Wilmington. (Del.), and

from Pennsylvania to the

Potomac.

The peerless propagation of

Channel Two carries programs

from TWO major networks,

via the television station of the

Sun papers of Baltimore to

televiewers in the Chesapeake

basin area. WMAR-TV's own

coverage of political cam-

paigns, sports and special

events-civic, patriotic, and

cultural-is unequaled in this

rich, productive area.

Represented by

THE KATZ AGENCYINCORPORATED

ATLANTA CHICAGO DALLAS

DETROIT KANSAS CITY LOS ANGELES

NEW YORK SAN FRANCISCO

January, 1949 35

EXTRA!NEW OLESEN TV

Fluorescent Fixture

Announced

'toFront Back

Hollywood, Calif.-The new OlesenVFF-400-A Fluorescent Fixturerecently announced here, is the resultof long experimentation and researchin cooperation with leading TV stu-dios. The light provides basic TVstudio lighting and offers manyunusual features. Custom-built switch-boards to accommodate the newfixtures can be designed by Olesen tomeet all requirements, it was stated.Features of the new Olesen TV lightinclude: Cool, glareless illumination;virtually shadowless; light -weightaluminum construction; mounts onstand or hung on pipe clamp orchains; Cannon connectors; instantstarting; constant voltage ballasts andmany more.

MAIL THIS COUPON FOR MORE INF)RMATIONI

OTTO K. OLESEN CO.1534 Cahuenga Blvd.Hollywood 28, Calif.

Gentlemen: Please send me addi-tional information on the new OlesenTV Fluorescent Fixture, VEF-400-A.

Name

Firm

Address

Title

ling Time." WGN-TV. 1/2 hr. varietyshow. Presba, Sellers & Presba.Peter Paul, Inc. - Spots. WJZ-TV,WBEN-TV. Platt -Forbes, Inc.*Philco Corp. - "Philco TelevisionPlayhouse." Hr. dramatic show. Sun.9 p.m. WNBT. Relayed to WRGB,WBZ-TV, WBAL-TV, WPTZ, WNBW,WTVR. Recordings to KSTP-TV,WLW-T, WSPD-TV, WAVE -TV, KSD-TV, KRSC-TV, KDYL-TV, WBAP-TV,WSB-TV, WWJ-TV, KFI-TV, WBEN-TV, WDSU-TV, WMCT, WNBK,WNBQ. New Year's Eve remote fromTimes Square. WJZ-TV. Relayed toWFIL-TV, WMAL-TV, WNAC-TV,WAAM. Hutchins Adv.Pioneer Scientific Corp. (Polaroid)-"Young & Victor." Fri. 8:30 p.m. 10min. comedy. WBKB. Wrestling, Thurs.WABD. Spots. WCBS-TV, WFIL-TV,WMAR-TV, WGN-TV, WTMJ-TV,WRGB, WJZ-TV, KSTP-TV, WCAU-TV, WLW-T, WEWS, WSPD-TV,WSB-TV, KTLA, WNBT. Cayton, Inc.Post Cereals (General Foods)-"SmallFry Club." WABD. Thurs. hr. chil-dren's program. Benton & Bowles.*Procter & Gamble-"I'd Like to See."Tues. 9 p.m. 1/2 hr. show. WNBT. Re-layed to WPTZ, WBAL-TV, WNBW,WTVR, WRGB, WBZ-TV. ComptonAdv. "Fashions on Parade." WABD.Fri. 8 p.m. hr. fashion format.Benton & Bowles.'RCA Victor-"Kukla, Fran & 011ie."

hr. children's show. Mon. - Fri.to WNBK, WTMJ-TV,

WWJ-TV, WSPD-TV, WBEN-TV,KSD-TV. Toscanini show. (One shot.)WNBT. Relayed to WRGB, WBZ-TV,WBAL-TV, WPTZ, WNBW, WTVR.J. Walter Thompson.*R. J. Reynolds Tobacco Co. (Camels)-"Camel Newsreel Theatre." Mon.through Fri. 7:50 p.m. WNBT. Relayedto WBZ-TV, WRGB, WBAL-TV,WPTZ, WNBW, WTVR. Also on WWJ-TV, KSD-TV, WTMJ-TV, WLW-T,WSPD-TV. Intercollegiate football.WPIX. Madison Sq. Garden events.WCBS-TV. William Esty Co.Ronson-Spots. WNBT, WNBW, KSD-TV, KTLA, WBKB, WMAR-TV, WWJ-TV, WTMJ-TV, KSTP-TV, WLW-T,WEWS, WCBS-TV, WPTZ, WTVR,WBZ-TV, WBEN-TV, WSPD-TV. Cecil& Presbrey.

PRODUCTION SALES

Experienced salesman with basic knowledge ofTV production technique desires position insales, production or both with station, networkor TV department of advertising agency.Young 126). aggressive. Bus. Admin. de .College theatrical, newspaper reporting (Armypublications) background. Have excellent con-tacts with TV film sources. Box 22.

TELEVISION-THEATRE-RADIOWe, husband -wife, will accept position callingfor directing, stage managing, acting-or allthree. B.S.. M.A., Assistantship Dramatic Art.Directed plays major television network, stagemanaged Washington Square Players, variedradio experience. Attractive, personable couplewilling to travel anywhere. Write W.R.F. Adair& Director Advertising 527 Fifth Ave. N.Y.C.

U

0

With Motion PicturesOur extensive library of 16mmsound films produced and ownedby Bray Studios contains motionpictures suited to every type oftelevision program.

With Cartoon andTechnical Animation

As originators of the AnimationProcess, we are fully able andequipped to create and produceanimated programs suited toyour needs.

With CompleteProduction Facilities

Our experienced personnel isready to serve you in handlingevery phase of your TelevisionPrograms - from planningthrough production. Let us hearfrom you.

WHAT SPOTS!Bard well

andMcAlister

Surplus StudioLighting Needs

MuchLess thanregularprice

Like New!24 Dinky Inkie 100 iriow spots 11.556 Baby Keglites with floor stands 54.752 Turtle weights for Baby Becht,

stand 11.753 Foco spot attachments in, g 39,953 Baby Boomlites on floor .i.tiol 114.5112 Jr. 2000W spots on floor stands 129.5112 Jr. Barndoors with 360° rotation 14.954 Double broads 2000W on floor stand 114.65

NEUMADE FILM CLEANING MACHINES-Combination 16 35mm model - does fullNOW 35mm or 890' Ilimm reel in X minutes.rewound perfectly dry, cleaned and polished.Totally enclosed steel housing, sealed motor.Worth $375New Stock $194.50

THE ONE STOP STORE FOR FILM PRODUC-TION EQUIPMENT - Cameras, Recorders,Mikebooms, Dollies, Lenses, Moviolas, Print-ers. etc. Ask for Catalog Sturelab-7B orSupplement if you already have it.

Ask for Olesen Catalog onradmfuls-Mrreury lights.

S. 0. S. CINEMA SUPPLY CORP.umam.....-s1""IlkompooNvalts.-A10116.....44.."/

36

Ih.pl. h. 602 West 52nd St., New York 19

Television

Royal Typewriter Co.-Spots. WCBS-TV, WJZ-TV, WGN-TV, WFIL-TV,WBKB, WBEN-TV, WCAU-TV. Young& Rubicam.Sanka (General Foods)-Weather re-ports. WABD. Young & Rubicam.Sealy Mattress Co. - Football game.WEWS. One shot.Seeman Bros., Inc.-Weather reports.WJZ-TV. J. D. Tarcher.Seven Up Bottling Co.-Spots. KSD-TV. Oakleigh R. French.*Sherwin Williams Co. - Segment of"Mary Margaret McBride" show.WNBT and network. (Now concluded.)Simmons Co. - Spots. WCBS-TV,WPIX. Young & Rubicam.E. R. Squibb & Son - Segment of

"Mary Margaret McBride" show.WNBT and network. (Now concluded.)Newell -Emmett.Standard Oil of N. J. (Esso)-Spots.WBAL-TV, WCBS-TV, WBEN-TV,WFIL-TV, WBZ-TV, WTVR, KDYL-TV, WRGB, WNBW. Marschalk &Pratt.Sterling Drug Co. - (Bayer Aspirin,Dr. Lyons Tooth Powder and Phillip'sMilk of Magnesia)-"Okay, Mother."WABD. 1 p.m. '/2 hr. show Mon.through Fri. Dancer -Fitzgerald Sam-ple. (Molle Brushless Shave Cream)-Spots, WJZ-TV, WNBT, WCBS-TV,WPIX, WABD. Young & Rubicam.Sun Oil Co. - "Curious Camera."WMAR-TV. Mon. 8:15 p.m. 15 min.interview. Roche, Williams & Cleary.*Sunshine Biscuit Co. - Segment of"Mary Margaret McBride" show.WNBT and network. (Now concluded.)Newell -Emmett.Swank, Inc. - Spots. WPIX, WTTG,WFIL-TV, WJZ-TV, WCAU-TV. Kud-ner Adv.*Swift - "The Swift Show." Thurs.8:30 pm. % hr. variety format. WNBT.Relayed to WRGB, WBZ-TV, WEAL -TV, WPTZ, WNBW, WTVR. McCann-Erickson.Sylvania Elec. Products, Inc. - Seg-ment of "Mary Margaret McBride"show. WNBT and network. (Now con-cluded.) Newell -Emmett.*Texas Co.-"Texaco Star Theatre."Tues. 8 p.m. Hr. variety show. WNBT.

Relayed to WRGB, WBZ-TV, WBAL-TV, WPTZ, WNBW, WTVR. AlsoMetropolitan Opera opening. WJZ-TV, WFIL-TV. Kudner Agency.Tide Water Asso. Oil Co. - Spots.KTLA. Buchanan & Co.Transmirra Products - Participationin "Record Rendezvous." WPIX. Mon.& Thurs. 7:05 p.m. 25 min. song anddance show. Conti Adv.Transvision, Inc. - Spots. KTLA. Di-rect.Twentieth Century Fox-Film trailers.WPTZ. Kayton-Spiere Co.Unique Art Mfg. Co.-Participation in"Howdy Doody." Fri. WNBT. Spots.KTLA, WGN-TV, WBKB, WABD.Grant Adv.United Artists-Spots. WPIX. Bucha-nan & Co.*U. S. Rubber-Christmas Carol Ser-vice from Grace Church. WABD andnet.Van Heusen Shirts-"Dress & Guess."WEWS. Fri. 8:30 p.m. '/2 hr. show.Grey Adv.*Vick Chemical Co.-"Picture This."Wed. 8:20. 10 min. show. WNBT. Re-layed to WRGB, WBZ-TV, WBAL-TV,WPTZ, WNBW, WTVR. Morse Inter-national, Inc.Waltham Watch Co.-Spots. WNBW.Kal, Ehrlich & Merrick.*Whitehall Pharmacal Co. - "SmallFry Club." WABD. % hr. children'sshow. "Mary, Kay & Johnny." WNBT.Sun. 7 p.m. 20 min. domestic comedy.Relayed to WRGB, WBZ-TV, WBAL-TV, WNBW, WTVR. Dancer -Fitz-gerald -Sample.Whitman Candy Co.-Spots. WJZ-TV,WCBS-TV, WMAL-TV, WFIL-TV,WTVR, WCAU-TV, WPIX, WNBT.Ward -Wheelock Co.Wildroot Co.-"Comic Capers." WBEN-TV. Children's program. B.B.D.&0.Wine Growers Guild-Spots. WABD.Ronig-Cooper Co.*Wrigley Gum-Christmas Day show.WCBS-TV and net.Zenith Radio Corp.-Participation in"Television Matinee." WGN-TV. 2 hr.daily film. Critchfield & Co.Zippy Products - Spots. WMAR-TV,WCAU-TV. Martin & Andrews.

16mm films for televisionSelected Sound Subjects High Professional

Quality Screening PrivilegesSPORTS CARTOONS MUSICALS NEWS RELIGIOUS

WRITE FOR COMPLETE LIST AND SERVICE DETAILS

OFFICIAL FILMS, Inc. 25 W. 45th STREET, NEW YORK 19, N. Y.

gizte, Stait

January HOLLYWOOD 1949

"ANIMATIC", the amaz-ing new Dunning projec-tor, is really clicking itoff. ***** FiveStar's second TV show inthis technique, "PotLuck," is a new slant onclever kitchen trix.

* * * * A very Smart Tomato!

NNUAI. SA -VS PER PE./?SON

TRAINING FILMS, too, are a natural for"Animatic." ***** Graphic, dramatic,the sound -slide frames trip in 1/200 secondby inaudible impulse, time interval, or speaker'shand -button. ***** "The Dollar Road",sales training film by Five Star, demonstrates.***** Data on "Animatic" may be hadby writing Five Star Productions, 6526 SunsetBoulevard, H'wood.

YES, those 3 charming Yuletide water colorswere by Five Star's own artful artist, ClarkWatson. ***** Thanx for the many com-pliments.

TRICKY special effexsuch as had "Superman"flying through the airwith the greatest ofeeeeeee, now has Five Starbusily awork on more ofthe clever same for thenew Columbia serial,

"Bruce Gentry". *trj;heTh."( Gad, it's a 1949version of a Flying Saucer!

CLOSED CIRCUIT of 5 Ten Star corngs-'scuse, 10 Five Star col-ills-on KTLA for theAAAAers of H'wood, again proved the im-portance of color originals. ***** 8 ofthe 10 were in color, superior for telecast.

"12 DON'TS for TVcom'ls" is the timelytalking topic of FiveStar's H. McMahan.***** His pipe-ful of pointers, basedon experience in pro-ducing 1200 short ad -films, highlighted re-cent speeches atAAAA's Pacific Coun-cil, Dallas Ad Leagueand the MPA annualconvention. *4--A-1(* Summary copies of the12 check -points are free for the asking fromFive Star.

January, 1949 37

PRO b

quiz showsQuiz shows take many different versions-some in-

volve stunts and can be classed as audience participa-tion, designed to give viewers a laugh at some of theiruninhibited brethren. Others are on a more intellectualplane, and tend to interest the home viewer in testingtheir memories or their overall general knowledge.Again, some depend on an emcee with "talent" drawnfrom the audience. Others use "names," usually wellversed in a particular subject.

History Quiz"Americana," sponsored by Firestone Tire & Rubber

Company over WNBT and the NBC net, is an enter-taining half-hour history quiz. Program is emceed byBen Grauer and a half dozen or so high school young-sters participate. Grauer and the teen-agers are seatedat desks in typical schoolroom fashion.

Questions relate to American history, with themajority of them presented visually. At least onequestion a night is dramatized, with characters incostume acting out a little skit containing some identi-fying clues. On a question pertaining to BenedictArnold, he and his wife were shown at the breakfasttable, discussing his traitorous negotiations. Dates,details of the incident, ultimate outcome and relatedfacts of the Revolution were all brought out in theensuing questions arid volunteered information. Maps,charts, pictures visualize other questions, and occasion-ally some authentic pieces, representative of a certainhistorical period are borrowed from museums to lendauthenticity. The teen-agers are exceptionally intelli-gent and Grauer handles his "teacher -emcee" role well.Questions from the home viewers are invited, with aset of encyclopedias offered as prize. Two Firestonefilm commercials give the plug.

Audience Participation"Messing's House Party," sponsored by Messing's

Bakery over WCBS-TV, draws its contestants from theaudience, relies on stunts and gags, as well as on"brain" questions for its appeal. Program is emceedby Bill Slater. Having the contestants hop across theroom with a glass of water to see who spills the least,or having them glance at a display, then removing anobject and asking them to tell what was missing aretypical of the stunts used. Contestants compete witheach other and the one who answers first wins thepoints. Each participant gets a gift of Messing'sproducts, while the winner is awarded merchandiseprizes. Live commercial is worked in by having a cheffrom one of New York's leading hotels or restaurantsmake an appearance and tell why Messing's bakeryproducts were selected for use there. Slides and stillsof the baked goods and trade mark are also used.

"Winner Take All' an adaptation of the CBS AMshow, has added many visual questions for its televisedairing over WCBS-TV. Original gag of equipping one

An analysis of current quiz shows, local programming

contestant with a buzzer and the other with a bell stillholds. Such questions as famous woman in history werevisualized by having a costumed woman appear witha lamp (Florence Nightingale) and another with ahatchet (Carrie Nation). A question on superstitionswas acted out by a skit centering around a man com-plete with rabbit's foot, four leaf clover, etc. breakinga mirror in a compact he had bought for his girl; thenfinding a penny heads up. Prizes mount if the championholds on to his crown, and their presentation is alsoeffectively visualized-such as a cover girl modelingthe wardrobe which was presented to one contestant.Program is a sustainer.

Viewer ParticipationA more adult program, and one which stirs the view-

ers' memory, is "Who Said That," presented overWNBT. Format evolves around quotations that werein the news the past week with a panel of experts tryingto identify the person and the occasion. Bob Trout,NBC news commentator is moderator. Occasionally avisual question is used-such as showing a photographfor identification but otherwise no visual tricks aretried. Camera action is confined to picking up theparticipants as they answer-or as they "think." Pro-gram's appeal lies purely in the quick-wittedness andintelligence of the guests in identifying the quotation,their ad lib remarks, and their expressions while try-ing to figure out a puzzler. Because it is adult, quickmoving and tugs at the viewer's memory, it is inter-esting.

new formatsWMAR-TV's "The Booking Agent" is a 15 minute

comedy format devised to showcase guest musicaltalent. Theme centers around a fast talking bookingagent who constantly lets choice acts slip between hisfingers, and his stooge and assistant who serves as thescape-goat. Situation comedy is worked into the scripteach week in order to spotlight "big name" acts fromlocal theatres and night clubs.

Educational Tie -InsWBAP-TV is actively cooperating with local colleges

in working out program fare. Typical of these tie-inswere selections from "Carmen" which were presentedby the opera workshop of the North Texas StateTeachers College. Program which ran 45 minutes hada cast of 10, with music furnished by the college's46 piece orchestra and 30 voice chorus. In addition,the Texas State College for Women presented the"Story of the Nativity."

WEWS, in cooperation with Western Reserve Uni-versity's Eldred Players, presented an hour-long videoversion of Dickens' "A Christmas Carol."

The CBS net has recently launched an educationalseries in cooperation with John Hopkins University.Half-hour program is originated from Baltimore over

38 Television

the facilities of WMAR-TV and fed to the net. Facultymembers present scientific demonstrations of the worknow being done in the school's laboratory. Subjectswill cover archaeology, physics, chemistry, medicine,sanitation, study of human engineering, etc. Openingprogram detailed the experimentation involved in pho-tographing the earth's surface from 70 miles in theair with cameras placed in a guided missile developedby the university's scientists. Program was visualizedwith the actual photographs taken from 70 miles up,along with the camera which photographed the scene.

WWJ-TV has a cooperative arrangement with theUniversity of Michigan which has resulted in televisingfour original television plays. Three of these werefrom the studio, while one was by remote pickup fromAnn Arbor. Students do the writing and acting, withoverall direction under the supervision of the radiodepartment. Final rehearsals and direction are underthe joint guidance of the University and WWJ-TV'sproduction staff. Necessary sets are supplied by thestation (except on the remote).

WWJ-TV's "Down Fable Lane" is produced by the.Detroit Civic Players, a local dramatic group. Thisis a weekly fifteen minute children's program builtaround Mother Goose characters, with a cast of sevenor eight players, and three or four sets for each show.Program is prepared outside, with final directionhandled by the station staff at camera rehearsal whichaverages around 11/2 to 2 hours. As this is an amateurgroup, station pays them a token fee as a group, pluspaying for the original script. Sets are made outsideand paid for by the station.

Old "Oldies"WNBW's "Nickelodeon" was conceived with the idea

-"If we have to use old film, lets use real old stuff andhave some fun with it." Old time silent film comediesare selected and narrated by Jeff Baker, WRC-WNBWproducer, who writes commentary to highlight thereally humorous spots of the antique films or poke funat the bad spots. Baker puts in about three hoursreviewing the film and then writes his comments. Costof show is approximately $35 for the film, plus cost ofBaker and production staff-or a total of around $225.(subject to change). Program is spotted on Monday'sfrom 7:10 to 7:30 p.m.

WNBW's "Sportsman's Lodge" has a cast of threeand uses one set to carry out the title-the interior ofa sportsman's lodge. Ray Stann and Bob Wilson arethe hunting and fishing experts respectively who dis-cuss with Ludlam where fish and game can be found,what bait or ammunition to use, recount stories ofhunting and fishing trips, etc. Total rehearsal timeruns about an hour and a half, including dry runs andcamera rehearsal. Personnel required, in addition toparticipants, consist of producer George Dorsey, anassistant producer, standard technical crew includingtwo cameramen, audio and microphone men (2), anda technical director.

local auto dealersPackard. Detroit

Local Packard Dealers of Detroit bowed into tele-vision with a one man show over WWJ-TV. Half hourprogram features George Scotti, pianist, who playsclassics and pops, the solovox and novachord. Scottialso pantomimes novelty records and mimics the vocal

5 one dollar bills!

And you will be sure of receiving everymonth helpful information like that con-tained in this issue ... just fill out the cou-pon below and mail to us now. Don't for-get, when you need accurate information,TELEVISION magazine is the only publica-tion where you can receive the completetelevision picture in all its phases.

Frederick Kugel Company1600 Madison Avenue,I New York 22, N.Y.

Send me TELEVISION for

Check one[1] One year at

Three years

Name

Address

I City

_ _(Zone No.)

$5.00for $12.00

State

January, 1949 39

efforts of Al Jolson, Danny Kaye, etc. Show is stagedin the large WWJ-TV studio with an audience. Guestsare invited to appear and occasionally the wholestudio audience will participate in some of the noveltytake -offs.

Commercials are handled live, with the low pricestory and the gas economy features stressed as thetwo main features. Scotti had previously introducedhimself, but now an announcer does the job andhandles the commercials. Occasionally he may be usedwith Scotti in some back and forth chatter about thePackard. General set-up at present allows for one maincommercial between the 12 and 15 minute marks whichwill deal with one feature; followed by a summarycommercial near the end of the program and beforethe teaser for next week's show.

Commercials, which are kept simple, are visualized:by strips, title cards, photographs, and drawings onbalopticon. Trick writing device, which writes outwords without the audience being able to see the handor the pencil, will also be employed. (Writing is donefrom the rear and projected by the use of mirrors.)In addition to these standard devices, new ideas andmethods will be developed as they go along.

Film commercials will probably be made next springwhen the new Packard model comes out. Program, inthe 8 to 8:30 spot on Thursdays, is placed by Young& Rubicam.

Dodge, Cincinnati

Dodge Dealer:, Association of Greater Cincinnatihas picked up the tab on "Olympus Minstrels," halfhour minstrel show over WLW-T. Novel integrationof a live commercial into an established format hasbeen worked out at little expense. Program opens witha close-up shot of a theatre marquee, followed by aparade of the performers. Each entertainer carries atambourine bearing a letter of the legend "DodgeDealers." Reverse side of each carries the name ofan individual Dodge dealer in the Greater Cincinnatiarea. This will be used for the middle commercial.

Show, which is in the 8:30 to 9 slot on Sundays,boasts a fourteen piece orchestra, endmen, interlocutor;acts include vocal solos, harmony quartette, banjo andtwo -trombone solos, ballad singer and novelty numbers.All talent is professional. Program was placed throughStrauchen & McKim.

FILM RECORDINGS

techniques, if not on the entire filmindustry. While quality is not com-parable, a top rated, hour dramaticshow, like Philco's with a talentbudget of $15,000 can be recordedon 35 mm. film for $1,000-or atotal of $16,000. A Hollywood prod-uct, of similar content, could costwell over $1,000,000. Naturallythere are many factors which makea true comparison difficult, but thewide range in price is bound tocause some deep-rooted changes inthe Hollywood outlook. With filmrecordings in the delayed broadcastcategory, they are certainly nothreat to the theatrical market. Itsmost direct effect will probably befelt on the films produced speciallyfor television.

Paramount has been especiallyactive in the development of filmrecording equipment, ostensibly fortheatre television. Company hasalso issued a rate card for film re-cording and has recorded programsfor CBS, ABC and WPIX.

As an experiment, Paramount isnow constructing a studio in theNew York Paramount Theatrebuilding. This will measure 50' x16', will be equipped with banksof fluorescent lights, supplementedby spots and incandescents for ef-fect and back lighting. Three stu-dio image orthicons will be avail-able. It is their contention that

(continued from page 23)

much of the criticism directedagainst the quality of film record-ings has been due to bad lightingconditions. Studio will be designedfor closed circuit productions, undercarefully controlled lighting condi-tions, in an effort to raise the qual-ity. Under this set-up, shows couldbe recorded for auditions, or pre-recorded prior to airtime, edited bythe sponsor, and then placed on anystation as a film package.

Plans also call for the recordingof commercial spots. Four or fivecould be pre -rehearsed, broughtinto the studio, televised and filmrecorded. This procedure would beless than the cost of a standardmotion picture techniques.

Summing If UpAn improvement in quality and

less involved procedures on obtain-ing clearances are the two mainrequisites which must accompanythe growth of film recordings. Thedevelopmental work done by Para-mount, DuMont, NBC, ABC andCBS; its use by the four majornetworks; its predominant role inaffiliation contracts and the part itis beginning to play in program-ming structures of local stationsaugurs well for its future and forthe ultimate solution of its cur-rent problems.

MERCHANDISING(continued from page 26)

of so-called "revolutionary" models-months before they come off pro-duction lines. This, he adds, is an-other of the "difficulties" which willalways plague the TV dealer, al-though to a lesser degree as theindustry develops.

Haizin is of the opinion thatthere is a limit to the number ofTV lines a dealer can carry "with-out over -stocking himself and car-rying merchandise that movesslowly." At the moment Dynamiccarries most of the lines available,but it's indicated a pruning -downwill be made before long. Customersare brand and price conscious, hefeels, and consequently some linesmove faster than others. "Floor andstock space is important to the deal-er," he says. "And television sets,besides being a high-priced item,take up an awful lot of room."

Despite the problems that facethe dealer during the coming 12months, Haizin firmly believes itwill be the first of many good yearsfor the entire industry. Dealers willeventually be able to realize a betterprofit through higher markups thanthe 25 to 32 per cent currently al-lowed, he predicts. And televisionwill "have to be sold," i.e., the re-tailer will have to make use of themerchandising principles thatwere.n't necessary during the "lushpost-war period."

40 Television

FIRST IN MICHIGAN

Like Jack'sbeanstalk . . .

Television towers can grow sky-high

overnight, but it takes more than just a tower to

make a television station foremost in its

community. WWJ-TV, now in its third year

of operation, is a firmly established leader

in the Detroit market. It has taken full

advantage of its two-year "headstart" to stake its

claim on the lion's share of desirable local

television features. And, through its NBC

Television Network facilities, WWJ-TV has

stretched its "seeing power" beyond the horizons

to bring Detroiters an even greater diversity of

entertainment features. Unquestionably,

WWJ-TV is the one best television "buy"

TODAY, in the multi -billion dollar Detroit market.

Owned and Operated by THE DETROIT NEWS

National Representatives: THE GEORGE P. 1101.1.INGREBY COMPANY

ASSOCIATE AM -FM STATION WW1

W INGITNBC Television Network

With more and still more telecasters it's Du MontTV camera equipment because of outstanding

DEPENDABILITY

t Many TV stations either on the airor under construction, are Du Mont -equipped throughout. That means theDu Mont Type TA -124-B Image Orthi-con Chain for studio and remote pick-ups, alike.

But of even greater significance is thegrowing use of Du Mont cameras andauxiliary equipment by TV stations orig-inally using other makes of equipment;by infra -store television demonstra-tions; by wired television installations;by movie producers experimentingwith television production possibilities;by TV training schools; by government

tyNtyaSD - o o

4)

o o la

NI \-4 'V c -tcr 00

El) 0-o e,o r"

P.k'S

4.4

DU MONTType TA -124-B

iaa9e ae aaa.aagencies both here and abroad.

The Du Mont advantages are many:Split-second action through quick set-

5D+QW= FWFT(SImple Translation)

SUPERIOR DESIGN plus

QUALITY WORKMANSHIP equals

DU MONT

First With the Finest in Television

up; finger-tip controls; superlativeimage pickup with precise electronicviewfinder checkup; accessibility fortime -saving inspection and immediatemaintenance; handy matched units,jiffy -connected, for all required power,synchronizing, amplifying and monitor-ing functions, plus the latest cameraeffects.

But the outstanding characteristic ofthis popular Du Mont Type TA -124-BImage Orthicon Chain is DEPENDABIL-ITY. That, in the final analysis, is theall-important consideration. For "Theshow must go on," regardless.

Consult us on your TV plans and requirements. Literature on request.

CALLEN 111. DU MONT LALIoNA I UM ...S. INC.

ALLEN B. DU MONT LABORATORIES, INC. TELEVISION EQUIPMENT DIVISION, 42 HARDING AVE., CLIFTON, N. J. DU MONT NETWORKAND STATION WABD, SIS MADISON AVE., NEW YORK 22, N. Y. DU MONT'S JOHN WANAMAKER TELEVISION STUDIOS, WANAMAKERPLACE, NEW YORK 3, N. Y. STATION WTTG, WASHINGTON, D. C. HOME OFFICES AND PLANTS, PASSAIC, N. I