50 Cents BRO STING THE BUSIN« ID RADIO JggCt11:9 .. oI4eSe MARCH 30, 1964 e al BBDO and `Channel One' find ti, tiSISPIRgit yo Olympics may not be so bad after all ...' Jrr live TV 56 Stations call for more and better feature Next week in Chicago: a complete preview and syndicated film 63 of the 42d NAB convention 85 COMPLETE INDEX PAGE 7 MjFIUNITY INI OLVEMI THE EVENT: The 1964 Annual Minnesota Symposium ... a 4 -day Free exchange of ideas on GREAT ISSUES IN GOVERN- MENT on the University of Minnesota campus. THE SPEAKERS: Senator Wayne Morse, Oregon Harold Stassen, Presidential Candidate Governor George C. Wallace, Alabama Roy Wilkins, NAACP Executive Secretary James J. Kilpatrick, Jr., Virginia Editor Dr. Walter Heller, Administration Economist W. Allen Wallis, Pres. of Rochester Univ. Norman Thomas, Socialist Robert Welch, John Birch Society Founder THE SPONSORS: WCCO and the University of Minnesota COMMUNITY (City, State, Nation) INVOLVEMENT, plus acceptance, makes WCCO Television the DIF- FERENCE BETWEEN GOOD AND GREAT IN TWIN CITY TELEVISION. \WIPIPF MINNEAPOLIS - ST. PAUL Nat'l Reps: Peters, Griffin, Woodward, Inc. Hour-long explosive action in color... for Fall telecasting! starring RICHARD EGAN 32 exciting dramas already sold to these Metromedia stations... WNEW-TV, New York, WTTG, Washington, D.C., KTTV, Los Angeles. MAGIC MOUSE? YOU SHOULD HAVE SEEN HIS ACT IN ST. LOUIS Ordinarily this tiny fellow's magic trick is merely the warehouse. In three weeks three truckloads van- to scramble up your hand. In St. Louis he put Houdini ished from the shelves: a whopping sales gain of 368%. to shame. Made three tractor -trailer -loads of potato Anyone can sell time. We prefer to sell results. chips disappear. (In one chain, in one market .. Daytime or nighttime KTVI is your best buy for reach- brother, that's a lot of chips.) ing the most buyers in St. Louis. It happened when IGA grocery stores promoted him as a premium in bags of potato chips. The only medium ... television. The only station ... KTVI. Louis Size of schedule ... only 44 announcements, total. Presto! In one day 500 cases disappeared from KT V Z BROADCASTING, March 30, 1964 3 in the entire nation Among all U. S. markets with four or more commercial channels, KRLD -TV has the largest Metro Share of audience of all stations, based on ARB reports for January, 1964. The comparison includes affiliates of all networks and independ- ents, Monday thru Sunday: Prime Time, 9:00 A.M. to Midnight, and Sign -on to Sign -off. Yes, we are proud to be FIRST in the ENTIRE NATION. represented nationally by Advertising Time Sales, Inc THE DALLAS TIMES HERALD STATIONS C'lafu,etó 4 0dhu.--Ft-Gtoett. Clyde W, Rembert, President MAXIMUM POWER TV -TWIN to KRLD radio 1080, CBS outlet with 50,000 watts 4 BROADCASTING. March 30, 1964 Woman on FCC? CLOSED CIRCUIT' is Pauline Frederick, NBC's United Nations commentator, possibility for next appointment to FCC? Or as first as orderly means for FCC to regulate FCC is expected to approve Baton deputy to new White House news sec- CATV but has said licensing isn't nec- Rouge move-in, but not without some retary, George Reedy? FCC report, essary (BROADCASTING, March 16). interesting switches. One commission- though unconfirmed, was making NAB now plans to submit bill to FCC er who supported drop -in proposal is rounds on Capitol Hill, particularly in that will call for licensing authority. preparing dissent in anticipation of light of President Johnson's commit- commission decision to approve move - ment to appoint qualified woman to Slicking up the sample in. He reportedly feels commission high public office: and White House should not deal with matter piecemeal. report came from administration quar- Look for A. C. Nielsen Co. to an- ter, underscored by importance of TV- nounce soon that it will have complete Authority for fees radio in news. turnover in its National Television In- dex sample by 1965. Ratings firm al- House Communications Subcommit- Miss Frederick is independent po- ready has effected substantial turn- tee, considering FCC's claimed author- litically. (She'd have to be independent over in sample, and for first time will ity to impose and collect license ap- or Republican to qualify for next FCC include Mountain Time Zone in its plication fees, is heading toward com- vacancy.) She has been with NBC national measurements. Process of re- promise bill that would grant specific since 1953 and before that was with freshing sample was begun shortly authority to FCC alone. Subcommit- ABC. Native of Pennsylvania, she is after congressional hearings on TV tee has mulled over HR 6697, Rep- now New York resident. Next FCC ratings, but decision to expedite was resentative Walter Rogers's (D -Tex.) vacancy: Commissioner Frederick W. made recently. bill to prohibit FCC fees of any kind, Ford, Republican, West Virginia, and HR 834, Representative J. Arthur whose term expires June 30. Impres- Belated change of mind Younger's (R- Calif.) measure to give sion has been he would be reappoint- all agencies power to set fees. Ma- ed, but no word has been forthcoming jority of panel believes FCC should Field Enterprises Inc. is eyeing re- from White House. be encouraged to help pay for part of entry into station ownership, both its operation. Question has been -TV, and also diversification into radio whether authority exists already, as Up in smoke man- other "electronics" areas except FCC claims. One complicating factor: ufacturing. Field's executive VP, Cigarette advertising will be prime Chicago federal court still hasn't ruled George B. Young, has reportedly subjects of consideration when radio on legality issue. FCC, meanwhile, is ex -VP- and TV code boards of National As- asked Sterling (Red) Quinlan, collecting fees and holding revenue WBKS(TV) Chi- sociation of Broadcasters meet in general manager of in suspense fund. Chicago next week. Radio board will cago, to head venture. Decision may be made this week. be asked to prohibit cigarette spots Back door access appealing to youth and claims that Never before in TV, Field sold KJR smoking promotes physical or social Seattle, KOIN Portland, WSAI Cincin- Staff proposal that warning be is- well-being. Code staff proposals are nati and WJJD and WFMF(FM), both sued to broadcasters on live pickups similar to those adopted for TV code Chicago, in early 1950's. Field's Chi- from courts lest they interfere with (BROADCASTING, Jan. 27), but some cago papers are Sun -Times and Daily ends of justice is pending before FCC. contend problems inherent in radio and News. Field also publishes World Public notice suggested by general TV commercials cannot be compared. Book Encyclopedia, syndicates science counsel's office was tabled last week Radio code members agree, however, news including astronauts' stories, and for three weeks, but disposition of that they will take definitive action. has released some film material to TV, commissioners was to let courts and TV code board will consider guide- all of which indicate broad resource broadcasters handle their own affairs without lines to augment earlier amendments. base for possible program ideas, Mr. government -issue guidelines Guides would discourage use of testi- Quinlan's forte. from FCC. monials by sports figures and cigarette Public notice, which would have been ads in or adjacent to shows with large One way in based on general counsel's reply to in- teen -age audience. They also urge use quiry from New England official, of obviously adult actors in adult set- Baton Rouge, La., one of seven would have cited Supreme Court opin- tings; brand comparisons based only markets originally slated for short - ion in 1963 case involving broadcasts on proven statements, and claims that spaced VHF channel in ill -fated drop - by KPLC Lake Charles, La., and also in no way associate smoking with good in proposal, may get that third VHF 1961 Baltimore case involving station health. Proposal against testimonials station after all. FCC staff has rec- interviews with jurors. was rejected by code board as amend- ommended approval of request that ment. Howard H. Bell, code authority channel 11 be moved in from Houma, Schulke status director, said proposed guidelines are 65 miles away. This is same proposal "not adequate to meet the need. I commission turned down in order re- James A. Schulke, president of Na- hope they will be expanded." jecting short -spaced drop -ins. At that tional Association of FM Broadcast- time, however, commission said Baton ers for past year, may terminate his CATV licensing Rouge channel 11 proposal was differ- tenure coincident with annual meeting ent from six others, in that it involved in Chicago next week. While one re- After further study of community change in transmitter site, not creation port was that termination agreement antenna TV situation, officials of of new assignment. Move -in has been already had been reached, Mr. NAB have decided that direct licens- requested by KHMA(TV), which has Schulke said Friday he had no plans ing of systems is only solution. Up to construction permit for channel 1I to leave NAFMB but that FM con- this point, NAB has sought legislation Houma, but is not yet on air. vention will be "period for review." Published every Monday, 53d issue (Yearbook Number) published in January. by BaoADCesxxc PUBLICATIONS Ixe. 1735 DeSales Street, N. W., Washington, D. C., 20038. Second -class postage paid at Washington, D. C., and additional offices. for Cleveland acquisitives ... A NEW SYMBOL This Harlequin announces to Cleveland Acquisitives that WJW -TV is the first and only Cleveland station transmitting local programs in FULL COLOR. Another example of WJW -TV leadership ..