Television Institute and Industry Trade Show April 19, 20, 21 Hotel New Yorker

APRIL 15, 1948 355i S3 Per Year; $5 for Two Years MONTH Televise I A 1310

gjau 4%2 invited ID

TELEVISER'S 3rd ANNUAL Television Institute and Industry Trade Show April 19, 20, 21 Hotel New Yorker

One legistration Fee For Complete Official includes admission toI 2 Program panels, 3 luncheons, with list of speakers video displays, film and all events, see screenings and station inside pages. L tours. At the operator's finger tips every vital indicator and control...for maximum operational convenience... DU MONT Type TA -129-A

Tt.:2W41111.1 CONSOLE

FEATURES... 12 -inch Picture Monitor and Power Sup- ply. Line and Frame Waveform Monitors, and High- and Low -Voltage Power Sup- plies. Station Monitor Receiver. Visual Frequency Monitor. Aural Frequency and Modulation Mon. itor. Aural Frequency Monitor Power Supply. Visual Meters: PA Plate Ammeter, PA Plate Voltage, Transmission Line Volt- age, Carrier Frequency Deviation, Input Level, and Test Meter. Aural Meters: PA Plate Current, PA Plate Voltage, Transmission Line Volt- age, Center Frequency Deviation, Mod- ulation Percentage (KC Swing), Input Level (Vu Meter), and Line Voltage (Single- and Three -Phase). Pilot lamp flashes when modulation level exceeds any preset positive or negative modulation percentage. Visual and aural input line switching and previewing selectors. Visual and aural monitoring keys en- I&Convenience of the streamlined order marks the advanced design of this able the operator to monitor sight and Du Mont Transmitter Control Console. Transmitter meters and controls sound from almost any circuit. are duplicated immediately in front of the seated operator. The smartly styled Space available for additional facilities suchas room -lightingswitches and metal desk holds all monitoring equipment at optimum viewing angle; pro- other desired accessories. vides storage space for drawings, memos, logs, typewriter, telephones, etc.; Adaptable for use with any make or and is complete with all visual and aural monitoring facilities. Space is pro- model transmitter. vided for additional amplifying equipment if required. The Du Mont Transmitter Control Console is just another link in the chain of START AS SMALL AS YOU Du Mont equipment from camera to transmitting antenna insuring the "First WISH, WITH THE DU MONT with the Finest in Television." 724( LITERATURE ON REQUEST. LET US WORK WITH YOU ON YOUR TELECASTING PLANS AND PROBLEMS. (04L -EN D. DU MONT LADORAT.-041E.S..NC.

ALLEN B. DU MONT LABORATORIES, INC. TELEVISION EQUIPMENTDIVISION,42 HARDING AVE., CLIFTON, N. J. DU MONT NETWORK

AND STATION WABD, 515 MADISON AVE., NEW YORK 22,N.Y. DU MONT'S JOHN WANAMAKER TELEVISIONSTUDIOS, WANAMAKER

PLACE, NEW YORK 3, N Y. STATION WTTG, WASHINGTON, D.C. HOME OFFICES AND PLANTS, PASSAIC,N.J. Chesterfield wants to be satisfied too ...

That's why WNBT was chosen-through

Newell-Emmett-to broadcast the New York Giant games in 1948.

to borrow the phrase ... SATISFY YOURSELF... likeLiggett and Myers, that NBC is the right combination for your television plans.

NATIONAL BROADCASTING COMPANY 30 ROCKEFELLER PLAZA NEW YORK 20, N. Y.

A Service of Radio Corporation of America io the RICHARD W. HUBBELL edam,... AND ASSOCIATES

SIRS:Our intention is to set up a complete Dr. Alfred N. Goldsmith organization on French territory, able to ser- Thomas Hutchinson vicetheAmericanTelevision"Newsreel" Robert Jerome Smith departments with news, features and documentaries either in 16 or 35mm film. The Only Complett Our prices are calculated per day's work but Management Consultant .Service not per story,for one cameraman operating For the Broadcaster and the at your complete disposal, with the technical "Serving Television" Advertiser means he needs as follows: 1. New, features and documentaries coverage in Paris radius., 12,000 francs per day. Economic Research

2. News features and documentaries cover- Analysis of operating costs age out of Paris, 12,000 francs per day. Engineering Consultation (For any additional cameraman our price is per day: 6,000 francs.) Design and Construction

3. News, features and documentaries cover- Programming age for one cameraman and for one month, 150,000 francs. Promotion 4. Concerning the rights of EXCLUSIVITY, our proposal is: We do not guarantee any Px- Richard W. Hubbell and Associates clusivity on typical "News" stories except a priority in the choice of means of action for 2101 International Building the orders that came in first. The professional ROCKEFELLER CENTER . . . and they'll sell for you! secret will be, inall occasions, strictly kept. New York 20, N. Y. The absolute exclusivity will be guaranteed. on the contrary, for all ideas of your own in news features or documentaries. Seen on these TV stations: 5. We shallbe gladto study any other proposals you might desire to make and, in any AnExtensiveLibrary WPTZ WCBS WMAL case, will endeavor to improve our technical WWJ WTMJ KSD means and possibilities to give you the most of Motion Pictures KTLA efficient and fast possible service. We intend. WMAR WBKB in the near future, to develop a cameramen for Television network all over the country, so that our stories PH,dutta' and I)an,J/ could be covered more quickly and the trans- STILL AVAILABLE portationexpenses couldbeinmostcases BRAY STUDIOS, Inc.

FOR SPONSORSHIP avoided. HENRY FABIANI, .,/, (12 half-hours each) 20 Rue de Tournon, Paris (60) Tel.:Odeon 1579 Complete Production The Three Musketeers Facilities The Miracle Rider Applause ... fur the The Lightning Warrior SIRS: Comments all this week have been very Adventures of Rex and Rinty enthusiastic and quite complimentary about the Television Industry Shadow of the Eagle Pittsburgh Television Institute. Already they're in(ludmg Devil Horse asking about the next one! So our thanks to TELEVISER for a successful meeting and will Cartoon and The Wolf Dog you pass along our appreciation to your fellow Technical Animation Law of the Wild "Instituters"? h)the Mystery Mountains T. J. MAcWILLIAMS Originators of the Smith, Taylor & Jenkins, Inc Animation Process Pittsburgh, Pa.

FILM EQUITIES CORP SIRS: Comment has run most complimentary Jay Williams. Television Director following our session, andItrust that next THE BRAY STUDIOS 1600 BROADWAY year's Institute will be as profitable. INCORPORATED N. Y.19, N. Y. Cl. 7-5850 CARL M. DOZER 729 SEVENTH AVENUE Pittsburgh Radio & Television Club N. Y.19, N. Y. Pittsburgh, Pa. 2 THE TELEVISER .

Mod The newestintelevision; America's leading tele- 3 Luncheons; How to cut studio costs; How to solve film problems; visionpersonalities 12 Panels; Television'sfuture plans. fromallparts of the 50 Video Displays; U. S. A.... the people Film Screenings; Sfle Twofloorsoftelevision youread and hear Station Tours; receivers, equipment,etc. about daily. Video Entertainment.

1E1 In =I IN I= 11 1M11 1111 11N NI I=mg En El =1 El =I I 3RD NATIONAL TELEVISION INSTITUTE TELEVISER MAGAZINE, 11 WEST 42ND ST., NEW YORK 18, N. Y. IGentlemen, please reserve tickets for the following:

Name Firm Title send it Address City State TODAY ! Name Firm Title Address City. State

$15 for 3 days Name Co.. Title

(7.50 for I day) Address City State

INN WI MI 1M NM In I=ININ E APRIL, 1948 3 Si),N1IW

Sti Yovo withvovioti

WCAU-TV the Philadelphia Bulletin television station,is now in operation on Channel Ten, the first high -frequency, high- fidelity Channel in Philadelphia. With a tower 737 feet above the street, the highest struc- ture in the city, WCAU-TV has a combination of supreme height and power thus assuring advertisers top reception for their sales messages in America's third largest market.

WCAU-TV IS REPRESENTED NATIONALLY BY RADIO SALES

. . . DIVISION OF CBS. CONSULT THEM ABOUT PUTTING THIS GREAT NEW SELLING FORCE TO WORK FOR YOU. 111/CAU-11 CHANNEL 10 Tbe VbilabelpijiaClain Telebizion *tation April 15, Vol. 5 1948 EV1SE No. 4 JOURNAL OF VIDEO PRODUCTION. ADVERTISING &OPERATION the WATV Test -Pattern Published at 11 W. Forty -Second St., N. Y. 18, N. Y. Tel: LO 5-1683 is now beir.g telecast daily in the New York area IRWIN A. SHANE,Publisher on Channel 13. JOEL PETERSON, Editor ZINA PROVENDIE, Ass't Editor Art Director John B. Hermansader Business Manager Morris Cooper Editorial Assistants Advertising Director Richard Shack Ruth Ginsberg Irene R. SilverAdv. Field Rep George Webster West Coast Advertising Rep John A. Basset & Co. 101 McKinley Bldg., 3757 Wilshire Blvd., Los Angeles, Calif. NATIONAL NEWS Television At A Glance 10 TBA Industry Charts 12 the new WATV Mobile Unit Petrillo Lifts Video Ban 15 will begin remote operations General News 23 in April. Opportunities inTelevision 62

STATION MEriS 17 WATV Plans May Opening 18 Rate Cards Need Standardization 42 Station Rates 44 People 63 TELEVISION INSTITUTE Program of Events 27 "WHO'S WHO": PART IV Baltimore TV Executives 24 WATV ma inTelev ision Studio, NETWORK NEWS world's largest, (84'x82'), is A. T. & T. Files New Toll Rates 41 rapidly nearing completion. Major Video Nets Expand 41 SPONSOR NEWS General News 20 "Effects" Help Commercials 47 PRODUCTION NEWS "Tonight on Broadway" 49 WCAU-TV Labor Trouble 49 Cold Light Needed 49 Styling the Swift Show 50 "House of Usher" for Fewest $$'s 54

PROGRAM SUMMARIES 55 WATV FILM NEWS AND SHORTS CHANNEL Film Screenings 57 Films or Networks/ 59 RECEIVER NEWS Installation-Chief Bottleneck 64 TELEVISION CENTER Production and Distribution Chart 68 NEWARK, NEW JERSEY Enteredassecondclassmatter,Oct. 13, Pan-American Countries; $3.50 in Canada; 1944. Re-entered as 2nd class matter, at the post officeat New York, N. Y., under the $4.00 elsewhere, payable in U. S. Currency). Act of March 3, Advertising Rates Upon Request.Published serving New Jersey and 1879. Subscription Rate, $3 mouthy by Television Publications, 11West Per Year (in the U. S. and territories, and Forty -Second Street, New York 18,N. Y. EntireContents Copyrighted,1948. Metropolitan New York

APRIL, 1 9 4 8 5 DeAiAti-aar,

IS THE TELEVISION DOOR SHUT to small to WRGB, Schenectady. They have some Independent broadcasters whose original tubes that have been in sockets for investment in radio equipment is a eight years! sparse fraction of needs for video? Q: "How much will you spend on tele- TELEVISION'S TOP NEED is a satisfac- vision?" A: "About a quarter of a mil- tory receiving system that will pick up lion." This was the answer of a cross- signals anywhere within the primary section of such applicants. Q: "Where coverage. Apartment houses are toughest are you getting the money?" After the problem. Can the signal be piped usual fish-eye appraisal, answers boiled around via the electric or telephone down to this: Fat war -year earnings, wiring; the gas, water or steam pipes? plus loans on existing capital assets These facilities are already installed which banks are delighted to negotiate ...a good technical trick which uses since television is one of the surest one of them may be the answer. risks in our economic history.

BACKDOOR ENTRANCE to the vast micro- A SENSIBLE BREATHER for new TV wave region may be possible with a new stations was suggested when TBA asked FCC vacuum tube theory first propounded by to amend its regulations providing for a an Italian mathematician. It has great weekly 28 -hour on -the -air minimum after potential significance for television. the third year of licensed operation. Whereas microwave generators have be- The present practice of a 28 -hour pro- come increasingly costly and complex, gram schedule for many stations is a the new theory may enable scientists to budget -taxing task. revert back to the conventional garden

variety type tubes to generate what is LESS COMPLAINTS come from people sometimes referred to as the "color" who know nothing about radio than those frequencies.

who do, the Transvision Co. reports about those who build their own television sets. THE KNIFE. Recently, a columnist This paradox is understandable, since in one of the New York dailies wrote a the laity follow instructions without piece which is the kind of thing that recourse to "short-cuts" gained from can do serious damage to television previous experience. progress. Before his installation was

complete, this critic described the PETRILLO'S HEADPATTING of the TV funny distorted pictures on his set. fledgling anent "letting" the industry Some, reading the column, might surmise use musicians, drew jubilant headlines that TV is not ready yet, thus prospec- in the press. In one hand, the exalted tive set purchasers are scared off.

one holds a trumpet; in the other, perhaps, an axe -- waiting for the TV $700,000 PER ONE-SHOT HOUR on a New bird to grow a little fatter. Stripped York television station would be the of all flimsy flummery, this one is charge when the N. Y. market is tele- cornplete except for the bushy eyebrows. saturated, if the present rate per in-

stalled sets were to be used. Station LEAVE THEM ALONE. Modern, super- rates will continue to rise -- justi- efficient maintenance schedules demand fiably, but zooming set installation that vacuum tubes be yanked out of will bring cost -per -thousand within sockets, tested, and jarred back into competitive range of other media. One equipment again. All this to prevent method of analysis shows rough N. Y. outages. Yet, this rough, out -of -socket station cost of about $11,500 per hour treatment causes a higher tube mortality at television receiver saturation. See than if they were left alone, according article on station rates this issue.

8 THE TELEVISER NOW IN OPERATION

NBC

CHANNEL 6 RICHMOND, VIRGINIA

THE TELEVISION PICTURE OVER WTVR

TELEVISION RECEIVER SALES - tern Operation. International News

1000 as of March I, 1948. Photo Service,PlusLocal News Coverage. PROGRAM AVAILABILITIES AND RATE CARD ON REQUEST- NETWORK- Secure a Valuable Franchise on Pre- Affiliated with NBC Television Net- mium Program Time Now. work. PROGRAMMING- EXCLUSIVE AUDIENCE Two Hours Live Programs Nightly, Virginia's First and Only Televis- In Addition to Film and Test Pat- ion Station.

resiee) ere 47 -kb. O'f 17,6,V10,,F(86,64 A service of radio station WMBG

P. 0. BOX 5229 RICHMOND, VA. W. M. Havens, Mgr.

APRIL, 1948 9 TRIPLE CROWN OF HORSE -RACING has been slated exclusively for CBS - TELEVISION aZtoK4,tee TV. "The Preakness" and "The Bel- mont" will be telecast while they are WBEN-TV, Buffalo Evening News tele- York, has signed a long term contractbeing run; the derby will be covered vision station, is now on the air with withhisstation.Inaddition tohis by film because of the lack of direct test pattern Monday through Friday presentshows,"SmallFryClub," transmission facilities from the Ken- for a total of five and a half hours. In- planned for children of grade -school tucky track. auguration of regular programmingage, and "Rainbow House," a teen- RCA VICTOR TOOK STEP toward in- is expected to take place during May. age variety program, Emery will be troducing television receivers to Mis- in charge of developing new youth souri market, when representatives of COST OF FILM production of 35mmprograms for the Dumont network. news, commercial and entertainment the RCA Home Instrument Department subjects will be materially reduced if U. S. GOLF ASSOCIATION COMPETI- met with 75 Kansas City dealers to the new union ruling for tele film TIONS will be telecast exclusively by discuss merchandising problems, local cameramen is adopted. Proposal is to the National Broadcasting Company. televisionproblemsandactivities, establish a tele category permitting First competition to be covered willmethods of attracting trade to the one cameraman at $150 a week tobe the National Open Championshipstore, point -of -sale identification and shoot video films (news, commercials,at the Riviera Country Club, inLos how to link receiver sales to adver- entertainment). Heretofore, 35mm re-Angeles, June 10,11 and 12. NBC tising activities. quired a cameraman at $250 a weeksportscaster Bill Stern will announce; SPORTS COVERAGE AWARD by Vari- and a helper at $100. regarded as the top golfing event of ety's15th Annual Survey of Show- the year. Television coverage will be manaaement cited the remote crew of

MRS. STANLEY KATCHER, a housewifefilmeduntilnetwork facilities have WCBS-TV for "setting the pace in re- six days a week, is the producer of reached tournament locations, which moteairingsofsportsshows on "Charade Quiz," an adaptation of theare now beyond reach of NBC's East video." The station was described as parlor game, heard Thursday nightsCoast network. having "successfully developed a for- at 8:30 P. M. on WABD. The mail pul' mula and technique for providing a on this half hour television show ho clear, showmanly presentation of all been estimated to be 7,000 to 9,000 THIS MONTH'S soorts televised." weekly. As producer of a big time WBZ-TV, BOSTON,firststationto television show, Mrs. Katcher's duties BOX -SCORE bring television to New England, will are manifold. She has to dream up ten telecast Boston's First Annual Electric to twelve charades from the thou (As of April 1, 1948) Show,featuringlarge-scalevideo sands of letters she receives. She must demonstrations of pick-ups and view- arrange for guest stars on the show ina by intramural methods on April cs well as arrange for the different Stations -on -Air 20 3-10. gifts that are given away to everyone TEl EVISION ENCYCLOPEDIA. first. non- who stumps the experts. She likes Construction Permits 73 technical reference book comniled on most ofallto go shopping for the Applications 177 television has iust been published by gifts. the Fairchild Publishing Company. (A

Reviewof NATIONAL ADVERTISERS are becom- TelevisionEncyclopedia ing interested in film shows, and live CHEVROLET sponsored Telenews-INS- will anoear in May issue.1 productionsfornetwork coverage. INP weekly newsreel topped listof WGN-TV'S MARIONETTE SHOW will be American Tobacco has purchased aall news and newsreel shows inre- directed by Arthur Nelson. interna- mystery series; automobile companies cent Hooper survey among New York tionally known puppeteer. Marionettes are lookinginto video shows nowteleviewers. willbe made by Nelson andhis that most sports events are signed up. father,Nicholas Nelson, who built PERSONS MISSING AND WANTED dolls used in Chicago's famous ADVERTISERS are again sponsoring for crime will be telecast by KTLA, Los Kunasholm Restaurant, and will be TV shows to stake out time segmentAngeles, as a public service through manipulated by both Nelsons and claims on television. Case in point isarrangements made by Los AngelesMrs. Arthur Nelson. Firestone which recently brought Police Department and Klaus Lands -MADISON SOD ARE GARDEN To E Americana Quiz on NBC, Wednesday berg, West Coast Director of Para-RIGHTS ao to CBS -TV for third con- mount TelevisionProductions.This night at 8:00 P. M., over a five sta- secutiveyear.Eventson 19A8-49 new important use of the video me- tion network. Cost for the half-hour schedulearecollegiatebasketball, high school quiz according to tradedium is expected to prove one of thetrack meets, the Rodeo, the Circus, sources is $4,500, including time. most effective aids towards crime pre- Horse Show. Westminster Kennel Club vention. Format used by KTLA will Show and snecialbenefits with BOB FMERY OF WABD, key outlet of be a five-minute daily televising pho- t',o DuMont television network in New Broadway and Hollywood stars. tographs and descriptions. (Continued on Pew 251 I0 THE TELEVISER z*50001PET-''

CHANNEL TELEVISION CENTER, NEWARK, NEW JERSEY

Serving New Jersey and Metropolitan New York APRIL, 1948 II Its 250 975 500 0 500 1000 1500 2000

FIGURES INMILLIONS $ FIGURES IN THOUSANDS

$5,000,000 TV TV

Home Receiver Saks CompariSon NA 6,485 Home ReceiverMumberComparison AM \ FIRST YEARS RADIO VS VIDEO FIRST YEARS Of RADIO VS VIDEO \ 50,000 ',...s, 178,571

, 500.000

1...

ESTIMATED 750,''' N N

$460,000,000 2,000,000 ESTIMATED ESTIMATED 1,106 ,003

0 125 250 375 500 0 10

FIGURES IN MILLIONS $ FIGURES INMILLIONS $3,484,000 $1,050,000

HOME RECEIVERS STATION EQUIPMENT

$74,000,000 84,700,000

ESTIMATED $387,000,000 EST IMATED $10,350,000

$460,750,000 $12,000,000

ESTIMATED ESTIMATED

BELL SYSTEM COAXIAL CABLE AND RADIO RELAY ROUTES TELEVISION 2SEATTLE 2 SPOKANE VO TACOMA& y isAA STEVENS w.3 MINNEAPOLIS c".0POINT OQIESTEa PORTLAND WAUA cl° PROGRESS WALLA ST. PAUL MILWAUKEE as charted by the AMES 01 CHICAGO. 0614° SALT LAKE OMAHA TO° 4.10+ce Television Broadcasters Assoc. CIT DES MOINES °Ayr oNi .000' )b141P 0 (4 *4. 4. TERR SACRAMENTOO .4-r1 DENVER HAUTE 84111NORE% 9 A#1/4 , ST. LOUIS INOTON 0.0 4,yr JAN The map and charts were pre- FI'SNCIscO WICHITA ICActilkAS RICHMOND 00sclec. sented asexhibitsbyJ. R. CHARLOTTE5d Poppele, TBA president, before ;OKLAHOMA CITY aGe)31' LOS ANGELES MEMPHIS i,14.4./' ATLANTA 1 the House of Representatives LRIOTT CKLEO 141' Committee onInterstate and FT. WORTH tDALLAS JACKSON 4. Foreign Commerce on Mar. 31, JACKSONVILLE SHREVEPORT 41 PASO 1948, in arguments against Rep. HATTIESBURG'S KEY LANDO 11 COAXIAL CASSIE IN 75PI ORLEANS Lemke's resolution to assign a 01 UNDER CONSTRUCTION )****0 WEST :SAN STO TAMPA COAXIAL CARUS PLANNED FOR \ANTON PALM BEACH portion of the 44 to 50 me TM NEXT FEW YEARS EXPERIMENTAL RADIO 'RAY SYSTEMS INSTALLED \ MIAMI channelNo. I to frequency 4.- RADIO RELAY SYSTEMS MANNED MmilmMmW modulation services. V. T. CO. MINOMMIOW

12 THE TELEVISER 11111116;e4 -

Insports WMAL-TV brings top attractions and top sportsmen "On Wings of Thought" stars Robert L.Friend, master mental. ino your horn*. Jim Gibbons (seated, center) welcomes Jim ist(In white jacket), who amazes all Washington with his un- Castiglia,Redskinstar,andA. L Ebersole,Nat.Bowling believable feats of mentalism, mind reading and thought pro- Council Chairman, to his popular "Sports Cartoon -a -quiz" with jection. He canproject "Buying Impulses,"tool Cartoonist Bill Willison to sketch the clues. $

000 wt;ca was Ragolio

Wherever hings of top Interest are taking place, WMAL-TV's Nearly half -a -million dollars worth of the newest and finest Mobile Units and Image -Orthicon Cameras are on the scene. televisionequipmentprovidesWMAL-TV'sexpertstaff the And Burke Crotty, WMAL-TV Director of Television, with more means of bringing the finestintelevision entertainmentInto "television firsts" than any man in the industry, Is on hand to the homes of this vast market, every night in 19481 top-flightproduction and entertainment.

Towering high above everythingin Washington, predominance in Washington makes The Evening WMAL-TV's ultra -modern Six -Boy Super -Turn- Star Television Station the most ACCEPTED in stile Antenna is the highest point in the entire Washington homes. Nation's Capitol IJust one of the reasons why THE EVENING STAR TELEVISION STATION WMAL-TV is Washington's most powerful TV station.Popularity?One of the reasons is that WMAL-TV WMAL-TV was the first to meet Washingtonians' Washington's Most Powerful-and First Seven -Night -a -Week Television Station demand for top television programs seven nights Represented Nationally by ABC SPOT SALES a week. And The Evening Star's 96 yearsof New York Chicago Detroit San Francisco Hollywood "fisaior Jamboree" featuring Fran Harrir -4:4r to 5:15 daily -sp..)nsored by RC.4 1-ictor and Nees .4 xto Supply

"Playtime" featuring Ruth .Noyes -5:15 to 5:30,4 days weekly -sustainingfeature. once upon

atime...

... children's radio programs wereheard, but not seen. Today, in Detroit, they're both SEEN and LISTENED -TO by a wide-eyed audience of thousands, in their own homes, 'through WWJ-TV, Detroit's only television station. For 75 minutes daily, WWJ-TV caters to "kids", whose enjoyment of ss these programs has been expressed through thousands of letters "Fun and Fables" featuring Jane Durrell. storyteller received from children and their parents. Naturally, -5:30 to 6 daily-sponsored WWJ-TV is proud to add this success to its long list of by PHILCO Distributors. program accomplishments during its first year of operation.

FIRST IN DETROIT . . . Owned and Ope.oled by THEDETROIT NEWS

Notiunal Rep eeeee taivs: THE GEORGE P. HOLLINGBERY COMPANY Associa-e =M Station: WWJ-FM Associa-e AM Station: WWJ

14 THE TELEVISER Representing the four major networks, Mark Woods, ABC pres., discusses new contract with James C. Petrillo, AFMpres., on ABC's "Headline Edition' program. Lifting of Petrillo Ban Spurs Plans for Musical Programs THE agreementsigned last month be- . . .musical programs broadcast on opportunity of seeing the great Metro- tween the American Federation of AM networks may also be broadcast on television simultaneously; and the musi- politan singers perform. We also plan Musicians and the networks represents cians employed under the AM contracts to televise the orchestras, whose music is at long last the hurdle of a needless snag also will be subject to assignment for carried over our standard band facilities. independent television programming. inasnag -riddenindustry.Inadequate Television pick-ups of public events, In addition, ABC's plans for entertain- programming, a bitter pill recognized by including live music, such as parades, ment and dramatic features on television many as necessary medicine in the wean- activitiesat stadiums and arenas and thelike, may also be picked up via can be improved through the addition ing stages of television, will now pro- television; and use of filmed transcrip- of live music." - MARK WOODS, ABC gress to greater variety in video fare with tions of television shows for the purpose president. of making such broadcasts available to the addition of live music. Increased sale the affiliates of the originating stations "The agreement will give television of receivers is the most important even- will also be permitted. a tremendous lift."J. R. POPPELE, TBA tual outcome expected from the lifting president and WOR v.p. of the three-year ban. When Petrillo blew on the trumpet Thus for three long makeshift years,signifying the happy note in these terms, "Canned music will be replaced with television programs struggled along withthe television world responded gratefully live as soon as possible." - DON Mc- only recorded music. During all this time,as follows: CLURE, television head, N. W. Ayer. the need for live music on TV was pain- Mr. Petrillo has "put the orchestra in "Television has "at last been freed..." fully apparent. Yet Petrillo first made thisthe pit" for television. "Now the curtain- WALTER CRAIG, tele director, Benton discovery only recently. Commenting oncan go up on what will inevitably be the& Bowles. the contract, he said, "The musicians want greatest show on earth." - FRANK E. "We're contemplating musicals . . ." to aid television's growth, just as we didMULLEN, NBC exec. v.p. in the early days of standard broadcast- - CARL STANTON, tele director, Dancer Fitzgerald & Sample. ing. We were determined from the outset ". . . it marks a major new achieve- that we would go all out to assist in thement in the expanding service of tele- "Opens up completely new vistas for development of an art which has greatvision." - WILLIAM S.PALEY, CBSmusicalshows." - HARVEY MARLOWE, educational and entertainment possibili- chairman of Board. mgr. of programs, WPIX. ties for the public." "Live music will add immeasurably to Negotiations "After many trials and tribulations, I believe the agreement reached by the fourour program schedule." - JAMES C.ADDI- '[he networkswere represented bynetworks with Mr. Petrillo and his asso-GAN, DuMont net program chief. Mark Woods, ABC president; Frank E.ciates means that stability has come to Mullen, NBC executive v.p.; Joseph H. "It will be a tremendous boon to tele- the highly important aspect of musicalvision." - W. E. FORBES, telehead, Ream, CBS executive v.p. and Theodorepresentation by the radio industry. C. Streibert, WOR president (Mutual). Young & Rubicam. The following extracts of the settlement "ABC's television plans call for exten-Spurs New Programs apply to television: sive use of live music. We are arranging As a result of the settlement simultane- In the field of television broadcasting, to televise the Metropolitan Opera per-ous televising and broadcasting got off both parties agree to cooperate fully in making the services of musicians avail- formances which will make available forto a flying start as both NBC and CBS able for television. the first time to millions of people, theinaugurated the musical service that is

APRIL, 1948 15 expected to be video's biggest program- cent of the audience that is viewing it Construction Begins on mingshot in the arm to date. Only two over television on this one night." Third DuMont Station days after the signing of the three-year For some independent stations, how- contract by the AFM and the networks, ever, the lifting of the ban means in- Television station WDTV, Pittsburgh CBS televised Eugene Ormandy and the creased program costs. Midwest stations outlet of the DuMont television network, will be on the air with test pattern by Phila. Symphony, while NBC commenced report that audiences now demand more the middle of September and will be its new service with anall -Wagnerian musical programs since the settlement be- program played by the NBC Symphony carrying a full program schedule by De- tween AFM and the stations. cember 1. under the direction of Arturo Toscanini. Over in Britain meanwhile, the long The hour-long NBC Symphony was WDTV will be the third station owned anticipated break between the musicians preceded by a brief address from David and operated by the DuMont network; and BBC Television occurred at almost Sarnoff, President of the Radio Corp. of theother two are WABD, thenet's America. Said Sarnoff: "If all the people the same time repairs were made here. pioneer station in New York, and WTTG who had witnessed this program from The British ban on union members in in Washington. Applications are pending the studio were totalled for the ten years television takes effect May 31, although before the Federal Communications Com- that the program has been on the air, negotiations maystillsavethesitu mission for additional DuMont stations they would comprise less than ten per elon. in Cincinnati and Cleveland.

Planned Home for WAAM, Baltimore ...

TOM HOWARD, of KSD-TV, now WPIX Chief Engineer.

WAAM'S studio -transmitter site in Baltimore outskirts in line with modern station trend to vacate congested city areas. The new station is scheduled to go on the air some time in July on channel no. 4.Itwillbe the third station to serve Baltimore's 1,306,040 population. Other stations are WMAR-TV and WBAL-TV on channels two and eleven respectively.

Greyhound?-No, WLWT's Remotes Unit ...

OTIS FREEMAN, of WABD, now WPIX Operations Engineer.

This unit can carry 22 remote crew andallnecessary remote equipment.Itis 35 ft. long and weighs 23,000 lbs.;air-conditioned for summer; has hot water heat for winter; has fluorescent RODNEY CHIPP, of ABC and NBC, lighting. Was used as WLWT's first studio relaying its originations to Carew Tower in Cincinnati. now Ass't Chief Eng. DuMont Net.

16 THE TELEVISER Havens welcomed the dealers and introduced Fred Ogilby, sales manager, and station news... Ray George, promotion manager, both of Philco. Ogilby urged the dealers to be- Chicago Tribune Station, WGN-TV. gin groundwork immediately and enter the set sales campaign with competitive Begins Telecasting vigor. George gave them the details on an The Chicago Tribune station WGN- On premiere night ( April 5), WGN- aggressive promotional drive for 1948. TV went on the air during the early partTV inaugurated service with its first regu- Full page ads in local newspapers show- of this month with four to six hours of larly scheduledprogram"WGN-TVing Philco sets were timed to coincide telecast per day. Frank P. Schreiber, gen-Salute to Chicago." The station's mobilewith the meeting. Two table models and eral manager of WGN, Inc., said thatunitrelayedthe entire premiere pro-two projection sets were featured. "everyfacility of the WGN organiza-gram from WGN in Tribune Tower to WTVR presented an elaborate two tion programwise and productionwise isWGN-TV temporary television studioshour program for the dealers to view on behind WGN-TV." The antenna islo- inthe Daily News Building. Vernonten or more Philco receivers at vantage cated on competitor Daily News BuildingBrooks is coordinator of operations. Ted positions throughout the studios. A full at 400 Madison Street pending comple-Mills, formerly of NBC, is program co-hour live production featuring local tal- tionofconstructionontheTribuneordinator. ent and an hour of films comprised the Tower. The antenna is 420 feet above schedule. the street and will radiate an effectiveSalt Lake City's KDYL, visual power of thirty kw. On Air Experimentally KSTP-TV Joins The new station has been broadcast- KDYL's experimentaltelevisionsta- NBC Network tion W6XIS, began regularly scheduled ing test patterns on a regular schedule KSTP-TV, St.Paul -Minneapolis, has telecasts on April 19th. S. S. Fox, presi- since February 16 to enable servicemen contractedtotelecastallunsponsored to make the necessary adjustments ondent and general manager of the Inter-NBC video net programs and available mountain Broadcasting Corp., said that installed receivers and also to help the sponsored programseffectiveimmedi- three 45 -minute programs per week in- dealerssell more sets. The transmitter ately. The contract was signed by Frank frequency is on the high end of the band,cluding a variety of films and live talentE. Mullen, executive vice president of will be telecast on Mondays, Wednes- but clear pictures are reported to a radiu NBC, and Stanley Hubbard, president days and Fridays. of 45 miles. and general manager of KSTP-TV. Mul- Afternoon programming runs from 2 The campaign is planned to acquaintlen explained that until relay or coaxial television servicemen and dealers with to 3 and from 5 to 6, which surrounds facilitiesare available to the midwest, the two afternoon hours now occupiedall phases of operation to enable themNBC Television will provide program to properly install video units. Dealers re- bystation WBKB. Eveningtelecasts port that their stores are jammed withservice on film as well as by script. start at 7:30 p. m. and end at ten or NBC is now operating a five -station interested spectators during the test pe- later depending on the program. network on the East Coast and is provid- riod. ing television service to four mid -west- Baseball Rights Secured WTVR Signing Sponsors ern outlets. Preliminary operations are Rights have been secured to telecast Extension of the East Coast televisionunder way to extend the network to Bos- the baseball games of the Chicago Whitenetwork as far south as Richmond, Va.,ton in the North and to Richmond, Va.. Sox and the Chicago Cubs. Twenty-oneis expected momentarily as WTVR, videoin the South. By the end of 1948, it is of the games will be played at night whenoutlet in that city, falls in the line ofexpected that the East Coast network will most television sets are turned on. operating stations. be connected with Chicago. Mullen pre- The newsreel department is producing Wilbur M. Havens, general managerdicted that coast -to -coast operations daily newsreels of local events. Camera-of WTVR, announced that contracts hadwould be in force by 1950 when NBC men in various parts of the country in-beensignedwithInternational Newswill tie up with San Francisco. cluding Los Angeles keep thestationPhotos to furnish pictures and accom- posted on the latest happenings in thepanying news of national and interns news. Newsreel films from video stationstionalscope.Arrangements werealso For Television Films ... on the East Coast will be used as well asmade with one of Richmond's largest films made outside the U. S. photographic firms to furnish daily pic- produced to your specifications "There are certain WGN radio pro-tures of local happenings and personali- grams which particularly lend themselves ties. ...Phone to television," said Schreiber. "There are Last month promotion -minded WTVR programs like R. F. D. America-infor-entertained approximately one hundred COlumbus 5-7621 mative, entertaining and sightly-whichPhilco dealers at a special meeting ar- we are including in our television pro-ranged to enable Philco officials to talk DEPICTO FILMS, Inc. gram schedule. We are going to telecastabout future plans. Meetings with other Your Right to Say It," WGN'S debate se-set manufacturers and dealers willfol- 245 W. 55th St., N. Y. 19, N. Y. ries with prominent national figures." low later. APRIL, 1948 I7 James McNaughton, WATV, ProductionDirector,envisionssetplacementin mammoth studioin Television Center, Newark, N. J.

WATV Newark's First StationonChannel 13p LaysPlans For May Opening ANindependent,1 -kw radio station This spacious building provides amplefrom the director's chair, the following without newspaper affiliation, with-room for present needs as well as spacewill be seen from left to right: Three out manufacturing facilities-com-for future expansion for many years tovideo panels with a switching panel for pletely onits over come. $500,000 intelevision equipment. The The main studio, 84 by 82 ft. and twoa master monitor; the fourth and fifth vi- stationis WAAT, Bremer Broadcasting floors high is large enough to accommo- deo panels with a switching panel for Corp., of which Irving R. Rosenhaus isdate from eight to ten TV sets. Morefilms. Above and center is the on -the -air president and general manager. The newthan adequate sceneryspace andcar- screen. videostation,also owned by Bremerpenter shopfacilitiesarelocated con- Here is a brief description of how the Broadcasting,is New Jersey'sfirsttele veniently nearby. The main studio is a rehearsal and the on -the -air telecast can outlet and will serve New York's seven reconverted ballroom, so that the existingbe done at the same time. While the on- million people and East Jersey's threehardwood dance floor is ideal for move-the -air director uses one switching panel, and one half million with the fourthment of camera dollies and other heavythe rehearsal director uses the other. The television station on the air in the Newgear. The second and third studios areonly special requirement for the rehearsal York metropolitan area. 65 by 45 and 31 by 13 feet, respectively.director is that he wear a pair of head- a WATV has beentelecasting test Surrounding the main studio on bothphones to lock out the on -the -air direct- pattern at the very top of the televisionthe floor level and the mezzanine, willtors comments as well as to hear his own spectrum-Channel No. 13. No other beoffices,dressingrooms, equipment show,uninterruptedby the other.If TV station is operating in this frequencybays, film storage and projection rooms, cameras 1 and2are on the air, 3 and 4 region (210-216 mc), so WATV mustetc. A glass -enclosed balcony with a seat-may be used for rehearsal. In the latter learn the peculiarities of high channel ing capacity of 200 will allow visitors to case, the rehearsal director uses the moni- operation strictly from its own experi-observe productions as they are telecast. tor screen rather than the on -the -air screen ences. The transmitter site in the Wat- New Type Control Room to view what would normally be tele- chung Mountains, West Orange, N. J., The control room issituated on the cast. utilizes RCA's first video transmitter de-mezzanine of the main studio space and New Lighting System signed for this channel. extends out over the floor to provide an A new lighting design is planned for Studio Facilities all inclusive view of the working area.the WATV studios which will be some- The television studios, and eventuallySpecial needs of the WATV studios dic-thing in the way of an experiment and the entire Bremer Broadcasting facilitiestate the manufacture of equipment inan intelligent guess of how the studio including AM, FM and facsimile, willaccordance with its own design specifica- image orthicons will behave. The light- be locatedinthesix -floorTelevision tions. This special set-up will allow re-ing ratio will be 60% fluorescent and

Center Building purchased five years ago hearsal from one studio while another is40% incandescent. An array of 430 Thin- in anticipation of television expansion.on the air. Viewing the control boardline 8 -ft. tubes hang five feet below the 18 THE TELEVISER 25 -ft. ceiling in the main studio. Switch- Newark. Programs combining informa- of the daily film fare. Film facilities ,in- ing facilities allow any one or more oftional entertainment and human interestclude a film library, a film Icreening room six banks to illuminate parts of the stu- angles will form a substantial portion of (two 35mm and one 16mm projectors), dio depending on where the light is need- the remote schedule. a film rehearsal room (one 16mm pro- ed. Four 5 -kw and ten 750 -watt outlets The WATV audience will be takenjector)a film storage room and a film areavailable atvariouspointsinthe right into manufacturing plants where itprojection (two film projection camera studio into which floods and spots maycan see production lines, machinery aschains, two 35mm, two 16mm, and two be plugged. No incandescent lights will well as the people who help make manyslide projectors.) be mounted on catwalks or piping until thousands ofindustrial and householdHigh Channel is Different itis proved that the general fluorescent items. These remotes willdiffer from Strange things happen at the top of lighting is inadequate for this purpose.the usual sports pickups where there isthe video spectrum, according to Frank This ratio of fluorescent to incandescentno production control over performers. Bremer, v.p., Bremer Broadcasting Corp. will go a long way in keeping down theResearch, programming and pre -airre- Somewhere between the transmitter and studio temperature. In addition, a $35,-hearsal will be standard production pro- the six -bay super -turnstile antenna, one kw 000 refrigeration air conditioning systemcedure priorto many of thestation's of power was lost, and it wasn't until isdesigned to prevent temperatures in away -from -studio pickups. after many hours of operation before it excess of 72 degrees when all lights areFilm Programming was found again. on and when the outside temperature is Robert Paskow, Film Director, former- Problems are not the only thing that 85 degrees. ly of Warner Brothers, outlined some of the high channel brings. Bremer said Programming the WATV plans concerning film activi- that letters and cards from expert tele- Like most other TV stations, WATVties. The film department will produce a vision viewers report that WATV test personnel tested equipment and learned 5 -minute daily newsreel of local events transmissions show less ghosts and fading operating techniques by shooting out thefrom opening day. A department for the than do the lower channels. This is the window to street scenes below. Program production of film commercials will be old multiple path problem whereina Director Paul Belanger teams up withavailable for the advertiser who needs it. signal either repeats itself on the tele- James McNaughton, Production Director, Several sources for feature film havevision screen or fades altogether. Some both formerly of WCBS-TV, in the plan- been contracted for on an exclusive basis.signal shadow is expected on the other ning of a program schedule in keeping These film telecasts include westerns and side of the Manhattan skyline to the East. with the radio record of affiliate station other major features which were produc-But again, high power operation will WAAT. With theassistanceof Freded between 1940 and 1945. Old pictures mitigate this effect. With full 50 -kw pow- Pressburger, former Hollywood producer - willnot be shown except forspecial er television coverage is expected to ex- director, the McNaughton-Belanger team issues. A library of stock shots, shorts tend to Middletown, N. Y. in the North, will co -plan distinctive sets involving the and featuresis available for daily pro- Point Pleasant, N. J. in the South, Easton, use of highly imaginative special effects gramming. Day-to-day serials in chapters Pennsylvania in the West and Bayshore, for which both have already earned tele-of about twenty minutes each will be part L.1.in the East. vision awards. In producing television shows, every effort will be made to allow the viewers to participate in the action. Sets, for example, will be arranged as the four walls of a room, and the cameras will be placed in the center. The object is to give the viewer the feeling he is within the room with the actors. On opening night, tele viewers will get a glimpse of what can be expected for a weeklyschedule. Hour andhalf-hour shows will be presented in concentrated form running from ten to fifteen minutes each. The skits will include remotes, films, fashions, kitchen, variety and other types which will reflect the composition of WATV's television schedule. Following a pattern set by most new video stations, the first WATV programs will be special events and sports games. Don Hallman, former studio director of WCBS-TV, is Director of Remotes. Hall- man plans to take full advantage of the L.toR.: P.Belanger, D. Kerr, F.Pressburger, F.Bremer; Up:J. McNaughton, D. Hallman, preatindustrialcenterinand around R. Paskow APRIL, 1 9 4 8 I9 Lucky Strike Buys Mystery sponsor news... "BarneyBlake,PoliceReporter," a half-hour mystery adventure series, has been bought for television by The Amer- C/A :.sponsors Agency) and Video Sales Company ad-ican Tobacco Company for Lucky Strike John B. Kennedy vertising Walco lens. cigarettes. The new program is titled "Man About 1 he RCAVictor Eye -Witness News- N. W. Ayer, the agency expects the cast will be a new type of radio newscastTown" and is broadcast on WTMJ-TVseries to make its video debut the latter which stems directly from television. Mr.Sundays at 9:00 P.M. Features on thepart of this month. The show, which will Kennedy explained that he will look tofirst program will include festivities thathave a regular cast of approximately ten accompany a typical Polish wedding in televisiontohelp him prepare more people, is an Ayer -conceived program and graphic accounts for integration into hisMilwaukee and Polish folk dancing, awill be produced in cooperation with radio copy. He said that the new mediumhobby club demonstration how potteryWynn Wright Associates. provides a truthful and direct means ofis made, and music and magic acts. communication which is an asset in avoid- Sports Sold on WTMJ-TV ing censorship. Schenley's Makes WTMJ-TV has sold ten-minute dugout The fifteen minute news summary will Video Bow interview programs to be presented be- be broadcast over WFIL, Philadelphia at Marking the first multi -city television fore home baseball games of the Mil- 6:30 p.m. advertisingcampaignforanywine, waukee Brewers to two sponsors. The Schenley's Cresta Blanca winesis nowOtto L. Kuehn Company, Milwaukee food $21/2Million Power Drive featured over eight television stations for brokers, and the Broadway House of Motorola will spend in excess of $2,-52 weeks, according to Milton Gurwitz,Music will alternate in presenting the 500,000 in 1948 in an advertisingcam- advertising and sales promotion managerbroadcasts on the 65 days that the Brew- paign which will be the biggest in thefor Cresta Blanca. The stations are located ers are scheduled at home. The Kramer- Chicago company's history. A large slicein New York City, Baltimore, Washing- Crasselt Agency of Milwaukee is handling of the budget is earmarked for televisionton, Philadelphia, Chicago, Detroit,St. the Broadway House of Music account. advertising. Louis and Los Angeles. The Kuehn account has no agency. CurrentlyMotorola is sponsoring Format of the program will be keyed The Ford Motor Company and Ford weekly two hour telecasts over Stationto Schenley's famous rooster. dealers in the Milwaukee areas are spon- WBKB Chicago, and a weekly one -quarter An intensive sales promotion program soring television broadcasts of all 77 home hour telecast on NBC's five station East-is being prepared to assist retailers mer-games of the Milwaukee Brewers during erntelevisionnetwork. The program,chandising Cresta Blanca wines by meansthe 1948 season on WTMJ-TV. The titled The Nature of Things, will featureof the television shows. Brewers play their first game at home Dr. Roy Marshall of Franklin Institute April 27 when they meet the Toledo presenting a 26 week series of actualHudson Deale-s on WAR!)Mud Hens at Borchert Field. scientific and mechanical demonstrations. The New York Metropolitan dealers Meanwhile, powerful promotion willof Hudson Sales Corporation have con-Finance on Video be behind Motorola's latest achievement,tracted for a series of spot announcements A new program, known as "Leaders a television set to be produced at a retailon WABD, key outlet of the DuMontof Industry" is the first television show price which average income familiescan television network. sponsored by a member of the New York afford. In addition to its price andper- The contract which provides for fiveStock Exchange. It is televised from 8:00 formance appeal, advertising andpromo- spots a week started March 1 and willto 8:15 Tuesday nights on Philco tele- tional emphasis on Motorola's $179.95continuefor13weeks. The contractvision station WPTZ under the sponsor- television set will point out that its lightmarks Hudson's debut in television. Pace-ship of Reynolds & Co., leading local weight - 263/4 pounds- enables usersmaker Advertising is the agency. investment concern. to move it easily from room to room In pioneering on television, Reynolds where antenna connections are provided.Ronson -Spot Television & Co. will offer viewers studio interviews The Ronson Art Metal Works, Inc.,on current topics, featuring well-known Joint Sponsorship has contracted for a spot announcementfigures in industry and business. Featured WTMJ-TV, Milwaukee started its firstcampaign on Paramount Stations KTLA,in succeeding weeks will be Walter D. television participating programon Sun-Los Angeles, and WBKB, Chicago. Fuller,president of Curtis Publishing day, March 21. It is a weekly one hour The 20 -second time announcementsCompany; John Stevenson, president of live variety show featuring local talent.have been produced for Ronson on filmPenn Mutual Life Insurance Company; Six sponsors have signed contracts foroneand will feature the entire line of Ronson andothercelebritiesofthebusiness minute spots on the program. Theyare: pocket and table lighters. world. StuartsInc.,a women's apparel shop; Contract arrangements for two spots JOEL PETERSON,editorof Televiser StenzBuildingCompany,Droekampweekly for 26 weeks on both KTLA and Magazine, is taking up an opportunity to Appliance and Heating Company (GusWBKB were handled by Cecil and Pres- enter into a manufacturing partnership. MarxAgency),GoodHousekeeping He leaves a short but successful tour with brey, Inc., agency for Ronson, and CrisTeleviser, and the entire staff wishes him Stores(Berry -Mitchell Agency)Ische Rashbaum of Paramount's New York success in his new venture. His address Brothers Radio Company (Gus MarxTelevision Department. is Hotel Ambassador, Los Angeles. 20 THE TELEVISER Anything you want to tell the family? ,LEVIsio Maybe you haven't realized it yet but there's a revolution taking place in American family life.When a television receiver comes into the home, the pattern of life changes. And new receiversare now going

"r VV 0 12 m at the rate of 40,000 homes per month. This revolution has been Key Stations charted statistically under such headings as: Sets in Use; Hours per WABD-Channel 5 WTTG-Channel 5 Day; Average Size of Audience; Percent of Product Identification. New York, N. Y. Washington, D. C. Here is brand new information on advertising's newest medium which WDTV-Channel 3 Pittsburgh, Pa. every advertiser should have. Phone, wire or write for it today.

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22 THE TELEVISER alities, anything about which a question may be asked or a contest conducted arc ... general news shown on the screen. These are very inexpensive for the participants are free. Vaudeville,dramatic, how -to -do -itand G.E. Conducts Television organizations which have a real stake i Seminar television. He listed brewers, who willhome economics are others. be ineerested in sports programs, and de- Directors' Problem TUP -FLIGHT television executives partment stores who want programs on The mountain of planning and judg- tracedpastachievements,presentthe air so that they can display theirment that precedes a performance and practices, and future trends of televisionwares as likely examples. Station andwhich is the mainstay of the successful at an intensive "Television Seminar" atsponsor will probably enter into cooper.director is no small matter, but the result Electronics Park, Syracuse, N. Y., heldative arrangements with both, sharingofyearsofexperience,accordingto under the auspices of General Electricthe cost. Clark R. Jones, Program Staff of WRGB. on March 16, 17 and 18. The meeting, In order to facilitate the job of the One thing which denotes that the di- attended by 125 engineering and man-television time salesman in Philadelphia, rector has passed his apprenticeship, says agement personnel of TV stations cur-The Electrical Association has instituted Mr. Jones, is a wariness of trick shots. He rently on the air or planning to be on aprogram of audienceresearch. Theknows that the home audience is best the air soon was chaired by P. G. Cald-members, manufacturers and distributorsserved by simple, unspectacular shots. It well, Manager of Sales, G.E. Transmitter ofelectricalappliances,pollthe TVwants to first see an establishing long Division. The meeting also provided par-distributors every three months to obtain shot and then its interest turns to people. ticipants with an opportunity to tour thethe number of television sets installed. and it wants to see the people in close-up. new $25,000,000 electronics headquar-WPTZ regularlypollsitslisteners to Another thing whieh the mature di- ters plant at Syracuse, N. Y. ascertain what the audience preferences rector knows is that distances and depths A wide variety of topics were consid- are. on the television screen seem much great- ered by prominent officials who addressed To afford the time salesman answerser than they actually are. A normal size the Conference. "How the Agency Buy::to questions on the national and local room appears tremendous to the viewin- Time" was discussed by M. F. Mahoney,status of television, WPTZ has developed audience. Consequently, settings are made VicePresidentof Maxon,Inc., Newa book of facts on TV. In loose-leaf form, as small as possible and actors crowd to- York. Jack Pegler of Jerry Fairbanks,it contains such essential information as gether in order to televise normal dis- Inc., New York spoke on the relationshipthe number of stations on the air, thetances and groupings. and television. total number of receivers; information Registrants viewed a special "House "Eight Years of Television History aton WPTZ (coverage broken down byof Magic" Show following dinner o WRGB," a talk by W. R. Welpott, As-receivers and audiences both in homes March 17, and a network television show sistant to the Station Manager, afforded and public places); stories on successful relayed by GE from New York. On the the registrants an insight into past andselling jobs; a list of program packages;third day, they wandered all over the present trends at WRGB. Programmingand finally rates, which can be amended WRGB studios wherestaff members problems, station operation, remotes andand added easily. conducted tours and answered questions. otherstationproblems wereskillfully Mr. McLean added one final precau- dealt with by such experts as Al Zink, tion: "Once the sponsor has been enlisted 250 CBS Executives Supervisor of Programs, WRGB; Clarkto foot the bill, adequate programmingHold TV Clinic Jones, Supervisor of Productions, WRGB; must be scheduled to hold his interest James McLean, Commercial Manager, in the station." At the first CBS Television Network WPTZ, and Paul Wittlig, Supervisor of Clinic (Mar. 31), 250 owners and key Programming Technical Operations, WCBS-TV, New managementexecutivesofColumbia York. Creative ingenuity has been the key- radioaffiliatesineverypartofthe note in WRGB programming, since the TV Sales United States gathered for an intensive station is working under the disadvantage all -daysessionat How to interest a sponsor, the angel the Waldorf-Astoria of having no mobile unit. Al Zink, Station in New York, where CBS staff officials of television, was discussed by James D.Supervisor, says, "We have not been ablediscussed television trends. McLean. There are, according tothis to point a camera for two hours at a "CBS feels there can be no half -way speaker, two separate sets of conditions ballgame, but have had to sweat out every measures in building a network." Said which govern time selling. One applies minute in creative undertakings, and we Frank Stanton, CBS president, "We to a new station in its first few months are have found that there are many thingsdriving under full power to the of operation where both station and top with spon- you can do." the rapidly expanding dimensions of tele- sor are testing the new medium to un Among these,Station WRGB hasvision, there is no time for prospective coverits potentialities. On theotherfound that audience participationrates broadcasters to delay." hand, there is the station which has passed very high. This takes the form of parlor William B. Lodge, Director of Gen- its experimental stage and is facing keen games, quiz -programsandphone-in competition from other stations. eral Engineering, said there would be 100 shows. Giant jig -saw puzzles, charades,to 120 television stations actually broad- In the first instance, advises Mr. Mc- skits, slides and dart boards, scales, his-casting by the end of 1949. He Lean, you should endeavor to enlist those gave a torical presentations, music and person- comprehensive account of equipment and APRIL, 1948 23 costs for specific types of television stations. IV: Baltimore Television Executives "No one can accurately foretell at this time," he said, "the lowest population WMAR-TV WBAL-TV area that is feasible for a television station." CBS Network Programs Adrian Murphy, Vice President and General Executive of the company, told of Columbia -TV programs to be fed from key centers to the affiliates. He cited dozens of program exclusives, including sporting events at Madison Square Gar- den,children'sprograms,dailynews broadcasts designed to take fullest advantage of the new medium's flexibility by synthesizing the best features of press, Ewell K. Jett Harold Burke film, and radio reporting; fashion and Vice President and Director General Manager cooking shows,audienceparticipation series, and a host of CBS radio programs now being considered for live duplication on the television air. George Moskovics, WCBS-TV Com- mercial Manager, said television will aid in "the giant -size selling job required to move the 150 billion dollars worth of merchandise which will be produced by the nation this year." Presenting facts about televisionset owners in the New York area, he said that 25 per cent are in the topmost in- Ernest A. Lang Kenneth Carter come brackets and 50 per cent in the Sales Manager Sales Manager next highest; 23 per cent in the next and only two per cent in the lowest income level. The size of the average television fam- ilyis10 per cent higher than that of radio's average family. The average owner has friends in to see television three times a week and averages currently 17 hours of viewing time. Sponsor Recognition One rigid test which he cited showed a 77 per cent sponsor identification without a single incorrect answer. Advertisers Robert B. Cochrane Harold P. See using television have increased from 30 Program Director TV Director in January, 1947, to 210 in February, 1948. They are also increasing their time periods on television. There were 159 advertisers using 205 periods in Novem- ber,1947, compared with 210 adver- tisersusing 375periods in February, 1948. William C. Gittinger, Vice President in Charge of Network Sales, said radio and television will grow together in a complementary way and not as competi- tors,.with AM broadcasting providing the dollar -sinews to finance the early oper- Philip S. Heisler John J. Dickman ations and expenses of television. Film Director Program Manager 24 THE TELEVISER Television At A Glance...Conf'd from Page 10 CINEFFECTS, INC. Nathan Sobel,Pres. WBEN-TV'S SEARCH FOR TALENT. Buf- WPIX SIGNS FIRST REMOTE show to 1600 BROADWAY, NEW YORK 19 falo's first tele stations, scheduled to telecastall fights and wrestling East Coast's Foremost Producer's Aid. beginitsprogramming inthelate matches from Queensboro Arena in Special Effects, Titles, Animation, Slide Films, Inserts, Trailers. .. Spring,hasinvitedallperformers, New York, this summer, two days af- Kodachrome Duplications for from professional to amateur, from ter The News television station opens Slides & 16mm Novelty Song dancers to jugglers, to audition. Also on June 15. Reels, Comic Reels, Merchan- included in the talent hunt are those dising Trailers, Station capable of giving entertaining instruc- WFIL-TV NEWSREEL WINS HEADLIN- Breaks, etc. ER'S AWARD for journalistic achieve- tion in various fields of flying, cook- CINEFFECTS, INC. ment, marking first time inthe 14 - ing, fashions and photography. 1600 Broadway, NYC. Circle 6.0951 WTMJ-TV EXPANDS SCHEDULE. year history of awards that a Head- Through theadditionoftwo new liner's Medal has been voted for a studiocamerastoWTMJ's present television news program. The award Races for BBDO equipment of two field cameras and was made toThe PhiladelphiaIn- a film chain foralloperations, the quirer's video outlet on the basis of Batten, Barton, Durstine & Osborne, Milwaukee station has been able to general excellence in the daily presen- Inc., has been appointed to handle the expand from a5 -daytoa7 -day tation of news events occurring same advertising and promotion of the Trot- schedule. day shown. ting races at Roosevelt Raceway, West- CINCINNATI REDS' TELE RIGHTS have bury, Long Island and Maywood Park, been awarded to WLWT, Cincinnati, NEW$150 RECEIVER.Teletone has re- Chicago, Illinois. with permission to televise 32 home leased its new television set priced $20 games played at CrosleyField.All below any set now on market. The new The Maywood Park campaignwill games telecast will be sponsored by the Burger Brewing Company of Cin- set has 22 tubes and a7 -inch picture start on opening day, May 10 and the cinnati, through Midland Advertising tube. Installation and a factory guaran- RooseveltRacewaycampaignonits Agency. tee of one year costsanextra$45. opening day, May 21.

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SPEAKERS and SPECIAL GUESTS

ZWORYKIN DuMONT DeFOREST POPPELE COE HOOPER

McLEAN BELANGER McNAUGHTON MARLOWE BRETZ STOWMAN

PHILLIPS LANGNER WOODRUFF KULESZA de ROCHEMONT

DURBAN FOSTER STASHEFF STREIBERT SHUPERT CARO

NELSON MARKHAM HUBBELL GOLDSMITH LOVEMAN HAVERLIN

OBER BALTIN MacFARLAND WRIGHT LAWRENCE CHIPP

WILD and others

12 PANELS 3 LUNCHEONS 15 TELEVISION DISPLAYS AND

INDUSTRY EXHIBITS STATION

TOURS FILM SCREENINGS

Registration Fee, $15, includes admission toall panels,displaysand 3 PhD eivnti. deluxe luncheons.

APRIL,1948 27 Television Leaders and "Newcomers" to Explore Video's Problems at 3rd "Television Institute";

MONDAY, APRIL 19 (Registration, 9-10 a. m.) Morning (10 a. m. -Noon) I. STUDIO PRODUCTION (Grand Ballroom)- Harvey Marlowe, Program Manager, WPIX, Chairman 1. REDUCING PRODUCTION COSTS-JamesMcNaughton, Production Mgr., WATV-Newark, N. J. 2. ARE STUDIO SHOWS ESSENTIAL? - PaulBelanger,Pro- gram Mgr., WATV-Newark, N. J. 3. THEATRE GUILD ON TELEVISION - Warren Caro,Televi- sion Dir., The Theatre Guild, New York City 4. "HOOPERATING" TELEVISION - C. E. Hooper, Pres., C. E. Hooper, Inc., New York City 5. MUSIC IN TELEVISION - Carl Haverlin, Pres., Broadcast Music Incorporated, New York City (Advisory Panel Members: Richard Coggin, ABC - J. R. POPPELE Television; John Reed King, CBS -Television; ludy Pres., Television Broad. Assoc. Dupuy Radio Events, Inc.; Peter Strand, Tele- DR. ALFRED N. GOLDSMITH op I, chop ). Luncheon Speaker vision Consultant Television Engineer II. STATION PROBLEMS-N. Ballrooml- Chairman, Man'gem't Panel Dr. Alfred N. Goldsmith, Chairman 1. GETTING ON THE AIR -Bob Coe, Mgr., WPIX - New York City; Don McKay, WCAU-Philadelphia, Pa. 2. MEETING LOCAL NEEDS - James D. McLean, Commercial Mgr., WPTZ-Philadelphia 3. OPERATING COSTS VS. INCOME - G. Emerson Markham, Mgr., WRGB, Schenectady, N. Y. 4. SOME MANAGEMENT HEADACHES - Richard W. Hubbell, R. W. Hubbell & Associates 5. EQUIPMENT DEVELOPMENTS - A. F. Wild and Roy Jordan, GE.; Wolter Lawrence, RCA; and others. III. LUNCHEON (Grand Ballroom) Dr. A. N. Goldsmith, Toastmaster "Guests of Honor" Dr. V. W. Zworykin Richard Hubbell Dr. Allen B. DuMont Paul Mowrey Dr. Lee deForest C. E. Hooper DR. ALLEN B. DUMONT Dr. Leon Levy Lawrence Phillips C. E. HOOPER Pres., AllenB. DuMont Labs., Inc. J. R. Poppele G. Emerson Markham Audience Research Expert Theodore Streibert Robert L. Coe Luncheon Speaker Program Panel E. B. Loveman Will Baltin Lawrence Langner George Shupert 411111111r. Afternoon (2:15-4:30 p.m.) IV. SPECIAL EVENTS AND REMOTES (N. Ballroom) Rudy Bretz. Special Events Dept., WPIX, Chairman 1. COVERING NEWS AND SPECIAL EVENTS - Rudy Breiz, WPIX-New York 2. SPECIAL USES FOR REMOTES - Gustavus Ober, WMAR- Baltimore 3. EQUIPMENT ;OR REMOTES- Walter Lawrence, RCA, Cam- den, N. J. V. NETWORKING AND RELAYS (Grand Ballrooml- Dr. A. N. Goldsmith, Chairman 1. NETWORKING PROGRESS REPORT - Dr.AlfredN. Gold- smith 2. NETWORKING THE NATIONAL CONVENTIONS-Paul Mowrey, ABC -Television 3. NETWORKING FACILITIES - F.R. MacFarland, A. T. & T. DR. LEE de FOREST 4. REGIONAL NETWORKING-Rod Chipp,* DuMont Network 5. NETWORK PROBLEMS - Dick Rawls,* ABC -Television HARVEY MARLOWE Vice-Pres., Amer. Tele. Labs. Program Manager, WPIX Luncheon Guest Subject to change. Production Panel 28 THE TELEVISER Industry Trade Show Section, With Displays of Leading Firms, Mezzanine, Hotel New Yorker

TUESDAY, APRIL 20 Morning, (10 a. m. -Noon)

I. ADVERTISING SPONSORS (Grand Ballroom)- Charles J. Durban, Chairman 1. HOW TO USE TELEVISION PROFITABLY - Ray Nelson, Nel- son Productions, New York City 2. $10,000,000 FOR TV ADVERTISEMENTS IN '48 - R. J. Smith, R. W. Hubbell 8 Associates 3. TV'S EFFECTIVENESS AS AN AD MEDIUM - Geo. Dreibert, V.P.,J.Waiter Thompson

4. PREPARING BETTER VISUAL COMMERCIALS - C.Kulesza, BBD&O, New York City LAWRENCE LANGNER ERNEST B. LOVEMAN 5. FACTS AND FIGURES FOR ADVERTISERS - Jose di Donato, Television Mgr., Petry Co. Executive Director V.P., Piilco Tele. Broad. Corp. Theatre Guild Guest -of -honor II. FILMS FOR TELEVISION IN. Ballrooml- Gustavus Ober, WMAR, Baltimore, Md.

1.10 PROBLEMS INFILM PROGRAMMING - EdWoodruff, WPIX-New York 2. THE NEWSREELS STEAL A MARCH - Kenneth W. Stowman, WIL-Philadelphia 3. FILM COMMERCIALS COME OF AGE - Kenneth Foster, Wm. Estey Co.; David Gudebrod, N. W. Ayer Co., New York 4. REPORTS ON FILM USAGE BY TV STATION EXECUTIVES 5. PRELIMINARY REPORI TELcVISION FILM COMMITTEE

III. LUNCHEON, 12:30-1:45 P. M. J R. Poppele, Toastmaster 5 -minute reports from Baltimore, Washington, Sche- nectady. Detroit, St. Louis, Philadelphia. Cleveland, Richmond, etc. PAUL MO WREY RICHARD de ROCHEMONT Afternoon (2:15-4:30 p.m.) Nat ITele Dir., ABC -Television "March -of -Time - Film Report IV. THEATER AND HOTEL TELEVISION (North Ballroom) 1011044t Joel Peterson, Editor, Televiser 1. LARGE SCREEN VIDEO DEVELOPMENTS - (RCA speaker to be announced) 2. PROBLEMS OF THEATER TELEVISION - Ira Becker, Colonial Television, New York City 3. HOTEL TELEVISION -J. R. Winer, Hotelevision, Inc. 4. MULTIPLE VIEWING UNITS - Edward Hinck, Industrial Tele- vision Incorporated.

V. RECEIVERS AND ANTENNAS (Grand Ballroom)- Bill Cone. Merchandising Mgr., Krisch-Radisco,Inc.. Newark 1. RECEIVER REPORT - (RMA speaker to be announced) 2. RECEIVER MERCHANDISING - Norman M. Markwell (DuMont), Dan Halpin, RCA -Victor GEORGE SHUPERT 3. THE ANTENNA PROBLEM - Irwin A. Shane, Televisor LEE COOLEY

Eastern Rep , KTLA 4. INDOOR ANTENNAS AND MASTER ANTENNAS - Morton Tele Director, McCann-Erickson Fi m Report Sheraga, Engineer, DuMont Laboratories, Passaic, N. J. Advertising Panel APRIL, 1948 29 Guests Registered from All Parts of U. S. A. for 12. Panels, 3 Luncheons, Video Displays,etc. ow - WEDNESDAY, APRIL 21 Morning Sessions10 a. m. -Noon I. FILM REPORT (Grand Ballroom/- Robert Wormhoudf, Telecast Films,Inc., Chairman I. FILM RENTAL PRACTICES

2. DISTRIBUTION METHODS

3. FILM BUDGETS

4. CLEARANCE RIGHTS

5. TECHNICAL STANDARDS JOHN REED KING WILL BALTIN e .-Trees. II. TRAINING PANEL (North Ballrooml- Kenneth Bartlett, Syracuse University I. CAREERS IN TELEVISION-Edward Stasheff, WNYE, New York

2. JOB OPPORTUNITIES REPORT-J. R. Poppele, Pres., TBA; V.P., WOR 3. TRAINING STANDARDS-U. A. Sinabria, Pres., Amer- ican Television, Inc., Chicago, Ill. 4. TRAINING METHODS-Al Preisman, CREI, Washins- ton, D. C.

5. FORUM PERIOD

RAYMOND E. NELSON Nelson Productions RICHARD HUBBELL III. LUNCHEON, 12:30-1:45 P. M. R. W. Hubbell & Associates Irwin A. Shane, Toastmaster Five-minute reports on filmactivity and plans by George Shupert, Paramount Pictures, Inc.; Richard de Rochemont, March of Time,Inc.;Robert H. Reid, International News Service, others.

AFTERNOON 2:15-4:30 p.m.

IV. FILM REPORT (Cont'd) (Rooms F and G/- Bob Paskow, WATV, Chairman I. "UNFREEZING" FILMS FOR TELEVISION G. BENNETT LARSON Dir. of Tele.. WCAU-Thi. Pn ade un;e, 2. REDUCING COSTS FOR COMMERCIALS RICHARD RAWLS 3. CODE OF PRACTICE PROPOSALS rs Mar. ABC-TV

4. DISCUSSION

5. RESOLUTIONS

V. DEMONSTRATION PANEL (Grand Ballroom/- Peter Strand, Television Workshop, Chairman I. DRAMATIC SKIT- "Prelude-The Early Life of Tchaikowsky"

2. Scene from "I Pagliacci"

3. Scene from "Craig's Wife" 4. WHAT'S WRONG HERE? RICHARD GOGGIN NORMAN M. MARKWELL n.BC TV 5. QUESTIONS & ANSWERS 30 THE TELEVISER All Phases of Studio Programming, Films, Field Pick -Ups, Advertising to be Reviewed by Experts;

ADVANCE REGISTRATION J. Walter Thompson, 420 Lexington Ave., N. Y. C. Howard Reilly, Anne C. Wright, Linnea Nelson Television Ad Productions, Springfield, Mass. F. Price Merrels National Screen Svce., 630 Fifth Ave., N. Y. C. Melvin L. Gold Internat'l Film Foundation, 160 Broadway, N. Y. C. R.E. Blackwell William Esty Co., 100 E. 42nd St., N. Y. C. Thomas D. Luckenbill, Kendall Foster, Wendell Adams The Katz Agency, Inc., 500 Fifth Ave., N. Y. C. Edward Codel DR. -EON LEVY Paul H. Raymer Co., 366 Madison Ave., N. Y. C. G. EMERSON MARKHAM Pres. & Gen. Mcii °.LJ-Philadelphia Paul H. Raymer, F. C. Brokaw Mqr.Station WRGB-Schenectady, N. Y Guest-oi-Honor San Francisco Chronicle, San Francisco, Calif. Charles Theriot, R. A. lsberg Mort Farr, 119 S. 69th St., Upper Darby, Pa. Mort F. Farr Abbott Kimball Co., 250 Park Ave., N. Y. C. P.B. Garrett Station WPIX, 220 E .42nd St., N. Y. C. Alice Cook, Thomas Howard, James Pollak,B. 0. Sul- livan, Carl Waren, Ed Woodward, Frank Young Mirror Plastics Co., 19 Spruce St., N. Y. C. Matthew Spiegel Newell Emmett Co., 40 E. 34th St., N. Y. C. George Foley Ft. Worth Star -Telegram, Fort Worth, Tex. Amon G. Carter, Jr. John F. Rider, Inc., 404 Fourth Ave., N. Y. C. -:AtvIES McLEAN ERNEST WALLINS William J. Marcus Program M,1r., WPTZ mmur_id, .vPIZ-Phiiade!phia Station WLIB, 207 E. 30th St., N. Y. C. Alexander Leftwich Teddy Palmer, 547 Driggs Ave., N. Y. C. Leland Powers School, 31 Evans Way, Boston, Mass. Haven M. Powers Michael Nidorf, 607 Fifth Ave., N. Y. C. Radio Corp. of America, 745 Fifth Ave., N. Y. C. N. F. Pensiero Theodora Kane, 1927 University Ave., N. Y. C. Lesley College, 139 Riverview Ave., Waltham, Mass. Nina Wentworth Sidney Ottenheimer, 291 Montgomery St., N. Y. C. J. D. Tarcher & Co., Inc., 630 Fifth Ave., N. Y. C. Len Tarcher, Robert Kelly Leo Burnett Co., Inc., 743 Fifth Ave., N. Y. C. KENNETH STOWMAN Donough Prince, William Mcllvain CARL HAVER_IN Dir. of Teie. Station WFIL-TV-PhiladelphiaRadio Station WSB, Atlanta, Ga. President, Broadcast Music, 'rp_orpordied J. Leonard Reinsch American Broadcasting Co., 30 Rockefeller Plaza. Paul B. Mowrey, Ernest Lee Jahncke Armanac, Inc., 15 E. 40th St., N. Y. C. A. Hourvitch Eastman Kodak Co., Rochester, N. Y. Kenneth Edwards Sanft Television Features, 17 E. 42nd St., N. Y. C. Sidney Sanft Alvin Fixler, 826 So. Wabash Ave., Chicago, III. Alvin Fixler Mutual Broadcasting System, 1440 Bway., N. Y. C. E.P. H. James V. S. Becker Adv. Service, 562 Fifth Ave., N. Y. C. .' Viola S. Becker EDWARD WOODRUFF National Assoc. of Manufacturers, 14 W. 49th St. WARREN L.ARO 'Film Relations Dir., WPrX-New York City G. W. Jonny Johnstone Tele Director, Theatre Guild

APRIL, 1948 31 Working Directors, Producers, Advertisers & Technical Men to Preside Over Panel Discussions

AL ZINK DAVID GUDEBROD C. D. FORD WRGB-Schenectady N. W. Ayer Sons Co. I.E. Nemours DuPont Co.

CHAS. J. DURBAN C. W. KULESZA HARRY MACKEY PHIL NEWSOM T. T. GOLDSMITH U. S. Rubber Co. B.B. D. & 0. U. S. Rubber Co. United Press DuMont Labs., Inc.

TOM HUTCHINSON EDWARD STASHEFF PETER STRAND WALTER LAWRENCE JUDY DUPUY Swift Home Show Station WNYE Television Workshop RCA -Victor Radio Events

RUDY BRETZ CLARA BURKE THOS. A. WRIGHT JOHN FLORY IRWIN A. SHANE WPIX-New York Housewife -Viewer B.B.D. & 0 Flory Films lsur

This is Televiser's Third National "Television Institute" ... Held Each Year To Further Television's Rapid Progress by Providing Television's Only National Forum, Addressed by Television's Top -Ranking "Men -at -Work" from All Parts of the U.S.A. 10

INSTRUMENTS TUBES TRANSMITTERS CAMERAS ANTENNAS RELAY EQUIPMENT STUDIO EQUIPMENT SOUND EQUIPMENT FILM EQUIPMENT

Brig. General David Sarnoff President and Chairman of the Board Radio Corporation of America

RCA PAGE 2

TELEVISIONPROGRESS TELEVISION, a fast growing new industry ment of programs; increased advertising sup- in the United States, is the spearhead of port; and vigorous competition, as the new radio progress. So strong will be television's industry takes form on a nation-wide scale. impact as a major economic and social force in There are now 18 stations on the air with 1948, that I believe it will make this new year regular television programs. In 1948, it is esti- one of the greatest in the history of radio, as a mated that there will be approximately 50 tele- science, an art and an industry. vision stations in operation; there may be more. Scientifically, television reached a stage of A television network now links Washington, development in 1947 where it provided highly Baltimore, Philadelphia, New York and Sche- satisfactory results. Favored by the American nectady. In November, a radio relay link was competitive system of private initiative and opened between Boston and New York, so that free enterprise, television in the United States programs can be picked up along that route. leads the world in every phase of its develop- Congress and the White House, through this ment. television network, can on special occasions be Industrially, television in 1947 established a viewed by hundreds of thousands of people firm base for accelerated manufacturing activi- throughout the East. Congress was televised ties, and in the coming year production should for the first time on January 7, 1947, when expand substantially. President Truman addressed a joint session. He Economically, television-in addition to its again was seen over a seven -station network in importance in manufacturing and employment the first telecast from the White House on -is introducing new methods of merchandising October 5. The World Series of 1947 was an- and marketing. It is an advertising medium other "first" telecast. Such events together with with an unparalleled appeal to a daily -increas- football, basketball, hockey, parades, dramas of ing audience. the Theatre Guild, and other programs of na- Culturally, televisionis creating new art tional interest, emphasize the value of a tele- forms for the presentation of entertainment, vision receiver in the home. ... education and news. Its possibilities in these In radio, pioneering never ends; it continu- fields are unlimited. ally calls for initiative, faith and exploration in Progressive radio men-scientists, industrial- unknown fields. The scientists and research ists and broadcasters alike-now think in terms men of the industry who throughout 1947 of both sound -and -sight; they plan in sound - blazed new trails, true to the traditions of radio, and -sight. Television charts their future-it will are to be congratulated upon their achieve- be the dominant factor in the Radio of To- ments. Especially to be commended are workers morrow. on the production line through whose crafts- Factors creating the promising outlook for manship the finest radio and television appara- television in 1948 include: an increasing number tus in the world is made available to the Ameri- of television stations throughout the country; a can people. Further, through the efforts of vastly enlarged audience; the establishment of manufacturers, engineers and broadcasters it is cable and radio relay facilities linking stations possible for the radio voice of America to travel into inter -city networks; the general improve- afar and bespeak freedom, friendship and peace.

RCA PAGE 3

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0 9

THE 6481PTK .. 300 -square -inch pictureaccom- plished by projection from within, Standard Broadcast, Short THE 72ITCS .. Wave and FM radio bands. 52 -square -inch picture, a popular priced console television model with all the most advanced RCA Victor developments.

RCA PACE4 kiewJerfi... RCA ICTOR RCA Victor, as the manufacturing division of the Radio Corporation of America, gives you television receivers backed by an organization that builds the complete television system, from programs to transmitters and receivers. The superb line of RCA Victor television instruments, shown here, incorporates many

RCA Victor developments...the All -13 -channel Station Selector that works as easily as push-button tuning .. . brilliant, locked -in -tune pictures with the amazing

Eye Witness Picture Synchronizer...the "Golden Throat" tone system which brings listeners television sound in all its clear, static -free naturalness. And, these instruments are covered by the famous RCA Victor Television Owner Policy- complete installation and assured performance for a full year-at a modest fee. These superb instruments hacked by powerful advertising and dramatic merchandising are in demand wherever people wan! high -quality television instruments. And there is an RCA Victor television instrumeni in every price class.

TIIE 721TS 52 -square -inch screen, a popular priced instrument featuring all the most advanced RCA Victor developments. THE 730TV1 52 -square -inch picture, Victrola 52 -square -inch picture, Victrola phonograph with automatic rec- phonograph with the "Silent Sap- ord changer andthe"Silent phire" jewel pick-up, AM, FM Sapphire" jewelpick-up, AM and Short Wave bands. and FM radio.

"Victrola"-T. M. Reg. U. S. Pat. Off.

RCA PACE 5 32 telecasters from coast to coast have already chosen RCA television transmission equipment

In some instances the orders for trans mission equipment from the above stations are subjectto the granting of a construction permit by the Federal Comm niunleations Commission.

Yes, television is moving fast. By the end of '48, RCA equipped stations alone will be bringing television within the reach of more than 10,000,000 people. Already eight RCA transmitters arc on the air... 12 more delivered ... the balance being shipped at the rate of three per month. With most of these stations completely equipped by RCA-from image -orthicon field cameras to Super -Turnstile antennas- RCA's 5 -kilowatt television transmitter. The choice of leading broadcasters audiences from coast -to -coast will be assured of across the nation ... a real assurance of brilliant, sharp, crystal-clear telecasting. high -definition telecasts... presentations of sports, studio shows, and films at their best.

RCA PAGE 6

the fountainhead of modern tube development is RCA

RCA has consistently maintained engineering new power tubes, to complete the picture of mod- leadership in electron tube research and design. ern television. These tubes are the foundation of As a result of this pioneering, most of the great a new and immense industry now in the making. advancesinall -electronictelevision can be Now, as in the past, the vast engineering attributed to the development and manufacture resources of RCA are dedicated to the develop- of new and revolutionary types of electron tubes ment of progressively better electron tubes for by RCA. every phase of television, from the transmitter RCA Orthicon and iconoscope camera tubes, to the receiver. RCA's extensive manufacturing together with kinescope picture tubes, made all- facilities and "know-how" are workingcon- electronic television a reality. Further important stantly to improve the quality and lower the contributions were made by RCA miniatures and prices of tubes for television.

The World's most modern tube plant- Laweaster, Pennsylvania. RCA

Here's why:

RESEARCH DISTRIBUTION RCA recognizes research as the basic Distribution centers, located at strate- guarantee of progressinthe art of gic points throughout the country, are television.In RCA research labora- equipped to give you maximum service tories-among he foremostinthe at maximum speed. Streamlined order world-scientific investigators are un- service makes RCA television tubes and locking new discoveries that will con- equipment readily accessible-for fast- tinue to bring you the latest develop. est delivery and lower cost to you. ments intelevision broadcasting and reception.

ENGINEERING SERVICE Every major chapter in television development has been written by RCA RCA maintains a nationwide service engineering. And every RCA television organization for all television receivers. achievement is backed by engineering Professional technicians engineer every experience second to none. A reputation RCA television receiver installation for for a high engineering quality, per- maximum performance-and stand formance,andreliabilityhasbeen ready to keep these receivers in continu- earned by RCA tubes and equipment ous top -running order. Genuine assur- throughout the television industry. ance to you of satisfied customers.

MANUFACTURING Bold planning for the future in the past now makes RCA manufacturing facilities for television the most extensive in ADVERTISING theworld.Precisionmanufacturing Powerful newspaper and magazine ad- methods, ultra -modern production line, vertising, plus a top radio program, rigid quality control, skilled assembly bring the story of RCA television to a technicians combine to bring you the nation-wide audience-year after year. finest -built tubes and equipment you Timely sales promotion supports this can buy. effort-opens the door to bigger sales.

Form1 S3576 Printed in U. S. A.

RCA PAGE 8 lights of the previous weeks' television schedule of all stations. network news... Two major studios are located in the WCAU Building at 1622 Chesmut Street. A. T. & T. Files Rates York; WNBW, Washington; WPTZ,Their dimensions are 34 by 55 by 22 ft. Philadelphia, and WRGB, Schenectady.and 29 by 36 by 22 ft. A large audi- After May 1st,television advertisersA sixth station, WBZ-TV in Boston, istorium, a film studio and mobile unit are will be chargedfor network carryingscheduled to join sometime in the Spring.also available. Film facilities include two charges in addition to individual station To commemorate the tie-up, special 16 -mm and two 35 -mm projectors, and rates if the FCC approves the A. T. & T.programs were scheduled to originate ina complete department for the produc- network charges filed in the early partboth Baltimore and New York. Govern- tion of feature and commercial films. of April. Television networking facilitiesment and station officials participated. The antenna rises 257 ft. above the including coaxialline and radio relay Anticipating the network advance to38th floor and radiates a visual power of had been furnished without chargett the midwest, NBC and KSTP-TV, St.25 kw. Coverage areais bounded by telecasters until such operations becomePaul -Minneapolis signed an agreement toTrenton, Atlantic City, Wilmington and steady. provide the midwest video outlet withReading-Allentown in the North, East, "Network transmissionoftelevision full NBC Television network service.South and West, respectively. programs has passedthe experimentalThe contract specifies provision for NBC stages," said Bartlett T. Miller, A. T. & T. sponsored and unsponsored video pro-WMAR-TV Now CBS v.p. of Long Lines. "During the past two grams. Films and television scripts will Close on the heels of WCAU-TV, the years, the Bell System has made itsEast also be made availableto KSTP-TV. Coast network available to broadcaster. Baltimore Sun television station, WMAR- Frank E. Mullen, exec. v.p. of NBC andTV joined the Columbia Broadcasting on an experimental basis. AlthoughtheStanley E. Hubbard, pres. and gen. mgr. isa System's expanding television network. provisionsofinter -citychannels of KSTP-TV signed. highly complex job, we now have had Counting WCBS-TV, New York, this sufficient experience to place this service WCAU-TV Joins CBS brings the total in the network to three. WMAR-TV has been telecasting since on a commercial basis." WCAU-TV (Channel 10), the Phila- A proposed charge of $35 a month perdelphia Bulletin video station signed thelast October, and now transmits between airline mile for eight consecutive hoursfirst network affiliation contract with CBS 35 to 40 hours on a seven day per week each day will be made to telecasters to Television for immediate, direct serviceschedule. For the CBS net, the Baltimore one video channel between cities.Fo: between the station and the CBS tele net. station will originate the exclusive telecasts of the Pimlico races, including the eachadditionalconsecutivehour,the WCAU was also the first radio station charge is $2 a month per mile. For occa- to join the CBS radio network in 1927.Dixie Handicap and the Preakness. Her- sional or part-time service the rate will The contract was signed by Wm. S. Paley, bert V. Akerberg, station relations v.p., be $1 per airline mile for the first hourCBS Chairman of Board and Dr. Leonand Lawrence Lowman, televisionv.p., of use and one -quarter of that amount for Levy, president and general manager ofsigned for CBS. Neil Swanson, v.p. and each additional consecutive 15 minutes.WCAU, Inc. exec. editor, and E. K. Jett, director of These rates are for one direction only. Referring to the agreement Paley said, radio, signed for the Sunpapers.

In addition, there is a charge of $500 ".. . we arejustified in feeling that the a month for the use and maintenanceofcontract of affiliation is a significant event WF1L-TV the terminal equipment used to connectin that it foreshadows further affiliations The American Broadcasting Company the station to the network. For occasionalof the same sort creating nationwide net- moved along on its video schedule by servicesthe charge will be $200 perworks in the not -too -distant future." signing WFIL-TV, Philadelphia, asits month plus $10 per hour of use. The first major program which WCAU- first video affiliate. This also marks the As a sample computation, consider theTV fed to CBS Television was conductedfirst time an independently owned tele- monthly charge between a station in New byEugene Ormandy onlyforty-eight vision station signed a two-year contract York and one in Philadelphia using thehours after the ban on live music foras an affiliate of a national network. facilities for eight consecutive hours eachtelevision was lifted. Mark Woods, ABC president,and day. The airline distance is 83 miles. The In the interest of selling television toRoger Clipp, general manager of the cable or relay charge is 35 multiplied by the public, WCAU-TV has been engaged Philadelphia Inquirervideo station, 83 or $2,905. Terminal equipment forin an active promotion campaign for signed. The agreement specifies exchange both stations is 51.000, making a total ofmany months. To stimulate set sales andof live, regularly scheduled telecasts be- 3,905. acquaint radio and video audiences withtween the network and the station. the new entertainment medium, WCAU- ABC will have network -owned video Nets Expanding TV last February, inaugurated a weeklystations operating in New York, Detroit, Meanwhile the major radio networksfifteen minute show called This Tele- Chicago, Los Angeles and San Francisco have been busy signing up affiliates. vision.The programfeaturesCharles by the end of the current year. Sectional WBAL-TV, Baltimore, last month be-Shaw who discusses the TV picture, in-networks now in formation in the mid - came the fifth station to join the NBCterviews dealers, servicemen, owners and west and the Pacific Coast will pave the TelevisionEast Coastnetwork. Othermanufacturers on various phases of theway for ABC's national television net- stations on the network are WNBT, Newindustry. Shaw plans to discuss the high- work. APRIL, 1 9 4 8 41 Despite the poor figure -of -malt, sta- Rate Cards Need Standardization... tion costs will continue to rise-and jus- of the rate cards of twenty Charge for Class A time is generallytifiably. However, the number of receiv- Asurveytelevision stations, reveals a defin-called the base rate. This time period be-ers will rise very much faster so this fig- ite need for standardization with respectgins between six and seven p.m. and ure -of -merit will improve considerably. to time class, discounts and facilities def runsuntilelevenp.m. weekdays, and How will station rates in the same city initions. For example, charges by stationsSaturday and Sunday afternoons. Class Bcompare with each other? Radio stations are based on air time, studio facilities,time runs from five or six to seven, and charge for air time on the basis of power, and film facilities. Eight stations charge the average charge is three-quarters theor geographical coverage. At television for air time alone, lumping in the studio frequencies,however,theoryindicates and film charges without further break-base charge. Class C time isall other hours at a charge of one-half base rate. that the horizon (roughly fifty miles)is down. Seven stations charge for studioor the limit. So all stations should have the live facilities, and the air time is lumped There are a number of different dis-same coverage and, therefore, the same into one or the other of these. Five sta- count tables which the surveyed rate cards time charges approximately. tions charge separately for air,live andshow. By far the most popular of these What will these time charges be when filmfacilities.If thereis no air timeis the discount based on the number of thereceivermarketissaturated? No charge, then the film charge is approxi-times the advertiser uses the medium. Sixamount of reckoning will yield a precise mately one-half that of the studio charge.out of eight allow discounts on the num-answer due to the number of unpredict- If there is an air charge, then it consti-ber of announcements without regardto able variables, but an attempt can be tutes three-quarters of the studio charge. a time period. One has a time period of made to obtain a figure within the limits The film chargeinthiscase averages a year and another has a time period ofof sobriety. The one common denomina- about one -quarter the studio charge. a week. Another form of discount is thattor of all advertising media whether it is Are certain hours more valuable than allowed on the basis of consecutive weeks. others? Nine stations believe so and divide radio, magazines, newspapers or televi- Two other forms are based on minutes sion, is cost -per -thousand. air time into three classes. The otherper week and on the annual rebate. Final- eleven stations have not yet divided airly, one discount is based on the dollarLife Magazine Compared In a serious search for some form of time, charging the same rate forany hour volume per week whichanadvertiser the advertiser chooses. spends with the station. rational comparison, the circulation and rate figures of Life Magazine were studied. The guaranteed circulation of Life is How Far Can Rates Rise? 5,200,000. To draw the corollary,the In an effort to obtain some kind ofarea. Carrying the hypothesis further, andtelevision counterpart will be number of yardstick with which to measure station using the above figure -of -merit,a Newsets installed. The number of readers per charges, the rate cards of twelve of theYork station under these conditions wouldsingle magazine or the number of view- older video stations were studied. Thecharge on a one-shot basis therate ofers per set are not considered, thus these installed receivers of each of the tele-$700,000 per hour! effects in the comparison tend to cancel. vision cities were totaled and divided by We have now reached the point of Perhaps the least justified assumption the sum of the hourly charges for the in this analysis is the matter of equating Class A times of these stations. absurdity, but not without first making a useful observation. Extrapolating back-one page of advertising to one hour of If a city had more than one TV station, ward again to the figure-of-merit-$1 per televising,yet the analogyisnot too only one of them was used in the calcula- hour per five installed sets-we now haveweak. Dividing Life's guaranteed circula- tions. The resulting figure, which may abettersense of proportionof how tion by $16,600, its cost per one-shot page, be called the advertisers' figure -of -merit,very high present TV costs are in rela-the rate per thousand is $3.20. came out as $1 per hour per five installedtion to sales impact. How many installed Using the estimated saturation figure receivers. It must be remembered that thissets must there be per advertising dollarof 3,500,000 sets for the Greater New calculation was made on the basis of a before sponsors consider TV worthwhile?York area, the empirical station rate per one-shot hour program charge, and does hour (one time only)is $11,200. This not take into consideration such variables Rather than the national television market, consider just one specific one which is the estimated charge for air time, some- as market purchasing power, number of times called transmitter charge. For New video stations serving the same market,is more successful TV -wise than some others. The New York area has aboutYork his fiptire requires a correction. new markets where video service has not Purchasing Power a Factor yet taken full hold. 127,000 setsinstalled. Using the same methods, we arrive at a figure -of -merit Since Life's cost per thousand is on a $700,000 Per Hour? of $1 per hour per 160 installedsets. national basis, the purchasing power in This figure -of -merit does not tell very Thisisa substantialincrease over the New York as against the average of other much initself. To obtain some idea ofprevious figure -155 extra sets per dol-television cities is in the ratio of 97 to what it means we may project the figurelar. Some advertisers report favorable re..93.5. The corrected station rate for New into the future when the TV market is atsults in this area: still others prefer otherYork is then $11,620. If 50% satura- or very near saturation. If every radio setmedia for use of the advertising dollar.tion of the receiver market is reached in in the country is matched by a televisionEven this cost is high, but it does confirmfive years, then the station rate in N. Y. set, a rough approximation indicates therethe consensus-that only increased set in-comes to about $5,800 per one-shot hour would be 3,500,000 sets in the New Yorkstallation will improve the figure -of -merit. by 1952. Or will it?

42 THE TELEVISER 544444404/401

TIME SPOTS WEATHER

SPOTS STATION

BREAKS COMMERCIALS

COMING VIDEO TITLES ATTRACTIONS 7e* TE,T,EVISIO

Use Punch -Packed 16mm or 35mm Film to tell your audience what's in store for them-TOMORROW and NEXT WEEK! We'll add "Sock" to your message ... with wipes, dissolves, zooms, special -effects, clever backgrounds, craftsman -like art and lettering - at amazing LOW COST! Thirty-one conveniently -located NSS Branches, four well-

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Home Office 630 9th Ave. nfirionmSeffenSERVICE Telephone New York 19 PRIZE 11/7R) Of 71ff 1/701/5179) CIrcle 6-5700

ALBANY 1044 Broadway NEW YORK 630 91h Ave. ATLANTA 167 Walton St., N. W. OKLAHOMA CITY 611 West Grand Ave. BOSTON 95 Broadway DETROIT 2943 Cass Ave. OMAHA 1508 Davenport St. BUFFALO 505 Pearl St. INDIANAPOLIS 328 No. Illinois St. PHILADELPHIA 1201 Vine St. CHARLOTTE 303 W. 3rd St. KANSAS CITY 1300 Baltimore PITTSBURGH 1627 Boulevard of the Allies CHICAGO 1307 So. Wabash Ave. LOS ANGELES 2018 So. Vermont Ave. PORTLAND 909 N. W. 19th Ave. CINCINNATI 1635 Central Parkway MEMPHIS 500 So. 2nd St. ST. LOUIS 3318 Olive St. CLEVELAND 2336 Payne Ave MILWAUKEE 812 No. 11th St. SALT LAKE CITY 212 E. 1st South St. DALLAS 2012 Jackson St. MINNEAPOLIS 113$ Currie Ave. SAN FRANCISCO 140 Leavenworth St. DENVER 2136 (hompa Sr. NEW HAVEN 82 State St. SEATTLE 2413 2nd Ave. DES MOINES 1003 High St. NEW ORLEANS 1431 :leveland Ave. WASHINGTON 924 New Jersey Ave. STATION RATE-CARDS

CITY INSTALLED FACIL- 60 15 5 1 STATION 30 POP. RECEIVERS ITIES MIN MIN MIN MIN MIN

1: WMAR-TV 1,306,400 6.7(g) AIR 200 120 80 40 (Baltimore, hid.)

2: WBEN-TV 905,600 AIR 220 132 88 55 30 (Buffalo, N. Y.)

3: WBKB 4,644,640 16,700 LIVE 500 375 200 45 (Chicago, Ill.) FILM 200 130 35 4: WGN-TV 4,644,640 16,700 AIR 150 90 60 37.50 (Chicago. III.) LIVE 400 240 160 100 FILM 250 150 100 62.50

5: WLWT 885,400 5,000 AIR A 250 200 150 50 25 (Cincinnati, 0.) B187.50 150 112.50 37.30 18.75 6: WEWS 1,332,600 2,600 LIVE 480 336 240 120 70 (Cleveland, 0.) FILM 240 168 120 60 50

7: WWJ-TV 2,702,400 7,600 AIR 350 210 140 70 35 (Detroit, Mich.)

8: KTLA 3,916,875 17,500 LIVE 400 280 175 100 50 (LosAngeles, Ca.) FILM 300 225 150 100 50 9: WTMJ 883,000 1,600 AIR 200 120 80 45 (Milwaukee. Wisc.) LIVE 250 150 100 50 -45 FILM 75 60 45 30 30

10: WATV 12,684,400 150,000 AIR A 450 300 200 120 100 (Newark, N. J.) B 360 250 170 102 85

11: WABD 12,684,400 150,000 LIVE A 800 480 320 160 120 (New York. (For film B 650 390 260 130 97.50 see below) C 500 300 200 100 75 12: WC115-TV 12,684,400 150,000 AIR 700 420 280 200 (New York, N. Y.) FILM 125 85 65 45 150

13: WNBT 12,684,400 150,000 AIR A 750 450 300 175 175 (New York, N. Y.) B 562.50 337.50 225 131.25 131.25 C 375 225 150 87.50 87.50 LIVE 1000 600 400 200 - FILM 250 200 150 100 - 14:WCAU-TV 3,372,700 27,000 LIVE A 200 120 80 60 (Philadelphia. Pa. ) - B 150 90 60 45 - FILM A 100 60 40 30 25 B 75 45 30 22.50 18.75 15: WF1L-TV 3,372,700 27,000 LIVE 300 180 120 60 (Philadelphia, Pa.) 40 FILM 150 90 60 40 30 16: WPTZ 3,372,700 27,000 LIVE 300 180 120 (Philadelphia, Pa.) FILM 140 85 50 17: K5D-TV 1,584,000 5,800 AIR 250 150 100 40 (St. Louis, Mo.)

18: KSTP-TV 1,700,000 200 AIR 200 120 80 50 45 (St.Pad, Mins.) LIVE 250 150 100 50 FILM 75 60 45 30

19: WRGB 427,400 1,900 AIR 150 93.75 66 37-50 (Schenectady, N. Y.) 37.50

20:WMAL-TV 1,205,220 8,400 AIR 250 150 100 50 25 (Washington, D. C.)

21: WTTG 1,205,220 8,400 AIR A 250 150 100 50 25 (Washington, D. CO B 200 120 80 40 20

Refer to Footnotes Opposite for Additional Information Regarding Each Station 44 THE TELEVISER Footnotes to Rate Cards Opposite ...

I.WMAR-TV (Feb.I,1948). Rates include film 11. WABD (Sept.1,1947). Film (only) rates are facilities,butnotlivefacilities. 20% less. Class A time is 7 to 11 p.m.; class B, 6 to 7 p.m.; class C, 12 to 6 p.m. Studio TELEVISION 2.WBEN-TV (Mar. 1, 1948)Live rehearsal, $15 rehearsal charges are $75 for first hour and per half hour. Film rehearsal, $10 per half $37.50 for each succeeding half hour.Film rehearsal is 10% of daytime charge. hour. SALES 12. WCBS TV (Apr. I,1948).Film rehearsal is 3. WBKB (June1,1947). Rates include camera perhour. Remotecharge,$700/hr. rehearsal timeinratio of 2 -to -1.Excessre- $100 hearsal time, $25 per hour for 3rd and 4th Note: $100 in the one minute column includes FILMS hrs. and $75 per hour over 4 hours. Rates air and filmClass A time is 6 to 11 p.m. 12 p.m. Sat. and are based on 13 to 26 week contracts.Fre- week days, and toII by Sundays. isallother hours quency discounttable:(timesper week - Class B time at 60% base rate. percentage discountofbasicrate);(2-3%); (3-5%); (4-8%); (5-10%); (6 & 7-121/2%). Loucks & Norling 13. WNBT (Apr. 1, 1948).Rehearsaltimesas (1hr. 4. WON -TV (Mar. 17, 1948).Rates quoted are follows: (air time-live reh.-film reh.), for Class A time 7 toII p.m. Class B time -5 hrs.-3 hrs.), (1/2hr. -3 hrs.-2 hrs.),(!4 hr. -2 hrs.-1hr.),(5min. -1 hr.-%hr). is5 to 7 p.m. weekdays and rates are 34 base charges. Class C time is all other hours Extrarehearsal: Live, $100/1/2hr.;Film, $25/1/2 hr. Class A time is 7 to 11 weekdays at 1/2 base charges.Rehearsal time is$30 FILMS... for first hour and $10 for ea. add. half-hour. and 1 to11Sat. and Sun. Class B time -5 to 7 p.m. weekdays. Class C-all other times. Discountsontimechargesare:(weeks - designed for the special require- discount), 13 - 5%), (26 - 7'/2%), (52 - 10%). Discounts: (No.times/yr.-discount),(26- 71/2%),(39-10%), (52-121/2%), (104-15%), ments of television. (208-171/2%), (over 208-20%). 5. WLWT (Feb.1,1948). Class A timeis 6:30 to11 p.m. weekdays and all day Sunday. 1, FILMS... Class B time is all other hours. Rates are for 14. WCAU-TV (Mar. 1948). Rates include re- film or liveproductions. Rehearsal time de- hearsaltimeinratioof2 -to -1.Additional reh. time at rate of 1/3 hourly rate. Class that have the exact contrast range termined by negotiation andisincludedin basic rates. There are three discount tables: A time is 6 to 11 p.m.; class B time, all other for the ultimate in quality on the hours. (a) CONSECUTIVE WEEKS-October through television screen. April,10%for25weeksormore; May 15.WFIL-TV (Mar. 1, 1948).Ratesincludere- throughSept.(weeks-discount),(1 to 4- hearsaltimeinratioof2 -to -1.Additional 25%),(5to10-30%), (11 to16-35%), rehearsaltime,$25 for3rd and 4thhrs.; ... (17to22-40%); WEEKLY TIME-(minutes FILMS $75/hr.beyond4thhour.Rehearsaltime per week-discount), (30 to 44-5%), (45 to for annnouncements is'4 hr. 74-71/2%), (75 to 180-10% (over 3 hours - that have animation, stop motion 121/2%). ANNUAL: Rebate of 5% of largest and clever specialeffecttreat- weeklybillingfor a52consecutive week 16. WPTZ (Aug. 1, 1947).Camerarehearsal schedule. charges are $50/hr. ment to catch the eye.

17.KSD-TV (July 1, 1947). Rates include rehearsal 6. WEWS (Dec.15,1947).Ratesincludere- time inratio of 2 -to -1. Additional rehearsal Films... hearsal timeinratio of 2-tol; $50/hr. for time, $50 per hr. up to 5 hrs.-$150 per hr. 3rd and 4thhrs.; and $75/hr. over 4hrs. hours.Discounts; sell FrequencyDiscountTable:(No.of times- overfive (No. of times- that entertain and also your discount)(13 to 26-50%). discount),(13-5%),(26-10%),(52-15%), (100-20%), (200-25%). product.

7. WWI -TV (Mar. 1,1948).Rates includeair time and use of studio, film, or remote facili- 18.KSTP-TV(Dec. 1, 1947).Studiorehearsal Films made to order ties. Rehearsal charges based on actual costs. timeis$25/1/2hr.;Filmrehearsal, $45 for one hour, $60 for two, $75 for three. Class FrequencyDiscount Table:(No.of times- For Television discount); (13-5%), (26-10%), (52-121/2%), A time is 7 to11p.m. weekdays, 1 to 11 (100-15%), (200-20%), (260-25%). p.m. Sat. and Sun. Class B timeis 5 to 7 p.m. weekdays andtherateis 34 base by 8.KTLA (Feb.15, 1947). Live rehearsal charge charge. Class C timeisall other hours; the is $25/1/2 hr.; film rehearsal charge is $15/1/2 rateis 1/2 base charge (except for periods hr.Discount same as(5) above up to 52 less than 5 min.). Discounts: (No. of times- Loucks & Norling Discount), (26-7V2%), (39-10%), (52 weeks. -12/2%), (104-15%), (208-20%). Studios 9.WTMJ-TV (Apr.1,1948). Rehearsal times as follows: (air time-live reh.-film reh.), (1hr. 19. WRGB (April 1, 1948). Rotes include air time -5 hrs.-3hrs.), (1/2 hr. -3 hrs.-2hrs.), andstudioandfilmfacilities. Rehearsal Creators of the unusual in (14hr. -2 hrs.-1hr.), (5 min. -1 hr. -1/2 hr). charge-$25/1/2 hr.Discounts: (No. of times Motion Pictures Additionalrehearsaltime$20/1/2hr.Base -discount), (26-71/2%), (52-10%),(78- charges cover weekdays 7 to10 p.m. and 121/2%), (104-15%), (208-171/2%), (over 208 since1923 Sat. and Sun., 12 to 10 p.m. Weekdays from -20%). 5 to 7 p.m. at 34 base charge. All other periods at 1/2 base charge. Air time discount, 20. WMAL-TV (Jan.1,1948). Rates include air 245 WEST 55th STREET 10% for 52 consecutive weeks based on low- and filmfacilities.Discounts: Weekly (dollar est net weekly billing. volume-discount), (50 to 99-21/2%), (100 to NEW YORK 19, N. Y. 149-5%), (150 to 199-71/2%), 200 to 249- 10. WATV (Mar. 1,1948). Rehearsal time: Live- 10%), (250 to 299-121/2%), (300 or more - $50firsthour,$25 eachadditionalhour 15%);Consecutiveweeks;(26-5%), (39- Telephone, CO 5-6974 film-$25/hr.Discounts:26 consec. weeks - 71/2%), (52-10%). 5%, 52 consec. weeks -10%; No. of announcements, 100 to 250-5%, 251to 500-10%, 21. WTTG (Mar. 15,1948). Facilities charges 501 or more -15%. Class A timeis 7 to 11 on request. Class A time is 6 to sign -off p.m.; class B time is 3 to 7 p.m. and Sunday; class B-sign-on to 6 p.m. APRIL. I948 45 - 3

VISPDTVON THE MRCOMMERCIALLY IN JUNE

------_ ===

"ItIt

ertovi or We iorSports tirne .Spot toOeor SIgno1s or Sews .1'wne VIVO Witte Compogns. Agency 1001 ccffithe recently was the jar of coffee on a Bor- "Effects"Help Commercials den Show which revolved on its own By AUSTIN 0. HUHN, 11. axis, stopping to show the label. Director, Telehuhn Co. We have tried also more diversified forms of product animation with sub- THL gay book title, the destructive In one instance,the actual product, stantialsuccess. These vary from some blazing fire, the puppet hostess, or Press -On Mending tape, happened to be type of illusion box to animation of the the marching array of Certo bottlespackaged in a fairly small but colorfulproduct by means of wires or threads. In may have been the highspot in the videocardboard boxthat was renderedin- these cases, we thought a novel, magic television comrnercial. These effects as they passedeffectual by the camera. By presentation most effective.Inallin- making a large scale model (approx. six across the television receiver screen had stances,inpresenting the product we eye -appeal. They "sold" the product. times the size of the original) and color- were guided by the type commercial, the Special effects used in the commercial ing it in proper monochromatic tones, it program situation, and the nature and or ina show must highlight interest,was possible to present to the viewer a function of the product itself. must be clear and discernible, not tooclear picture of the product as it would There are other functions. For instance, repetitious,giveinformation and add look in his hand. 'here was the case where a room was to pictorial accents. Some special effects fill Take the case of a canned product be shown first without a floor covering, these functions; some today are crudewherein the appearance of a single canthen with a floor covering. The obvious and cry "false." in its familiar homeliness would appear answer was touse two miniature or Unhappily, the special -effects man in uninteresting and perhaps even foolish scale model rooms, one with the floor television has his problems. Not only uponthescreen.However, sincethe covering and one without the furnishings must he createeffective"effects,"but sponsor did desire to display his prod- and everything else about the two rooms he is faced by handicaps of time element uct, several cans arranged with a special being identical. Photographs of the rooms and budget. Unlike the effects man in reflecting background, shot at the properhad been tried, of course, but were not movies the video man's work must beangle, created a pattern more interestingas effective as the 3 -dimensional model. completed from scratchina matter of to the eye. days, or sometimes hours. Upon occasion Title Effects he must deliver the impossible in min- "Gadget" Animation Since commercials frequently involve utes. Or: a gadget -minded script writer Or to go a step further, simple ani-the use of visual material such as title or director may have an idea which ismation may be utilized wherein motion cards containing copy, or photographs, mechanically feasible or one which defies is given to the product, increasing eye etc.,an attractive means of setting up all the laws of physics! The effect man'sinterest. This can be done in a numberthese items for the camera is desirable. job is to make it work . ..and he does. of ways-by the use of a rotating turn-This may be varied from the familiar Then, of course, when everything is go-table, or by an unending array of boxes titleeasel, or "drop-titler," to overlap- ing smoothly otherwise,there's alwaysor cans marching along one afterthe ping slides which mechanically give an thatoldbogey-mans-budget. A pro- other like so many soldiers. One variation effect similar to that produced by film ducer explains, "Now we want this model of the Brooklyn Bridge toreally look "QUOTE ...UNQUOTE" authentic . . .plenty of detail ...but "In plain dollars and cents language, "International television is nearer than remember our budget's tight on this. . . television bids fair to be a $500,000,000most people realize. No technical prob- we can only spare fifteen dollars!" industry this year, with prospects soaring lems remain that money cannot solve." The above instances are contributing for the years ahead." - FRANK E. MuL- DAVID SARNOFF, RCA President. factors toward the thinning and greying LEN, Exec. V.P., N.B.C. hairs of all special -effects men. However, "Wherever televisionstations go on for those who like to cope with creative 'The power of television as a mediumthe air, they capture the public's increas- problems, who like to build gadgets, whofor the instruction of farmers will revolu- ing interest. It has already begun chang- like television, it is worth while. tionize state -sponsored educational work. ing the familyhabits of America." - Uses of Video Effects Today it requires literally thousands ofFRANK STANTON, President, C.B.S. The usefulness of specialeffectsin experts to cover farm regions with up- "Instead of attacking television. Holly- television, particularly in the commercial, to-the-minutemethods: tomorrow,the wood would do well to adapt it to various is just as great,if not more so, than it whole job can be done with one televisionuses. Actors can win untold new friends has been in motion pictures. demonstration, thus leaving more time through television, and the producer who Commercials in television, as in radio,and help for other work." - WILLIAMfails to recognize this will be as back- are a problem. They are a problem in DRIPS, NBC dir. of agricultural tele. ward as those who fought the first talking that they must be effective, dynamic, and "Television is expensive, but from thepict u res."-JESSE L. LAS KY, Hollywood. memory -inspiring to the viewer, without advertisers' point of view, it is the cheap- in his being aware of it. With the desirabil- "Television 1948 will show the ity of showing the sponsor's products as est of all media. Some have said thatlargest growth of any industry in the television is the greatest advertising me-country. Within five yearsitwill be pleasingly andeffectivelyaspossible, special effects may be used in innumer-dium ever created by the genius of man.among the first ten in the nation." - --JOSEPH H. REAM. able ways to enhance their display. C.B.S. DR. ALLEN B. DUMONT, Dumont Labs. APRIL,1948 47 lab tricks; or an "endless" scroll title, orwell as script formats and talent must bestanding arguments pro and con in the book titles of turning pages may lend designed for television. industry, hasitsadvantages and disad- themselves more suitably to the situation. Elsie, the Borden cow, was a cute pup- vantages. It might be pointed out that, As any good visual arts man knows, thepet and although she was designed for while filming of effects may in some cases method of copy presentation, style, setup, television, she was not as effective as she insure a predetermined result,itis un- etc., will in itself give a definite importcould be. One factor was her size. She warranted and entails the additional ex- and style,aside from the actual copywas too small in relation to the people on pense of film production.Isay this in content. the show. view of the fact that video material has A combination effect used on WBKB Puppets have a definite place on theto be rehearsed and visualized whether it (Chicago) recently utilized a large pho- special effects list and have, as a matter is to be televised directly or filmed by the tograph of a racetrack and grandstand. Aof record, enjoyed substantial success inmovie camera for later telecasting. The girl jockey in costume walked into thecommercials when used properly. In onecontention that filmed commercials will picture,the photograph masking doorscase, we designed a miniature magician be less expensive because they may be to a cupboard which opened to show the to tie-in with the advertised "magic -like" shipped to numerous stations to write off product. The product(Canadian Acequalities of a product. In another, ani the cost of production, would be wholly Beer) was spelled out by beer cans andmating the product itself and giving it a true if American television develops into bottles on the shelves. From this com- human personality proved effective. In all aseries of unconnected, unrelated sta- mercial introduction, the viewing audi- cases, the puppets were designed for tele-tions. However, indications are that we ence was takeh to the racetrack for a re- visionandwere"videogenic"when will have definite networks which would mote pickup. viewed on the screen. write off the cost of program production. At any rate, commercials, as well as Puppets Other animated figures in current useprogramming generally, continue to offer Puppets, like many other devices, haveon television, although not as elaborate an endless challenge to the ingenuity and as puppets, are the miniature cameramen been misused as often as well employed skillof special -effecters, who must be on television. The fault here has been a used on the Kraft Theatre (WNBT) and ready to pick up this challenge. The tele- common one, that of attempting to takethe Half & Half Beer man on WBKB.viewing public is growing by leaps and what was good material in another me- They make effective signatures. bounds, not only in size but in its picture dium and placing it directly in front ofLive vs. Film demands upon allwho toilinsome the "ike" or "I.Q." The lesson, however, Putting specialeffects,titles and in-branch of television program presenta- is being learned that specialeffects,as deed entire commercials on film, notwith-tion.

Television Encyclopedia By STANLEY KEMPNER The first NON -TECHNICAL reference book ever published on television in all its major aspects, this book in the work of a leading writer and editor on television.

TelevisionEncyclopediahas 87illustrations,is415 pages in length.It includes: Fairchild Publications, 8E.13th St., New York 3, N. Y. I. A historicalsurveyoftelevision,markingthemile- s+ones inits development 2. A Who's Who of the leading figures intelevisionhis- Gentlemen: tory. Please send me copies of TELEVISION ENCY- 3. A glossary of technical and trade terms. CLOPEDIA by Stanley Kempner at $6.50 each 4. A survey oftelevision's merchandising prospects. 5. A bibliography-easily the most complete inprint on (Please add 2% sales taxif delivered in N. Y. C.) the subject Name Thisbookwillbeof specialinterest and helpto those having a career or hobby interestintelevision,radio adver- Address tising,publicity,orpublishing:itwillgivevaluable datato manufacturers and retailers of home furnishings;itwillprove City Zone invaluableas a reference bookinlibraries,schools, andre- search agencies. Send for your copy now. Only $6.50. State

48 THE TELEVISER Cold Light Needed The hot lights of the television studio production news... persist as one of the medium's majcr obstacles. NBC joyfully televised Arturo "Tonight on Broadway"-New VideoProduction Toscanini and the NBC Symphony short- ly after the American Federation of Mu- A major television program began aand other artists performing their vital siciansliftedits ban on live televised weekly showing early this month frompre -curtain tasks, to interview producers, directors, playwrights and designers onmusic last month. Then suddenly Tos- 7 to 7:30 P.M. Tuesdays over theCBS canini announced that he did not want television network. Plans for the new the scene, and in general satisfy a long - felt curiosity on the part of the public,"to appear in subsequent telecasts because commercially sponsored network shows of the extreme heat from thelights. were disclosed at a pressconference bysaid Mr. Gosch. "I believe that this new medium, transmitting the excitement andThe orchestra and the maestro had been Emerson Foote, President of Foote, Cone exposed to the lights for a full hour. & Belding, advertising agency;Williamglamour of the theatre to hundreds of willcreate newHowever, after an avalanche of appeals S.Paley, CBS chairman of the Board; thousandsofhomes, theatre goers." from the TV audience, Toscaniniac- Martin Gosch, producer; and Clarence quiesced. Equity Derwent,PresidentofActors There are two avenues of approach to Association. Actors Speaking for the actors, Mr. Derwent the solution of this annoying problem. The vehicleistitled,"Tonight on One isrefrigeration; the other is cold Broadway" and will take the television statedthat the Actors' Equity Council had granted a waiver to the producerslight. This latter has not been satisfac- audience backstage of the top plays in torily developed to date, but refrigeration Broadway Theatre. CBS network stations permitting them to engage actor members, and had established a wage scale forcan be used. However, with the tremend- tocarrytheshoware:WCBS-TV, ous heat produced by the lights, the size New York; WCAU-TV, Philadelphia;the purpose. Said Derwent:"Itis the opinion of the council that the natureand cost of the air-conditioning installa- WMAR-TV, Baltimore;and WMAL- tion to counter -actitis formidable. TV, Washington. of this program warrants special consideration, since itis obvious that Equity Mr. Roberts, a play regarded as one Labor Trouble. members, and the theatre as a whole, in A labor jurisdictional dispute thwarted of the outstanding dramatic successes offact, have much to gain artistically and the past decade was the first Broadway WCAU-TV's plans to televise the Ameri- economically from this merging of twocan Opera Company's staging of "The show to be televised. The CBS camerasgreat mediums of entertainment." went right on stage beforecurtain time Bartered Bride" from the Academy of and picked up some of the stars as well Production -wise, CBS will utilize threeMusic on March 30 and forced the Bulle- as the producer and director.The Vehicleto four cameras to televise the program.tin Television Station to cancel the entire is currently appearing at the Alvin Thea-Long cables will enable cameramen toproject. The program would have been tre. Only certain scenes aretelevised and mount the stage and shoot many dose -the first full opera ever televised. not the entire show. Theatreplays have ups. Previous attempts to telecast theatre Although permission had been obtained been televised before with not too muchplays as they were performed before thefrom the American Opera Company and success due mainly to longdistance op- theatre audience met with dismal recep-the American Federation of Musicians, eration of the cameras. tion from the television audience. Thenegotiations broke down when the stage- reason was technical: shots were too long; Some anticipate that increased attend- hands union, the A. F. of L. affiliated ance will ensue as a result ofshowing angle shots, too static. Taking the cameras IATSE, refused to work with WCAU's on the stage and having the actors per- the television audience short scenes from CIO technicians and cameramen. form before curtain time will correct this. the play. Further, the tele interviews with James M. Douglas, business manager the producers and stars will stimulate in- Commenting uponthisinnovation,of IATSE Local No. 8, told WCAU offi- terest in the production. William S. Paley, CBS Board Chairman,cials that he was under order from the said, "Many milestones in television willInternational in New York to demand Lucky Strike Sponsors be established in the months to come,that A. F. of L. technicians and camera- The new video show is sponsored byand this particular group of programsmen be substituted for WCAU's men, American Tobacco in behalf of Luckymay well prove one of the moresignifi- members of the CIO's American Com- Strike cigarettes. Price for the package cant.Certainly,one'simaginationis municationsAssociation-orthathis is based on a sort of sliding scale, sincestirred by this experimental joining to-group would refuse to work the produc- no previous shows of similar type cangether of the oldest and the newest forms tion. be used as a yardstick. However, a majorof entertainment art. That the feature WCAU officials pointed out that sub- portion of the weekly expenditures will should prove a popular television offeringstituting A. F. of L. men for their own be devoted to technical costs. seems likely. That the theatre itself willwould be a violation of the WCAU-ACA The program format was originated byderivevaluablepublicitystimulationcontract and thus such a move was im- Martin Gosch, a veteran motion pictureseems equally probable. CBS for its part possible. and play producer, who will appear asis most gratified and congratulates the When no settlement could be reached commentator. "Television will enable us theatrical interests involved for their pro-on the dispute, officials at WCAU-TV to depict life backstage, to show actorsgressive attitude and cooperative spirit."cancelled the television production. APRIL. 1948 49 the same monotone of pale dull grey. For best photographic results, tone values of costumes should contrast with the model's skin tones. Also, costumes should have photographic interest in themselves, i.e., a combination of two or more tone values or a definite texture like a tweed or satin. The style emphasis should be on cut and silhouette which the black -and -white camera can show, rather than on color and workmanship which it cannot. Special Feature One of the best features we have done from the point of view of picture quality was a series of new hair styles. The camera opened on a close-up of Sandra Gahle, the Swift Home Service Club expert on fashion and homemaking, as she introduced the feature, then cut to a close- up of the face of a clock. To a musical Tex McCrary samples Martha Logans cooking on the Swift television show. background of Dance of the Hours, the hands of the clock turned to the hour Styling the Swift Video Show for which the first hair style was designed. By OLLIE TUCKER We then lap dissolved to a large duplicate McCann-Erickson Agency of the clock which had been especially THE SWIFT HOME SERVICE CLUBcommercials. To show how to bake adesigned and constructed. In the face of has been most fortunate in beingThanksgiving turkey, Martha Logan hadthe large clock, the face of the model considered experimental both byone in the oven ready to come out whenappeared, her hands in the positions of the sponsor and the agency. This attitude she was on the air, one uncooked to showthe hands of the clock. She held the pose has enabled the staff to be truly experi-stuffing,trussing,etc., and one cooked,fora few seconds,then modeled the mental in its approach to many types ofcooled and garnished, ready for the carv- hair -do as Sandra narrated the fashion materials and methods of presentation. ing demonstration which followed. Thescript. We then cut back to the closeup clock andrepeatedthe One might think that a program ded-camera work is very similar from week ofthe small to week, which is a little like having 38musical background as the hands of the icated to woman's interests could simply clock were turned to the next hour. We followthe well -trodden paths of suc- weeks rehearsal on one feature. lapped to the large clock again and re- cessfulwomen's magazinesandother We feel that these hours of planning peated the same camera technique to show well -established media in this field. But have definitely paid dividends, since the all six hair styles. forsuccessfultelevisionprogramming, commercial has been one of the most con- Shows interpreted inthis way, have two questions must be considered: "Is itsistently well -liked features on the Swift been most effective. One of these was a of interestto women? (that's an easy show. Many comments have been received one) : two, is it good television ?" Ques- from viewers expressing appreciation for tion number two has come to mean the thistype of commercial, which makes THE only realistic approach to following things to the television produc- learning a recipe simple and interesting. television for some time to come isthe experimental one in tion staff. This is a perfect example of the type of material that requires a minimum of talk - which we continue to perfect not Moving Idea talk to get the basic idea across. Martha only the sales technique inherent in Does the idea have movement, or can Logan can show and do most of the it, but also to adapt and apply new it be acted out? Programs requiring a lot things she talks about. basic entertainment and education- of talk -talkto get the idea across are The videographic requirements are (1) al features. None of us dares to near the bottom of the list in the viewers'good artistic picture composition;(2) measure our results by the yardstick choice.Over and overagain,surveys good contrast in tone values and textures. of any other medium except for show that the viewer wants to see it done Sensitive cameras and new lighting equip- purposes ofeffective comparison. -not to hear about it. Some of the bestment will make careful lighting a third Our big job now is to learn to use examples of this type of program materialconsiderationin good picturequality. television effectively, and with good are the recipes demonstrated by MarthaTo illustrate how fundamentallythese taste, mindful of our obligation not Logan, Swift & Co. Home Economist.things affect picture quality, consider a only to the sponsor who is paying She performs each step for the camera topeach marquisette bouffant gown on a the bill but to the televiewer into see. Most of the actionis shown ina model against a skyblue background. The whose homes our programs come as tight closeup of Martha's hands as sheresult will be such that the model's skin invited guests." LEE COOLEY, Direc- measures, pours, or garnishes. Hours oftones, the gown and the background ap- tor of Television, McGann -Erickson. planning precede the four to six minutepear on the television screen in exactly 50 THE TELEVISER fashion show of gloves. We built a store -do this by keeping characters to a mini- counter type of construction to cameramum (three or four are tops for best height. The counter was covered on theeffects) and by greatly simplifying back- top and on the camera side with a darkgrounds. The problem here is to strike fabric. In the top of the counter werethe correct artistic balance between-on pairs of holes large enough to accommo-the one hand-simplifying the picture to date a girl's forearms comfortably. Oursuch an extent that it is clear but dull and models stretched out on army cots undermonotonous, or - on the other hand - the counter with their gloved hands stick- having so much contrast that the effect is ing up through the holes. The cameraconfusing and indistinguishable. took a tight closeup, with the hands oc- Our most successful backgrounds from cupying almost the entireframe. Thethe point of view of picture quality have background was a perfectly plain darkbeen those that made no attempt to rep- fabric which gave good tone contrast toresent any specific type of room as such, the gloves, which were allin medium but rather a greatly simplified background and light tones. Since the counter was atsuggestive of the type of surrounding de- Model displays hair -do and evening dress using camera height, the shot was pretty muchsired. While the field cameras, using the clock frame to lend interest. head-on with very little of the counterimage orthicon lens, are able to get goodnote for a smooth production. Soon after itself showing. The chief function of theclear pictures with more than3 or 4we opened, we scheduled this production counter was, of course, to mask the girls.people, they have the advantage of ameeting as our first regularly scheduled lighting system (Old Sol himself)that Avoid Busy Frame meeting. Since the programs are scheduled provides brilliant light in some areas andweeks ahead, we usually discuss several The final effect was just what we were deepest shadows in others, which is aftershows in detail at each meeting. The next after - dancing hands against a plainall the basis of black -and -white photogra- background. We also showed pairs of meeting was a conference with our direc- phy. As long as studio equipment limitstor, Tom Hutchinson, and the station gloved hands against especially designed ustomultipleanddiversifiedlight t_t backgrounds of geometric figures. director. A complete script is furnished, sources, resulting in a flat over-all light,together with rough sketches of set re- .1. used the simple glove styles in thiswe must compensate by scrupulous atten- way and gave the hands a bit of business quirements and a list of properties and tion to tone values and textures, in orderaccessorie. The placement of sets in the with some accessory,i.e.,opera glasses to provide dear bright pictures. studio, camera positions, film inserts are forthe 16 -button white kid,cigarette lighter for the plain suede gauntlet, etc.Staff Meetings mapped out as accurately as possible. This show met all the requirements dis- Finally, certain routines in producingWalk Through cussed above - feminine interest, action,a weekly show of this type may be of in- We have a regularly scheduled rehear- good pictorialquality and possibilitiesterest to TELEv1sER readers. Our first step sal, or walk-through on the day before for camera interpretation. in planning a show is a staff meeting at the show. Our original rehearsal schedule We also find that best picture qualitywhich we discuss all phases of production.called only for the four-hour period im- on a television -size screen is obtained byIt became apparent in the early days ofmediately preceding the show. However, avoiding a cluttered or busy frame. Wethe show that these meetings set the key - we feel that this additional walk-through, even though it is without cameras, is in- valuableinassuringa smooth performance. It enables us to make the most of ourlater four-hour rehearsal withca- meras and crew. Although the program is completely ad lib we have a complete and very carefully prepared script. Script writer Eliza- beth Evans carries the burden of setting down all agreed -upon ideas worked out in our production meeting. The script is accurately timed throughout and camera shots are clearly indicated. Without this accurate and complete script, our type of program would be very difficult to handle. TELEVISION 1948! ! Morning, Afternoon orEveningSessions.All phases of Radio, Frequency Modulation, Tele- sision.Licensed by N. Y. State.APprourd for reterans. ENROLL NOW FOR NEW CLASSES RADIO -TELEVISION INSTITUTE 480 LEXINGTON AVE.. N. Y. 17 (46th St.) PLaza 3-4585 2 blocks from Grand Central Contestants and judges from part of Swift Eye -Q quiz show. APRIL,1948 5I Guild's "Stage Door" president of Actors' Equity is in charge Praised of production directorship. In an interview with Mr. Lytell, it was learned that The Theater Guild'sfifthtelevision Television Personnel production, the George Kaufman -Ednatop theater and television directors and Ferber play, Stage Door, received someactors will be engaged to provide qual- Trained By warm praise from a critic whose plauditsity video entertainment. Theater veteran' are the exception rather than the rule.such as Maurice Evans, Peggy Webster. Columnist John Crosby of the New York Walter Hampden, etc., will be called upon TELEVISION Herald Tribune said,"It was thefirst for expert advice on play selection,adap televised drama in my experience that cation, etc. WORKSHOP had more than curiosity value;it was Commenting on some of TV's difficul- of New York good enough to scare the pants off motion ties such as hot lighting, frequent scene picture and theater interests..." changes,etc., Mr. Lytellsaidthatall Are Now Serving With Crosby's principal criticism was, notthese obstacles would be overcome." the televised production, but the play it- Stations and Advertising self-contending that its theme was out Agencies Everywhere of tune with the times. Other Crosby ob- servations: Duane -Jones "In close-ups any gesture much biggerLaunches Contest STATIONS: than the elevation of an eyebrow seems A novel Jig -saw Puzzle Contestwas pretentious; in long shots, stage acting WPIX-New York WNBW-Wash.,D.C. launched on March 17th by Duane -Jones WFIL-Philadelphia WBEN-TV, Buffalo is not only in order but required." Co. continuing a long-range plan to mea WGN-TV, Chicago WATV-Newark "Because of the restricted space, actors WTMJ-Milwaukee WOR-TV, N.Y.C. sure the size, scope, and responsiveness WCBS-TV, N.Y.C. ABC-TV, N.Y.C. have a tendency to cluster together likeof the daytime television audience. The grapes in televised drama. Three is a play,contest will be carried on John Reed but four is a crowd." AGENCIES: King's Missus Goes A -Shopping, a tele- "The exits and entrances are still . . . N. W. Ayre Sons Newell -Emmett visedaudienceparticipationprogram B. B. D. & 0. J. W. Thompson unexpected. Actors spring...from the sponsoredjointlyby SweetheartSoap. Foote, Cone, Young & Rubicam shadows, and vanish . . .into the shad- & Belding Bab -O Dohc.rty, Clifford ows." andMueller'sMacaroniover McCann -E ickson & Shenfield WCBS-TV. Wm. Warren Adv.Compton Adv. "Television acting may be the most Kudner Advertising difficult of the dramatic arts." Walter Ware, Duane -Jones television director will produce the show. He ex- OTHERS: pectsthe contestto demonstratethat Actors Equity Seeks Borden Co. Irving Trust Co. daytime televising is a powerful forcein Paramount News United Press Sponsor selling package products. Previouscon- 20th Century -Fox News Syndicate Co. Macy's Enc. Brittanica Films The Actors' Equity Association is intests conducted by D -J have convinced Ludwig Bauman Newark Bd. of Ed. the market for an advertiser to sponsoragency officials that the tele audience is MGM Warner Bros. Pict. RKO Pictures Mutual Broad. Syst. a video show called Television Theater now large enough to be judged sales -wise WTIC West Hartford, Conn. of the Air. Equity will select Broadwayin competition with other media. Every hit plays; direct and produce them foreffort is being made to obtain substantial television. cost -per -inquiry figures. The shows are scheduled to be tele- Details of the contest are as follows Highly Trained Production Personnel vised first in New York, then followedThe photograph of a prominent news per- Still Available for Your by repeat performances in other televi- sonality cut like a jig -saw puzzle will be Station and Agency sion cities. Meanwhile, other units would assembled in steps before the television originate in New York and follow the Write or Wire for Information others on the circuit of tele cities. camera. Each week several pieces of the puzzle will be placedintheir proper Along with Theater Guild and Tonight positions and the home audience will be Television Workshop on Broadway video productions, the ef- OF NEW YORK forts of Actors' Equity will bring Newasked to identify "Mr. Who;" a jingle York -bound theater to millions of Ameri-riddle will be used as an additional due. 'America's Television Training Center cans who have little opporunity to seeThe grand prize is an automatic washing for All Types of Production Personnel" legitimate theater. machine and the contestant is required 11 West Forty -Second Street Music Corporation of America will actto identify the photograph an dtell "What as agent and the program will remainchanges television has brought into your New York City Equity property with profits going to thehome." The latter, a very worthwhile and Actors' Fund. Bert Lytell, honorable lifeinteresting survey question. 52 THE TELEVISER "America's Television Training Center" annolinath gth miv 10- akah jivait Apr. 26-July 2

N. Y. STATE APPROVED FOR APPROVED VETERANS

EVENING COURSES - One Night per Week

1. Introduction to Television. . . 8. Studio Aspects of Production: II An introductory coursetoacquaint beginnerswiththis Advanced aspects of production including specialeffects, medium, giving them an overall view of video. video effects,trick lighting, electronic effects, mobile unit Mondays: 6-8 pm. Irwin A. Shane. $25. operation, etc. Thursdays: 8-10 pm. Rudy Bretz, others. $25. 2. Basic Production Basic Elements of program production: script, casting, gray - 9. Advertising and Commerciqls scale, staging, make-up, effects, etc. The commercial aspects oftelevision: the preparation and Mondays: 8-10 pm. Peter Strand, $25. production of commercials for television. Fridays: 6-8 pm. Tom Wright & Chet Kulesza. $25. 3. Program Workshop Discussion andlaboratorywork covering each typeof 10. Production Forum program: drama, variety, dance, remotes, etc. Television's foremost writers, producers, directors, film men, Tuesdays: 6-8 pm. Peter Strand. $25. advertising executives speak before each class. Fridays: 8-10 pm. Peter Strand, Chrmn. $25.

4. Films for Television DAY CLASSES Use and production of film as television program material and commercials discussed, demonstrated. Each term a small, highly select group of "apprentices" is Tuesdays: 8-10 pm. John Flory. $25. admitted for intensive training and experience. Classes: 1-3 pm. daily; Rehearsals, 3-5 pm. daily. Opportunity to assist 5. Writing for Television in Workshop's nation-wide, inter -station repertory groups. Preparationoforiginalmaterial:adaptingmaterialfor video. REQUIRED: Courses Nos. 1 6 2. To place trainees, the Workshop maintains a free place- Wednesdays: 6-8 pm. Ed Stasheff. $25. ment service, which conducts quarterly job surveys. Train- ees receive instructions as follows: 6. Television Directing Problems and techniques in directing television programs. Introduction to Television April 26-May 7 Special emphasis given to laboratory work. Wednesdays: 8-10 pm. Ed Stasheff. $25. Basic Production May 10-May 21 7. Studio Aspects of Production Advanced Production May 24-June 4 Production fromthestudiostandpoint:cameras,lenses. Acting for Television June 7-June 18 lights, control equipment, film, and remotes. Thursdays: 6-8 pm. Rudy Bretz. $25. Television Directing June 21-July 2

Register Now for New Term Starting April 26 TELEVISION WORKSHOP of NEW YORK (773.-I Edit( ationa/ At emb, / Eq. /.9.1:I/ ELEVEN WEST FORTY-SECOND STREET NEW YORK 18, N. Y.

APRIL, 1948 53 the miniature and dollied back slowly while music was building and our title The End was superimposed overthe miniature. In the original story, Madeline, Roder- ick Usher's sister,is introduced atthe very end when she returns from her coffin where she had been buriedalive. She then destroys Roderick and the House of Usher. In the television version,it was decidedtointroduce heratthe very opening thus establishing her relationship to her brother. The brother's hatred for his sister is quite evident and their scene ends, as during the brother's intense agita- tion, Madeline dissolves out and in her place we find the butler. The miniature castle -likeprototype which was used as the central theme inthe video version The scene we then see is Roderick star- of Edgar Allen Poe's, "Fall of the House of Usher." ing at the butler, who has come to announce the arrival of two guests. Madeline by this time is merely a figment of Rod- "House of Usher" for Fewest $$ erick'sirrationalcharacter by what he By PETER STRAND says and does, and develops it to a point Producer -Writer, Television Workshop of N. Y. where his distorted mind imagines footsteps of his sister approaching the room. IVE studio productions intelevisionto give palatable motivation, making a The footsteps are audible to Roderick and today present several important prob- total of five characters in the televersion.the viewers, but not to the guests. We cut lems. One of the greatest of these is how The action takes place in a large mansionto the door as it is slowly opened; then to get top quality entertainment and yet whichisisolated on a high hill. Theback to Roderick who is looking directly keep costs at a minimum. This economic opening scene suggested itself: a fade-ininto the camera. His eyes light up in fear- factor is a practical consideration upper- to stock film showing an exterior shotful recognition. He calls "Madeline." .. . most in the minds of most video pro-of the Usher mansion silhouetted against the camera slowly dollies toward him- grammers. the sky, with a liberal dose of rain andslowly-he backs away, his eyes glued to Excluding stationfacilitiesand timelightning. We want the camera to dollythe camera-but the camera continues charges, the cost of studio productions is in from an extreme long shot to a con-toward him. His fears are building to a largely governed by the producer's ap- venient close-up of a lighted window inhysterical pitch as the camera is on him proach to his material. A creative mindthe upper portion of the house. After thisfor a tight close up at which point Roder- and a practical approach is an essentialwe dissolve to the interior of the roomick collapses-death caused by shock. A combination which invariably resultsin in the studio. However, stock shots sel- cut to a long shot reveals the butler, stand- cutting costs for poor programming. Ondom have dolly effects. Besides to rent ing center, holding a tray of glasses and the contrary, a meager budget is a chal-film, with limited budget is almost im-wine which Roderick had requested earlier. lenge, just as the space, equipment and possible. The consideration of set, props, staging production limitations challenge the in- At the Television Workshop studio we and special effects were approached from ventiveness and enterprise of the tele- combed the prop room and found a minia- the standpoint of how can we present a vision producer today. ture model of a palace -like house with an production which will utilize the advan- Producer's Approach iron railing surrounding it. This was totages as well as the limitations of our To further illustrate the importance ofbe the House of Usher. Cardboard cut- medium and yet achieve optimum results the producer's approach to his materialouts at the base of the model would givewith minimum costs. It has been our ex- and his effect on the budget, I cite someus our mountainous effect. A painted card- perienceattheTelevision Workshop, of the problems encountered in the half- board square behind the model wouldafter producing all types of live presen- hour adaptation of Edgar Allen Poe'sserve as the sky and trees in the back- tations that video know-how is the prime classic short story, "Fall of the House ofground. At the station, our model wasessential for the television producer be- Usher," which was presented by the Tele- propped up in the studio, our camera dol- fore he can begin to cut production costs. vision Workshop of New York over sta-lied in on the miniature and defocussed He is aware of the writer's plot construc- tions WRGB, WPTZ and WABD, all in asitapproached maximum closeness.tion problems, and realizes his own re- a period of two weeks. Then we dissolved to a preset camera on sponsibility in stimulating viewers interest. The original story is nearly all narra-the set which was defocussed at the win- The qualified director's program construction, which presented problem of break-dow and gradually adjusted focus as ittion should therefore, consist of simpli- ing it down into playable scenes. Treating dollied back slowly taking in the wholecity, sincerity and credulity. The imagina- itvisuallyrequiredseveralnecessary room. At the end of the play, we dis-tion he uses in accomplishing this will changes. Two plot characters were added solved from the studio to a close-up oflargely determine his ability as showman. 54 THE TELEVISER ATOMIC ENERGY (Science) Sustain- ing. WWJ-TV, Detroit. Televised: Feb- program summaries .. ruary 29. Format: Dr. R. A. Sawyer, one of the civilian directors of atomic pects:Explanationsofrecentexperi- bomb tests at Bikini, explained nature of STEPS TO GLORY (Religious Pro- atomic energy, where itoriginates and gram)Sustaining: WTMJ-TV. Tele- ments and discoveries made in terms understandable to laymen in video au- how released, by use of charts and spe- vised: March 26, 27. Format: The Holy Ken dience. cialfilms.Newscommentator Week Storyrelatedthroughpictures Manuel acted as interviewer. and narrations bridged with live chorus. VARSITY VOICES (Choral groups) Preceded by Good Friday Program of Sustaining: WFIL-TV,Philadelphia. MISSUS GOES A -SHOPPING (Wo- round -table discussion by religious lead- Televised: Mondays, 8:30 to 9 P.M. men's interests) Sponsor. Jointly spon- ers of severalfaiths. Format:Presentschoral groups from sored.Televised:Wednesdays,1:30 colleges and universities in Phila. area. P.M. Format: Advertiser invites grocery MAJOR LEAGUE TRAINING CAMPS stores to have television program origi- (Baseball) :Sponsor:Philco Corpora- SWING INTO SPORTS (Bowling) nate in their store. John Reed King in- tion.Televised: Tuesdays and Thurs- Sustaining: DuMont's WABD, N. Y. terviews housewives while they shop, days, for four weeks, starting March 23; Televised: Mondays, 8:30 to 9 P.M. and paces the program with unusual Saturday, April 17. Format: 10 -minute Format:FeaturesSidneyGreenberg. stunts with participation of women shop- Films from training camps of Major bowling authority andinstructor and pers in the store. Special aspects: Com- League Baseball Clubs. Pat McDonough, bowling editor of N.Y. mercials are ad-libbed and interwoven World Telegram. Produced and directed with interviews of housewife as she ap- TELEVISION SCREEN MAGAZINE by Bob Loewi. Special Aspects: Each andWo- pears before camera with King. Formal- (ControversialDiscussions program indudes clips of special film by ized commercials also given by King or men'sInterests)Sustaining: WNBT, of Greenbergtitled"Fundamentals cutinbyfilmorbalopticon. from New York. Televised: Thursdays, 8:30 Bowling." WCBS-TV studios. Inexpensive setting to 9:00 P.M. Format: Current affairs, ARTHUR TRACY - STREET SINGER interviews with show people, hints on and minimum of props make program fashions,' etiquettesndhomemaking. (Musical program) Sponsor: George's economically practical. Special Aspects: John McCaffery, NBC Radio and Television Co. and Philco. ST. LOUIS FLOWER AND GARDEN radio and tele moderator of "Author Agency: Robert J.Enders. Televised: SHOW (Exhibition) Sustaining: KSD- Meets The Critics" and Millicent Fen - Fridays, 8:45 to 9 P.M. Format: Fea- TV, St.Louis.Televised: March11, wick, editor of Vogue Magazine, and tures Arthur Tracy as singing emcee of 8to9 P.M. Format:Prize-winning author of forthcoming book on etiquette musical program consisting of songs by flower and garden exhibits, including a act as co-editors of "Television Screen Tracy illustrated by photographs,still roadside park, cabin fromSt.James, Magazine." slides and motion pictures, with occa- Mo., together with stepping stones and sional interviews. Producer: John Gaunt, anelectricallypumped spring which PHOTOGRAPHIC HORIZONS (Com- WNBW Program Manager. Technical coursed through scene of Exhibit at Kiel mercial Photographers'Techniques) Director: John Rogers. Auditorium in St. Louis, where flower Sustaining:DuMont's WABD. Tele- LOCAL CROWD (Teen-age program) showistraditionallydisplayedeach vised: Wednesdays, 8:15 to 8:45 P.M. Sustaining: WNBW, Washington, D. C. year.SpecialAspects:Two cameras Format: Features prominent commercial Televised:Saturdays, 4 P.M. Format: dollied in and out of exhibitions and photographers who display their photos Teen-ageprogramfeaturingamateur scenes. Special spots were provided for and explain their techniques to video talent recruited from local high schools. Auditorium because of inadequacy of audience. Producer and Director: Bob Singing, dancing, comedy by students original lighting. Loewi. Technical Director: F. Bunetta. before juke box and coke bar. CAPITAL CITIZEN (Public service) HOLLYWOOD BOWL EASTER SUN-PRIZE WINNING PLAY(Drama) Sponsor: Tom's Auto Service Co., Wash- DAY SERVICES (Religious Program) Sustaining:WCAU-TV, Philadelphia. ington,D.C.Televised:Tuesdays, Sustaining: Don Lee's W6XAO, Holly- Televised: March 14, 9 P.M. Format: WNBW. Format: Bill Herson conduct- wood. Televised: March 28, 6:30 A.M. Special television production of prize- ing weekly interviews with prominent and11 A.M. Format:Easter Sunrise winning manuscript "No Room for Peter or interesting Washingtonians. Partici- Service with choir and U.C.L.A. Glee Pan," by Harold J. Taub, sponsored by pationin variouscivic campaigns Club, and Los Angeles Symphony Or- theAmerican NationalTheatre and through interview medium. chestra. Easter message by Dr. Willsie Academy and the Art Alliance, was pre- TELEVISION BASEBALL CLINIC Martin. Later morning service included sented directly from theater, where it had massed Church Choirs of two -hundred ( Baseball ) Sustaining: WTM J -TV . Tele- its world premiere. Interviews held with vised: Saturdays, 3:30 to 4 P.M. Format: voices, and brass choir, with the Los author and ANTA's Philadelphia chair- SymphonyOrchestra.Easter Weekly televisionbaseballclinic con- Angeles man and member of Art Alliance's com- ducted by Bunny Brief and Jack Kloza, sermon by Dr. Loris H. Evans. Special mittee between acts. Producer in charge Aspects: This was the first time in his- former major league players, designed of television presentation: Len Valenta. particularlytoteachfundamentalsof tory of Hollywood Bowl that any church Special Aspects: Camera crews worked helditsregular Easter Sunday service playing the game, and to explain finer from seat locations with overhead mikes points of baseball. of worship in the Bowl World's largest placed in the flies and special equipment settingofEasterliliesandmajestic under the stage. Audience of approxi-MEET YOUR NEIGHBOR (Lost and spectacle of 35,000 worshippers gathered mately 75 occupied first rows of theatre foundinterview show) Sustaining: in natural setting of the Bowl, bringing to "dress" the showing. This marks the WTMJ-TV, Milwaukee. Televised: Wed- service through television to those unable first'live'tele show of WCAU-TV, nesdays, Thursdays and Fridays. Format: to personally attend. Philadelphia Bulletin Tele Station, since Gordon Thomas emcees interview pro- FASHIONS ON PARADE (Women's beginning testing period on March 1. gram whichintroducesMilwaukeeans fashions)Sponsor:Jay Thorpe,Inc. MODEL SPEEDBOAT RACES (Speed- to one another through lost and found through April 2; Bonwit Teller through boat contest) Sustaining: WNBT, N. Y. pets, i.e., dogs, cats, parrots, monkeys. April30. Televised:Fridays,8 P.M. Televised: March 9. Format: Metropoli- VOICE OF FIRESTONE (Musical) Format: Fashion displays combined with tan finals of Skipper Model Speedboat Sponsor:FirestoneTire and Rubber Broadway stars, interviews, entertainment Contestheldatswimming poolof Company. Agency: Sweeney and James and lavishsets. Producer. Leon Roth. Downtown Athletic Club under auspices Company of Cleveland. Televised: Mon- WABD, N. Y. of National Boys Clubs of America. All days, 8:30 P.M. Format: First telecast BEEPING UP WITH SCIENCE (Scien- boats were built by boys who were lim- of regular commercial NBC musical pro- tific experiments and discoveries)Sus- ited in expenditure of $1in building gram presentedtoteleviewerssimul- taining: WFIL-TV, Philadelphia. Tele- materials.SpecialAspects:A three - taneously with its regular network broad- vised:Wednesdays,8to8:15 P.M. camera mobile unit was at Club's swim- cast. Features Eleanor Steber, Metropoli- Format: Features Dr.I. M. Levitt of ming pool to show competing speedboats tan Opera soprano and orchestra and famed Franklin Institute who presents go thru their paces. Director: William chorus directed by Howard Barlow. Di- as his guests noted persons in various Garden, of NBC Television field produc- rectorof telecast:William Garden. fields of scientific research. Special As - tion staff. WNBT, New York. APRIL, 1948 55 during certain months of the year are subject to irreparable damage by being dried film news and shorts... out and marred by dust and dirt. Leading television stations, with modern facilities, have made the film library Film Staff of WMAR (Balt.) Achieves and cutting room a major department of Unique Production Record thestudio, and smallertelevisionsta- tions are beginning to follow suit by put- An outstanding record for local him 6.Maryland Magazine. Running time: ting aside a complete room or series of 20 minutes per show. Format: Vari- production and programming has been rooms to hold their entire film library achieved by WMAR-TV, the Evening ous feature stories around state. Sam- andsupplementaryequipment.These ple subjects: The Chincoteague Pony Sun station in Baltimore, Md. rooms are carefully inspected and kept Roundup;LogCanoeingonthe Staffed with six movie cameramen, two scrupulously clean and free from dust at writer -commentators, a film editor and Chesapeake Oystering; How to Trainall times. Films are kept in cans as an a Dog; Water Skiing; etc. two lab men, and with equipment con- added precaution against moisture, dust, sisting of a Houston film processor, a In addition to the above programs,dirt and damage from excess handling. If Bell and Howell film printer, four Bellthere are innumerable special projects,the film is to be kept ingood projec- and Howell 70F cameras, two Cine Spe-suchasthe documentaryfilm"Three tion" value, this care in handling cannot cials, one Auricon sound camera and twoMen From Suribachi," which was pro-be underestimated. By the same token, 16mm Zoomar lenses, WMAR-TV hasduced by WMAR-TV and carried overin order that these films be kept at "use- fulfilleda programming schedulethat CBS in New York. To get this showful life stage," they should be stored in has originality, energy, and strong human - WMAR-TV sent a writer and camera-a humidifier cabinet made to accommo- interest appeal for the consistently grow-man to Arizona, Wisconsin and Newdate reels of the sizes of films used at ing Maryland video audience. Hampshire to film the story on what hasthe station. Following are the programs producedbecome of the three survivors of the un- Proper equipment forefficienthan- locally by WMAR-TV's film department: forgettable flag -raising picture on Mountdling, inspection and rewinding of films Suribachi. should be carefully selected to insure the 1. WMAR'S Daily Newsreel. Running Added to this ambitious film program-maximum of service over the longest pe- time:20minutes.Televised eachming schedule is the making of movieriod of time, and must be modern, speedy evening at 7:30 and repeated at closecommercials foradvertisersonthe and effective, offering the utmost in per- of each nights program. News cover-WMAR docket. This station's film de-formance. Having a film ready and in age extends throughout State of Mary- partment, headed by Philip S.Heislerperfect condition when needed is most land. Filmisshot, developed, andand Gustavus Ober, has made as manyimportant to the continuation of the pro- edited by the WMAR-TV staff. as ten movie spot commercials in onegram where time and perfect perform- 2. Sunday News Review. Running time: week, not specifically as a money -mak-ance are major factors. Rewinds and reels 30 minutes. Consists of 15 minutesing project, but rather as an advertisingshould be sufficiently large to accommo- new newsreel material and a 15 -min- service. date the necessary amount of film re- ute review of scenes taken from daily As a result of WMAR's proven abilityquired for the showing. Splicers should newsreels of that week. (Each dailyto produce films of great variety and forbe readily available for rapid repair when newsreel is a completely new show,nearly all occasions, many stations havefilms break. Steel film racks, in single and items are not repeated from oneindicated keen interest in the Baltimoresectins, with individual film separators, day to another.) Sun video outlet. or, complete floor units to hold many 3.Foreign Newsreel. Running time: 15 Film Storage 1ms have proven a great convenience to minutes. Runs once a week, and editedA SURVEY of the film problems ofstations where prints must be reached and assembled from regular newsreel televisionstationsand operatorsquickly for the day's performance. These prints purchased by station. has revealed that all agree regarding the 4. Film Quiz Show. Running time: 15 primary essentials neededforeffective minutes.Sponsoredandscheduled and efficient operation of their film de- once a week. Format: Picturalization partments. ofinterestingscenesinMaryland In most cases, the quick expansion of a vicinity. Questions are asked abouttelevision station has found it totally un- these pictures and then pictures are prepared to file, store and care for films repeated with correct answers. properly. Stations with limited facilities 5. The Curious Camera. Running time: have been forced to store expensive films 15 minutes, twice weekly. Format: in closets, desks, file cases, etc., and on Tried and true, old, but still effective. makeshift shelves, where the protection Sound camera crew is sent out to doand safety of the film has proven inade- sound -picture interviews of people on quate. thestreet on various questions of Many stations have been oblivious to Set-up for efficient film operation. the day. the fact that films stored in a room heated (Photo Neumade) 56 THETELEVISER are indexed individually, orinspaces, to show at a glance available shows, per- . formance time, etc. film screenings An engineering and planning department for the use of the television station "ARTISTS AT WORK" Artists at work in Available Films the fields in which they specialize such as needing assistance in the set-up of their "BASKETBALL THRILLS OF1948-(Official sculpture, wood carving, lithography,por- effi- movie film departments has been Films, 25 W.45thSt., N. Y. 19) - traiture and ceramics. George Fass, owner cientlymaintainedbytheNeumade Release date: May 1, 1948. Highlights in the of the package, is showing a specimen film Products Corporation, one of the leading season's championship courttourneys - with Irwin D. Hoffman going through the manufacturers of film storage and main National Invitation and N.C.A.A. Sportscaster steps of making an etching. In the filming, Marty Glickman handles narration in vivid, a Lempertscope is used to enable the pho- tenance equipment. They have been of spiritedmanner. Among thesports great tographertogettheexact viewofthe invaluable aid to televisionstationsin the shown are Dolph Schayes, Ray Lumpp, Ed demonstrator.Available,forsponsorship, establishment of a smooth -running film Macauley, etc. Available in featare length 16mm sound. department. cn1v,16 mm scum?. TRAINING CAMP SERIES.Seriesofnine CLASSIFIED ADS Telecast Films, Inc. 10 -minutefilmsfromtrainingcampsof $5 for 50 Words; $8.50 upto 100 Words. major league baseball teams, including Cin- WITH THE APPOINTMENT of Robert cinnati Reds, Detroit Tigers, St. Louis Cardi- POSITIONS WANTED Wormhoudt as Executive Vice -President nals, Philadelphia Athletics, Boston Braves, PRODUCTION - ProgrammingAssistant- of Telecast Films, Inc., this unique film Philadelphia Phillies, N. Y. Yankees, Wash- After Yale graduation worked a year in contracting agency goes into full swing ington Senators, and Chicago White Sox. Sponsored: Philco Corporation. Produced by: radio.Presently connected with a tele- as booking coordinator between member News -ReelLaboratory,Philadelphia. Com- vision production company. Background television stations and film distributors mentator:BillSlater.Telescreened: Twice of music, photography, dramatics.Can in New York and elsewhere. weeklyinPhiladelphia, St.Louis, New you use an energetic, ambitious young OrganizedinAugust1947by Ed. York, Chicago, Washington, D.C.,Cleve- man, looking chiefly for opportunity, in land,Baltimore,Cincinnati,Detroit,Mil- your television station or organization? Woodruff, Chief of Film Procurement at waukee, Schenectady, Minneapolis and Los WPIX, Telecast Films is the first agency Resume, references sent on request. Box Angeles. HCR, TELEVISER, 11 W. 42nd St., N. Y. C. of its kind to contract for specific pro- "THIS LAND OF OURS" (Dudley Pictures curement of films for television stations. spot i with ad Corp., 501 Madison Ave., N. Y. C.) r VIDEO RESEARCHER. Seeks Its main functionis to coordinate film Also,"This agencyin N. Y.C. Can assemble all essen- filmsof eachofthestates. tial ad and video data, suggest strategic bookingsbetweentelevisionstations World of Ours," travel series on each of the angles to cope with and take advantage of throughout the country and film distribu- countries. the rising video boom, speak before inter- tors who are located in New York and "KASHMIR STORY" - documentary filmof ested groups, and prepare factual and surface -blastingpresentationsforclients and Los Angeles. thetribalwarintheKashmir regionin technical and India. Commentary by Lt. Col. Naval Gand- prospects. Varied research, Currently theagencyis handling book- radio background. Attended Television Work- hy, formerly of the British Army Film Cen- shop. Box BM, TELEVISER, 11 W. 42, N. Y. ings in behalfoftwenty-three distribu- ter in India, and one of the cameramen who torsandisserving stations outside the filmed the picture. Presented on NBC Tele- FOR SALE New York area. Contracts run from six vision, Sunday, March 14. REVOLUTIONARY NEW MIKE BOOM - months to a year. Telecast Films books "THOROUGHBREDS FOR THE WORLD" (United 360 Rotating Mike, 10Foot Extension, alltypes offilm. World Films, 445 Park Avenue, N. Y. C. 22.) $189.50;New Auricon Pro 16MM. Sound - British documentary portraying the his- Camera withN/RAmplifier, Mike, Ca- toryofthe blood linesofall great race bles, Auto Parallax Finder, 1" Fl. 9 Lens Print Run of this Issue horses of today. The skill and tradition of complete, ready for use, $1497.00;L. N. breeding as handed down from generation Kodascope FSION Sound Projector $345.; to generationis depicted. Closes with cli- Exceeded matic sequence of classic races in almost Bell & Howell Viewer -Projector $115.00. every country of the world. Sponsor: U. S. All16-35MM. Movie Production Equip 7000 Copies Rubber Co. Telescreened: Friday, March 19 ment in Stock. Free CatalogV4. CAME over NBC network. RA MART, 70West 45th St., New York. "KING OF THE ROYAL MOUNTED" (Tele- comics, Inc., 247 Park Ave.. N. Y.17.1 TV Program Directors! This Isn't An Series of 52 four minute television films bas. -6 Sponsors!Agencies! Ox - Cart Era... ontheKingFeaturessyndicated comic strip,ZaneGrey's"KingoftheRoyal a unique aid to film programs Obvious, you say-but are you planning Mounted."Availableonsustainingand yourTelevisionAdvertising and Prc film program services gramming that way? You'llsurely be commercial basis. Four -minute open-end films and intune withthetimesfor your Tele allow one -minute commercial. Designed for Programplanning completepro- vision Commercialsand Programs ifycr, -hildren'sentertainment. curement ofalltypes of films to meet your program needs. call on specialists --- DANGER RIVER (Dudley Pictures, 501 Madison -write c, CONTEMPORARYENTERPRISES Ave.) - 16mm one -reelerwhich records For detailed informa 1416South Penn Square the daring passage in small boats through FILM PROGRAM SERVICES Philadelphia 2 what are supposedly the most treacherous the 1173 AvenueoftheAmericans LOcust 7-5834 rapidsintheworld,therapids on "For the Best in TV, Call on CE" Colorado River. Filmed by Edwin E. Olsen. New York19, N. Y. Available in sound or silent. APRIL,1 948 57 Radio Engineers Show About 185 radio -electronic manufac- The World's Favorite FairTale turers displayed $6,000,000 worth of apparatus for 15,000 engineers and guests at the annual convention of the Insti- tute of Radio Engineers last month. Rat- ing high in popularity were the television panel discussions held in the Grand Ball- room of the Hotel Commodore. Engineers discussed receiver and transmitter design and also the important aspect of test apparatus for the serviceman who installs and repairs the sets. Dr. T. T. Goldsmith of the DuMont Laboratories explained that television signals hitherto thought to extend to horizon eePitt. only, actually exceedsit considerably- sometimes to as much as 100 to 125 geatftf miles. While extended coverage is a de- in sirable thing in some cases, such propa- .ctarrinf,, 16MM Sound gation may eventually interfere with tele BONNIE BAKEN stations in adjacent communities when Gorgeous most of the market areas finally receive JOHN HARVEY their video outlets. Co/or and a talented cast Other information bearing on the receiver end of television appears under Provides aFEATURETTE that department elsewhere in this issue. of Charming Romantic Drama TriedandApproved by Child Audiences $150 Television Set Order from your Film Library orDirectfrom Teletone revealed a new 7 -inch picture tube video receiver for under $150. Now 330 West d St the three lowest priced sets are made by FILM HIGHLIGHTS .90w.New York18,42n N.Y.. Motorola, Hallicrafter and Teletone. 1 ------SUBJECTS FOR TELEVISION MUSI-CALLS 501. Adios Senor 509. The Name Was Smith Sleeping Beauty PHOTO BULBS 502. Little Anne Rooney 510. Rip VanWinkle's Daughter Bear Series 503. Willie the Window Washer 511. Hollywood Knights 1. ForestFanta- 504. Little Coed 512. Teacher, Teacher sies 505. Hangin' Round the Fountain 513. In Dreams Only 2.Once Upon A 506. Vitamin U For Me 514. The Little Snow Man LIGHTING EQUIPMENT 507. Bet Your Boots and Saddles Time 515. Tavern in the Town Foto Facts No. I 6 : for 508. Home On the Kitchen Range 516. The Girl Alter My Heart No. 2 I

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PRODUCERS and DISTRIBUTORS of MOTION PICTURES for TELEVISION PLEASE NOTE: If you bring your FRENCH NEWSREEL 10 minufes production ideas to us, we will be Twelve Stories Weekly on glad to consult with you without CURRENT EVENTS in obligation. ContinentalEuropeand Africa ASTOR PICTURES CORP. 130 West 46th Street 1600 Broadway- N Y. New York 19, N. Y. BRyant 9-2457

58 THE TELEVISER Film's Role Evaluatedby WPIX Program Mgr. By HARVEY MARLOWE Program Manager, Station WPIX, New York City

THE gold rush is on-televisionhasplete studio. Other live shows on theprogram. A careful analysis of costs may become the '49ers' dream in 1948!same day can be presented only withless bring out some startling figures. It may Prospectors from the radio, motion rehearsal which sacrifices quality. be cheaper to produce the same show picture, newspaper, theatre andtranscrip- Itis quite evident that films can filllive, in each city, than to pay the line tion fields have joined the rush.They the bill more effectively and, from the charges between affiliated stations. are after not only theactual gold to be long-range point of view, more economic- Advertising agencies may find that they mined from the mother lode,but theally. The result is the important thing.can make a much betterdeal for their extra millions to be picked upby catering To a televiewer at home, it is practicallyclients by putting their programs on film tothesupplementary requirements of impossible todetect the difference be-and simply shipping prints of this pro- television. tween a live studio production and onegram to the various stations acrossthe Film transcription is one of thesead- on film. country. They can thus avail themselves ditional veins of ore. Large investments Comparatively speaking, any half-hour of cheaper time rates and also avoid the will be necessary to tap this vein.The studio production is a fait accompli. In high line charges. The fact that these films planningmustbewellthoughtout essence, a director produces a half-hourcan be used at any time overand over and the execution efficient. Theprofits motion picture in exactly one half-hour. again is not to be overlooked in present- to be gained after applicationof theseHe accomplishes all the dissolves, fadesing the case to clients. three requirements will be morethan and other optical effects that film com- It would seem that the case for film worth the effort. But catering to this par-panies obtain at process laboratories dur- becomes ever stronger. It is obvious, too, ticular supplementary need of televisioning that period. He calls instructions to thatitwillbe some time before the will not be a Get Rich QuickWallington an army of technicians-cameramen on charges at the various stations will find venture. the floor, dolly -pushers, mike -boom oper- their level. And certainly when they do, The fly-by-night investor will find noators, stage crew, studio director, techni- the difference between studio and film pay dirt. Gold will bemined from tele-cal director and the audio engineer. He charges will be even greater than itis vision only on a long term basis.And keeps one eye on the script and one on today. the field will not be exhausted nor com-the preview monitor, and the intercom pletely explored for many years to come. iskept busy to assure the smooth se- 10 -Min. Time Units? There is no established precedent asgueing of film or slide inserts. Initially,thetimestandardsfound yet. Courage and adequatefinancial in- Many of the arguments in support ofsuitable for radio must be reviewed in vestments are going to build upknow- studio programming versusfilm havethe light of television's special require- how and stock methods. been based on the assumption that thements and limitations. Many feel that the Staggering Profits Foreseen films cost much more. Figures usuallyaverage length of shows in tele'sfuture will be closer to ten minutes than half The profits in the film transcriptiondo not lie, but in this case, they do. The commercial sponsors should be more con-an hour. This is based in part onthe field are going to be staggering. There thought that the mounting cost of tele has been a tremendous amount of con-cerned with what the medium will eventually cost rather than with the short-rangeproductionswillrequirean economic jecture as to what percentage of television surface expense. No advertiser can ac-compromise. Even a ten-minute portion programming will be taken care of by on the screen will demand a largeoutlay. film transcriptions. The foresight and thecept current figures for the record. In pioneering spirit of already established the near future, studio costs may even sur- Television also promises to interest advertisers who were unable to take ad- leaders in the field will govern just how pass the cost of film productions. vantage of radio; the sight element be- large such profits can be. Film Longevity ing vitally necessary to sell their prod- In analysing this film transcription po- A stronger case for film may be estab-ucts. The demand for video time may fromthe programming stand- tential lished through its longevity as a medium.be so great that the medium will not be point,one must firstrealizethat the Itisesti- mediocre quality of television programs Regardless of the higher cost today ofable to handle allcorners. film, when a sponsor puts his program on mated that even with seven channels in isin most cases due to inadequate rehearsal time, plus poor facilities.Pre- celluloid, he has a valuable piece of pro- the New York area, many desirous spons- suming a station starts off with a one- perty that may be used again and again.ors will find themselves unable to secure half hour dramatic show, at least five to It may be distributed and shown, in turn, television time. The natural desire of TV six hours are required for camera re-over every station in the country and overstations to accommodate the greatest num- new stations as they spring up; it mayber of advertisers will result in a greater hearsal.If another program of fifteen be repeated on these various stations fromproportion of one -minute spots and ten- minute durationistofollow, atleast two to three additional hours maybe time to time as the audience grows. minute segments. This would result in necessary. Figuring on a averageeight Another apparently unrecognized fact-adequate financial backing, now absent hour day, this more than ties up a corn- or is the high cost of networking a studioin the medium. APRIL, 1948 89 TELEVISER'S MONTHLY FILMBOARD Televiser Reserves This Space Each Month for Film Companies Makinga Bid for Video Business. Stations and Agencies are Urged to Become Better Acquainted with the Film Companies Advertising Here. AdvertisingRate: $10 perinch one insertion; $100 per year, 12insertions.

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112 WEST 89th STREET, N. Y. C. INC. SChuihr4-28/9 SYMPHONIC SHORTS Producers of Films Aida for Television A Complete Film Service For Rosamunde Television Stations and Sponsors Also Documentary and Educational Short Subjects Available for television TELEVISION FILM INDUSTRIES CORP 1600 Broadway, N. Y. 19 Circle 6-9750 Sendforourlatestcatalog 340 Third Ave. (at 25th St.) N. Y. 10, N. Y. of MAJOR COMPANY features, Phone LExington 2-6780-1.2-3 serialsandshortsubjects. Exclusive SOLD- 16 MM Distriburors "Time Through the Ages" COMMONWEALTH PICTURES CORP. VIDEO ASSOCIATES 729 Seventh Avenue, NewYork 19.N.Y. INCORPORATED

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MORE 723 7th Ave., N. Y. C. Circle 5-6347 FILM COMPANIES TRY OUR SPECIAL! For a LimitedTime We Are Memo ADVERTISE OfferingSix One -Minute, Semi- to Advertising Agents Animated Spot Commercials Vey rlere is a realdifferencewhen IN Made To Your Order-For $1500 Films are directed and processed ESPE-

CIALLY FOR TELEVISION.Ask fora TELEVISER Call, Write, Wire! Story Board on your problem product. Than any other Television Oland Billingsworth ANIMATED ART PRODS. Exec. Producer publication.. . 13 EAST 37 STREET, NEW YORK H B & K FILMS for TELEVISION MU 5-7523 1560 Broadway, New York 19,N. Y. Tel. BRyant 9-5579 60 THE TELEVISER NORM BURK Pratt & Burk MR. LIST MR. BECKER Sun Telegraph L. E. SEPTU Westinghouse FLORENCE SANDO WCAE ROY PHILSON WWSW, Inc. ART PALLAN WWSW, Inc. DALE JACKSON KDKA BETTY MORGAN Fairchild Publications H. G. BEARD Moto Radio Dist. Co. GEORGE E. KING W. Earl Bothwell, Inc. ROBERT W. THOMAS WWSW, Inc. THOS. B. PRICE WBVP FRANK R. SMITH WBVP UNA ADAMS Public Rel. Research Ser. WILLIAM ZEILOR Harris Theatres J. H. NASH Gerard Theater E. J. PODEYN WHJB, Greensburg GEORGE L. YOUNG WGPH ANDREW CROZIER City of Pittsburgh MAJOR ARMSTRONG Dumont, N. J. W. S. DINGFELDER Union Supply Co. LESTER A HAMBURG Hamburg Bros. JOHN E. THOMPSON R. N. Thompson Adv. TOM QUISTON Duquesne Light Company A. J. SMALLEY Duquesne Light Company J. A. STAG Philco J. M. MINM Philco Pittsburgh TelevisionInstituteluncheon, William PennHotel,at which DrAllen B.DuMont, Bulletin Index holder of Pittsburgh's only CP, outlined plans for WDTV. JACK MAHONY PAUL SHANNON KDKA JOHN KRESGE KDKA GEORGE BAREN BERGG KQV Enthusiastic Pittsburgh Audiences Greet MARC HESS, Marc Hess Tel Productions DR. A. J MILLER,Pitts Board of Education Speakers at Regional "Institute" LARRY PICKHOLTZ Audovox Sound FRED JOYNER WWSW, Inc. 225 representatives of Pittsburgh's adW. B. BACHMAN Gulf Oil JOHN R. HARLOW WWSW, Inc. agencies, stations and department stores COOK THOMPSONSmith, Taylor & Jenkins CARL DOZER WCAE RON TAYLOR Smith Taylor & Jenkins L. F. MOHNEY WCED heard a total of twelve speakers, mostly MR. ADAMS WPIT from New York, at the first annual Tele- W. E. SICKLES Sickles Sound Studios BOB PARKS WEDO THOS. J. MACWILLIAMS, vision Institute sponsored by Pittsburgh LOIS V. CRAWFORD WEDO Smith, Taylor & Jenkins Radio and Television Club and Televiser BOB LANDSEADEL WKPA MARIE WILK WWSW, Inc. Magazine at Hotel Wm. Penn on March H. E. RANSFORD, JRH. E. Ransford Co, JERRY RIP Walker & Downing Mode Art Pictures 22. Among those present were: JAMES L. BAKER CLARA E. CALVIN West Mifflin Schools R.F. HARWICK Gulf Oil PETE SCHLOSS WWSW, Inc. S. LAWRENCE ROTHMAN, V. R. KING Smith, Taylor & Jenkins WINONA ZEIGLER Rothman & Gibbons Adv. E. W. ROSENBURGER H. J. Heinz ALBERT B. SMITH University of Pittsburgh Penn Radio & Sound R. P. LYTLE Ketchum, MacLeod & Grove ROBET B. MACKALL, WFMJ Broad. Co. B. A. BREGENZER WPIT, Inc. LEE ENGLISH Walker & DowningJOHN W. BERNINGER R. T. GESTRICK Radio Director C. Chest H. S. DOWNING Walker & DowningJAMES H. GREENWOOD WCAE JOS J. KUENZIG Duquesne Light Company J. E. KARABIN WEDOLIONEL POULTON KDKA FRANCIS G HOYT Electric Products, Inc. F. C FESKKE Kaufmann's RUTH N. LEAKE Wilkens Jewelry Co. "SI" STEINHAUSER Pittsburgh Press E. S. COX Bell Telephone Company WIN BROWN WWSW RALPH W. WILL Hamburg Brothers T. A. GRAVE Bell Telephone CompanyDON STRATTON NBC F. C. POTTS Doubleday Hill Electric Co. JOSEPH E. MOORE Horne s R.J. WOODRUFF Woodruff Radio RALPH L. SISSON WSPD, Toledo, Ohio ARTHUR L. JOHNS Art Johns Radio J. M. ROBERTS Sykes Adv. JOHN GRUENBERG, II, MARJORIE THOMA Wiltman & Callahan HELEN RYMAN Ensing Adv Agency ContemporaryEnt., Philadelphia GEORGE HELD George Heid Productions AL STAHL Animated Art Prod. N.Y.C. DICK STROME, VICKEY COREY KDKA LES STERNE Smith Taylor & Jenkins Contemporary Ent., Philadelphia JAMES L. SNYDER Duquesne University JANET ROSS KDKA WM. J. O'BRIEN. JR. ASCAP JAMES J. CRAWFORD, Temple U Phila CLIF DANIEL WCAE J. E. SIKORA ASCAP HOMER H. MARTZ KDKA JIM LINDSEY Allegheny County GEO GATES, JR. Wheeling, W. Va. Tydings Company M. WAYNE KDKA RED LEVY WRGB FRANK YARUSSI J. A. FRANKEL E. C. LIPS Tydings Company Spear & Company CAMPBELL PATCH WAJC, Johnstown, Pa. HERBERT W. IRVING KDKA MILDRED EVANSON,Penn Col for Women Board of Education ALAN TRENCH WCAE TYDVIL DAVIES JOHN M. WILKOFF WCAE WESCO, Pittsburgh GEO. D. TONS KDKA' JAMES H. HUGO BOB SCHROEDER WCAE J. P. FOSTER WJAC, Johnstown, Pa. DOROTHY M. CALDWELL,Mt. Mercy Coll. LLOYD G. CHAPMAN KDICP VIRGINIA REED KQV J. HOFFMAN Bell Telephone Company STAN LENCHNER Susman & Adler Smith Electric Company Hamburg Bros.J. F. MURRAY KQV CHAS. W. SMITH JACK V. SNYDER Dubin Advertising, Inc. BILL KELLEY WCAE MARY LEE ENGSTROM KQV DORA C. WEISS R. C. WHITEHEAD Gulf Oil BILL BURNS KO IDA MAE STILLEY Board of Education J.A. BURGESS Gulf Oil WALTER JONES KQV JACK E. SWIFT KDKA J. A. FINCH Warner Bros. TED MASON Mason Marionettes (Continued on Page 72) APRIL, 1948 61 more than a dozen key cities in the nation. An additional 30 to 40 stations will begin operating during the coming ten months, opening new areas of opportunity for multitudes of people. So, by the same token that television has a job to do now, those who believe their futures arein television should get startedin television now, making their contributions to help the new industry do the job required of it. Training Is Required It would be .111injustice to anyone to say he merely can walk up to the personnel office of a broadcasting station or manufacturingplantandimmediately land a job in television. Those with little or no experience should make every ef- fortto learn more about the industry. Several very good books have been written on the subject; accredited universities, colleges, and technical institutes are offering courses both in production of pro- Some televisionjobs: cameraman, videoengineer,director,technicaldirector,filmoperator, grams and in engineering studies; trade control engineer. Others are actors , producers, managers, etc. journals arefull of details about television and its progress-all of these con- Employment Opportunities tribute to providing a background that can enable a willing individual to find On Rise in Television a niche for himself in this new and ex- By J. R. POPPELE December 1950, 100 thousand is a con-citing field of television. The future in Pres. of T.B.A., rice-Pres. W 0 R servative estimate. television is just as great as anyone wants The jobs that need doing are many and to make it. The ambitious person who TELEVISION employment includes a diverse,providingopportunitiesfor great deal more than those employed feels he has certain abilities that lend those with skills, and without. In the pro-themselves to this new field, would be in television stations and networks.gram production field,television needs We must take into consideration people over -looking a grand opportunity for ad- artists,actors and actresses, cameramen, vancement if he did not take advantage employed in the manufacture of television lighting technicians, scenic painters, writ- of television's multiple possibilities. He homereceiversandtelevision station ers, directors, producers, and stage hands. cannot get a job in the industry merely transmitters. Those home receivers have On the technical side of operating a tele- by concluding that televisionisa good to be distributed to a retail dealer. There vision station, men are required as engin- field and he could make a lot of money must be trained service people who have eers, sound and picture technicians, mo-out of it. One must prime himself for the necessary know-how to installtele- bile unit operators, maintenance people,a job before he applies for it. He must vision sets and keep them in operation. clerical, and in supervisory and manage- learn everything there is to know about And the advertising agencies need train- ment jobs. Advertising agencies will re- itshort of actual exeprience. He must ed production staffs to do the television quire any number of individuals who areadapt himself to the phase of television advertising job for their clients. So youadept at writing and producing shows. he feels he can best handle; not merely can readily see the many and varied job The opportunities are virtually limit- walk into the personnel office and say opportunities that television holds in store less. Television has a big job to do forhe wants to get into television because it for veterans as well as non -veterans. the American public. In addition to be- looks good tohim. Zealous approach Right now, there are about 30 thous- comingthemosteffectiveadvertising to whatever you feel is your best suited and actually working in television. That medium we know of, television can and "angle" in televisionisnecessary. This includes those engaged in the several cate- will be a powerful factor in serving therequires study, basic training, ability, am- goriesImentioned. An additionalfive public interest, just as radio does through bition, and a never -say -die attitude. Peo- thousand people should be actively work- programs such as "The Veteran Wants ple now working in television just didn't ing in television by December. And since, to Know." Television must perform thisget there dreaming about it; they work- television is in its fast-growing stage, em- important public service, and it must do ed hard atlearning all ployment is going to increase by leaps the facts-the it now if the industryisto have thehard way-and then made their bid for and bounds from then on. One can only respect and integrity necessary to its long the job. That they got itis evidence of guess how many will be employed in tele- range well-being. There are now aboutthe fact that they were ready to meet its vision within the next few years, but by twenty televisionstationsoperatingin challenge. 62 THE TELEVISER WES TURNER, technical directorof Video Broadcasting Co. PETER B. JAMES, formerly advertising and people.. business manager of Television Magazine, has been appointed manager of the television department of Weed & Company. NEW PERSONNEL Editing department (head has not yet been GEORGE R. MacDONALD named Vice Presi- named); OTIS S. FREEMAN, for four years dent in Charge of Finance of Motorola, Inc. CBS -TV: Appointed to producing -directing with WABD as chief operating engineer, staffs: NAT CARSON, consultant producer; now on engineering staff; WILLIAM SLOAT RCA -VICTOR ANNOUNCED: Five Vice Presi ARTHUR MOORE,producer -director; ED has been named assistant for engineering. dents: MEADE BRUNET, Vice President m MABLEY and ACE OCHS, directors; ROB- FRANK YOUNG, formerly with the United charge of the Engineering Products Depart- ERT MERRILL, KENNETH REDFORD, KING - Press as feature writer and editor, has been ment; J. B. ELLIOTT, Vice President in charge MAN T. MOORE and HUGH MUIR ROGERS, named Publicity Manager. ofthe Home Instruments Department;JO- associate directors. WWJ-TV: KIRK KNIGHT, who for more than SEPH H. McCONNELL, Vice President and NBC: NORMAN BLACKBURN, formerly vice twenty years was a radio veteran, has General Attorneyof RCA Victor; J. W. president of theJ. Walter Thompson Holly- joined the WWJ-TV staff and will be fea- MURRAY, Vice President in charge of RCA wood office,appointed National Program tured inits nightly news program in addi- Victor Record Department; and L. W. TEE - Director of NBC Television; WARREN WADE, tion to handling various other special pro- GARDEN, Vice President in charge of the formerly Program Manager, appointed Pro- grams. RCA Tube Department;J.R. LITTLE has duction. Manager. WMAL-TV: FRED SHAWN leaves his NBC post been named Eastern Region Manager of WABD: DANIEL M. PETERSON as assistant of Administrative Assistant to the National RCA Victor Division; RAY S. GROENIER has director to HARRY COYLE, WABD's mana- Program Manager to serve as Manager of beenappointed RCA salesengineerin ger of mobile operations. WMAL Television and Broadcast operations. chargeofcommunicationssalesforthe WGN-TV: WILLIAM C. MEYERS as television southwest region. salesman; DONALD A. GETZ as sales pro- STAFF PROMOTIONS VIVIAN GORDON, who has been operating motion manager; JOHN McGIVER as chief CBS -TV: HAROLD MEIER has been named in the video medium for the past two years scriptwriter;ELIZABETH BAIN,formerly Night Supervisoroftelevisionoperations. at CBS and for Marlowe Television Asso- trafficdirectorof WCFL, Chicago, named ALLEN PARR will now handle television ciates, has been named as Director of Tele- WGN-TV music librarian. operational schedules and assignments. vision for Sherman H. Dryer Productions. WBEN: JOSEPH A. JENKINS, formerly promo- BERNIE LONDON, formerly program assist- KEITH KIGGINS, well known radio executive, tion managerand television -production ant in CBS -TV's Sports Department, has been has been named president, director and op- director of the RCA Victor Division of RCA, erating head of Television Associates, Inc. production manager. named afulldirector assignedtosports coverage. RICHARD J.REDMOND, former EDWARD SARNOFF, formerly associated with WPIX: WALTER ENGELS, member of News member of CBS Promotion Department, has the American Broadcasting Company in the picturestaffforfourteen years,to head Local Newsreel department; JAMES FREZ- been named assistantto LAWRENCE W. Special Events Department, has been elected LOWMAN, Vico President in the CBS Tele- Vice President of Radio & Appliance Dis- ZOLINI, electronics engineer, as Engel's as- vision operation. tributors, Inc. sistant;PAUL KEOUGH, newsreel editor, WABD: GEORGE REEVES, formerly supervisor and AGNES MOSS, film cutter, to Newsreel of master control room, named WABD operating engineer. One of Reeves' chiefre- sponsibilities,will be assignment ofengi- LOW COST neering personneltothestation'sstudio, transmitter and remote operations. MICHAEL McMULLEN, veteran broadcasting engineer, promoted to postofSupervisor of Opera- tions,StudioA,entailingsupervisionof work done by camera men, mike bocm ANIMATION men, audio and video engineers and studio assistants. WILLIAM FLYNN, former master control video engineer, assumes the post OPEN END of Master Control Supervisor. WCAU: CHARLES W. ROBINSON, member Time Spots ofthe Philadelphia Bulletin Telestation's engineering department, promoted to Super- Weather Spots visor of the television studio and field operations. MISCELLANEOUS Live Action Film Named toBoardofAdvisorsofSchool of Commercials Radio Technique, Hollywood, California: CHARLES B. BROWN, program manager of KFI, AM -FM -Television;RONALD C.OX- Call FORD, executive producer of KFI Television; MUrray Hill

Subscribe to . . . 7-6577 TELEVISER Ted Eshbaugh Studios, $3 per year TELEVISER, 11 W. 42nd St., N.Y.C. SPRINGER I N C 35 W. 45th St., New York City PICTURES, INC. CHickering 4-3930 Write for Information on ChWth:1112 Pilait.CIVIA 4: JULIEN BRYAN PRODUCTIONS Fisher Building Available for Television motion pictures and DETROIT animated cartoons International Film Foundation 341E. 43rdSt. for over 15 years 1600 Broadway, Suite 1000, N.Y. NEW YORK

APRIL, 1948 63 Technician shortageisnot the only receiver news... problem major manufacturers face. Some dealers have been cuttingprices and transhipping sets, and have been warned that such practice may mean disfran- chisement. RCA, DuMont, Philco, etc., distributors have been advised to send special set "shoppers" (snoopers) to get the evidence on offending dealers.

New 2.5 Picture Tube... Lower prices for large screen sets has been the aim of the North American Philips Co. for the past two years. Re- vealed for the first time at the annual Radio Engineers Convention was the long awaited secret project called Protel- gram (European origination). This is projection system small enough for table model sets. A 12 by 16 -inch image is produced from a 2.5- inch picture tube. This size picture in direct view would require a 20 -inch tube whose replacement cost is approximately $200. This is the principal advantage of Protelgram-low re- By and large,statistics indicate that women generally make the final choice inselecting radio and television sets; due mainly to consideration of how any set will fit into the family livingroom. placement cost for the 2.5 -inch picture The above photo isa DuMont Plymouth styledinEarly American Tradition. The finishis waxed tube. The idea was conceived and initiated Installation is Still Chief Industry in the Philips Research Labs in Holland and later developed jointly by the Euro- Bottleneck... pean and American branches. The pic- turecathoderaytubehasasmall nIGGEST bottleneckinthe entire There is one aspect of the televisionsize and a fine grain phosphor screen -1-° video advance is the installation of picture, however, where the supplyis which gives a resolution of 450 lines and television sets and their subsequent serv- much greater than the demand. This is thea contrast ratio of 30 to 1 on the large ice. The shortage of technicians today isnumber of applicantsfor dealer fran-viewing screen. The entire unit sizeis only an unpleasant reminder of the acute chiseswhichfloodsetmanufacturers. only 81/2 x 161/2 inches. shortage in the offing. Though technicalMost of these must be refused, but only The system will be sold as a unit to schools have peak enrollments, trained after the companies have spent consider-set manufacturers who will build them television people cannot keep up withable time and money evaluating all ofinto their own makes. North American set production, which itself cannot keepthem. Most of the TV manufacturers Philips will not make complete TV sets; up with public demand. make radios and already have their dis- only the compact projection units. It is re- The phenomenal rise of television is tributionshipssetup. The videosets ported that the next few years output of reported daily and almost mechanically. merely flow out to the public throughthe units have already been committed The RMA count is 250,000 receivers as these established channels. Some set mak-to a few major set manufacturers. of March 1, 1948. The non-RMA count ers,however-DuMont mainly-never canonlybeconjectured.ArthurA. made radio sets and therefore have noNew 10" Receiver... Brandt, General Sales Manager of G.E.'s distributionfacilities.Inonerespect, One other manufacturer of projection Electronics Department, said that fortybuilding new distribution channels has asets, U.S. Television, has turned in the million people in the major U.S. mar-distinct advantage: New dealers and dis-direction of direct view sets in addition ketswill spend $600 millionto buytributors may be chosen on merit with-to its regular large screen projection sets. twelve million video sets within five years. out compunction to serve loyal dealersHamilton Hoge,president,announced Now in trade circles runs a rumor that first. that his company will now produce 10- Teletone is working on a $149.50 7 -inch DuMont has appointed many distribu- 12- and 15 -inch sets with a summer goal televisionset designed to appeal toa tors, but dealers are also appointed on aof 250 units per day. Eight months were large block in the lower income groups. direct maker -to -dealer franchise. This ar-required to expand U.S.T.'s facilities to Motorola's $2,500,000 "power drive" ad- rangement is reported to be quite satis-manufacture the home sets.Complete factory. Service and installation can be vertising campaign in 1948 is indication testing apparatus includes thirteen min- done in two ways: (1) through the dealeriature television stations-one for each thatits $179.50 TV set will be madehimself or (2) through an engineeringchannel-to thoroughly check each unit known to the public. concern which works with dealers. as it comes off the production line. 64 THE TELEVISER Reason#

why-Du Mont is the most sought after franchise in television

11,111 4111

ThenameDu Monton areceiver ismore than just anothernameit is thenameofa companydevoted exclusively to television. A pioneer ineveryphase-in research and development; in station equipment; in broadcasting; and in fine receivers.

MNTc7ew delineilm ekewew

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TELEVISION RECEIVER SALES DIVISION Allen B. Du Mont Laboratories, Inc. 515 Madison Avenue, New York 22, N. Y. Mars Television... netic focus, three stage synchronized sep- A new12 -in.televisionreceiveris arator and clipper circuits, two stages of being manufactured by Mars Television,video and a four megacycle bandwidth on Inc., and distributed to retailers in thevideo. With 37 tubes and 5rectifiers, New York market. The receivers featurethis set produces pictures of extraordinary a tuning device which reduces the frontclarity on large, brilliant screens. panel controls to only two dials: one a station selector for all thirteen channels,New Set Tester the other for sound and picture control. .. . The receiver was designed and engi- The matter of testing television sets as they come off the production line con- neered by Karl Nagel, Mars Chief Engi- stitutes a substantial part of the cost. Un- neer. To eliminate servicing problems the like some products which may be spot set utilizes two separate chassis: one forchecked, every receiver must be thor complete sound and picture and the otheroughly tested and tuned. A new device forthe sweep circuits. When troublecalled a picture modulated rf generator arises, one can be replaced with a work- for television receiver measurementswas ing unit in a short time. Picture tube isdescribed in a paper at the 1948 Radio mounted independentlysothatitre- Engineers Show. Allan Easton, Hazeltine quires no removal when other componentsElectronics Corp., said that the new test- are serviced. ing gear "advances the art and technique Retail price is $395 (installation ex-of testing the television receiver, and is tra), which includes a factory guaranteea long step toward improved and lower of one year. cost manufacture of television apparaus. Thisreceiver by Television Corporationof Itis the forerunner of low-cost televi- America, is styled for placement in restaurants, Bace Television. sion service test equipment, which may hospitals, clubs, taverns, hotels, etc., where it is The Bace Television Corporation of suspended from ceiling or placed on back bar eventually be used by every television or counter.Itis equipped with15 -inch direct Hackensack, N. J., among the first manu-service man to test, align and repair tele- view screen, 12 -inch speaker, and has automatic facturers to produce a receiver with mul-vision receivers more rapidly, efficiently tuning. tiple viewing screens operated from a con-and at lower cost to owners of the sets." trol point, has started representatives of newspapers and tele- full-scale opera- vision trade publications. tions on their Multi -Unit Television set. The Bace set, which is Multiple Viewers The demonstration was conducted a simple -to - ... Horace Atwood, Jr., ITI President. "We operate unit, with only four manual dials A new development which permits thehave now made available on the central control, features a 15 inch large -screen additionof one or more large -screen direct -view television to many who have rube, the only one of its size having a viewers to small -screen television receiv- been unable to afford receivers of that flat -faced screen and guaranteed not to ers was announced by Industrial Televi-type. The cost of our .Multivision Viewer develop ion burn spots. Bace Television sion, Inc. Designed by ITI engineers, theis about half that of a complete receiver is equipped with a 13 -channel stabilizedoperation of the system was witnessedat of equivalent picture quality," Atwood selector, magnetic sweep deflector, mag-the company plant in Clifton, N. J., by explained.

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Stylingis 18th Century period design.Door panels are of matched special cut Honduras swirl mahogany veneers.Pilasters and base rail are solid mahogany. All four doors open to fold completely back against side of cabinet to conserve roomspace. Drawer type record changer mounting.

66 THE TELEVISER NEW! BETTER! AT A PRICE YOUR CUSTOMERS CAN AFFORD!

iIIII I I. II 1 1ON With a host of exclusive MoleiviaGolden View Features The last word in television from the first name in radio engineering-Motorola. Here is television that fulfills the promise of years of research and development - brighter, sharper pictures plus radiant television sound reception. Itisthis combination of perfect pictures and perfect sound that produces exclusive Motorola Golden View Television. And to top it all, Motorola Television is priced so amazingly low-easily within your customer's budget. In television as in Home and Auto Radio-Motorola value means more sales for you!

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AiereWeat RECEIVER $49500 TABLE MODELTELEVISION Complete installation and antenna ;65 00 from room to room,yet (Federal excun tax S4 80) Small and lightenough to be carried Approximately 26 with fine pictureand sound reception. Furniture of picture area.Simplified operation. square inches walnut, blond ormahogany. CONSOLE MODEL Styled cabinet in TELEVISION FM -AM RECEIVER Large image screen - 55 square inches. Automatic horizontal synchronization control prevents picture "spinning." Five controls for extremely fine tuning. Easy to operate. FM and AM radio mounted in "Top- Vue" panel. Furniture Styled cabinet in walnut or 4545 AUGUSTA BOULEVARD, CHICAGO 51, ILLINOIS mahogany. TELEVISION RECEIVER DISTRIBUTION (Cities without TV service shown inlight face) DEALERS As of April1,1948

Total -Distribution of Tele Receivers- Dealer Maio Monizy AREA Receivers Installed Homes Public Pls. Stores Baltimore 8,500 6,700 4,800 1,900 1,800 on, Boston 2,200 250 - 250 1,950 Bridgeport 400 200 100 100 200 TELEVISION Buffalo 1,000 - - 1,000 Chicago 17,700 16,700 12,000 4,700 1,000 Cincinnati 6,000 5,000 3,500 1,500 1,000 RENTALS Cleveland 3,600 2,600 2,400 200 1,000 Detroit 8,900 7,600 5,800 1,800 1,300 by, Los Angeles 23,000 17,500 15,250 2,250 5,500 Milwaukee 2,600 1,600 1,100 500 I ,000 New Haven 700 600 500 100 100 Day -Week -Month New York (N. J. -Conn.) 175,000 150,000 132,000 18,000 25,000 All Size Pictures Philadelphia 32,000 27,000 23,750 3,250 5,000 Richmond 1,000 - - I ,000 With or Without Antennas Salt Lake City 400 150 100 50 250 Schencdy-Albany-Troy 2,550 1,900 1,450 450 650 St. Louis 6,200 5,800 4,500 I ,300 400 jot St. Paul -Minn 350 200 125 75 150 Toledo 600 300 150 150 300 HOTELS RESTAURANTS Washington 11,100 8,400 7,300 1,100 2,700

TAVERNS HOSPITALS 303,800 252,500 214,825 37,675 51,300 CLUBS CONVENTIONS Unreported 40,200

BANQUETS PARTIES Total Receivers 344,000

Arrange long or short term TOTAL TELEVISION RECEIVER PRODUCTION rentalstoearnLIBERAL Radio Manufacturers Assoc. (RMA) set production during 1947 178,571 COMMISSIONS on all busi- RMA report of 1946 tele receiver production 6,476 ness you refer to us. Prewar sets in use (estimated) 4,000 RMA report of Jan. & Feb. 1948 tele receiver production 65,890

RMA reported tele receiver production 254,937 Write or Phone for Complete Information Estimated for Mar. 1948 RMA tele receiver production 40,000 Total television receivers reported by RMA 294,937 COMMERCIAL Non-RMA mfrs. production, including kits, during 1947 32,000 Non-RMA mfrs. Jan. & Feb. 1948 report of tele sets and kit& 11,063 TELEVISION Estimated Non-RMA mfrs. Mar. 1948 production 6,00049,063 CORP. Total tele receivers in the U. S. A. 344,000 319 WEST 48th ST., N. Y. C. Public places include business offices, etc., as well as bars and grills. PLaza 7-3980 Bridgeport and New Haven tele set owners receive New York programs. Non-RMA manufacturers represent about 10% of the current companies turning out television receivers, several of them making kits.

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70 THE TELEVISER TELEVISION TECHNIQUES GET OFF TO ANfjP_EcSTART ON YOUR WORK IN TELEVISION PRODUCTION

10How -to -do -itCHAPTERS TELEVISION 1. TOOLS OF THE6. TELEVISION TRADE WRITING 2. THE MEDIUM 7. DIRECTING AND 3. PICTORIAL PRODUCING TECHNIQUES COMPOSITION 8. PRODUCING AND THE PLAY By HOYLAND BETTINGER CONTINUITY 9. MOTION PIC- 4. VIDEO TURE AND FILM NOW you can have thefirst completeguide to effective dramatic production and good showmanship in television. TECHNIQUES INTEGRATION No matter what position you hold, from the control -room technician to the 5. AUDIO 10. TELEVISION sponsor, you will find in TELEVISION TECHNIQUES astorehouse of valuable ideas. TECHNIQUES LIGHTING All Important Phases of Television Covered INDEX Step-by-step, in simple, clear-cut phrases, TELEVISION TECHNIQUES takes you through the entire field-from beginning to end: How television works Read these enthusiastic comments: Visual continuity and composition "TELEVISION TECHNIQUES certainly lives up to the The basic video techniques: eye -strain, audience orientation, use of publisher's blurb which states that it is a complete guide effective lighting, use of the motion picture, etc. to good showmanship in this field. It is comprehensive, understandable and readable . . . Frankly I think you'd Relation of sound to pictures enjoy it even if you had never heard of teleNsion before." A comprehensive study of the microphone -N.Y. TELEGRAPH Recordings, creative use of sound "This 287 -page book should prove a helpful and absorbing manual for all those in need of enlightment on the sub- Television writing. producing and directing, and the many other ject of television broadcast production." fundamental factors of successful televising. -MOTION PICTURE HERALD "The first comprehensive technical discussion of all the facts of television production undoubtedly prove Application of Fundamentals interesting to everyone in any way involved in television." Here, most important of all, you are shown how to use considerablefreedomin -ADVERTISING AGE your application of every phase of television. TELEVISION TECHNIQUES provides an analysis of fundamentals, back- Let It Help You NOW! grounds, and reasons for use in yourown solutionsof daily problems. As the Send for your copy today. Examine it, and use the infor- author says: mation in your own daily work. You are working in a new medium with unlimited pos- "...the only effective answer to these problems is adequate preparation. Prepara-sibilities. The man (or woman) with that extra knowl- tion on the part of each person for his job. Certainly if the individuals dealing edge is the one who reaches the top quickly. TELEVISION with them have had a thorough groundwork of study and experience, they will TECHNIQUES gives you that knowledge, and you can comeup with abetter solution than those who attempt to meet them on a catch -have it simply by mailing the attached coupon.DO IT as -catch -can basis." NOW !

TELEVISER MAGAZINE, 11 W. 42nd St., N. Y. 18 Enclosed you willfind $5.00, for which I would ABOUT THE AUTHOR like you to send me a copy of TELEVISION Mail TECHNIQUES. Hoyland Hettinger, nationally known expert on television programing and production, was formerly program manager this Name of the General Electric television station WRGB. He has been a writer and director of commercially sponsored films, coupon Addres and has had long association with Little Theater groups as an actor and director. Mr. Hettinger is now an inde- today City pendent television consultant. State A HARPER & BROTHERS PUBLICATION

APRIL,1948 71 at press time... 3114.011. Rate Cards Rise to televise 18 days of races covering the FEATURE LENGTH WCBS-TV, New York and KSD-TV,Jamaica,Belmont, Aqueduct,Saratoga St. Louis just issued new rate cards. Airand Empire racetracks. time per hour jumped from $200 toFilm Series Expands $700 on WCBS-TV and from $155 to $250 on KSD-TV. Jerry Fairbanks contracted with NBC Available for Imme- to increase the "Public Prosecutor" tele- Fort Industry, Detroit, Buys vision series from 17 to 26 programs to diate Sponsorship for Into Miami Beach Papers enable sponsor to purchase in half -year Your Market A fifty percent interest was acquired terms. in the Miami Beach Publishing CompanyToscanini Obliges at Moderate Cost by the Fort Industry Company of Detroit. The Fort Industry, largest independent Arturo Toscanini announced flatly that he would not repeat any performances operator of radio stations, is one of the first to actively participate in newspaper under the hot television lights. An ava- properties. lanche of letters from admiring listeners made him change his mind. Stewing_ New Chicago Station Rumor Talk Joan Fontaine Joan Bennett WGN-TV, just on the air, conducted acommunity -wide ChicagolandTele- Not yet confirmed at the present writ- vision Open House in which operationaling, but RCA is negotiating to sponsor Dana Andrews George Brent and promotional plans were outlined tothe Theatre Guild television productions cashin on the 30 million dollar TVover WNBT. advertising potential in Greater Chicago. Colgate refused to sponsor the Original Doug.Fairbanks, Jr. Wm. Bendix Amateur Hour on both television and Modest Boxer radio. Setting a new precedent, a Los Angeles Marie McDonald Louis Hayward Superior Court denied the complainant, a boxing contestant, an injunction to re- PITTSBURGH MEETING strain the Don Lee West Coast television (Continued from P. 61)

Madeleine Carroll Dennis O'Keefe station from violating his right of privacy. W.F. SHANNON WSPD-TV R. C. BACHMAN W. EarlBothwell And many others NBC Signs Two More MAX KWELLER Ohringer WLWT, Cincinnati, and WTVR, Rich- EDWARD J KROEN WKPA W. W. NEELY WKPA NOTE-All contracts negotiateddirectly mond, Va.signedaffiliationcontracts H. L. BEER U. S Steel withthe producers. with NBC Television for service con- F.A. TOOKE KDKA sistingof sponsoredand unsponsored MRS. DAVID MACKEY video programs. GLENN LUTHER KDKA HARRY DANGERFIELD, JR. KDKA Wire or Write CBS Off to Races LEE CURARN KDKA J. ENGLISH SMITH Pittsburgh Playhouse The New York Racing Association RICHARD HOOVER Pittsburgh Playhouse GENERAL FILM signed an agreement with CBS April 2 ARLENE JACK KDKA PRODUCTIONS CORP. 1600 BROADWAY Simplified Studio Lighting New York 19, N. Y. Producers and Distributors of The Telelite system permits ONE MAN light control of entire studio.Basic unit (shown at left)rotates Films for Television 360°, tilts 90°.Fixtures ere available for any lamp- incandescent, fluorescent, or spot.Tested and used for years.Send us your studio dimensions foresti- RECENT FILM PRODUCTIONS: mates. American Tobacco Co. Hat Research Foundation B. V. D. Corporation A44-0-,A.abA,INC. 190 NORTH STATE STREET, CHICAGO, ILL.

1,100.,r; 302 136 AD., A limited number oftop-notch men carefully American Television trained men, now completing trained for Television, Radio, FM, and Electronics. as much as four years of exacting engineering train- These men already have many hours of priceless ing, are fully equipped to handle "hard -to -fill" tech- experience on image orthicon camera links, iconoscope camera links, and all other latest commercial television nical assignments inall phases of the Television, and electronic equipment. Radio, FM, and Electronics industries. Your representatives can arrange to interview outstanding students before graduation, or our Place- ment Division can submit complete records of qualified men carefully screened to meet your own particular requirements. Advance notice will assure careful study of your employment needs.Write to: Mr. Mohrhauser, Placement Division. U. A. Sanabria, President Dr. Lee DeForest, Director of Research and Training American Television, Inc. FOR TELEVISION

Televisionstationsrequire professional equipmentloestablish FILM CABINETS and maintain afilm department. Neumade, with its more than 30 years experience designing and supplying the entirefilm All sizes-all types. industry,now has a complete lineof equipment essentialto Over 50 models. television. Neumade hasbeenstandardizedinsuchleading_ stations as

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16MM FILM RACKS (Any Size) Designed specially for films. EDITING Each reel has own division, TABLE isheld erectinplace by curved rigid rod separators. T- 16$82.50 Individual index card Fast easy handling of film while editing. holders. Made entirely Clip cut strip in proper sequence at top of steel, cross braced ofbackpanelandlettheendhang front and back, rear braces downinthe scratch proofbin.White drilledfor mounting to panel back makes identifying easy. Con- wallortoanotherunit. IIIgiiiiinenn structedofheavy gaugesteel,large Closed end uprights. ... utility drawer insill and clean -out door RK-250 (shown) $120.00 11111 .. .. 1 ...... 111111 at bottom of bin.Table size 42" long, (holds 250 - 400ft.reels) . .1 ...... 24"wide,30"long. AlsoAvailable Separate Lengths 11 . 1111 .. withlight sourceinbackoffilmhan- 11 ... I 6MM Film Storage Cabinet For installation in your !T...... II . 11:711,1: gers-at slight extra cost. 4;7, MM 119 $195.00 presentshelving,cabinet, drawer, bookcase, etc. Cut Heavy gauge all steel, vith to lengths needed. capacityforty400ft.;twenty RK -4 for 400 ft. 800ft.;twenty1200ft.;twenty RK - 16 for larger reels. 1600 ft. reels. Has special drawer for strip film. Two utility drawers. Key lock. Dustproof, Fire resistant. Synchro Dual SI7t. 70" hiah 30" wide. 16" deep. SD- 16 No.I BOARD $39.00 $27.00 the set Rewinding and editing board complete Synchro dual 16mm with twogeared end RW-1 (2000) rewinders rewinders, HM -6GriswoldJr.Splicer, are es- cement, holder and applicator all mount- sentialformatch- ing. A friction ed on 3 coatwhiteenameledpanel. 40" long, 13- wide. unit rides between reels on a special shaft and this, with aleather facedfrictionhub andknurllocknut,insures eventension andpickup.Setconsistsof two .feared ends. 16MM FILM SYNCHRONIZERS

Essentialfor accurate filmwork,single and multiple hub. Models for footage or FILM footage and frame count. CLEANINGWrite for inform- HM -5-5(singlehub)$ 49.50 ation or catalog HM -5-D (double hub) 75.00 EQUIPMENT on these and Footage and Frame otherfine Neu - DS -I6 -D(double hub) 150.00 REELS made Equipment. T -I8 $52.50 A fine heavy gauge steel work table de FOR 35 MM FILMS . . . CANS signed for film handling. Has 2 drop shelf Thereisavailable a complete line of storage, EDITING extensions, utility drawer,with shelf filing andhandlingequipmentfor35 MM REWINDS AIDS underneath;4castfeet.Overallsize films as well. as shown 66" long, 22" wide. 30" high.

4A-Ml/MadePRODUCTS CORP., 427 West 42nd Street, New York, N. Y.