AUGUST 2, 1965 50 CENTS 34TH YEAR i HroadeaStifig THE BUSINESSWEEKLY OF TELEVISION AND RADIO Agencies see photo finish in network rating race. p29 Locals get preference in new FCC comparative policy. p44 Politicians spent $34.6 million for radio -TV in '64. p38 Cross -ownership of CATV by TV stations approved. p56 COMPLETE INDEX PAGE 7 i. He's a floppy bow tie, a battered old top hat and 'usually a face full of pie. 2. His half -hour TV show in New York attracts over a million viewers* each day from Monday through Friday ... Y3 kids ... Y3 teenagers ... Y3 adults. 3. His recent recording of "The Mouse" sold nearly 500,000 IHAI'S records almost overnight and became a national dance rage! 4. His personal appearance at the N.Y. Paramount had his fans standing in line for half a day to A catch his performance. 5. Over 60 Soupy Sales items have already been Is licensed and are selling like mad. 6. He's the most sought after personality for guest appearances on TV's top network shows! 7. He's ;OUPY been front page news in leading New York newspapers and in national magazines such as Life, Parade and TV Guide. 8. His second name is the first reason why his ALES? TV show is a solid sell -out with sponsors. 9. What's a Soupy Sales? We can't put our finger on it ... but we've got to hand it to him ... he's a phenomenon! Want to start a panic in your city? 260 half -hours of The Soupy Sales Show, live-on -tape, are ready to go to work for you. Distributed exclusively through SCREEN GEMS Ratings and Audience, composition estimates are based on ARB reports and are subject to qualifications which will be supplied on request. ROMPER DIALING DIVORCE ROOM FOR DOLLARS COURT - AM Mon. - Fri. 9:40-10 AM Mon. Fri. 9-9:30 Mon. - Fri. 11 AM - Noon Reaches a responsive audience Always No. 1 in its time slot. Statistics prove that dramas many for products. Usually Frequently Baltimore's highest are the biggest daytime, No. 1 in its time slot. rated daytime program. audience fare. SP TICIPATIONS CHANNEL 2 WOMAN'S TWILIGHT THEATRE ANGLE MOVIE and Mon. - Fri. 1 -1:30 PM Mon. - Fri. 4:30-6 PM FRIDAY'S BIG MOVIE Usually No. 1 in its time slot. Average rating -12- Only late movie strip - before , Sylvia Scott has Baltimore's average share 51% above midnight -in Baltimore. Fea- tures from the WMAR -TV most responsive audience. nearest competitor. Million Dollar Film Library. All proven programs... backed by heavy daily promotion! SPOTICIPATE! The WMAR -TV lineup of participating shows is designed to give you audience selectivity (Katz calls it demographics) which will strike at the heart of your particular media objective. In Maryland Most People Watch WMAR -TV O CHANNEL 2, SUNPAPERS TELEVISION TELEVISION PARK, BALTIMORE, MD. 21212 Represented Nationally by THE KATZ AGENCY, INC. °AR8 March '65- Audience data are statistical estimates, of limited reliability, due to errors and distortions in the statistical method yielding such data. on September ih WLCY /TV VHF channel io Tampa St. Petersburg goes now sold nationally by MESURE OF E%CØ.L.E Top Appeal in Entertainment Programming... plus Integrity in Informational Telecasting ... plus Equipment Equal to Tomorrow .. plus Experienced, Cooperative Personnel ... equal QUALITY THAT PRODUCES DOMINANCE for KRLD -TV in the Dallas -Fort Worth Market... 44.5% more homes per average quarter -hour than any other station.* For a most efficient buy for your clients, see your ATS representative. 'AN -April /May 1965 Est. 9:00 A.M. to Midnight Monday thru Sunday represented nationally by Advertising Time Sales. Inc Cis Clyde W. Rem bert. President eit, g f7e T O(,LtMA/ Ft YY6 wrL MAXIMUM POWER TV -TWIN to KRLD radio 1080, CBS outlet with 50,000 watts New romance CLOSED CIRCUIT Reopening of talks between Nation- al Community Television Association and National Association of Broad- network shows well before new sea- community needs. Commissioner Lee casters on legislative-regulatory ap- son gets under way. As one top officer Loevinger, in concurring statement, proach to solution of basic problems of major TV agency expresses it: "The says form's not perfect but is best is in offing. NCTA President Fred W. more these research houses automate possible under circumstances. Effec- Ford had preliminary discussion with program choices, the less challenging tive dates: new applicants, transferees NAB Chairman John F. Dille Jr. at our jobs become. They are bound to and assignees, Oct. 1, same day logging NCTA Denver convention fortnight compound the current tendency to rules go into effect; renewal appli- ago and called on him last Tuesday. play it safe in programing, and in- cants, transferors and assignors, Dec. With Vincent T. Wasilewski, NAB crease conformity, imitativeness and 1, 1966. president, on vacation last week, no blandness in programing, and will af- firm arrangements could be made, but fect network and advertiser alike." Microwave delay sessions of at least preliminary nature Sharpest complaints now being ex- are likely during FCC's August recess pressed by agency executives responsi- FCC action on rules affecting micro- in hope that common ground may be ble for placing client money in net- wave service for community antenna reached. work TV programs center on apparent television systems was put over last In keynote at convention, Mr. Ford decline in "imaginative programing." week until after August recess. Hitch left way open for resumption of con- Next season's programing received developed as result of proposal of versations (L:<)ADCASTING, July 26). sharp jibes on this score in latest Commissioner Lee Loevinger to amend Mr. Dille feels renewed effort should BROADCASTING sampling of agency rule that will set up new standards for be made to reach accord on major is- opinion (see page 29). companies wishing to qualify as com- sues rather than allow matters to pro- mon carriers. Rule will require that ceed on present record and after rup- Seven Arts six plan at least 50% of common carrier's serv- ture of negotiations between commit- ice be unrelated to it. Commissioner tees of two associations last spring. Seven Arts Television, which is Loevinger would permit CATV op- moving into network TV production erator with microwave facility to serve from its base of syndication, is ex- other CATV's for profit. Commission 1% Those problems pected soon to announce details on staff, reportedly, is "horrified," fearing four series and two specials aimed for this would set precedent for other li- Condition FCC imposed on trans- 1966 -67 network season. At least censees now authorized to serve only fer of WWDC -AM -FM Washington to one series and one special will be co- themselves. Crosley Broadcasting -that mutual produced by Seven Arts on location in Other rule to be adopted will put funds and brokerage houses holding Europe. Deal reportedly was made 1% or more stock in Avco, Crosley all noncommon carrier microwave re- by Seven Arts Executive Vice Presi- lay parent company, sign waivers of vot- operators serving CATV's in new dent W. Robert Rich during recent berth in 12,750 -13,000 inc band, in new ing rights (see page 58)- raises again European program- searching trip. problem of publicly held broadcast service (Community Antenna Relay) companies and 1% rule. Although to be administered by Broadcast Bu- reau. no problems are expected in Crosley Five years later case, mutual fund lawyers are ex- FCC's pressing concern at signing away new program reporting form UHF for AM and floodgate opens "fiduciary obligations." This concern FM licensees is due out this week, some five years may grow, it's feared, to point that after work With FCC action last week permit- on revising form was begun at next instance, mutual funds will and seven ting cross -ownership of community an- months after commission gave tenta- refuse to waive voting rights, which tenna television systems and television tive approval (BROADCASTING, Dec. 28, would open new can of regulatory station in same market, FCC antici- 1964). Budget Bureau review worms. of form pates flood of applications from CATV (required by law), negotiation over systems for limited coverage UHF sta- Hope is that FCC will act quickly relatively minor differences - by corn tions consistent with revised allocation on current rule- making inquiry which mission and Budget, writing of dissents plan (BROADCASTING, June 14). It requires first comments on Sept. 1. and separate statements by commis- would not surprise staff to see some Consensus among financial and legal sioners consumed time since Decem- 200 new applications filed. This com- advisers of publicly held broadcast ber. Form requires survey of com- pares with total UHF roster of 221 entities is munity that problem can be over- needs, puts stress on questions now on air or authorized. come very simply: FCC should revise relating to news, public affairs and rule to raise limit to 10% instead of "all other programs exclusive of enter- present 1 %. tainment and sports." It also probes Miles of cable commercial practices more deeply than Buttressing serious intent of AT &T By does present one. Logging rules ac- the numbers companying form will also be issued. and associated Bell telephone com- panies to offer turnkey installations of Some leading agency programing Commissioners Rosel H. Hyde and CATV systems to franchise holders is media executives are privately voicing Robert T. Bartley are dissenting, for- disclosure that Bell has invited bids concern over research services moving mer because he sees form as imposing for 33 million feet of CATV cable, further into area of predicting success regulatory scheine on programing; lat- sufficient to cover 6,250 miles of cable -with some degree of assumed cer- ter because he feels more emphasis service.