By Marianne Paskowski guidelines for problem advertis- works. But now, we're arguing tougher now, especially in areas ing categories—children's and with each network. that NAB quarterbacked through NEW YORK— Life is tougher. personal products—because they "Otherwise, everything else is its central clearance operations— That's the consensus from no longer had the NAB's central still pretty much the same. One premiurins. children's advertising executives at advertising agencies clearance process to fall back on. network may be a little more and personal products. who do battle for their clients "The only difference now is in difficult than the others in certain "The agencies are right. It is CODE: with network censors. terms of central clearance," said product categories, for each has tougher," acknowledged Ralph With the demise of the NAB Sherry Valan, vice president, its own specialty, but that was Daniels, NAB's vice president, code, television advertisers cau- .director of advertising, standards always the case. It all really broadcast standards. Advertisers test tiously are testing the waters, if and clearance, Benton & Bowles, depends on which network editor "Basically, the networks would 'choppy waters' not the patience of the network's New York. you get," Valan said. go along with NAB's centrally standards departments. "At least with the NAB code "It's a tribute to everyone that cleared commercials, but now with new ideas, The networks maintain that we had acentral place for touchy we finally get our products on the each network is operating indivi- the post-code regulatory climate areas, such as children's and air," she joked. dually," he said. "They don't mixed reactions is virtually unaltered. But as the personal products advertising. If Although one layer of censor- know how lucky they were. code gasped its last breath nearly it cleared NAB, it was almost a ship has been stripped from the "In all, it doesn't make agiant a year ago, the networks were certainty that the commercial regulatory process, agencies, difference. Yes, sometimes an forced to develop additional would then clear all three net- oddly enough find life a little Continued on page 4

This week in CI Ifildr% A 111%e% A SECTION 2 ADVERTISING. 6011hor/F111 MARKETING lAIIKME11%#410i4I ROMOTION The business news and features weekly for the broadcast industry. A Titsch Communications, Inc. publication WW Feb. 28, 1983 Vol. 1, No. 15/75C BRIEFLY Pe ry eyes

Penetration levels for "Pirates of coup d'etat Penzance's" pay-per-view perform- ance peaked at a pale 10 percent, penurious numbers compared to the one-third payoff Universal had hoped with WPIX to pull. page 3 By Dave Potorti

CBS resumes Its familiar spot atop the NEW YORK—Is Petry Television ratings for the week of Feb. 14-20 via a the next rep to score abig station one-two-three finish by "Dallas," "60 switch? Minutes" and "Magnum, P.I." That's the word making station page 5 rep circles these days, still digest- Bob Bennett loathes the term "fourth ing implications of Metromedia's network," but the Metromedia senior shift to Katz. vice president can't seem to find any According to a variety of other way to describe his company's sources, Petry is about to land ambitious programming plans. He the Tribune Co.'s WPIX-TV said it would be possible to reach 70- independent outlet here, ending a 75 percent of the country with a schedule of feature films after they long WPIX-TeleRep marriage come off pay cable. and adding the second Tribune page 7 Co. property to the Petry TV stabl: The rep already handles The future of syndication is in adver- KWGN-TV, Denver. tiser-supported projects. That's the view of Wynn Nathan, president, The Tribune Co., already part Lionheart Television International, of aconsortium of several station claiming a "me-too" attitude among groups with eyes toward launch- independent stations is the syndi- ing a "fourth" TV network, also cators' biggest enemy. owns Chicago's widely distributed page 8 WGN-TV, currently represented A National Basketball Association Farewell to M*A*S*H by Blair Television. Speculation strike looms as a potential program- also hints that something may be ming headache for CBS this spring. During asurprise twist in the final episode of M*A*S*H, psychiatrist Dr. Stanley Freedman (Allan happening in that area too, With an April 1 deadline for contract Arbus) contemplates Hawkeye's (Alan Alda) rage as he vents pent-up frustration from his years though Blair and WGN firmly resolution, it's anybody's guess what deny anything is in the works. the outcome will be. "We're looking at as a combat surgeon. See related coverage on page 15. contingency programming," said In fact, WGN President Bob CBS Sports spokesman Jay Rosen- King, claiming his sales are off to stein. a "sensational start," gives Blair page 8 Turner puts empire on block much of the credit for that. "Blair is extremely well-equipped to NEW YORK—Ted Turner, make him the single largest the advertising revenue from Advertisers spent over $6.2 billion on handle independent television," network television in 1982, a gain in apparently faced by mounting shareholder in CBS. There are Turner's only profitable venture. he said. "They have some terrific excess of 11 percent more than 1981 pressure from creditors, is shop- few, if any, industry people out WTBS reportedly made $75 expenditures, according to TvB. people and the New York office is ping his cable-based communica- there that believe that would ever million in revenues last year, but page 10 Continued on page 4 tions empire to the broadcast happen. Turner Broadcasting System industry. Thus far, Turner has talked ended up losing $3 million. That But the word iS, don't expect with ABC, CBS, NBC, Metro- was $10 million less than it lost in any quick deals. media and Gannett. Up for sale is 1981. OPEC glut Several sources suggest that by WTBS-TV, Cable News Network, TBS, however, turned its first holding out for a few more CNN Headline News, the Atlanta profitable quarter ever during pumping up months, a prospective buyer Braves and Atlanta Hawks. 1982. could pay far less than the $500 By shopping around now, But long-term debts still total million Turner reportedly is Turner seems to be conceding about $50 million. ad spending asking. that his fight with the Copyright Broadcasters reticence about NEW YORK—OPEC price wars, Moreover, Turner's request Royalty Tribunal is lost. Come allowing Turner into the club is a at atime when the U.S. economy for a stock deal appears to be a March 15, when fees for pro- direct result of his behavior over is showing signs of a dramatic major stumbling block toward gramming increase, superstation the past few years. The colorful recovery from the long .economic McLean Stevenson, formerly resolving a sale. That is true WTBS stands to lose hundreds of showman has spent much public slump, well could spur amajor ad a "M*A*S*H" regular, plays especially if CBS turns out cable cable systems, millions of poten- time lambasting the networks. spending spree in radio and James Kirkridge on ABC-TV's the most likely buyer, as has been tial viewers and agreat portion of Continued on page 4 television. "Condo." See related story on speculated widely and confirmed Straight-line economic theories page 7. by Turner Broadcasting System apply here. Lower energy costs President Bob Wussler. boost the national economy, Update 5 One source, speculating on a AT DEADLINE spurring housing construction, People on the move 6 deal with CBS, or anyone else for Calendar 9 and high ticket purchases— cars, Finance 10 that matter, suggested any agree- NBC Radio numbers strike target for example. ment specifically would prohibit That, in turn, puts more dis- Regulatory scene 11 NEW YORK—NBC Radio said analysis of RADAR 26, RADAR's Product update 12 Turner from any position of posable income in everyone's fall 1982 report, showed the NBC Radio Network reaching more Other voices 14 influence in the company that pockets, and the cycle feeds on listeners than any other network, with NBC Radio and The Source Images 15 buys him out. If Turner wound itself. And many observers believe Industry statistics 16 leading in their target demographics. up with $500 million in CBS that a broadcast advertising (24 pages, 2 sections) The analysis, prepared by Statistical Research Inc., gave the stock, for example, it would boom is right around the corner, network a 12-plus. Monday-Sunday, 6 am.-midnight cumulative paced by automobile, travel & audience of 30.39 million. leisure and durable goods spend- In its target demographic of 25-54, the network posted an average ing. audience of 932,000, tops in that demo. "The recession was brought BW1FD02906FIL88# 123183/1 In the 18-34 demographic, The Source had an average audience of about by rising energy costs so DAVID FILIPOV MUS DIR 975,000. In addition to its target demo, The Source led in the 12-17, there's every reason to believe STATION WBRU FM 12-24 and 12-34 youth demographics. 88 BENEVOLENT ST energy price cuts will stimulate PROVIDENCE RI 02906 Continued on page 4 Continued on page 4 2 BROADCAST WEEK/Feb. 28, 1983 KCET notches victory in caption ruling ed the Federal Communications stations' applications. that the Rehabilitation Act could participation in, and denied her By Gary Witt Commission to take original The Rehabilitation Act of 1973 not apply to the commercial the benefits of, afederally funded project, solely on the basis of her jurisdiction over the processing WASHINGTON—In a ruling provides that no otherwise quali- stations, since they had received handicap. of charges that its regulatees have handed down Tuesday, the U.S. fied handicapped individual shall, no federal funding. The commis- The Supreme Court disagreed, violated that Act." Supreme Court has upheld a solely by reason of his handicap, sion also said, the act conceivably saying that, "If alicensee should decision of the Federal Com- be excluded from participation could apply to KCET, but that The court added, "The fact be found guilty of violating the munications Commission that in, be denied the benefits of, or be the FCC was not charged with that a public television station Rehabilitation Act, or indeed of public broadcasting stations are subjected to discrimination under enforcement responsibility under has a duty to comply with the violating any other federal statute, subject to the same standards as any federally funded program. that Act. Rehabilitation Act does not the commission would certainly commercial stations when it The high court ruling is a Plaintiff Sue Gottfried, adeaf support the quite different con- comes to providing closed-caption- victory for Los Angeles station KCET viewer, had argued essen- be obligated to consider the clusion that the commission must possible relevance of such a ing services for the hearing im- KCET-TV, whose license had tially that, because of KCET's evaluate apublic station's service status as a recipient of federal violation in determining whether paired. been challenged on grounds it to the handicapped community or not to renew the lawbreaker's Plaintiffs in the suit had argued had failed to make substantial funds, the station should be by a more stringent standard license. But in the absence of a that section 504 of the Rehabili- amounts of programming avail- required to do more to provide than that applicable to commer- captioned programming. direction in the Rehabilitation tation Act of 1973 required the able to hearing-impaired viewers. cial stations." FCC to review public broadcast Also challenged in the suit were Gottfried's petition before the Act itself, and without any expres- sion of such intent in the legisla- Justices Marshall and Brennan stations' license renewal applica- seven commercial television FCC said that KCET's failure to tive history, we are unwilling to dissented from the majority tions under a different standard broadcast licenses. provide more captioned program-- opinion. than as applied to commercial The FCC originally had held ming served to exclude her from assume that Congress has instruct- Stations race to photo finish NBC seeks in Chicago election coverage 'Uncle Floyd' ends rating figures By Marianne Paskowski with a 13.3 rating and 29 share. 9years on WWHT minus 'Winds' WMAQ again came in second CHICAGO—In a photo-finish with an 11.2 rating and 24 share, NEWARK, N.J.—Floyd Vivino, whose Uncle Floyd NEW YORK—If you can't beat race, WBBM-TV led by anose in while WLS posted an 8.6 rating comedy strip ends its nine-year run on WWHT-TV today, 'em, ignore 'em. last week's local coverage of and 19 share. said the series would return on another New York station NBC, on behalf of anumber of Chicago's three-way Democratic "It was adifficult ratings night within a few months. its affiliates, has ordered up a mayoral primary. to read," said Beth Rizzo, WBBM's WWHT and its sister station, WSNL-TV, Smithtown, special report from Nielsen, From 7 p.m. through 2 a.m. research director. N.Y., will expand their Wometco Home Theater subscrip- excluding all sweeps time periods CST, in the Nielsen overnights, tion TV progamming to about 22 hours daily starting containing the 18 hours of ABC's Not surprisingly, the broadcast WBBM-TV led with a 13.8 rating Tuesday. Winds of War. coverage at moments, was as and a 25 share. But WMAQ-TV Syndicated episodes of Uncle Floyd have been running The report, culled from the unpredictable as Chicago-style wasn't far behind, posting a 13.6 February Nielsen Station Index, politics. One of the most unusual late-night Saturday on New York's WN BC-TV. rating and 25 share. WLS-TV also excludes ratings for the local aspects about all the media trailed in third place with a 13.4 news half-hours that followed the coverage, including newspaper, rating and 23 share. Winds broadcast. was that nobody went out on the All three network-owned sta- Thus far, about 50 stations, limb to predict a winner. tions began interrupting normal mostly NBC affiliates, have ordered programming at 7p.m., when the "At 8:35, we said that either ABC wooing away the special breakout. polls closed, to provide quick Byrne or Washington would win Such a special report happens news updates throughout the and eliminated Richie Daley," in the business when one party evening. said Paul Beavers, WMAQ's three S.D. stations seeks to show relative ratings At 9 p.m. to 10 p.m. both news director. "It was too close to performance without the benefit WBBM-TV and WLS-TV sched- call." NEW YORK—ABC has scored and management. of a one-shot blockbuster pro- uled one-hour election night Chicago viewers had plenty of three new affiliates from the "They have a definite commit- gram. In this case, ABC's Winds specials. WMAQ-TV counter- entertaining moments to spark South Dakota Broadcasting ment towards news and devel- of War, as the most viewed programmed with Bare Essence, up the long night of reporting. Co.—KSFY-TV, Sioux Falls; opment of the community. Our miniseries in TV history, dramatic- which started at 8 p.m., and ran On WMAQ, Dick Kay, political KABY-TV, Aberdeen; and commitment to win in all day- ally altered the outcome of the nearly three hours with all the editor, became asparring partner KPRY-TV, Pierre. parts, including news, goes along February sweeps. election update interruptions. for Chicago Sun Times columnist The stations are currently with their commitment." Since the sweeps numbers Mike Royko. The two had a NBC affiliates. The switch to determine local advertising rates During the 9 p.m. to 10 p.m. Because of new technologies spirited discussion on who would ABC will take place in the next slot, viewers stuck with Bare and fragmentation of product, for anumber of months to come, win and waged an on-air bet. six months. Meanwhile, KDLT- Essence, which posted a 19.3 local identity is essential for the astute broadcaster looks for Royko, backing Daley, lost. TV, Mitchell-Sioux Falls, has any advantage—in this case, rating and a 27 share. WLS-TV station survival, Savage said. He Meanwhile, over at WBBM, been dropped as an ABC affiliate. pointing out the ratings difference came in second during that time felt that ABC would give the trio anchor Walter Jacobsen momen- "It wasn't because they were an infrequent 18-hour miniseries with a 19 rating and 27 share, the identity they needed. while WBBM-TV lagged with a tarily lost his cool and cut Rev. unhappy with NBC," said Richard can make. 17.8 rating and 25 share. Jesse Jackson off the camera Savage, vice president, ABC-TV Negotiations with the South From 10:30 through 1:00 a.m., saying, "this may be an impolite Network, "but they felt that it Dakota broadcast group have the only time all three stations thing to do, but if you give that was in their long-term best been taking place since Savage Nets line up ran simultaneous primary cover- guy a microphone, he'll talk for interests to align themselves with assumed the duties of affiliate age, WBBM-TV was well ahead 45 minutes." ABC's programming philosophy development two years ago. for swing at TV baseball British attack heats up teletext war NEW YORK—As ABC contin- ues quiet negotiations for major NEW YORK—British Videotex ments to produce NABTS league baseball broadcast rights, and Teletext has sent letters to all Barrage of letters hits U.S. receivers. NBC is pacing the dugout and CBS affiliates, as well as to ABC He also urged broadcasters not CBS is deciding whether to enter and NBC affiliates and indepen- to give their vertical blanking the game. dent stations in the top 75 mar- text service set for launch later expensive mix of French, Cana- intervals to a national service. Major league baseball will kets, touting the British-devel- this year. (BW, 2/ 14/ 83.) dian and AT&T ideas, none of "There is little, if any, material boost American and National oped World System Teletext as In a letter sent to the general which have been proven commer- CBS can give you that you League championship playoffs the "best way for you to move managers of all CBS affiliates, cially." But, he noted, over 2 cannot originate yourself simply from a best-of-five to best-of- into this market (or the only way, BVT Executive Vice President J. million World System Teletext by using your existing UPI or AP seven series this fall, if players if you wish to move swiftly)." Trevor Armstrong claimed that receivers already. are being used. wire services," he wrote. "Why approve. ABC, which has ayear CBS plans to launch its stations would see their market Armstrong explained that no give up any editorial or commer- left in its piece of the current national Extravision service positions erode if they "sit back" NABTS decoders have been cial inventory on ynur teletext contract shared with NBC, is April 4, with a non-compatible, and wait for Extravision. demonstrated publicly, no service when you can control it rumored to have been offered French-developed technology. Armstrong said that the "CBS- NABTS signals ever have been all yourself'? Dependence on a one-half of the game package for And NBC will use that same pushed North American Broad- transmitted, and no manufac- national feed could well harm the same price that NBC reportedly technology for its national tele - cast Teletext Specification is an turers have made firm commit- your long-term interests." is ready to pay. NBC, also in the final year of its contract, is ready to grab half of the baseball rights for $500 million. The baseball commis- Country radio meet draws high marks sion is said to be seeking a $1 billion, five-year contract and By Bill Dunlap successful seminar the group has Highest rated among the 22 featured a debate between pro- NBC supposedly stands ready to had, "certainly in terms of regis- events were talks by Los Angeles ponents of long and short music pay the price. NASHVILLE, Tenn.— A record trants and in terms of the numbers radio personality Bob "Emperor" play lists and a session in which NBC's plans are contingent on crowd of country radio people of associated people there." Hudson, who advised country three top Nashville record pro- CBS' decision whether or not to assembled here Feb. 17-19 for the Some 650 sales, management AM stations to compete with ducers--Jimmy Bowen, Tom enter the arena. At the moment, Fourth Annual Country Radio and programming people from their FM brethren on a"pèrsonal Collins and Jim Ed Norman— both NBC and CBS are waiting Seminar, awarding high marks to country radio stations attended, involvement' rather than music described their craft. for ABC's move. the emphasis on sales and man- up from 580 a year ago. level, and consultant Chuck The seminar was the first to ABC currently airs games on agement topics. "The seminar originated 15 Blore, demonstrating ways to include exhibitors and Ray said Monday, Thursday and Sunday Jim Ray of KOKE-FM, Austin, years ago as more of a program- promote radio stations and en- the organization's board was nights. NBC offers Saturday Texas, the outgoing agenda com- ming-oriented meeting," Ray liven broadcasts. considering setting up an exhibit games of the week. Big money- mittee chairman and newly elected said, "but it has evolved into an Both keynote speakers walked area for next year's seminar. makers are the 50th Anniversary president of the Organization of all-country-radio-type meeting, a fine line between lecture and "The consensus of the people All-Star Game July 6, the post- Country Radio Broadcasters, especially the last three or four standup comedy. there was that they wanted more season playoffs and the World said it was probably the most years." Other closely followed sessions exhibitors," Ray said. Series. BROADCAST WEEK/Feb. 28, 1983 3 Pfister assails proposed cuts 'Pirates of Penzance' of CPB funds achieves modest WASHINGTON—Fighting to hold on to promised federal funding, Edward Pfister, presi- penetration level dent of the Corporation for LOS ANGELES—STV operators that carried Universal's Public Broadcasting, testified landmark day-and-date pay-per-view showing of Pirates of before a House Appropriations Penzance Feb. 18 reported penetration levels hovering at Subcommittee that "Public broad- approximately 10 percent, about one third the penetration casting would be placell in an Universal had hoped for. impossible financial situation Oak's ON systems avaraged 10.4 percent for its five should the Administration's re- systems. ON TV in Phoenix registered the highest quest for afiscal 1986 appropria- penetration level, 13 percent, followed by Miami at 12 tion of $75 million be approved." percent, Los Angeles at 11 percent, Chicago at 9percent and That figure represents a pro- Dallas with 7 percent. posed recission of 1981 appro- In contrast, the showing of Pirates was on par with priations and a reduction of $55 Sophisticated Ladies but considerably less than the 30 million from the amount origin- percent penetration level scored by Star Wars. ally set aside for CPB. SelecTV's Los Angeles and Milwaukee systems also Pfister also told the subcom- achieved penetration levels in the 10 percent range. John mittee that the proposed cuts Calvetti, SelecTV senior vice president, said that he'd be would have an "immediate and leery of taking on similar events. "With a 10 percent severe" impact on local stations. penetration level, you run the risk of alienating 90 percent of Under the recission request, your subscribers who don't take the event," he said. • which is the third trom the Based on a 10 percent penetration level, it is estimated Reagan administration in three that Pirates of Penzance realized approximately $1.5 years, CPB funding for 1984 million in gross receipts for the one might. That figure_was through 1986 would be reduced split 60-40 between Universal and the system operators from an annual $130 million to Most systems charged $10 for the event. $85 million in 1985 and $75 Linda Ronstadt and Rex Smith million in 1986. "A year àgo," Pfister said, "when Iappeared before this subcommittee, we saw the issue as quite simply one of survival for public broadcasting itself and the Corporation for Public Broad- .casting. .. "The question is no longer one of survival for public broadcast- ing," Pfister added. "Rather, the question is on what level public broadcasting will be sustained." THE 01116111M5 Pfister said the proposed budget cuts would render CPB "unable to meet its statutory require- ments." "The corporation's fiscal 1986 budget request of $130 million," he said, "is arock-bottom figure," for maintaining present levels of BACK. programming quality. Sportscaster search upsets male groups

By Ed Harrison

LOS ANGELES—It all started very innocently when talk radio KABC-AM here initiated atalent search to find a woman sports- caster to join Bud Furillo and Tommy Hawkins on the station's three-hour weekday Sportstalk program. But shortly after the contest rules were announcd, the talent search guidelines were amended to include both women and men. It was the contention of some very vociferous male groups that the rules discriminated against the male gender, and as aresult, KABC opened it up to men and women. "We didn't expect complaints from male groups," admitted George Green, KABC vice presi- dent and general manager. "We tried to do something for women and instead, we got flack for it. Maybe it was a mistake, but we tried to get the women's point of view." Green said that the goal of the talent search now is to find the most talented "person," although a minority is still desired. The winner of the talent search will receive a KABC talent con- tract worth potential yearly earnings of $25,000 and agolden opportunity to join the city's highest rated station. Contestants (no experience necessary) are required to submit a tape, no longer than four minutes in length, stating why they want to be asports commen- tator and analyze what Steve Garvey's departure will mean to the Los Angeles Dodgers. Run- .nersup will receive prizes. 4 BROADCAST WEEK/Feb. 28, 1983 AT DEADLINE Advertisers test `un -coded' waters

Continued from page 1 Continued from page I agency has to make two or three ABC leads morning pack different versions to get the NEW YORK—Good Morning America leads Today and CBS commercial through all three Morning in the television wake-up race. For the week of Feb. 14-18, networks. And on our end, the GMA earned a 5.9 rating/27 share to Today's 4.6/21 and CBS' volume has increased. We have 3.3/ 15. For the first eight weeks of the first quarter, GMA posted a5.6 to do the spade work that was rating to Today's 4.6 and CBS' 3.3. formerly done by NAB. While the other two networks have added people, we have not. We 'PM Magazine' grabs Washington just reassign people during SAN FRANCISCO—Group W Productions' PM Magazine has various crunch times. picked up a new Washington, D.C., outlet—Metromedia's WTTG- "The only real difference I've TV. Dick Crew, national executive producer for the series, said seen is that the advertisers are expects the station to air the show at 8 p.m. in plice of Star Trek corning on with tougher selling -Crew álso revealeA-thattT-oupTV—lias produced several pikiffliii=a approaches," Daniels said. version of PM Magazine that would be economically viable for In some ways, clearance is alot airplay on stations in smaller markets. The idea probably would be tougher, confirmed Mike Breslin, pitched to such stations after NATPE, he said. senior vice president, general PM Magazine's station cooperative now numbers about 80, down counsel, Leo Burnett, Chicago. from around 100 a couple of years ago. "The difficult categories are commercials which make claims, Nets to announce prime-time schedules like fats and margarines with Ralph Daniels Julie Hoover their cholesterol claims and of NEW YORK—NBC will announce its 1983-84 prime-time schedule course, toys and personal pro- Alice Henderson, CBS' vice through the hassle of spot, yes, April 29, followed by CBS on May 6. Speculation has it that ABC will ducts," Breslin said. president, program practices, in we'll have different versions of announce May 3 (BW 1/31/83). "But I really don't see any defense of her department's deci- the commercial," Grace said. other changes with the networks sion, said, "this is a modern Advertisers like California NAB lobbies Capitol Hill on regulation since the demise of the code. We society, and we're trying to Cellars may be testing the waters, have alarge legal staff, like many respond to the changing world." but they are proceeding with WASHINGTON—The National Association of Broadcasters' First other agencies, so we are more "We never accepted a com- caution. Even after getting Amendment Committee has decided to take its cause for the attuned to nuances of the net- mercial like this before. What approval from CBS, California elimination of the Fairness Doctrine and Section 315, the equal time works," Breslin added. you usually see is a full glass of Cellars decided not to run the provision, directly to Capitol Hill. Members of the committee will "Some things may be changing beer or wine, and then the camera spot. begin meeting with senators and congressmen on the elimination of locally though," he said. cuts away and returns to show a "They don't want to offend the content regulation in broadcasting after the April NAB national For example, Breslin pointed half-empty glass. What do viewers public," said Virginia Dalton, convention. out that some local stations are think, that someone poured it manager, broadcast affairs, beginning to accept ads for into a plant?" she asked. Needham, Harper & Steers, Kiernan named committee vice chairman women's lingerie, using live Jackie Grace, an eight-year Chicago. veteran of NBC's standards de- "Certainly things are loosening NEW YORK—The Radio Advertising Bureau has appointed Ed models, a practice the networks partment and now director of up and CBS seems to be changing Kiernan, vice president of CBS Radio Spot Sales, as vice chairman of don't allow but a practice that s'orne agencies sense may be legal and advertising clearance its whole attitude," she remarked. its 35-64 committee. The committee, chaired by Ted Dorf, vice for Kenyon & Eckhardt, cleared Dalton reports that commer- president, general manager, WGAY, Silver Springs, Md., was formed changing. "I'm not sure, though, we the Taylor spot with CBS. "While cial clearance is a hot topic of to research the aging demographic. Last week, the 35-64 committee Imanaged to get CBS to accept internal discussion at the agency kicked off adirect-mail campaign to 1,400 beautiful music, nostalgic really haven't had any experience the Taylor 'spot, in other areas, and that her department is music, 'all-news and news/talk stations, pitching for funding to in that particular area," Breslin CBS is much tighter," she ex- researching a report on it now. suppdh the project. added. One thing is certain—agencies plained. "Usually, whatever is the Video producers recognized are finding today's regulatory "For example, we tried to clear hottest network at the time is the climate a little harder to read as a commercial for an aspirin-free hardest to deal with in terms of NEW YORK—The American Video Awards Show is one of the first the networks continue to adjust analgesic which carried the copy clearing commercials. In the past, programs of its kind to recognize the makers of creative videotapes standards to the real world. line, 'ask your doctor.' NBC said the NAB was our last court of that accompany popular songs. Still in production, the one-hour - OK as is; ABC said OK, but appeal. Even if you never had a Take quaffing of wine and beer syndicated show should be available to air between April 16-23. The move the doctor line further problem with the networks, it on air, a former advertising program is aproduct of Scotti Brothers/ Syd Vinnedge Television in away from the copy claims. CBS was nice to know they (NAB) taboo with all three networks, for association with Casey Kasem Productions. National distributor is flatly said no. CBS argued that were there," she added. example. All American Television. the copy line implied that the "There is some movement CBS surprised and delighted doctor was in fact endorsing the underfoot. We see signs that the ad community recently by product—the old rule about the something is changing, like the approving a controversial spot men in white," Grace said. opening up of more minutes for FOR THE RECORD for Taylor California Cellars "Clearance is more difficult. commercials, that is significant. champagne. The spot featured a Before, we could go to NAB or But we're really not sure what IM The Entertainment Channel, ending its paycable operations March man sipping the bubbly but was get it involved. The networks will happen," Dalton said. 31, will continue its long-term relationships with the BBC and unceremoniously rejected by relied on the code and could take "This is the time for advertisers RKO/Nederlander as part of a new ad-supported basic channel, both ABC and NBC. the back seat; now they have to to test the waters, while the announced Arthur Taylor, chairman of TEC and former CBS Daniels commented that his review everything. climate is what it is," she said. president. Taylor expects to add American films to the service, which "network is iron-clad about its "Sometimes it's necessary to At ABC, Julie Hoover, vice has run foreign flicks since its premiere nine monthsago. And more off- on-air consumption rule." create different spots for each president of broadcast standards, network weekly series will appear on the channel. TEC's "Limited But Breslin sided with CBS. network and that gets expensive. East, maintained "there is no Edition" already has showcased such short-lived network series as The "Look at programs like Dallas, Often, if anational buy is not that difference now." Associates, Skag and Friends and Lovers. the characters are never without important for our client, we'll "Advertisers have always tried • Hill Street Blues has been renewed by NBC. The Emmy- and a glass. Unfortunately, the same simply drop the network that to do things. We have always Peabody award-winning series will enter its fourth season this fall. standards don't apply to pro- won't approve the commercial. applied our standards and our • Eddie Gallaher, with Metromedia's Washington WASH-FM for 14 gramming as advertising," he But if the client needs total own code has always been a years, has decided to move to AM radio. Gallaher will join WWDC- lamented. coverage and doesn't want to go flexible and living instrument." AM for anew morning show sometime in March. • John Long has been promoted to vice president, director of sales, and Jim Griffin to vice president, director of broadcast operations, at WJLA-TV, Washington, D.C. OPEC glut pumping up ad spending •I The Public Broadcasting Service has received Oscar nominations Continued from page I for airline, travel, automobile, that in 1982 there was more for Ben's Mill, Just Another Missing Kid and Traveling Hopefully the recovery," remarked one well, everything," Reidy said. promotion for gasoline than in from the Academy of Motion Picture Arts and Sciences. Award network TV executive, with an Peter Nelson, president and the past. "In 1977-78 when there winners will be announced April 11. eye on TV ad sales. chief operatidg officer, Needham, were gas lines, they didn't have to • The Federal Communications Commission upheld adecision by its Some agency media buyers Harper & Steers/ USA, agreed. advertise, but the scene has Broadcast Bureau that WCCO-TV, Minneapolis, did not violate the complain that network salesmen, "OPEC cuts could have a become more competitive," a Fairness Doctrine in its broadcast of aprogram on religious cults, Thy by boosting the bright outlook, positive impact on heating oil, spokesman for TvB said. Will Be Done. simply are laying the negotiating which should be adefinite plus to groundwork for the upcoming consumers. Domestic oil com- According to TvB, automobile network upfront selling season. panies will have to take aggres- advertising held up very well in Despite some recent problems in sive approaches to increase con- 1982, with General Motors up 12 Petry eyes WPIX coup scatter sales, there is a body of sumption. They can't stand still percent, Ford up 13 percent and Continued from page I media's WNEW-TV here put opinion projecting an extremely and will be spending more money Chrysler up 24 percent. Another particularly important. And we some WPIX noses out of joint. healthy season, touching not on advertising," Nelson said. sign of health, TvB reported, is have a whole new sales manage- WPIX has been acharter Tele Rep only network but national spot Meanwhile, the Television that Americans are beginning to ment team here." partner for sales representation and radio as well. With an Bureau of Advertising reported buy middle-luxury cars. As for WPIX, President Lev and programming ventures, a la expected booming tourism sea- Pope admitted that in the last Operation Prime Time and other son ahead, radio is sure to profit Turner puts empire on block couple of weeks, "A couple of efforts. handsomely from amobile society. reps have made presentations to WPIX's Pope suggested "a "We at Drexel, Burnham, Lam- Continued from page I trading in the stock was suspended. us." Suggesting that's something program relationship is a little bert do not take the cataclysmic often referring to them as "nit- Besides reports of a pending that has occurred in the past, different from being a sales rep. view of the world banking indus- works," and bragging that he credit crunch, Turner also is Pope nevertheless said he "didn't We work with Tele Rep on alot of try collapsing, although some would run at least one of them facing a precipitous ad sales know" if aswitch is in the offing programming and Iwould assume countries will obviously be hurt," out of business. situation at WTBS, should he but, "at this stage, we have made that would continue in any in- said analyst John Reidy. Generally, the reaction on lose the copyright battle. A no decision nor have we made stance." "OPEC's price cuts could be a Wall Street has been mixed. One prospective loss in circulation for any promises." For its part, Tele Rep executive stimulus to the broadcast indus- analyst said the hoopla may have WTBS not only would slow ad Besides personal ties between Steve Herson admitted "the try, slowing inflation and lower- been designed to boost the value sales but also put WTBS in the Tribune Co. and Petry, sources rumors are all over but they are ing energy costs. This could be a of Turner stock on the eve of a unenviable position of having to suggest that a recent TeleRep not true. We rep WPIX now and nirvana of buy, buy, buy, and new public offering. That, indeed, come up with millions of dollars decision to sell Starsearch, a plan to be their rep for a long broadcasters could benefit from did happen as TBS stock jumped worth of goods, as a result of weekly talent show, to Metro- time." increased spending in advertising some $8 before over-the-counter projected circulation drops. BROADCAST WEEK/Feb. 28, 1983 5 UPDATE CBS recaptures top rating slot NEW YORK—With The Winds wise highlighted by the strong Star Trek: The Motion Picture, of War over, CBS resumed its showings of two made-for-TV which had its free TV premiere place on top of the ratings for the the same time on ABC, came in week of Feb. 14-20. NBC, which placed third in the only 36th for the week, with a CBS paced the field with a overall ratings with 16.3 average, 17.0 rating and 29 share. prime-time average rating of picked up the number four spot But ABC, which averaged a 18.2, including the week's top among all programs with part 17.4 rating for the week, scored three shows—Dallas, 60 Minutes one of The Rage of Angels last with the number five program— and Magnum, P.I. Sunday night. It had a22.3 rating Monday's Who Will Love My The top 10 shows were other- and 34 share. Children?, starring Ann-Margret in her dramatic TV debut. With a 22.2 rating and 33 share, it Quantiplex adds six stations performed better than any other Monday night movie on ABC to its RAP ratings service this season. The week's results left ABC in NEW YORK—Quantiplex has Dallas, Denver, San Francisco the, lead during the February added six Chicago stations— and Cleveland. In Dallas alone, sweeps, with a 24.1 rating, com- WLS-AM, WLS-FM, WL00- we have 11 stations subscribing." pared to CBS' 17.3 and NBC's The original Weavers, (from left) Pete Seeger, Lee FM, WXRT-FM and WGCI- RAP provides detailed buying 15.3. For the season-to-date (21 Hays, Ronnie Gilbert and Fred Hellerman, pose M —to its Radio Audience characteristics of the audience, in weeks), CBS stayed on top with around a photograph of the group taken during the Profile ratings service. addition to the numbers of listen- an 18.2, following by ABC's 17.6 height of their success in the 1950s. A documentary "The acceptance of our RAP ers. Product and service categor- and NBC's 15.5. called "The Weavers: Wasn't That A Time" captures the service by stations since we ies surveyed by RAP cover more In the evening news ratings for 1980 Carnegie Hall reunion of The Weavers and airs announced it last September has than 90 percent of dollars spent the week, CBS won with a 14.7, March 5 on WNET-TV, New York, during the station's been remarkable," said Bill Mor- on advertising. while NBC closed in on ABC, "Festival '83" on-air membership drive. ris, president, Quantiplex. "In Quantiplex is a division of with a 12.5, compared with the February, we added stations in John Blair & Co. latter's 12.8. GN installing earth stations for affiliates

ATLANTA—Georgia Network Inc. has been installing earth stations for its 121 affiliates since last June, according to Don

Kennedy, ON president. Stations I/ lease the equipment on amonthly basis. Unlike other regional radio networks (BW 2/21/83), which are on the Westar III satellite, GN's signal emanates from sat- corn IV. Southern Satellite Sys- tems, which has alocal uplink to the Satcom bird, leased the transponder space to the net- work. Earth stations are being in- stalled by EMS Inc., Atlanta, which expects to complete its work by June or July. Equipment includes Automated Techniques receivers and Wegener Electronics demodulators. USC names 2 executives tft NEW .YORK—United Satellite Communications, set to begin the first direct broadcast satellite service next fall, has appointed Stephen Kutner as vice president, program acquisition, and Richard Bruning vice president, finance. Kutner was previously vice À president, pay television with MGM/ UA Home Entertainment. A 20-year industry veteran, he also has held positions with Columbia Pictures, the Walter Reade Organization and Holly- wood Home Theater. Bruning was previously vice president, treasurer, with United Artists Corp. He also has worked for Trans-American Corp. NBC scores with 'A Team'

NEW YORK—NBC turned in its best Thursday, 8-9 p.m. perform- ance in more than two years on Feb. 15 when the second telecast of The A Team in the 8-9 p.m. EST time period received a 20.6 rating and 31 share. She'll turn around that time period. The share was five points EMBAS CE TELECOMMUNKJ-M IONS 1901 Avenue of the Stars, Los Angeles. CA 90067 higher than the previous week 01983 Embassy Telecommunications and boosted The A Team to asix share point lead over ABC's Happy Days. 6 BROADCAST WEEK/Feb. 28, 1983 PEOPLE ON THE MOVE Aurichio betting odds are good for metering

Arbitron turns on its meters in Dallas this better over time, though it's likely also to week but only two television stations, KTXA- become more expensive. TV and KXTX-TV, have signed on. For its part, Arbitron is sinking more than That's not, however, surprising or particularly $23 million into its metering expansion plans. devastating to Arbitron Executive Vice Presi- After Dallas, Arbitron expects to meter dent Rick Aurichio, a veteran of too many of Washington in June, Detroit in Septemberand these uncomfortable campaigns. Miami in December. Eventually, cable TV is "Our philosophy is to announce the service, expected to help broadcasters underwrite the produce and market it," he said. "We then costs of metering. succeed or fail on marketing." And as both "We've done enough studies to know that Arbitron and A.C. Nielsen have learned lately, cable exists," Aurichio said. "The approach marketing the costly metering service is an here is to be there with meters because the only uphill battle. way to measure everything that comes over the For starters, the cost of taking amarket from TV set is with meters." Moreover, the move to a diary service to metering is the difference metering assures the advertising and broad- between about $100,000 per station per year to casting community participation in the next more than $350,000. But while that number wave of research, "application of the numbers." sounds staggering, Aurichio maintains such "We're just beginning to tap into some of the investments are inescapable over the long run. information that we can obtain from metering," "Today, the advertiser has to know his Aurichio said. "And there's no reason why expenditures are paying off. If the advertiser down the road our computers can't talk directly has doubts, he won't be there." to our clients' computers. With the business Though radio and TV stations generally getting away from households and demo- have plenty of uncomplimentary things to say graphics to lifestyle information, we'll be able about Arbitron and Nielsen, there's little to attract more advertisers to the various media argument that meters deliver far superior with the rapid dissemination of such things as research than the diary method. "We're faced lifestyle information." with a'Catch 2T situation," Aurichio explained. Meanwhile, on the radio side of business, "The more stations competing for audience the Arbitron is moving ahead with plans to bigger sample Arbitron needs to accurately institute DST for Hispanic audiences in next measure the audience." winter's book. "We've taken some criticism for Aurichio claims that while stations balk at mixing our methodologies in DST but we're paying for metering, the serivce only will get convinced it's the only way to go." Rick Aurichio

Cynthia Telwes has been ap- statistician with Arbitron. Su- was practicing as a private casts. Sterling formerly hosted pointed public relations direc- san Orlas has joined Quanti- legal and entertainment con- a nightly sports talk show and tor at KHEP-AM and FM in plex as aradio account execu- sultant. He was also with the broadcast Hawks' basketball Phoenix, Ariz. Most recently, tive. Previously, she was video business affairs department at for WSB-AM, Atlanta. she was with The Arizona sales coordinator for EUE/ the William Morris Agency, Legislative Review. Screen Gems-Editel, aColum- and, prior to that, he was a Chris Jenkens has been named bia Pictures subsidiary. Blair program attorney with ABC- local sales manager at KBHK- KEGL-FM in Arlington, Texas, Video Enterprises promoted TV. TV, San Francisco. He returns has announced the appoint- Warren Bahr to senior vice to the station after serving the ment of Joe Folger as music president and Philip Kent to ABC Inc. promoted W. past 2/12 years as an account director. He will handle the 3-7 vice president. Bahr had been Dillaway Ayres Jr. to director, executive at KPIX-TV, San p.m. shift also. The addition of vice president/director of mar- corporate planning, and Francisco. Jenkens was with Folger to the staff marks his keting and Kent director of Glenn Elliott to associate KHBKfor eight years as ac- return to the Sandusky group. program development. director. Ayres will supervise count executive, traffic super- He previously had been mpsic the corporate business and visor and accountant. director/air personality at flag- financial planning activities ship station KBPI-FM Denver, for ABC Video Enterprises, Bonnie Winings has been ap- prior to accepting a program- ABC Motion Pictures, the pointed director of develop- ming position in Minneapolis. ABC Television Network, ment at KCET in Los Angeles. ABC Broadcast Operations She will oversee adepartment Timothy Robisch has joined and Engineering and ABC responsible for general fund the sales staff of Katz Radio's News. Elliott will be respon- raising, subscriber services, Wayne Burress Detroit office. Previously, he sible for ABC Motion Pictures major gifts and special was account executive with and ABC Video Enterprises. income-generating events. Most recently, she was KCET's TOCOM Inc. has announced Christal Radio in Detroit. TPC Communications Inc. manager of publicity. the appointment of Wayne has announced the election of Burress as Western regional Dave Armstrong has been J. Douglas Cox to the office of sales manager. Previously, he named sports director of president/chief executive was with SAL Cable Com- KSNW-TV in Wichita, Kan. He officer. For the last 10 years, munications. Neil De Costanza also will anchor 6 p.m. Monday he was with the CBS Tele- was named Northern regional through Friday and 10 p.m. vision Stations Division. Most sales manager for the com- Sunday sportscasts. Arm- pany. Prior to joining TOCOM, strong joined KSN in July recently, he was the director he was with Oak Communica- 1980 as sports reporter and of sales for the CBS New York national sales operation for tions Systems. weekend anchor. the five CBS-owned stations Gifford Nielsen, quarterback in New York, Los Angeles, for the Houston Oilers, has Michael Kibbey Chicago, Philadelphia and St. been signed as co-host for PM Louis. Michael Kibbey has been ap- Magazine with KHTV in Hou- pointed to the new position of ston. He joins co-host Suzanne Paul Sims has joined WSOC- local sales manager for WAVE- Dunn on the show weeknights TV in Charlotte, N.C., as TV in Louisville, Ky. Most at 6:30. general assignment reporter. recently, he was regional ac- Previously, he was with count executive for Harring- RCA American Communica- WATE-TV in Knoxville, Tenn. ton, Righter & Parson, St. B.J. Harrison also has joined tions Inc. has announced the Louis. appointment of Gerald Kaplan the station as general as manager of technical pro- assignment reporter. She Elcom•Bauer has announced grams. He will serve as the previously was a reporter with the appointment of Jim Lucy Robert Barron primary technical interface KOCO-TV in Oklahoma City. as vice president of market- between RCA and its cus- Robert Barron has been ap- ing. He will have marketing tomers for video and audio Veteran sportscaster John pointed general sales manager responsibilities for all broad- satellite transmission services. Sterling has joined the Atlanta for KMGH-TV in Denver. Since cast products. Braves' basketball television joining the station in August Jerry Arbittier was named and radio broadcast team on 1981, he had been national director of research for Quanti- Michael Graham has been the city's independent televi- sales manager. Previously, he plex, the marketing informa- named director of business sion station, WTBS. He also was account executive with tion division of John Blair & affairs at Columbia Pictures will contribute his talents to the Los Angeles firm of Har- Neil De Costanza Co. He formerly was a senior Television. Graham previously Atlanta Hawks basketball tele- rington, Righter & Parsons. BROADCAST WEEK/Feb. 28. 1983 7 NAB backs Metromedia international programming TV alliance ambitiously WASHING TON— [he National Association of Broadcasters' By Les Luchter Executive Committee has voiced its support for United States' NEW YORK—Metromedia Se- ratification of an international nior Vice President Bob Bennett treaty to protect broadcasters. loathes the term "fourth net- The treaty also will protect work" but can't seem to find any other legitimate distributors of other way to describe his com- programs and signals interna- pany's ambitious programming tionally transmitted by satellite. plans. The treaty requires countries that At a press conferençe here to ratify it to take "adequate mea- tout Metromedia Producers sures" against unauthorized in- Corp. as the number one supplier terception and use of program of first-run syndicated fare, signals within their borders. Bennett said it would be possible The Copyright Committee, to reach 70-75 percent of the which had recommended the country with aschedule of feature NAB support of the treaty, noted films after they come off pay that since 1974 revenues from the cable. sale and use of U.S. intellectual The project could start as ea rly properties—including television as this summer, Bennett revealed. —had risen to nearly $6 billion "Every major studio in Holly- annually The committee pointed wood is anicious to do business out that illegal interception of with us." signals, including copyrighted Initially, a film will be shown U.S. satellite communications, is once amonth on Saturday nights. increasing abroad. Looking at you This then will expand to weekly According to the committee, and eventually to both Saturday the main benefit to U.S. broad- Kim Carnes, past Grammy Award winner and nominee this year for Best Female and Sunday, he explained. casters from the ratification Performance, stopped by The Source studios in New York recently to chat with While Bennett's movie scheme would be the bolstering of the Program Manager Rona Elliot and Source producer/director Alan Tullio about her depends on lining up indepen- principle throughout the world latest album "Voyeur" and plans for doing a videodisc in the near future. Carnes' dent stations in every market, he that programs should be regarded comments will be heard in segments of The Source's "Mini-View," "Rock Report" said that Metromedia's owned- as property with owners who and "A Minute With " and-operated stations, by them- should be paid. selves, are a potent force. Network O&O stations (five for each web) reach about 18 percent of the country, Bennett 'Condo' latest offering in painting said, while Metromedia's seven stations reach 23 percent—thanks especially to the recent acqui- sition of WFLO-TV, Chicago. picture of minorities role in U.S. "We may have some other surprises in the near future," By Ed Harrison because of' our many contacts we're not perfect and do make Kersey admitted that minority Bennett said, hinting that more with stations, through personal mistakes. We try to avoid them. concerns weren't priorities at the station purchases are on the way. Jessie Rodriquez, played by appearances, mail, phone calls If someone on the staff is too networks some 15 years ago. "We And Bennett left all options open Luis Avalos, to James Kirkridge, and research, we know what the close to the trees, we go some- weren't aware or that sensitive to if the FCC rescinds its 7-7-7 played by McLean Stevenson, in public will accept. We take that where else (for an opinion)," it," he said. ownership rule. a scene from The Marriage epi- information and work with the Kersey said: . . Kersey said "there were no Noting that syndicators often sode of ABC-TV's Condo: Why producer to bring their product Condo, airing Thursdays at 8 serious problems" with the Con- give a go-ahead to projects if they do you have to barbecue on the to what we call 'acceptability.' p.m., is about the Kirkridges, a do scripts due to Tony Thomas' get anetwork O&O deal, Bennett hottest day of the year? "We are also a profit-making "WASPish" family who,--no and Paul Witt's "intelligent pro- said, "We have an O&O deal and James: Quit griping, Rodri- corporate business and our sta- longer able to afford their spa- duction" and the writing of we can make anything go." quez. Ithought you people could tion, licensed by the FCC, auto- cious house, move downward Sheldon Bull. "When we got the Among M PC's more ambi- stand the heat. matically carries our signature into a typical California condo- script we were concerned about tious syndication projects is Jessie: What 'people 'are you saying that this program will minium. At the same time, the it," Kersey said. "We realized the Thicke of the Night, the 90 - referring to? satisfy all your commercial needs, Rodriquez family is on its way up problems that .could have come minuté fate-night comedy strip James: Your Aztec ances- concerns toward minorities, taste, in its pursuit of the American from the pilot. We were concerned co-ventured with MGM/UA tors. They were building pyra- judgment and legal concerns." dream, and the two families how the general public would Television, in association with mids and sacrificing virgins in in actuality, the department' adjust to life as neighbors. accept it. Not in Los Angeles, InterMedia Entertainment Co. twice this heat. functions as a censor, although Said Kirkridge to Rodriquez Chicago or New York, but in the Alan Thicke, former writer for Jessie: While yours were in the first episode, "It was an other areas. But we had public Fernwood 2night and other shows, stumbling around London invent- honest mistake. You are standing sensitivity and awareness going stars. ing gin. (Reprinted with permis- CC here, wearing work clothes and for it and it was cast in an Bennett claimed he is going sion from Thomas'. Witt Produc- holding-plants. And you're Mex- intelligent way, so we were half- into NATPE with almost 50 tions.) We made a ican. So naturally Imistook you way home." percent of the country cleared for for the gardener." Counters While Condo might not rank the show. And, although it "wasn't LOS ANGELES—Regardless of Rodriquez: "You're an Anglo, as a giant step forward in the the intention" to appeal to net- its critical or ratings success, special standing there in golfpants and I annals of TV history, Kersey sees work affiliates, their reaction has ABC-TV's new sitcom Condo didn't mistake you for Arnold it as asmaller step. "TV itself can been "marvelous." represents network television's effort to Palmer." only afford to take small steps. He noted, in particular, dis- latest and most ambitious at- Realizing the sensitive nature That's the rate of public accep- satisfaction of ABC affiliates.. tempt at featuring Hispanics in avoid of the pilot, producers Tony tance. All In The Family was a with The Last Word and added weekly prime-time exposure. Thomas and Paul Witt exercised large step at the time but small that he expects NBC to be "devas- Granted, Jessie Rodriquez and extreme caution in casting, Ker- overall. We've taken steps with tated" when some of its affiliates his family are creations of Holly- stereo- sey said. Soap and Dynasty as has Dallas. take Thicke over Carson. wood and therefore act, talk and Luis Avalos, who plays Jessie As public interpersonal relation- MPC's other syndicated fare think in a way in which Holly- typing... Rodriquez, is actually of Cuban ships develop and mature, TV is includes three returning series— wood perceives them to. The' descent and came to the U.S. able to move faster because of The Mery Griffin Show, Tom same probably could be said for when he was young. Even Avalos that," Kersey said. Cottle, Up Close and Healthbeat. the depiction of blacks through himself reportedly voiced con- Miller's Court, a weekly half- such vehicles as The Jeffersons 55 cern over whether the Chicano Different sensitivities hour show developed on Metro- and What's Happening. staff members are more com- community in Los Angeles would Kersey said scenes often are media's WCVB-TV, Boston, al- More important is the fact that monly referred to as editors. accept him. shot two ways—his way and the ready has cleared six of the top 10 television is giving recognition to Witt said, "Hispanic groups producer's way. "There are things markets, according to Chet Collier, the sizeable Hipsanic population Concern toward stereotyping feel that it's a very positive I want to accept and think we executive vice president, Metro- in Southern California, the South- "One of the things we're par- portrayal of a third-generation could. But then Isee it on film media Producers Corp. west, Miami, New York and ticularly concerned with is the family that embraces elders, puts and something's wrong with it. New first-run programs to be other metropolitan cities. stereotyping of any minority," apremium on education and the I'll shoot it to New York and let offered to stations include Mike Yet, while the networks strive Kersey said. "It's been a part of pursuit of the American dream. Alfred Schneider (ABC corpor- Stokey's New Pantomine Quiz, to give equal representation to our business since time began, People are laughing at the insen- ate vice president) look at it and Radioactive TV, a New Wave the nation's swelling ethnic make- especially in comedy. It's been sitivity of Stevenson but not at make a decision." music show produced in associa- up, there also exists the danger of said that comedy always hurts the expense of Avalos." Because of geographical and tion with Mery Griffin produc- stereotyping minorities. somebody and with a comedy demographical differences, Ker- tions; and Survival!, a weekly As vice president of Broadcast like Condo you have to be very Minority considerations sey in Los Angele§ and his New half-hour dramatizing life-and- Standards and Practices at ABC, careful. Kersey said that it is policy to York counterpart, Julie Hoover, death confrontations. it is Tom Kersey's job to ensure "We make a special effort in try and feature minorities in respond to different sensitivities. "The only thing left for a that what makes it onto the air is everything we do to avoid stereo- starring roles. "In everything we "Out here my greatest concern network is news," Bennett said. acceptable for broadcast and typing, whether it's Mexican- do," he said, "we automatically is to blacks, Asians and Hispanics. He pointed out that Metromedia such pitfalls as stereotyping are American, black, Asian-American, include the phrase, 'we urge you In New York it's Polish, Jewish, has "geared ourselves for aprime- avoided. gay or anything else. to give consideration to minorities big business and anti-religious time news, 10 to 11 around the "Broadcast standards and prac- "I have people on my staff who not only in background but in materials." U.S." tices work in two ways," explained sit in judgment of me on things 1 featured and starring roles.' Kersey is looking to the day In other syndication news, Kersey. "We're the liaison be- do in this area. Minorities are "It's foolish not to take them when he can give his OK on a Collier announced that M PC will tween the public and the pro- vocal groups and we hear from under consideration. They are an "whole story" featuring Hispanic 'syndicate Dynasty domestically ducing studios. We think that them time and again because important part of the country." actors. in the next 12 months. 8 BROADCAST WEEK/Feb.28, 1983 Ad-supported projects called future key Nathan blasts 'tired' program attitude The syndication business con- By Dave Potorti spend the money. They'd rather waned, Nathan said. Audiences Prime-time access has just disap- just run Happy Days." still are interested in something peared—in the top 50 markets, tinues to face opposition from all NEW YORK—The future of Surprisingly, PBS is a "shining new, however. there are 10 that you just can't sides, Nathan said. syndication is in advertiser - glory" in program syndication, "ABC went with the super- sell. If you can't get on and get a "We're being sniped at by supported projects. That's the Nathan said. miniseries Winds of War, which rating, get the reps behind you everyone—the networks, with view of Wynn Nathan, president, "They seem to be a little more was one of the worst I've ever and get publicity, then you're the financial interest rule; the Lionheart Television Internation- gutsy in trying to put on some- seen, at least as far as the acting dead. government, which doesn't know al, an integrated media distribu- thing decent, to get away from went," he said. "I'd be ashamed "Advertiser-supported syndi- if prime-time access rules should tion company serving film and the tremendous void in good to be selling it. But people were cation is what's going to work," be in place; cable; independent TV audiences. programming. And, while the anxious to see something and Nathan predicted. stations; and distant signals. He cited rough times for syndi- press is burying them, they have a somehow they watched it for Nathan cited Nicholas Nickle- "Ted Turner is a pain in the cators in the past six months, lot of money to spend. Our PBS seven days. It shows that with a by as a successful test of an ass," he said. "You sell something based on competing technologies syndication is fantastic—we did proper vehicle and proper pro- advertiser-supported project. in Atlanta and you're in 18 and regulations, but noted that $2 million more last year than the motion you can get an audience." "The job Stan Moger (SFM million homes. You can't go and business is starting to perk up. year before, and will do $1 Media) did was fantastic. But he sell a show in the major indepen- Syndicators' biggest enemy, he million more this year. While Uphill battle said it was the toughest thing he dent markets. If we sell at Atlanta said, is a "me-too" attitude PBS network has been flounder- Even with NATPE approach- had ever done in his life. He got and then go to San Diego, for among independent stations. ing, its local stations have been ing, the word from local stations oppostion from everywhere -- example, they'll tell us they've got Afraid to lose money, the stations very active." is that nothing new is available, from reps, networks and stations. it already—but we don't make are content to stick with tired off- Syndicators did well in the past Nathan noted. But it worked. I don't know if I any extra money. This new tech- network programming rather by selling miniseries to network "People are afraid to go out would have picked a program nology is just another annoyance than the expense of fresh new affiliates, but enthusiasm has and produce something today. like that to try the test, though." that's not going to go away." productions. Nathan made his remarks at a New York TV Academy luncheon here last week.

Playing it safe "Business has been off for the past six months, but it's not a question of the recession," Nathan said. "From a station point of view, times have never been better. Stations are better sold and more time is being sold. "Everybody's 'holding back, though, taking the easy way out and playing off inventory. They want old network programs and old movies. While they do theiç own news and sports, it's tough for a syndicator to sell a first -run program. They don't want to WE PUT CBS braces for potential SO VIE C NBA strike

By Dave Potorti

NEW YORK—A National Basketball Association strike looms aS a potential program- ming headache for CBS this spring. With an April 1 deadline for contract resolution, it's any- 2 body's guess what the outcome will be. "We're looking at contingency programming," said CBS Sports ‘:14seee\lce'c:)::°;se::0;:2:'osiee4\•Ntes\'i:-e\,2°\.:\1: spokesman Jay Rosenstein. "We ei were well-equipped to handle the NFL strike, and we're confident that the experience we had in scheduling attractive alternative 1\,,',tI-e.:.\î\L:02'‘;.c•:::2e‘•lt'e-: ,lis .40eço.sce programs quickly will stand us in . eece. good stead with viewers if there is an cam dzsienedzediedi ,e0-widele 2.e. ete,tteeee ekte::::::::::: an NBA strike—which we hope vie 2. e‘ce'02Yee The AFIERNOON formula is both simple and ingenious. Once you come there is not." on aboard, we provide you with a complete blueprint for success. Just Any alternative programming would be new fare and would build a set to our specifications, hire your on-air talent and assign a depend on programs available at secce P'*ee.::e,c:siS41,z ::10.°6.,0 c:Ic:"ç:::'v::: e2,:t":•eosi production team. We do the rest. the time, Rosenstein said. Possi- bilities are auto racing, golf and stose,ssaleel eee-

anthology-type programs like ceZ46 e . boxing. CBS' regular season broadcasts began Jan. 30 and continued with an NBA All-Star game Feb. 13. ve o< The next broadcast is March 6. •ie 9. e.,,‘‘ o lee% vte. The final two regular season ib.f.k.c/ to each eharket broadcasts are April 15 and 17. •*'es es's ee. e Ce‘. Coverage of playoffs begins 'Oeet Ael 0: 0y_iS 10-(0-liate ¡it/se k's jike 4hci cesto It slocei, APPekkOOk elitol7ec.elle;ee April 22 and continues through e:e eese,,,,9oeste,,e ''ç•se 4, Phat's good heiPs for citiertriers tn^ be the first week of June. Before the oe , e s tesis ess..‘‘ ee.ct * see tie' series goes to its seven -game ,i, ce ,. çee'ex`s'istee".0‘eteee.,3,'' the frehle ofa sh cekee theY khow ee e: tee' conclusion, there will have been et • 23 broadcasts. Total games, t‘•--- of e \••••• _we tiee "*"..wetoe.efeie:,es Nee- c e ,...e lo< ow that s tuhec 4, to hothetor•kh kalcies. including two extras from No- P'• e estr„ile,:ï e".e:v. vember during the NFL strike, \ed. to ..ti ,,,, ., CWle'O' ,t3e ' ,,, ,.‘e es ce. will number 30. es eilea , ,. - 0 -e" • •-.- ,,. "There isn't a whole lot you tP. \set% • ,.. can replace the games with that '•N‘e 1,,S.‘ ‘1M. to y led •es e ,,,„e, will have nearly the same level of ..em • toe ot interest," said Ed Desser, director e :be of broadcasting, NBA. tlooee "We haven't really made any plans about what to do if there is astrike. It hasn't been apressing issue here." In the meantime, it's business as usual at the NBA, he said. K1CU-TV changing the shape of things Kids at work During .the 1970s, channel 36 in San Jose, Calif., was The Screen Actors Guild reports that in 1982, there were something of a novelty. KGSC-TV showed no shame in 3,200 members between the age of zero and 19. Even exploiting its dial position as "The Perfect 36" and even more staggering is the amount of money paid to these used San Francisco burlesque superstar Carol Doda for working toddlers, pre-teens and teens. Agents, managers sensuous station IDs and cute, non-controversial and casting directors all agree that the most asked editorials. Now, only three years after being purchased by questions of them are where do they find these children, Wilson Communications, channel 36—now KICU-TV— and what qualities do they look for? Broadcast Week is winning awards for local journalism. Viewership has takes.a look at children who happen to be actors, be it i increased by one-third and the station has just moved to a commercials, television or movies. new facility. page 20 page 22

SECTION 2\ WEEKAr% Feb 28, 19:3 ADVERTISING, MARKETING &PROMOTION

Welcome YOU TO FLOAT Iota FANNY No stone left unturned as WSQV rocks Jersey Shore

By Marianne Paskowski changed formats. Most recently, earlier this month, WMPT abandoned its rock When WSQV-FM first signed on format and switched to "Music of Your nearly two years ago, it posted a modest Life." 4.3 rating with the 18-34 demo. WSQV now competes with three country Today, the Jersey Shore, Pa.-based stations and seven stations with either rock station boasts a robust 21.2. middle of the road or adult contemporary "It's the fantasy of small market radio," formats. explained Tim Menowsky, WSQV's "We are it. There ain't nobody else executive vice president, general sales doing rock out here," Menowsky boasts. manager and one of the station's three principal owners. How it all began "You couldn't do this anywhere else. Two years ago, Menowsky teamed up It's amajor plus to be small," Menowsky with his former college roommate, Frank added. Jersey Shore's population is about Bell, both determined to buy a radio 4,000, and WSQV reaches 100,000 listeners station. Bell had grown up in the Jersey in its 50-mile radius. Shore area, where, he explained, no radio Strong promotion to build and maintain station was serving the 18-34 market. identity in the 1l -station market is Bell became WSQV's program director. responsible, to a large degree, for the One of the first things he did when the station's success. station changed hands was to switch from Promotion is non-stop at WSQV and a soft rock format to "top tracks," a comes in every form imaginable—billboards, format he described as similar to album- bumper stickers, rock parties, Thirsty oriented rock but with a more varied Thursdays, throwing money out of playlist. airplanes, and yes, fanny floats. More Bell and Menowsky had worked together about those later. at their college radio station in Washington, While WSQV today is the only rock D.C., and upon graduation, both joined station in the Susquehanna Valley market, the National Association of Broadcasters that wasn't always the case. When WSQV as regional managers. first aired May 1, 1981, it was competing "It (NAB) %yak great experience to with two other rockers, which have since Continued on page 18 Tim Menowsky 18 BROADCAST WEEK/Feb. 28, 1983

Continued from page 17 from his wallet. travel around the country and steal other "These are our listeners," he'll tell people's ideas," Menowsky laughed, "but prospective advertisers, "and your cus- we really wanted our own station." tomers." So they teamed up with Curt Van The station sells limited time-units Loon, also from the Jersey Shore area. instead of minutes per hour, therefore Van Loon became the station's president carrying fewer commercials. In 1982, the and general manager. Dave Wollet, station posted $500,000 in avertising production manager and Jill Wollet, news revenue. director, also own a piece of the action. Local advertisers also can sponsor When Menowsky and his partners took commercial-free segments of "free rides." over the station, a month before the Jersey Shore's bus company, for example, annual ratings period ended, they were capitalized on the commercial-free segment selling without a book. by running its "free ride brought to you by "It's not the book which sells in this City Bus" commercial, preceding a block market anyhow," Menowsky said. "But of commerical-free time. In addition, the we had to do something to announce bus company gave away free monthly bus ourselves." passes. Colorful billboards began to dot the "It's a unique selling position in terms highways of the Susquehanna Valley, touting WSQV as the "ultimate FM station." -Along with the billboards, the CC station launched its first promotion—a pump-off—or free gasoline for listeners displaying WSQV bumper stickers. We are it. There The promotion was held in conjunction with alocal Sunoco distributor who had a ain't nobody problem. With the price of gasoline continuing to rise daily, the station was else doing rock beginning to look like abad guy, Menowsky said. WSQV hired a Pumper Truck, manned 'n' roll out here it with two WSQV pumper girls and WSQV hosted the first rock concert in Jersey Shore, Pa., since 1971 (top) and dispensed free tanks full of gas. sold out the Toto show In four hours. WSCIV Is one of the promoters of the To make the most of local advertiser world's largest inner-tube float (above), the annual "Float Your Fanny in the 95 Susquehanny." participation, businesses that bought 40 of attracting listeners if we play fewer 60-second spots got exclusive distribution commercials," Menowsky said. of the WSQV pumper stickers, plus 10 on- WSQV's management looks beyond provides on-air mentions. In addition, Jersey Shore, however, had not hosted air mentions a week. traditional audience measurement for WSQV supplies a disc jockey. WSQV's arock concert since 1971, when the Three But the popular free gas was beginning feedback. One way the station learns rock nights usually attract as many as 350 Dog Night appeared and "totally turned to get out of hand. "We were giving away more about its listeners is to get out and listeners to clubs that normally might off the city fathers to the thought of future too much gas, so we had to change the party with them. Each month, the station attract only 70 patrons. rock concerts," he said. offer a little," Menowsky explained. hosts rock 'n' roll parties at local clubs, But, WSQV lined up Toto and sold out "One afternoon, for example, more parties that most of WSQV's staff regularly Staging a promotion the concert in four hours. The station now than 500 cars showed up for a free tank attend. "For starters, when we do any type of is trying to book Hall and Oates for its full, and eight state troopers had to be "At events like this, we all sit around, promotion, everyone is involved, sales next concert. called in to direct traffic," Menowsky party and listen to our listeners. That type staff, traffic, engineers—everyone," "We made $40,000 on that promotion, joked. of feedback is essential," Menowsky said. Menowsky said. but $18,000 went for the band and fees—a So WSQV modified its offer of free gas The station recently hosted a "Let's WSQV follows seven basic rules for total of $21,000 for out-of-pocket expenses," to a discount—selling gas for $.98 a Spend The Night Together" gig at the successful promotions: 1) have fun; 2) in- Menowsky said. gallon. WSQV continued with its modified Bourbon Street Club in nearby Williams- volve the entire staff; 3) brainstorm every In addition, the, station gave away great pump-off for several months, but port. WSQV offered Rolling Stones idea, no matter how crazy; 4) spend concert coupon books that contained free when gasoline prices began to ease, the posters to the first 98 people (the station's money to make money, preferably some- coupons for retailers if they bought a station discontinued the promotion. call numbers) who arrived. The promotion body else's; 5) no giveaways—promotions schedule with the station. was staged in conjunction with the must make money; 6) have lots of little Seeds for WSQV's promotions are Selling the crowd opening of the new Rolling Stones' winners; and 7) take pictures of all planted during brainstorming sessions. "Crowd shots are wonderful sales tools movie—Let's Spend the Night Together. promotions as future sales tools. "One of the best promotions we just for us," Menowsky beamed, as he pulled Simply put, the host club buys acertain "After the pump-off, we needed to do stumbled across was giving away acase of snapshots of heavily attended WSQV amount of air time, and WSQV, in turn, something phenomenal, so we all decided beer an hour on air on Thirsty Thursdays," promotions, including the pump-off, brings new business to the club and on a rock concert," Menowsky said. Menowsky said. "We sell sponsorships BROADCAST WEEK'Feb. 28, 1983 19

Promotion is non-stop at WSQV and comes in many forms, including bumper stickers (far left), rock parties and throwing money out of airplanes. Allison Jones, Marianne Zakem and Gerald Getz (left) are advertising consultants for WSQV.

and make $15,000 a year on that alone. "Another time we were stumped about e apromotion for alocal mall which needed people with dollars to spend in that mall. Somebody said, 'let's just throw money out of an airplane.' And we did," Menow- sky chuckled The station hired a plane and dropped $2,000 in varying denominations—an entire month's promotion budget—in a Besides being asophisticated traffic system, field adjacent to the shopping center. Attached to the bills were WSQV acomprehensive accounts receivable system, money clips that were redeemable for and aflexible billing system, discounts at the mall. "It was quite a sight for those 85 mall what's another term for aBAT" 1700 System? merchants who looked out and saw all those people waiting for the money to fall out of the sky," Menowsky said.

Float your fanny WSQV is one of the promoters of the E world's largest inner-tube float—the E annual "Float Your Fanny in the Susque- A L hanny." Last year's float attracted 7,400 tubers, who paid a$2 fee to float down the river. Proceeds of the event got to "Jerry's Kids fight against muscular dystrophy." The owner of the local campground stages the event each year at the Jersey Shore bridge. "We can't claim total credit here," Menowsky said. A competing adult CC Crowd shots are wonderful sales STATION BUSINESS SYSTEMS tools for us 55 contemporary station, WWPA, became involved with the float a year before WSQV. With your own minicomputer-based company that's made its reputation "But we are one of the biggest promoters BAT' 1700 System, you have availabil- on service. We have experts stand- of the event," he added. ities arid inventory literally at your ing by at our toll free 800 number, The station lined up a number of fingértips. On demand, you can call to give advice or service when sponsors, including Budweiser, 7-Up and up sales reports and analyses based needed. Try it now: Call toll free Frito Lay, that provided the inner tubes, on up-to-the-minute figures. decorated with their logos. You'll have at hand the kinds of 800-243-5300 In addition, the station staged a things that can help astation place (In Connecticut, call 203-622-2400.) number of events in conjunction with the more spots at higher rates. Or write: Station Business Sys- inner-tube float, including a"Miss Fanny And, if you're a group operator, tems, 600 West Putnam Avenue, you can multiply the benefits. By Greenwich, CT 06830. Contest" and "Rock Your Fanny Concert." tying your individual BAT' 1700 Sys- tems together, you can cut the time The future needed to get group reports. What WSQV has planned for future Of course, while your BAT' 1700 promotions remains a mystery because System is providing you with all Menoiwsky is reluctant to tip his hand to this bottom-line information, it also the competition. routinely handles your order entry, CgD scheduling, invoicing, and account- Whatever the promotion turns out to ing—simultaneously, from computer STATION BUSINESS be, it will be tempered by the hard facts of terminals located throughout the reality. Jersey Shore, for example, has a SYSTEMS station, if you wish. a Control Data Company current unemployment rate of 18-25 As your business is service, so is percent, and Renovo, atown to the north, ours. We're part of Control Data, a ' c‘ 1982 Control Dala Corporanon has astaggering unemployment rate of 90 percent. "When you ask people what they want, they say money, television sets, cars, the necessities," Menowsky said. "So maybe next time it will be dollars instead of gas." 20 BROADCAST WEEK/Feb. 28, 1983

Change

of direction

Party guests view KICU-TV's promotional videotape during the grand opening The grand opening of KICU-TV's new quarters was 'the' event in San Jose on gala. Feb. 4. San Jose station finds new way to reach its viewers

By Les Luchter toward becoming a community leader. The other principal players at channel were hired to run the operation. Lumped into the San Franéisco.ADI but 36 also came from strong Ray Area There are still wrinkles to be worked During the 1970s, channel 36 in San one of only two San Jose stations, channel backgrounds. out, of course. Davison, for instance, has Jose, Calif., was something of a novelty. 36 decided to emphasize its position as a One news anchor, Jan Hutchins, has been fighting to get San Jose listed as a KGSC-TV showed no shame in exploit- "South Bay station" stretching from been earning twice as much as sports market separate from San Francisco. (At ing its dial position as "The Perfect 36." Alameda County south to Monterey. director at KRON-TV, San Francisco. present, KICU is officially listed in the There was little local programming to "One of the first things we did," said The other anchor, Ysabel Duron, had San Francisco market, while KNTV, the speak of, although San Francisco bur- Martha Tonsing, public relations director been with Oakland's KTVU for seven San Jose ABC affiliate, is listed in the lesque superstar Carol Doda brought and on-air host/producer, "was to begin years and also had worked at KRON and Monterey-Salinas market.) much notice for awhile through her planning a real news broadcast." KPIX-TV. And there are those mishaps that can sensuous station IDs and cute, non- After only five months on the air, Besides co-anchoring the station's occur at any station. With less than two controversial editorials. KICU's newscast won an Associated News at Ten, Hutchins, who is black, and minutes to go before Cabaret began, for Now, only three years after being Press award for "Best Local Newscast in Duron, an Hispanic, play key roles in instance, a film projector showing purchased by Wilson Communications, California and Nevada." More recently, KICU's community relations effort, Barnaby Jones broke. Cabaret was channel 36—now KICU-TV— is winning the station received honors for "Best Spot which finds station personnel constantly thrown off a second projector and awards for local journalism. Viewership News Coverage" from the Peninsula Press speaking to local groups. replaced by the Jones rerun. The start of has increased by one-third—to more than Club; for "Best Television News Feature Station projects have included turning the movie was delayed a couple of one million homes weekly. And the Report" (Class A Stations) from the alocal swampland into apark and turning minutes. station recently has moved from cramped, Northern California Chapter of the a downtown wall of graffiti into an art But KICU now has a 1,500-square-foot 15-year-old, 7,500-square-foot quarters Radio/Television News Directors Asso- mural. studio for news and a 2,500-square-foot to a spanking-new, custom-designed ciation and "Best Creative Use of Video" KICU's commitment to San Jose studio for its sports talk show, commerial 15,000-square-foot facility. Through it from the same organization. comes directly from Vice President/ production and other programming. It all, promotion and marketing have played Doug McKnight, formerly executive General Manager John Davison and has new 1-inch Ampex editing machines. key roles in the station's growth. producer for special projects at ABC Station Manager/ Director of Sales Dan And it has a positive attitude to go with When the station's call letters changed a O&O KGO-TV, San Francisco, and Romanelli, both of whom came to the hardware. couple of years ago, channel 36 ran its assistant news director at ABC's WXYZ- channel 36 from KPIX, Westinghouse's Independent stations looking for aroad "Big Broadcast of 36"-36 hours of TV, Detroit, built KICU's news depart- San Francisco station. They had been to future growth probably won't be uninterrupted movies. To celebrate its ment from scratch as the station's news trying to buy the station themselves. steered wrong if they make their way to new studios and offices earlier this month, director. When Wilson bought it, they promptly San Jose. the station ran the hit movie Cabaret unedited and uninterrupted. • • • • e • • • • • • • • • That same night, KICU turned its new • • • • • • • • 4 • home into its own "cabaret." More than • • • • • • • • • • • • • • • 750 guests—advertisers, ad agency and • • • o4 * public relations executives, community • • • • • • • • • • • • leaders—attended the affair, which featured • • • • • • • 4 food, drink, live music and the introduc- • I • • • • • ' 4 • • • • • tion of jingles and graphics for KICU's ' • • • • • • • # • • • * new slogan—"You Should See Us Now!" • • • • • What viewers and advertisers are seeing • • • • • • o • • • • • is a station that has taken great strides • • • • • • t • I • • • • • • • le • • • • • , f. • • • • • 1, .1 . » • • • • e • 4 . • • 4. • •):•fr • • • • •

I. ;I, • • • e • -•• inlnuir

A band called Sonic Conception performed at KICU-TV's grand opening celebration earlier this month. cto by Le! Luchtet BROADCAST WEEK/Feb. 28, 1983 21

KICU-TV's General Manager John Davison checks out the station's new productipn control KICU-TV has a positive attitude to go with its new hardware. room. Photos by Les Lu,

KICU-TV's spanking-new facility was custom designed and has a 2,500- square-foot studio for its sports talk show, commercial production and other programming.

KICU-TV's Chief Engineer Jim Kraenzael points out highlights o4 the station snew production facilities to guests at the grand opening celebration.

Crowd gathers in the newsroom during KICU-TV's grand opening celebratiol earlier this mont. 22 BROADCAST WEEK/Feb. 28. 1983 Little stars twinkle like big diamonds

By Ed Harrison among others working in commercials, television and theatricals. "They don't This is a story about children. want a fairy tale character. I've seen kids It's also about atypical childhoods, that weren't breathtakingly beautiful but hard work, perserverence, fun, frustration more identifiable with the kid next door." and rejection. There are also astronomical Schacter said that the way achild acts, financial rewards. responds and how they interact with It's a story about children who happen people are among the traits she looks for. to be actors, be it in commercials, "How much retention they have, alack of any speech defects and the ability to retain Schnootie Neff television or movies. The Screen Actors Guild reports that in lines are very important," she said. 1982, there were 3,200 members between "It's that sparkle, personality, not being the ages of zero and 19. Even more afraid of people, that certain special little staggering is the amount of money paid to something that lets you know that achild these working toddlers, pre-teens and has it," stated Hansen. teens. Photographs are misleading, according Based on earnings statements tabulated to Evelyn Schultz, director of the young by SAG for the year 1980, children people's department of the Wormser, working in commercials between the ages Heldfond & Joseph Agency, which of zero and nine collected $3,368,765. represents I2-year-old Shavar Ross, Between 10-19, the sum totalled $14,424,361. Dudley on Diffrent Strokes, and other In the television medium, the zero to nine working children. "Once you meet them, bracket collected $195,521 while the older you can see if they are shy. If they are, kids between 10-19 realized $3,304,113. forget it. A shy child doesn't stand a And in theatrical films, the zero to nine chance. Some kids are natural hams and bracket earned $87,410 while the 10-19 talented. Others are a little stiff but they group collected $727,876. Add to these have the ability and need to learn how not sums additional hefty incomes earned by to be self-conscious," said Schultz, whose members of the American Federation of own children were involved in acting. Television and Radio Artists. So you ask, "how can my child get a share of the pie?" CC Agents, managers and casting directors all agree that the most asked questions of them are where do they find these Advertisers children, and what qualities do they look for? want kids that

Where to be discovered Potential child actors can be "discovered" can be identified anywhere. Agents, managers and casting personnel regularly scour high school with their drama departments, talent workshops, showcases and school plays. Other child ren products... not Brandon Crane are fortunate enough to be in the same supermarket, restaurant or park at the same time as an agent. Enthusiastic a fairy tale parents often submit unsolicited photo- graphs of their tots hoping to perk atalent character agent's curiosity. Still others come to the attention of show biz folk by word-of- mouth, trade paper advertisements, friends and business associates. 95 "I was in a roller skating rink in Reseda (a Los Angeles suburb) the other night, Schultz said that only one out of 50 found two children (with potential) and photographs that she received in the mail gave them my card," said Ruth Hansen. are called in for interviews. Partnered with Joy Stevenson in the Iris Burton, head of the Iris Burton newly formed young people's department Agency, which represents Adam Rich of of the Harold Gold Agency, she repre- Eight 1 Enough fame, Lori Hendler of sents I2-year-old Missy Gold of Benson, Give Me A Break, Henry Thomas, Andy her sisters Tracy and Brandy and Lambross, the Oscar Meyer Bologna boy, numerous others working in TV and and Jessie Lee Smith of Silver Spoons and commercials. others, said, "1 look for natural kids who One of the biggest misconceptions are spontaneous. No brats. Idon't want about child performers is the belief that a little walking wind-up dolls with cork- child has to be extraordinarily cute, screw curls." handsome or beautiful, to make it in show biz. Quite the contrary. Children of all But can they act? Nicole Eggert shapes, sizes and facial looks are sought, Prior acting experience is beneficial but providing of course, they have ability. not mandatory, providing the child is "Years ago in the '60s, we looked for bright, alert, able to read, learns quickly cute but not anymore," Hansen said. and takes instructions. "Today we want the San Fernando Valley "When we take on a 5-year-old, we kid as opposed to the Beverly Hills explain to them everything that will polished child." happen," Hansen said. "We look at their "We look for intelligence, sensitivity retention span and mood when we talk to and adaptability," said Eve Brandstein, them." vice president of talent and casting at Hansen said that six-week commercial Embassy Communications, producers of courses are available at acost of between Diffrent Strokes, Silver Spoons, Square $150-$250 and often are advised to Pegs, Facts Of Life and other TV series. parents. During the course, children learn "They have to be gifted and possess scripts, how to act on interviews, what more than the standard child. It's a myth they look like on video and anything else about being cute. In television and the child will encounter. movies, we look for the extraordinary "The amount of lessons depends on child whose looks are not a matter of how much the parents want to spend," consideration. We want personality, Hansen said. although looks are an added dimension," "When we take on a child for repre- said Brandstein. - sentation, it's an investment but with no "Advertisers want kids that can be guarantees," Schultz said. "We try to pick identified with their products," said Sue winners or else we're spinning our wheels." Schacter, head of Suzelle Entertainment, According to Brandstein, Mindy Cohn a New York managerment firm specializ- of Facts Of Life is an example of someone ing in young people and representing who had no professional experience when daughters Felice Schacter of Facts Of she first began. "She was a student at a Shavar Ross Life, Simone Schacter of Little Darlings, private junior high school. Many children BROADCAST WEEK/Feb. 28, 1983 23

learn on the job, and if they're that one-of- often employed to play younger children a-kind kid, no prior credits or experience to get around the "inconveniences" of are necessary." California labor laws. "All production The general concensus is that ages 6 schedules center around a child's age through 10 are the big earning years. "In which makes it difficult. When casting, by 6, out by 10," said Schultz. "The ideal you can only see kids after 3:30 p.m. when child is 6 years old, tiny, very outgoing, school is out," he said. has alot of energy and can read," she said. Children must also maintain a C "Ages 4 to 8 are good commercial average in school or else their work ages," said Suzelle's Schacter. "Those are permits can be revoked. the cutesy, adorable years when they have all those wild things coming out of their 'Megabuck' earnings mouths. Then there is alull until they start The earning potential of these working with teen commercials between the ages of tots is enough to make grown people wish 14-18." for a second childhood. Earnings in "Six to 10 are the best ages," agreed excess of $100,000 a year for a 6- or 7- Burton, "but anything younger is a year-old are not uncommon. waste." "Scooter (Stevens), who was 7when he Phillis Huffman, a casting director at first came to our agency, was spotted in a Warner Bros. TV, said that she works bank by a lady from an advertising with children 5and older. She currently is agency," recalled Schultz. He did 27 casting two parts of boys 8.-10 for apilot commercials his first year and earned over called The Scarecrow and Mrs. King. $100,000. Phillip Tanzini on General "We try to find someone small," said Hospital earned over $100,000 his first Hansen. Six-year-olds ideally should be year," she said. "But if you're in aseries, it 42-47 inches. We like 8-year-olds that are cuts down on the amount of commercials 47 inches." you can do." Although 6-year-olds and up are more Wgrking on a TV series, a child, in demand, there still exists a need for depending on experience and stature, can infants, 1-, 2- and 3-year-olds, despite earn anywhere from $3,000-$3(t000 (and limited job opportunities. more) per week. Gary Coleman of Diffrent "We start with babies at three months Strokes is reportedly in this upper echelon old doing diaper or toy commercials," bracket. said Schacter, "but for an infant, there's a "With experience: you have a price," limited amount of work. said Brand stein. "An unknown will earn a minimal base." Labor laws A national commercial, running from Because of complicated labor laws that spring through summer, can bring in differ from state to state, many times $10,000-$15,000 or more for that one studios prefer casting 18- and 19-year- commercial. Salaries for commercials can olds who look younger. Employing range from $300 for a day's work regard- minors can create inconveniences for less of whether it's ever shown, to $3,000 producers due to the limited amount of for a regional spot. "There's no rule of hours a child can work—especially in thumb," Hansen said. "For aTV series, a California—the need for a tutor and child can earn aminimum of $3,000 aweek depending on experience, the length of the show and whether they appear in all episodes." CC Earnings of $7,000415,000 per week for some children starring in TV are very Scooter was 7 common. "Let's just say that there's a lot of when he first money involved," Burton said. "For the first year being in aseries with no experience, its about $3,500 per week," came to our said McGavock. "With experience, it's about $7,000-$10,000 a week. They agency. He did (children) usually sign a five- to seven- year contract that is renegotiated after one or two years." Jeannine Costigan 27 commercials According to Schacter, the "average" commercial will bring in anywhere from his first year $2,000-$6,000. She said 6-year-olds can earn from $10,000-$15,000 ayeardepend- and earned over ing on "how willing they are to work. They might be unknowns namewise, but some are making $10,000 a commercial $100,000 and doing 10-15 a year." Huffman said earning potential varies but estimates it to be "thousands of 55 dollars." parent on the set, required rest breaks and Where does the money go? lunch hour. If achild is under contract to astudio, California's child labor laws are the series or network, the law requires that 25 strictest in the country. As aresult, many percent of earnings be put into a trust times commercials or TV series will be account until the child turns 18. Earnings shot in New York to circumvent what from commercials can be put to use in many perceive as "antiquated" restric- whatever manner the parents see fit. tions. "There's no rule about proceeds going According to the California Child into atrust. It's not in the labor law," said Labor Board, babies may work no more Beyer. "But until they are 18, the child than 30 minutes at atime but may be on a cannot be given the money directly set for up to two hours. After six months, because they have no right to contract. A the child can work two hours a day and trust is usually set up in the interest of the remain on location for four hours. beneficiary but who will complain if the Between the ages of 2and 5, three hours parents use the money to buy a homer Philip Tanzini of work are within the legal limit, "Children start when they are little and although achild can be on the set up to six do it for fun and money for college," hours. From 6-18, children are permitted Hansen said. "It's a six- to seven-year to be present nine hours a day but can career and then they usually stop. It's hard work only four. Three hours are required work for achild. It takes away from play for schooling, one hour for rest and one and other kids. But if they want it, the hour for lunch. rewards are there." In contrast, New York's labor laws are more flexible, with no maximums put on hours. If a child under 18 is employed, a Impact on family life permit issued by the mayor's office is Anyone considering show business for needed, stating the nature of the work, their children also should use some amount of hours and time working. The foresight in determining its impact on city decides whether to grant the permit or family life. Expenses for one thing, can be not. sizable in launching ayoung one's career. "It wotks on adiscretionary basis," said Parents ,are responsible for photographs Dorianne Beyer, of the National Child and acting lessons. If both parents work, Labor Committee in New York. "Some that too can create problems. producers come to New York because of The parents are also the ones who take this. There's no prohibition on the time of rejection much harder than the child. A work." parent's ego sometimes is hurt by the "Most of our children are 6 to 18, but failure of the child in getting a part. we'll keep some until 24 or 25 if they look "Working children do things to the 18," Schultz said. We're penalized here parents," said Schultz. "It goes to their because of the California work laws." head. A level-headed parent is ablessing. Randy McGavock, a casting associate It's up to the parent to handle rejection. Pam Potillo at Paramount, said the 20-year-olds are Sometimes it's very hard on them." 24 BROADCAST WEEK/Feb. 28, 1983

Tony Washington John Long Tom Frick WJLA looks to long-range income potential Campaign aimed at local retailers

By Angela Burnett feature of the program is that is will not the retailer. Vendors traditionally match a somebody off alocal sales staff, but we're only benefit the station: "Washington is percentage contribution for sales up to a giving:a whole station effort," he said. WASHINGTON—In amove to generate underdeveloped as a market in terms of designated amount. Yet, vendors also long-range income potential in the local advertising revenue and moving product," have ahost of discretionary funds, which Why WJLA? market, WJLA-TV has embarked on a said Tony Washington, WJLA marketing frequently are not spent. "lf a station's going to do this, they've sales/marketing plan that is designed to director. These discretionary funds include got to do it right, or it simply won't work," bring more retailers to television. Frick said. "It takes a hell of a lot of "We want to stimulate this market. It's monies for special retailing events. They money and full station support, from top WJ LA's marketing service, also known underdeveloped in terms of retail and are solicited by the retailer from the to bottom." as the Television Vendor Support Program business marketing. We want to show vendor and are paid for entirely by the or Television Vendor Service, is geared to retailers how they can move their products vendor. These funds are not tied to a Frick noted that this was not ahit-and- supporting retailers, vendors, advertising with television," Washington said. regular selling time but are available for miss type project but that it required agencies and the media. special events over and above regular research and long-term development. But, it's not only television that will "We want to become marketing partners retail expenses. "That station's got to ask itself, what is with area retailers," said John Long, sales reap the benefits of the program. Long The object then becomes for retailers to this going to do for the market and what is director at WJLA. indicated that they are prepared to show access the unspent discretionary funds, it going to do for the station?" Frick said. Long explained that traditionally, other areas to buy, even within the which were unused for strategic marketing, Washington explained that WJLA had retailers have been hesitant to use televi- competition. public service, sales promotions or co-op. taken the initiative in the market because sion advertising because they have grown "If we don't develop this market, as a These funds then become the "new" up with newspapers, enjoy the tangible revenue that can be used for -WJLA's nature of the press and like the co-op marketing services. rebate advantage that is available. In CC CC broadcasting, the double billing that is "If you do spend this money, instead of accomplished in most co-op arrangements returning it to your bottom line, you Retailers tend to for retailers' and vendors' products would Washington is might make more money by advertising," be illegal, he added. Washington said. He noted as an example perceive us as a "But, aproduct has got to be advertised the early advertising policies of Sears and somewhere and it is going to be bought underdeveloped Montgomery Ward. Sears, he pointed locally," Long stressed. "We know the out, made the investment in advertising group of fiscal well-being of a community is very as a market in and now leads retailers nationwide. The dependent on the retail environment and two stores had been placed almost equally product-oriented we want to establish retail and market terms of before Sears began heavy advertising. support." "We're going to make it extraordinarily Luckily, WJLA and Petry Television easy for the retailer to use television," peddlers Vendor Services were on the same track at advertising Long added. "We want retailers to be able the same time. Petry, with 51 represented to move their product faster.", ' stations, has been providing vendor revenue and Frick compared this marketing concept 55 support services to a few new stations, to the special sections in newspapers that of the untapped potential. "We don't try each year, said Tom Frick, of Petty. include a particular sales event. It's an moving product to change the course of business, but we "We go in to stimulate the retail idea that' has worked in New York, just try to develop an underdeveloped market, move product, advertise and in Miami, Tampa, Fla., Houston and Detroit market," he said. the long run, benefit the consumer, television and in other media. businessmen and product," Frick said. "This is aivery healthy market, we have WJLA has invested heavily in 'show The program involves creative thinking 55 two of the top five spending counties and tell' equipment to assist in its and innovative presentations. "Retailers nationwide. There's ahigh median income, tend to perceive us as agroup of product- television station, we're going to be presentations to agencies and retailers. It high education, high per capita income oriented peddlers," Long said. captive to the natural force of the market. has also garnered more than six research and so on. They're all among the highest "Yet ,we're interested in the marketing We have got to stimulate growth," Long and support services that include Quanti- nationwide. That's why we're doing it," plex, Nielsen Plus, SRI and Petry Vendor end of the business as well. If we help them said. Long ,added. (retailers), it will help us in the long run," Frick added, "We're investing in a Services as well as its marketing depart- "We want to show retailers that abetter Long added. program to bring advertising into a ment. They can compare consumers, mix of newspaper and television will "Retailers don't use television because market that will be predominantly televi- markets and retailers for their clients as a make abetter payoff," Frick said. "The television doesn't understand them, not sion advertising. There will be monies full market partner. key to this project," Long added, "is that because retailers don't understand televi- spent on other stations, in other areas— At present, the sales/marketing staff retailers have got control from day one to sion," Frick said. radio and newspapers—but we feel that includes six local sales people, three sales the end. The retailer never loses control." Nationally, only 10-12 percent of the we will get a substantial return for our managers, a marketing director and two What WJLA has tied into the offering retail advertising budget goes to television, effort." researchers. Long admitted that they have is aservice that may or might not benefit although astation may derive as much as In moving toward stimulating the plans to add two or three people in the them. They're providing marketing sup- 20-25« percent of its income from retail market, WJLA has been involved since marketing area as the project grows. port to people that may not advertise on mid-January in making presentations to the station. It's avery risky undertaking. time buys. But stations still maintain the Through working with the retailer the major advertising agencies. Long And what do they want? usual 60 percent national, 40 percent local directly, the station is looking forward to explained that the station has no problem "Simply, our fair share," Long said. "If income ratio despite the low retail a 5-10 percent increase in the first year's with agency involvement. a retailer does decide to advertise on participation by retailers in television. billing. "Then, it's going to be asnowball "In fact, we prefer to work with the television, we hope and fully expect that By aiming service at retailers, busi- effect," Long predicted. nesses with five or more locations, agency, the retailer and our staff in they will advertise with us. That's all, just Yet, the station has made avery careful department stores, specialty stores and preparing this. It gives us more manpower our fair share. study of the market and its potential. discount stores, WJLA wants tp show on a project," Long said. "We're developing money for aretailer "We're going for no more than we can how to maximize and extend television After presenting the plan to the agency, and then we're handing it over and saying they next meet with the retailer directly. handle," Washington added. advertising -dollars. WJLA even has a 'spend "Long said. "It seems like risky plan for creating new revenue that can be WJLA stresses that their marketing Long explained that it was a "very business, but it has worked before." used for advertising. service is not a co-op venture, although targeted operation. We spent two to three "If you know the concept, program and co-op could be involved. months deciding on the program, staff development and that it has asix-year or Making the program work By comparison, aco-op includes what a and organization. This project is at a better proven track record, you know it WJLA feels the most outstanding vendor, in moving his product, will do for substantial cost... We're not just plucking can work here," Frick said. BROADCAST WEEK/Feb. 28, 1983 9 CALENDAR reception and dinner. Wash- FEBRUARY zing Committee. Century Plaza 1321 Connecticut Ave. NW., March 4-5—National Associa- Hotel, Los Angeles. Washington, D.C., 20036. ington Hilton, Washington. tion of Black Owned Broad- Feb. 28—Deadline for entries casters' seventh annual spring in Morgan O'Leary Award for March 1—Deadline for entries March 1—Deadline for entries conference. Sheraton Hotel, Excellence in Political Report- March 3—The International in Broadcasters Promotion in Achievement in Children's New Orleans. Information: ing given by University of Radio and Television Society's Association's International Television Awards, sponsored (202) 463-8970. newsmaker luncheon will fea- Michigan Department of Corn- Gold Medallion Awards com- by Action for Children's Tele- unication. Information: U.M. ture media heads of five of the petition. Information: Dr, vision. Awards are given March 7—Deadline for entries top broadcast-billing agencies: Department of Communica- Hayes Anderson, Department annually for "significant con- in the fifth annual Broadcast tion, 2020 Frieze Building, Joseph Ostrow, Y&R; Robert of Telecommunications and tributions toward improving Designers' Association com- Buchanan, J. Walter Thompson Ann Arbor, Mich., 48109. Film, San Diego State Univer- service to children on broad- petition to "acknowledge and USA Inc.; Arnold Semsky, sity, San Diego, 92182, (714) cast and cable television and reward outstanding design BBD&O Inc.; Allen Banks, Feb. 28-March 18—First ses- 265-6575. radio." Information: ACT, 46 contributions in the broadcast Dancer Fitzgerald Sample sion of World Administrative Austin St., Newtonville, Mass., industry." Information: Jerry Radio Conference for Mobile Inc.; and Ken Caffrey, Ogilvy March 1—Deadline for entries 02160, (617) 527-7870. Cappa, WLS-TV, 190 State Services, sponsored by Inter- & Mather Inc. Grand Ballroom, in American Women in Radio Street, Chicago, 60601. Waldorf-Astoria, New York. national Telecommunication and Television's Commenda- March 1-3—National Associa- Information: (212) 867-6650. Union. Geneva, Switzerland. tion Awards for programs that tion of Broadcasters' state March 7-9—Advertising portray in women in positive presidents' and executive Research Foundation's 29th MARCH light, enhance their image and directors' meeting. Marriott March 4—National Association annual conference and March 1—Academy of Televi- professionalism and contri- Hotel, Washington. of Broadcasters' Employment research exposition. Keynote sion Arts and Sciences "forum bute to society's image of Clearinghouse seminar on address: John Bowen, presi- series" luncheon. Speaker: women by presenting them in March 2—Pennsylvania "Careers in Television Produc- dent and chief executive officer, Peter Ueberroth, president, realistic situations. Informa- Association of Broadcasters tion and Programming." Infor- Benton & Bowles, and presi- Los Angeles Olympic Organi- tion: Deborah Arney, AWRT, Congressional/Gold Medal mation: (202) 293-3584. dent of American Association of Advertising Agencies. New York Hilton, New York.

March 9—International Radio and Television Society Gold Medal Banquet honoring Roone Arledge, president, ABC News & Sports, Waldorf- Astoria, New York. Informa- tion: (212) 867-6650.

March 15—A joint seminar sponsored by International OH THE MR AS Radio and Television Society/ New York Women In Commu- nications featuring a panel on libel will be moderated by NBC's Richard Salant. Marriott Essex House, New York. In- IT TO YOU THIS formation: (212) 867-6650. March 17-22—NA TPE Inter- national 20th annual confer- ence. Las Vegas Hilton. Fu- ture conferences: Feb. 12-16, 1984, San Francisco Hilton and Moscone Center, San Francisco.

APRIL April 10-13—National Associ- ation of Broadcasters 61st annual convention. Conven- tion Center, Las Vegas. Future ,Z4e,e,eeee conventions: Las Vegas, April 29-May 2, 1984; Las Vegas, 27,4ete NEW YORK • April 14-17, 1985; Dallas, April 13-16, 1986, and Dallas April minute with threeps audie les‘ AFTERNOON keences up-to-the- rïí,40ireja- WASHINGTON D.C. • 12-15, 1987. news windows in everyregularly hour. schedl April 22-28—MIP-TV interna- ued Live and direct from the AFTERNOON tional TV program market. set, these windo ws are a great way to get Palais des Festivals, Cannes, competition.breaking St Orle s on the air be your France.

le.4tet pef1 MAY And even m ore important th eyfore serve as a May 3-7—American Women showcase foryour news talent, as Well e ATLANTA in Radio and Television 32nd providing a strong lead-in for - grains to follow. e LOS ANGELES annual convention. Royal York, Toronto. Future conven- proas tions: 1984 convention, to be announced; May 7-11, 1985 New York Hilton, New York, and May 27-31, 1986, Loew's Anatole, Dallas.

May 9-11—ABC-TV affiliates' annual meeting. Century Plaza Hotel, Los Angeles. PeESt>10ON' snational production units supply participating stations materlal s, May 15-18—NBC-TV affiliates' with six. features on a wide range of fascina.ting subjects every day 3-(11e fee annual meeting. Century Plaza (More than 600 already produced). "We ale provide afull set o£ scttpts ell as Hotel, Los Angeles.

(intros and epilogs) for each show, as w promotional May 18-20 —The International Jeur.d zvettÉe on-line consultation and regular newsletters. Radio Festival of New York, a worldwide awards competi- Put it together and here's the formula that makes tion for radio advertising, AFTERNOON work for you. programming and promotion, will hold its second annual • Daily features from our national production units. program. Michael Hauptman, • High quality local production. vice president of ABC Radio • Regularly scheduled news breaks. COMWORLD Enterprises, will chair the • Live co-hosts. panel of judges and advisors. • A set that's easily installed. DOMESTIC SALES Entries in all categories are due March 25 at the festival AFTERNOON is produced by Corinthian Broadcasting Corporation, a offices: 251 West 57th St., New NEW YORK 212-889-6802 company of the Dun & Bradstreet Corporation, and represented for York, N.Y. 10019. LOS ANGELES 213-854-3591 syndication by ComWorld Domestic Sales. Together, we can show you CHICAGO 312-943-5100 May 18-21—American Asso- how easy it is to make our AFTERNOON part of your afternoon. NASHVILLE 615-373-0819 ciation of Advertising Agen- cies' annual meeting. Green- brier, White Sulphur Springs, W. Va. 10 BROADCAST WEEK/Feb. 28, 1983 FINANCE Network ad spending jumps by 11%

NEW YORK -Advertisers spent Reports, cited early morning, showing losses, in this case a third place in the ratings, ended Morris, Bristol Myers and Sears more than $6.2 billion on network early fringe and prime time as negligible 1percent behind 1981's up in alike position, selling $1.85 rounded out the top roster of television in 1982, again in excess among the top growth categories, pace. billion in time. network TV sponsors. *of 11 percent over 1981 expendi- with early morning weekday On anetwork-by-network basis, The network TV numbers were On apercentage basis, some of tures. The spending level was well sales sporting a23 percent rate of ABC emerged as the year's top particularly interesting when the major spending increases in excess of the average rate of increase. Weekend daytime also biller, toting up $2.21 billion in viewed against the backdrop of occurred at Anheuser Busch, inflation. showed significant gains, up 14 sales of all dayparts. CBS ran CBS' decision to make some American Telephone & Telegraph, Television Bureau of Advertis- percent over a year ago. Late second to ABC with $2.15 billion upfront sales without demo- Coca Cola, Ralston• Purina, ing, using Broadcast Advertisers night was the only daypart in sales, while NBC, a steady graphic guarantees. Presumably, Warner Communications, up a that decision, reached early in whopping 67 percent, Nabisco, 1982, would have had its first Chrysler and Pillsbury. significant impact in fourth- Among the newcomers to net- STOCKS quarter 1982 sales. According to work TV advertising, Commo- the TvB analysis, CBS was the dore International paced the top network biller in the last field, spending some $8 million. Net V. quarter, writing some $659 million Change Change Trailing Commodore among the Stock Closing Closing In In 1982 1982 PIE in business in all dayparts. ABC active network neophytes were Exch. Feb. 18 Feb. 15 Period Period High Low Ratio was a very close second, posting Bridgestone Tires, lmagic Corp., ABC NYS 54 /12 55 - 'h 0.72 59% 26/34 8 Adams-Russell ASE 23'6 23 + V, 2.17 22% 12% 18 some $654 million in business. Mary Kay Cosmetics, Norwegian AEL (Am. Elec. Lab )* OTC 21 /12 22 /14 - V. 3.37 18 /12 9 d So, even though CBS did not Affiliated Pubs. ASE 30 /14 30 /12 -34 1.22 42 23/14 14 Caribbean Lines, Van Munching A.H. Belo OTC 38 /14 38 /14 30 /12 18 /12 13 write as much business as it did a & Co., Tiger International, American Express NYS 53 /14 53 +/14 1.65 89 /14 35 /14 11 year earlier-when it gave demo- Jartran Trucks, Republic Air- American Family NYS 17% 18 /14 4.79 16 7/14 12 graphic guarantees-the network Arvin Industries NYS 19 19 /14 - /14 1.29 19 /14 11 /34 12 lines and American Council/ Life Barris Intl. OTC 5 4/34 + 'I. 5.26 3/14 1% se did not suffer an inordinately BBOO Inc. OTC 38 /12 34% +2 5.79 64 /14 39 12 & Health Insurance Association. harmful setback. John Blair NYS 49/34 50/34 -1 1.97 4/34 21 /34 10 As for the top network TV As for top spenders in product Burnup 3 Sims OTC 8% 8/34 1.42 14% 8/12 d and retail categories, publishing Cable TV industries OTC 846 7 - '4 3.57 10 /14 3/14 22 spenders, Procter & Gamble still Capital Cities NYS 138 126 +12 9.52 135Y. 64% 18 and media, up 103 percent; home CBS NYS 55 /14 56 /14 - % 0.66 85% 33% 12 retains that honor, though the company only boosted expendi- electronics equipment, 63 percent; C-COR Electronics OTC 21 20 /14 + % 3.70 353/. 18 26 travel, hotels and resorts, up 92 Celtic ASE 7/12 7/34 - V. 3.22 8% 31/. 15 tures a scant 1 percent to $397 Charter Co. NYS 12% 12 + % 3.12 15 /12 8/12 6 percent; and office equipment, Chris-Craft NYS 19/34 19% + th 0.83 58/34 2931. 14 million. General Foods, tradi- Chyron OTC 24 /12 24 /14 + V. 1.03 31 34 14% 23 tionally the second-place runner, up 51 percent, paced the big spenders among products. On Coca-Cola NYS 48 /14 47% -3 /14 1.84 52'h 29/34 12 allowed its 1982 spending to back Cohu ASE 7% 8 1.56 7V. 3/14 14 the retail side, discount depart- Comcast OTC 20% 21% ... y, 2.35 27 14 /14 17 off 2 percent from a year earlier Compact Video OTC 5% 5/12 +/14 4.87 to $232 million, while third-place ment stores posted 175 percent Conrac NYS 35% 34 /12 + % 2.15 38 /14 21 /14 18 General Motors boosted spend- spending gains•over 1981; mort- Cox NYS 43% 43/12 - V. 1.70 48 23 /12 18 gage and loan companies were up Disney NYS 71% 68 /34 +4% 6.92 71 /12 47 22 ing 12 percent to $164 million. 52 percent, while auto supply Dow Jones 8 Co. NYS 33 /14 33% - 'h 1.48 70 35/34 24 The relatively unchanged Doyle Dane Bernbach OTC 23 /34 23 /34 19 14 /14 11 stores spent over 143 percent Dun 8 Bradstreet NYS 113 /12 112 /12 +1 0.88 100 58 /12 19 spending levels at P&G and more than in 1981. Eastman Kodak NYS 86 /14 87% 0.57 98 /12 65% 13 General Foods are part and Eiec Missile 8 Comm. OTC 10% 10 /12 19/34 10 - parcel of a well-known plan to On adollar basis, food & food Fairchild Ind. NYS 18% 18/12 2.84 19 10 /12 7 Foote, Cone 8 Belding NYS 43 42% + % 1.47 42 27 /14 9 trim network expenditures, products generated more than Gannett Co. NYS 83 34 62% +1 /12 2.40 64 /14 29 /12 19 instead of trying to channel more $994 million in network expendi- General Electric NYS 103% 102 +1% 1.71 97% 55 12 money into syndicated and other tures, with toiletries, $897 million, General Instrument NYS 61% as -31/, 5.38 60% 26% 15 General Tire NYS 32% 34 -1 /14 3.67 29 17 /14 20 alternative programming areas. and proprietary medicines, $528 Getty 011 Corp NYS 55 /14 55% + '/. 0.22 84 /14 41% 8 Graphic Scanning OTC 23 21 /14 +1% 8.23 20/14 7/12 0 After the top three network million, other top spenders. spenders, America!" Home Pro- Restaurants & drive-ins were the Grey Advertising OTC 78 78 73 57 7 Gulf United NYS 28 /14 28'h 28 /14 15% 9 ducts, boasting a 22 percent retail dollar volume leaders with Gult +Western NYS 18 18 18 /12 11 /14 8 Harris Corp. NYS 49'h 47/34 +2/14 4.45 41 /14 20% 18 increase, Ford, Johnson & more than $170 million spent, Johnson, sporting a 25 percent followed by department stores Harte-Hanks NYS 39 /14 39% 41 21 /14 14 Heritage Comm. NYS 11 /14 11 + /12 1.13 12% 74. 20 gain. Lever Brothers, Philip and movies. Insilco Corp. NYS 22% 21 /14 + 16 4.0 23 124. 20 InterpublIc Group NYS 46 /34 47 /14 - 'h 1.05 49v. 25 /12 11 Jefferson-Pilot NYS 29 /14 29 /12 + % 2.13 35 22% 8

Josephson Intl. OTC 15 /14 164. - % 1.55 17 /14 6/14 12 JWT Group NYS 31 33 /34 -2 /34 8.14 28% 14 /14 39 Knight-Ridder NYS 47% 47 /12 0.28 48% 27 /14 14 Blair sets record Lee Enterprises NYS 41 /34 41 /12 - V. 0.29 384. 22 /14 13 Liberty NYS 16% 16/34 - 'h 0.74 15% 10V. 9

LIN OTC 37/34 34 /12 +34. 9.42 35 /14 17 /12 18 M/A-CON Inc. NYS 28% 28% - V. 0.43 25 /14 11 /14 29 McGraw Hill NYS 80% 74 +6% 8.61 80 44 /14 18 with '82 earnings MCA • NYS 38 /12 39% - V. 0.83 78 38 10 MCI Communications OTC 40% 41% -1 /14 3.02 44% 134. 23 NEW YORK-John Blair & Co. number of shares outstanding Media General ASE 40 /14 40/14 4934 33% 10 Meredith NYS 90% 91 /12 + /14 0.13 89 /14 5234 10 reported record 1982 earnings of from 3.7 million to 3.9 million Metromedia NYS 385 332'6 +32 /12 9.77 295 155/34 17 MGM UA NYS 10V. 9% + % 5.19 8% 8 13 $17.06 million or $4.42 ashare, a caused share earnings in the Microdyne OTC 15 /14 15% + V. tee 15/34 7% 21 25 percent gain from 1981 net of quarter to slip to $1.48 from

3M NYS 75 /14 78% -2% 3.49 79% 41131. 13 $13.63 million or $3.65 a share. $1.52 in 1981. Motorola NYS 1104. 112 -1 /14 1.11 92 49/14 21 Revenues were up 21 percent Movielab ASE 3/14 3/14 3'4 2 d Multimedia OTC 32% 49 /14 -164. 34.01 50% 274. 18 to $321.55 million from $264.68 The diversified corporation New York Times Co ASE 64% 82% +2 3.21 56% 32/14 12 million a year earlier. said earnings gains resulted prin- A.C. Nielsen OTC 74 73% + 'Fa 0.68 70% 41 16 Fourth-quarter earnings were cipally from rapid growth in its N. American Phillips NYS 58% 58% +1 /34 3.09 50% 30 9 Oak Industries NYS 13% 13% 32 /14 9 9 $5.78 million on revenues of coupon marketing business, from Ogilvy & Mather OTC 44% 48 /12 -1% 3.76 47% 28% 14 Orlon NYS 19 /14 19 + V. 1.31 17 3% d $92.39 million compared with net a strong performance via televi- sion station representation and Orrox Corp. ASE 7% 7% 14 5% d of $5.68 million in the year- Outlet Co. NYS 48 /14 47/34 + /14 1.04 49% 29% 14 earlier quarter on revenues of from substantial gains in its Post Corp. ASE 34 /14 34% + /14 0.36 38 /14 24% 17 Private Screenings OTC 5/12 8 - '6 8.33 54. 2/14 $82.37 million. An increase in the printing division. RCA NYS 224. 22% + 4. 3.38 28 /14 15/34 13

R Comm. OTC 17% 18% -1 5.40 42% 23/34 14 Rockwell Intl. NYS 47 /34 49/14 -1 /12 3.04 47 25 /12 10 Rollins NYS 15 /12 15'6 17% 12% 9 RSC Industries ASE If% 6 + '4 12.5 5/14 4 d Viacom posts records Schering-Plough NYS 48 /14 42 +4% 10.11 42% 26 /14 12 nues were $274.84 million, up 31 Scientillc-Atlanta NYS 19% 20 /14 - /12 4.32 28 10% 36 NEW YORK-Viacom Interna- Scripps-Howard OTC 23% 23 /14 + 4. 1.07 22% 18% 11 tional Inc. reported record sales percent from $210.43 million the Signal Cos. NYS 304. 29% +14. 4.29 26% 13% 16 Sony Corp. NYS 13% 14 - /14 5.35 18 11 15 and earnings for 1982.-the 12th previous year. Storer NYS 28 /12 28 /12 + V. 1.31 34 /12 19 23 straight year results have im- Fourth-quarter operating net Taft NYS 42 41% • V. 1.81 45 27% 10 proved-and for the fourth quar- was $7.66 million, or 60 cents a Tech Operations ASE 25 254. - /14 0.49 20 /14 13 9 Tektronix NYS 72 71 +1 1.40 80 /12 34 14 ter. share, fully diluted, compared Telematlon OTC 4/14 44. 5 2% - Telemet (Geotel Inc.) OTC 3% 3 + 'Is 12.50 3V. 1 16 Earnings from continuing op- with $6.33 million or 51 cents a erations were up 19 percent over share, in the same 1981 quarter. Teiepictures OTC 13 /14 13 + /14 8.73 14',. 5V. 17 Texscan ASE 24 24 /12 - V. 0.51 21'6 9/34 29 1981 to $24.59 million or $1.95 a Revenues were up 28 percent to Time Inc. NYS 454. 46 /14 -1 3/. 3.48 49/14 25'h 19 Times Mirror NYS 62 63 /34 -1V. 2.74 87 35 /12 16 share, fully diluted, from $20.64 $75.65 million from $59.22 mil- TOCOM OTC 10% 11% - 'h 7.60 14 7/14 d million, or $1.65 a share. Reve- lion in the '81 quarter.

Turner Broadcasting OTC 17% 16 /14 +1 6.06 19 /12 8/12 d United Television OTC 13% 13% - 4. 0.92 11% 15% 15 Unitel Video OTC 9/14 9 + /14 2.77 9 5% 11 Varian Associates NYS ssy. 71 /12 -2% 3.14 87 25/14 20 Viacom NYS 29 /12 30% -1% 4.45 35% 17/14 19 Storer trims dividend

Video Corp. of Amer. OTC 6/12 6/12 10 4V. d Warner NYS 28 34 31 /12 -2% 8.73 634. 29% 11 MIAMI, Fla.-Storer Commun- Peter Storer, chairman of the Washington Post ASE 131% 80% + 0.82 80V. 27% 17 Western Union NYS 43% 43% - % 0.86 54 /14 25% 12 ications Inc. declared adividend board and chief executive officer, of 10 cents per share on its said, "Directors set the reduced Westinghouse•• NYS 44% 46 /34 -2 /12 4.54 40 21 /14 8 Wometco NYS 33 33 /14 - V. 0.75 31 16/34 16 common stock, payable March 9, payout as a move to counter Wrather ASE 22% 23 /12 - % 2.68 27 19 /14 d Zenith NYS 13 /14 14% - 4. 5.17 16% 9% d 1983 to shareholders of record on current economic conditions and Feb. 22. to help alleviate the continuing • Also indicates involvement in manufacturing. •• Also indkates involvement in entertainment and/or system operation. The distribution is the com- high capital expenditure require- d indicates deficit. pany's 116th consecutive quarterly ments, principally in connection dividend since 1953 and the 262 with the rapid expansion of dividend since Storer stock was Storer's cable television opera- first issued in 1930. tions." BROADCAST WEEK/Feb. 28, 1983 11 REGULATORY USNA slates coast-to-coast delivery

By Dave Potorti of more than 200 television She also has completed a news SCENE stations in December," said internship with ABC. Marilyn Barksdale, vice president WASH IN GTON —•Newly created Shearson/ American Express' FCC to hear syndication cant intended to serve its United States News Agency be- and co-owner, "and found that specified suburban commun- Anne Klenk will present economic arguments gins coast-to-coast satellite news news directors and group owners ity or a nearby, larger city. reports. She also is heard on The Federal Communica- service March 28. want more than just headline Applicable only to television WTOP. Washington. tions Commission has decided The company will provide coverage." to entertain oral as well as and FM, de facto reallocation comprehensive news coverage, She expected most response to United States News Agency is written presentations in its guarded against an applicant including news breaks, economic come from Midwest and Far a division of Eastern Video review of changing or abolish- using a modification to exist- reports, stock reports, news West stations. Subscribers cur- Systems Inc. The 6-year-old ing facilities to access achan- ing financial interest and analyses, profiles and movie rently are being sought. production company has pro- syndication rules (BW 2/21/82). nel assigned to a different reviews, in addition to daily Lacey Neuhaus, astar of NBC's vided equipment, personnel and community. The policy was to Although the commission coverage of the White House, From Here To Eternity, will host management to the Independent will continue to receive written prevent deprivation of service Capitol Hill and the State Depart- the agency's Trends segments, Television News Association from the channel assigned to reply comments through April ment. examining "the who and how of (now Metromedia) for the past 26, it now has scheduled oral a community. "We did acoast-to-coast survey what is happening in our society." three years. testimony, beginning March The FCC now will process 14. THe FCC plans to select AM radio applications without panels of participants to applying the suburban com- NATPE Preview Week features TV ware appear and has encouraged munity policy; process peti- taped material along with hotel go out via mail on Feb. 28 to parties with like interests and tions to amend television Ta- NEW YORK—Only about 10 ble of Assignments without television programming distribu- suite or exhibit information. program directors and general concerns to designate single managers at about 425 stations applying the Berwick Doc- tors have thus far agreed to "Several syndicators who are representatives. across the country. trine; process FM and televi- preview their wares via satellite not going to be at NATPE, "We're asking each of the sion applications for new ser- to stations attending the upcom- because they might have only a FCC permits use of unsworn syndicators to provide us with vice or for modification of ing NATPE show. single show, are taking advantage declarations brochures or one-sheets, which The commission, in exami- existing service without the of the preview," said Jim Tuver- Scheduled for March 7-11, will be included in the mailing," nation of its rules and regula- Berwick Doctrine and the de son, Western sales manager, NATPE Preview Week was an- Tuverson said. tions, has determined that facto reallocation policy; and Synsat. "They're overlaying their delete from all hearings—in nounced last month by Synsat Synsat is a complete video unsworn declarations under phone numbers and other infor- in Los Angeles. For $499, pro- service of TV SC, Group W Pro- penalty of perjury can be used progress or scheduled to start mation right on the programs." after the order—on all of the ducers and distributors can trans- ductions and Bonded Services/ where verified documents are mit as much as 30 minutes of Notification of the feeds will Novo Communications. required. licensing policies. These documents will serve as permissible substitutes in those instances where the FCC's rules previously required sworn declarations or affida- vits. The unsworn declarations may not be used in connection with depositions, oaths of office or oaths required to be taken before a specified offi- cial other than a notary.

Technical rules to be PSYCHIC CONFESSION evaluated "A Hit in L.A.", 1„fi)-1 Thursday, January 27, 1983 The FCC has begun an in- quiry into the technical regu- 9:00-10:00pm lations with the goal of elimi- nating those that it finds bur- densome or no longer serving a useful purpose. The commission also will consider replacing some rules NIELSEN AVERAGE RATING that are less constrictive and 9 13 SHARE eliminating those that are no longer needed. The rules affected are those L.A. TIMES of an engineering or technical "...a surprisingly effective nature governing use of the documentary on the vagaries spectrum and electrical char- of psychic power and those who allegedly acteristics of radio and other possess it." electronic equipment under FCC jurisdiction. The FCC believes that elimination of restrictive rules could stimu- late technological innovation HOLLYWOOD REPORTER and allow for greater flexibil- "... an important ity. public service warning." The FCC has proposed de- letion of rules that govern transmission system require- ments on the fidelity of AM, FM and television transmit- ters. It also would move to delete the requirements on auditory assistance receivers used to help the hearing im- paired. The commission has said that competition among broad- casters should be sufficient to control quality.

Radio and TV licensing policies eliminated The FCC has eliminated the suburban community policy, Berwick Doctrine and the de facto reallocation policy— three of its long-standing radio and television licensing PSYCHIC CONFESSION policies. History's first filmed confession The commission determined of aleading psychic uncovered that these policies frustrate by world class magician, their intended goal of further- Danny Korem. ing fair, efficient and equitable distribution service. The FCC Available for air: March 26-April 30, 1983 also -felt that the policies have been used for anti-competitive purposes and that broadcast industry changes had elimi- COMWORLD nated the necessity of such DOMESTIC SS , to n7 Era 3161 SOW guidelines. Nah N. Yoh 10016 The suburban community 212/889.6802 policy that applied to AM licensing and the Berwick Offices: New York 212/889-6802 •Los Angeles 213/854-3591 •Chicago 312/943-5100 •Nashville 615/373-0819 Doctrine for FM were used to ascertain whether an appli- 12 BROADCAST WEEK/Feb. 28, 1983 PRODUCT UPDATE STVA index tracking pirates

WASHINGTON—A computer- hour ser‘ ice is ajoint venture of ized index of all over-the-air HARDWARE Oak Media Corp. and Telstar signal piracy cases filed to date Corp. forms the framework of a new across the country and each The programming package national data base developed by highlighting awoman of distinc- includes movies sports, concerts the Subscription Television As- tion. and other entertainment events sociation. Woman Watch is sponsored as well as an optional adult- The system will be used in by the Campbell Soup Co., its oriented tier and planned pay- conjunction with an Oak Com- first program sponsorship since per-view events. munications data base that ties Lassie two decades ago. Affiliates include: Cable Hous- together all of that company's Each episode of the series ton Inc., Houston, Texas; Wire- piracy surveillance. required 30 hours of editing and sat Corp., Ocala, Fla.; Com- The STVA data base can track other post-production. Video- munications and Cablè Inc., court filings and outstanding works used its animation stand, West Palm Beach, Fla.; Star orders against alleged pirates. It DVE, ADO, Chyron and sophis- Corn Inc., Denver; Television also can inform attorneys of ticated audio capabilities. Entertainment Inc., Rockville, successfully used litigation strat- Md.; Metropolitan Satellite egies and arguments. Corp., Cleveland, Ohio; Star- Data base users will be able to Color Systems Technology, Channel, Charlotte, N.C.; Private search by pirate name, location Los Angeles, has signed a letter Satellite Television Inc., Charlotte, of activity, authority, type of of intent to acquire BJA Systems, N.C.; American Home Theater, transmission mode, etc. They will a computer graphics company. Salt Lake City, and Northco, have access to case particulars, BJA holds a patented process Westwood, Mass. including names of attorneys, that adds color to black-and- names of "pirates' cohorts" and white movies and TV shows. ABC used the process to "color type of relief granted (monetary EROS, the adult pay service of in" 26 minutes of World War II damage, injunctions). Broadcast Programming Inc., is combat footage seen in the made- now receiving tape playback and for-TV movie Ike. satellite uplinking services from The National Association of NBC did likewise for seven Compact-Netcom, the joint ven- Broadcasters asked the Federal minutes of newsreel footage in ture of Netcom International and Communications Commission to King, another made-for-TV flick. Compact Video Services Inc. dismiss General Electric's peti- tion for Low-Power Rembte Netcom is also providing time Sound Devices that would trans- Ten MDS and SMATV on Satcom IV for the cable/ STV mit audio signals from TV sets to systems have agreed to carry ON service, which is transmitted wireless headsets. TV via a scrambled satellite Thursdays through Saturdays Although the LPRSDs would signal starting Feb. 28. The 24- from 11 p.m. to 2a.m. EST. operate in "deadspots" on the local FM band, the NAB said the devices might interfere with reception—not only to the TV set Industry to which it is attached but to other TV sets and FM radios in source the proximity. Mobile tower "Delson's Dictionary of Cable, Aluma Tower Co. of Vero Beach, Fla., announces a Videoworks, New York, Video & Satellite new series of towers called "Mobile Van Towers," a completed 12 weeks of post- Terms" recently tower for signal communication work, all types production on Woman Watch, was published by of test work (radio signals, air sampling, etc.), Civil produced by Creative Program- Brandon Press Inc., Defense mobile communications and ham radio. For more ming, Weston, Conn., for 120 Longfellow St., information, contact Aluma Tower Co., 1639 Old Dixie WTBS-TV, Atlanta. Thousand Oaks, Highway, Vero Beach, Fla., 32960. Phone: (305)567-3423. Each of the 12 weekly half- Calif., 91360, (805) hour episodes consists of three 496-8212. Co- segments, each shot on location authored by Donn Delson and Ed Michalove, the dictionary contains 'Diary' concludes final chapter over 350 definitions, HOLLYWOOD—American Na- club, in the heart of the Fort acronyms, tional Enterprises Inc. announced SOFTWARE Worth Stockyards. Blow Out Al abbreviations, that the final episode for The Billy Bob's is produced and cross-references, American Diary has been com- Comes Alive Ill" series. The directed by Gene Weed and illustrations and pleted. The production of the special originates at Billy Bob's distributed by Multimedia Pro- statistics. specials culminates the 12-year Texas, the world's largest night- gram Productions Inc. undertaking by historian Dr. Bernard Johnpoll to research, locate and acquire rare archival motion picture footage depicting life in America from 1895 to 1933. Jack Smith wrote the THE PRACTICAL SIDE OF HALF-INCH TAPE specials and Rip Coalson pro- duced and directed. The Ameri- can Diary is being distributed domestically by Muller Media A Special Hardware/Technology Report Inc. and is expected to premiere in March over U.S. television. Coming March 14 In Section 2 NBC's White Paper presenta- tion of The Vatican Collections— The Papacy and Art will be BROADCAST WEEK takes a look at three local stations in Boston, Denver and broadcast in early June. Xerox Jackson, Miss., where use of half-inch camera/recorder technology enlivens Corp., sole sponsor of all White Paper docuementaries in 1983, local coverage, while effecting significant savings in production costs. will provide closed-captioning. The network is filming footage These broadcast pioneers explain the advantages of portable equipment and at the collection's current show- the format's application to current and future production plans. ing in the Metropolitan Museum of Art, New York City. It will be This helpful and informative section represents a top notch opportunity for added to sequences filmed in equipment suppliers to reach this burgeoning marketplace. Vatican City. Call your BROADCAST WEEK representative for more details. Closing date for BROADCAST WEEKss special "Half-Inch in Practice" report is March 2. Blow Out At Billy Bob's, a two-hour country music spec- tacular starring Alabama, Donna Fargo, Merle Haggard, David Make your space reservations today. Frizzell and Shelly West, Lacy J. Dalton, George Strait and hosted by Claude Akins, will be the Call 212- 661-7410. April offering in Multimedia Program Productions' "Country BROADCAST WEEK/Feb. 28, 1983 13 CLASSIFIED

Become rich in radio, successfully PA DAYTIMER Please send Blind Box Horton program a medium market class 4 responses to: Excellent Real Estate. $550,000. & Associates AM. $300,000. Dominate 8 counties Flexible terms. Chaney/McCarthy 20,000 town, coverage AM class C Associates P.O. Box 101, Bedford, MEDIA BROKERS/ APPRAISERS FM undeveloped $1.3 mil, MO Box number at bottom of ad Mass. 01730 (617) 275-6285 or (813) Combo Miss. $450,000, will negotiate Broadcast Week Pennsylvania FM 360-3162. Excellent facilities and property. P.O. Box 5727 T.A. Profitable, rapid growth operation John Mitchell, snreveport. La Denver, CO 80217 serving two-county area of nearh 31 8 —868-5409 160,000 people. Cash sale preferred at well under two times billings. Asking $800,000. itchell Woodland Park •Box 948 •ElmIra. N.Y I4902 BEST BET YOU'LL EVER MAKE To help you start, sell, trade a 607-733-7138 A hard worker, full of intelligence. Associates)O Boa 1065 Shrevepon LA 71163 broadcast property. FOR SALE Career potential, professional attitude. & Fulltime AM 1 kw station. Real enthusiasm and continual perser- "FOR RENT" verance to a career in broadcasting. estate included. Excellent My time and experience. 25 yrs. Have a broadcasting degree,WLCV opportunity for Spanish LATIN starting, running, selling radio and grad, BLS degree, & RRT. 3/12 years of broadcaster. $350,000, cash. SMALL MARKET \•• TV stations. Currently President of a comprehensive radio experience. Principals only—no brokers; UHF, Independent, station Istarted. SPECIALIST AMERICA This is one of the best opportunities Submit financial qualifications Star Communications you'll ever have. Call or write me: Country Program consultant IN CRUCIAL with inquiries to Joe Madas, Paul A. Stewart Janet Lynch, 3743 DeepDale, Louis- P.O. Drawer K. Blythe, CA 2757 Nipawin Ct. NE seeks GM position with oppor- ville, Ky. 40207, (502) 895-5208 TIMES Grand Rapids, MI 49505 tunity for ownership. Replies Before 2 or after 6 EST., and week- 92225. 619-922-7143. confidential. Box MR-2 ends. A clear and strong Spanish Gospel missionary radio voice to millions is being heard in the MAINE Spanish speaking world. A well DaytImer in Oklahoma established follow-up of Gospel Fulltime AM. $185,000 cash. Some Gross $250,000 in '82. AM 20 literature with the help of nation- miles from Oklahoma city. real estate. Chaney/McCarthy als is in operation. One Million RATES: Contact Bob Clark P.O. Box 640, Associates P.O. Box 101 Bedford, RATES: Mass. 01730. (617) 275-6285 or (813) Bibles for One Million Homes in El Reno, Oklahoma 73036, (405) 360-3162. Classified 262-4248 the 80's is under way. Prayer Professional partners are needed to help in Business Ads printing more economy Bibles Classified S25 per column Inch orotootoeto and Gospel tracts for the millions Cards (Includes all help wanted, situations who want to read it in this cru- 4x 560 wanted, services wanted, etc.) 13x $48 LIKE TO VISIT CHINA? cial time for Latin America and RADIO SURVEYS 26x $36 Display Classified $45 per column inch Special Offer. 200 calls— the world. The Holy Spirit is 38x $30 Call Dick Warner collect there and He will use it. 51x 524 Frequency 26x 51x $695.00. Join Us: Escorted and hosted by Per inch $40 $36 at 404-733-0642. Radio Peking, most complete 21 Insert size-2'/16x1'/16 day tour. For details and cost Spanish World Gospel Mission It's Easy! Simply mail in your ad or call it inquire Paul Hale 1619 N. Royer, Post Office Box 542 in over the phone. Colo Spgs, Co. 80907 Winona Lake, IN 46590 Deadline: Every Wednesday Noon Call Mindy Raab. at (303) 295-0900 S.A.M.S Telephone (219) 267-8821 Call Mindy Raab. at (303) 295-0900 Deadline: Every Wednesday noon rettoetotot

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WARREN ONLY Titsch Communications Inc. PROGRAMMING PLUS R.L. HOOVER ASSOCIATES Radio Management Consulting Mindy Raabe Consulting Telecommunications Broadcast/Telecommunications Programming & Research Engineer Consultants BROADCAST 11704 Seven Locks Road Computerized frequency searches 460 Puma Drive Jack Hayes Potomac, Maryland 20854 Box 587, 302 Dehirsch Ave. tO Bo. 57211A Carson City, Nevada (702) 885-8455 301-983-0054 Woodbine, NJ 08270 25013 Cues SP«. Denver C010,000 80717 89701 (609) 861-5939 (303)2950%0 Member AFGCE

Titsch Communications Inc. D.C. WILLIAMS Titsch Communications Inc. O subpart, , • • >> • A, • •A • ,tenesi AAA, 100,0e PA & ASSOCIATES, INC. o Tele.Color Productions Mindy Raabe Mindy Roabe 7 Consulting Radio and Engineers Television BROADCAST BROADCAST AM—FM—TV—LPTV—CATV Charles F. Riley, President WEEK WEEK P.O. BOX 700 • •Pc,. 572/1A Po Box51271A 150 S. Cordon St. /500 CAP, `Moe, FOLSOM, CALIFORNIA 95630 2500 Cue's Sheet DPP,. Co..00o 80217 Alexandria, Va. 22304 (916) 933-5000 (303 705 OPOO 703-823-2800 14 BROADCAST WEEK/Feb. 28, 1983

RANDOM Titsch Communications Inc. President letter Robert Titsch Executive Vice President Misrepresentation particular pride to its NBC Paul FitzPatrick THOUGHTS Vice President, Editorial Imust protest the manner in News service, has in the vicinity Patrick Gushman which the NBC Radio Division of 380 affiliates. A major ingre- Chief Financial Officer Michael Borer was treated in Broadcast dient for having this kind of Walker's image tarnished TV's treatment of it have come Vice President, Administration Week's Industry Statistics affiliate support is the network By signing running back a long way from those days- Nancy Martin Director of Operations section devoted to network programming offered so it Herschel Walker to a multi- 20 years ago—when jalopy Michael B. McCready national programming (Feb. would seem that NBC Radio is million dollar contract, the races from California's Ascot 14, 1983). It was a gross com- quite successful at it—just ask new United States Football Park played to late-night 81COMMIldre resew II dn.'," petitive misrepresentation. our competitors. However, Wialrer114161141$411 8.1,16evAlwees711 League believes it's taken a audiences. 91111111118/ While competitors' program- one could never perceive this giant leap forward in brand What we're particularly en- WW LGSMs. ming was dealt with in detail, based on the Broadcast Week credibility. thused about following the NBC Radio's three networks representation. Had the sec- flag-to-flag live telecast of the Publisher That may be true for what Hendrix F.C. Niemann were each dismissed rather tion been properly researched, transpires on the playing field world's richest stock car race— Editor tersely with brief, two-line there is no way NBC Radio and its impact on drawing fans those high-performance cars Colby Coates Managing Editor summaries, along with my could possibly have received to the stadiums and viewers to that, on the outside, at least, Jim Craig direct line, rather than the such short shrift. ABC. But it's hard to see how resemble the family Pontiac, New York Bureau Chief corporate phone number in- While just a relative new- Marianne Paskowski either Walker or the USFL can Ford or Chevrolet—is CBS' Los Angeles Bureau Chief cluded in other listings. I comer to the broadcast beat, I walk away from this smarmy use of in-car cameras. CBS Eric Taub found this latter occurrence believe Broadcast Week al- episode covered with glory. has been modifying this Senior Editor rather puzzling. ready has begun carving out a What would be unfortunate, camera-mounted-in-a-race-car Fred Dawson In any event, radio is alive niche for itself as a respon- however, is to heap an inor- technique for several years Legal Affairs Correspondent Gary Witt and quite well at NBC these sible and accurate chronicler dinate amount of blame on the now, but it reached new heights Reporting Staff days, thank you. Talknet in of industry news. For this new football league; in this this year, adding audio capa- New York: William Dunlap, reason alone, it has done a Les Luchter, Dave Potorti just over a year's time has case, both sides have been bilities to the visual excite- Washington: Angela Burnett lined up nearly 125 affiliates; great disservice to the NBC equally adept at sidestepping ment. Moreover, CBS had the Los Angeles: Ed Harrison The Source, NBC's young Radio Division. smarts and good luck to place the truth. But the shame of it is Assistant Managing Editor adult network has just com- that neither Walker nor USFL one of its two cameras in the Frank Hogan pleted its third year and num- Dom Giofre officials had the decency to car of winning driver Cale Editorial Assistant Administrator Judith Schwall bers about 180 stations; and tell the truth about contract Yarborough. the long-standing NBC Radio NBC Radio Press negotiations from the very As the 42 cars blew around Advertising Network, which points with New York, N.Y. outset. Instead, Walker denied Daytona Speedway's high- Regional Sales Managers signing any kind of document banked 21/2-mile tri -oval, the Sherwood Sumner Kaye Rassnick with the Néw Jersey Generals, camera mounted in Yarbor- Classified Sales suggesting that his own "ex- ough's car swiveled from front Mindy Raabe - nothing ceptional knowledge" of Na- to back, side to side, finally tional Collegiate Athletic As- allowing viewers as legitimate Production sociation rules never would a sense of speed as anyone's Production Director have allowed him to fall into ever seen on the tube. Vickie Champion Corporate Art Director personal any trap. He did so with Uni- That Yarborough managed Brad Hamilton versity of Georgia officials at to win the 500-mile race, as a Art Director Hardware spoof And even after it was evident Becky Johnson his side, thus subjecting the result of a daring backstretch •Art Staff Has the time come to fight that none of the television school to unwarranted abuse. pass on the final lap, only Earl V. DeWald, Brent Veysey back against the flash and stations were going to come, Circulation Director As for the USFL, from the added to the drama and inten- Jim Stein dash of local television news the KNUS radio promotion outset, the league had prom- sity of the broadcast. A live programming? continued right on schedule. ised that it would not seek to interview with Yarborough Offices At KNUS-AM 71, Denver Tessler unwrapped several

sign undergraduate college driving his victory lap even Denver Titsch Communications, Inc.. talk radio, some of the per- unimaginative common items players. The National Football made the traditional winner's- P.O. Box 5727-TA, Denver. CO 80217 sonalities felt the need to at that were supposed to be 2500 Curtis St.. Denver, CO 80205. League has, for years, stuck circle interview redundant. (303) 295-0900. least respond to the frilly, silly, funny news tools. His "Fleet New York: 101 Park Avenue, Fourth tenaciously to this policy; the All in all, it was a stunning Floor, New York, N.Y., 10178. dazzling video news shows 71" included vehicles like an USFL said it would too. But broadcast achievement. CBS (212) 661-7410. around town. inner tube for covering events Washington: 1701 K St., N.W. Suite apparently the lure of wrapping Sports, take a bow. 505, Washington D.C. 20006. (202) 835- "When they announced Jet on the Platte River, a tricycle 0900. up the nation's number-one Los Angeles: 101 N. Robertson Blvd.. 9—it was just more than I for going undetected in the football star proved too power- Suite 206, Beverly Hills, CA 90211. could take," said Gary Tessler, parks and playgrounds, along (213) 659-3965. KNUS radio personality, who with roller skates, tire chains ful a gate attraction to resist, TV surgery so, the USFL promptly de- frritsch Communications, Inc., 1983. All helped initiate the television and a little red wagon. Public broadcasting's live rights reserved. Broadcast Week is cided that Herschel Walker published weekly except the week of news spoof that his station The purpose behind "Fleet telecast of a coronary artery January 2, 1984 by Titsch Communica- was a "special case." bypass last Wednesday brought tions. Inc., 2500 Curtis, Suite 200. Denver. sponsored recently at the 71" was to show how childish Young Mr. Walker, mean- Colorado, 80205. February 28. Volume 1, Paramount Theater here. the TV news channels are medical realism into the living Number 15. Subscription price 1 yr.— while, is apparently as slip- $36. 2 yrs. —$65. 3 yrs.—$87. Outside The presentation started when they show off and pro- room in a way Drs. Kildare, USA: 1 yr.—$96. 2 yrs.—$155. Must be pery a businessman as he is a with atongue-in-cheek speech, mote their brand new equip- Casey, Welby or TrapperJohn prepaid in US funds only! Colorado runner. You'll recall that for a residents please add 3/12 % sales tax. which Tessler delivered to a ment. only could have imagined. Application To Mail At Second Class Postage Rates Is Pending At Denver. very small audience. He stood "The thing is, with these TV brief time last year, he con- Emanating from KAET-TV, sidered the advantages of Colorado, And Additional Mailing Offices at the bottom of the elegant stations, the hardware becomes the Phoenix, Ariz., PBS station, POSTMASTER' Send address changes testing in the courts the NFL's to Titsch Communications. Inc.. P.O gold trim theater stairwell and astar," Tessler said on amore with the surgery performed at Box 5727-TA. Denver. Colorado 80217- 5727. BPA membership applied for unveiled "Fleet 71" to prove serious note. "We (KNUS) • policy of not signing under- the city's St. Joseph Hospital, graduates. Cooler heads pre- January 1983. "radio is not the orphan of have mobile units, but ours are the two-hour surgery/broad- broadcasting." vailed then. cast was transmitted live via tools." What with our money-inten- satellite to 97 public broad- sive society, it's ludicrous to casting stations in 33 states. It castigate anyone for trying to marked the first ever live broad- score a big hit. But why cast of open-heart surgery. couldn't Walker, his advisers other The precedent-setting opera- and the USFL have been up- tion was performed on 62- front about all this? Why not year-old Bernard Schuler of tell the simple truth? Walker, Wisconsin, who had suffered voices instead of making his team, a heart attack several years coaches and school look like earlier but had been complain- might be better) but because it and dad can watch yesterday's fools, could have taken his ing of chest pains. M*A *S*H helped change the way we think football game thanks to the video- case to the press, with the sim- The surgery was performed about America. It was anti-war cassette recorder. ple explanation that he wanted "Actually, M*A*S*H—maybe by Dr. Edward Diethriech, while remaining pro-life. It was the money now. And the USFL, the most sophisticated sitcom of medical director of the Arizona the first sitcom to paint its Mike Drexler, executive vice being true to its marketing- them all--was not asitcom at all, Heart Institute, which co- characters in varying shades of president, Doyle Dane Bern- based origins, simply could but a minimovie with a laugh produced the event with gray." have admitted that it needs track." bach, addressing the Interna- KAET. some big names to make the tional Newspaper Advertising Selected excerpts from the league go and would consider Throughout the operation, "That first season the ratings & Marketing Executives Con- KAET had two commentators 5 5 any and all options toward ob- went up and down, in the mid- "M*A S 1-1 chapter in "The vention in Las Vegas. in its studio: Dr. Sam Kinard, a taining said stars. Who could season, CBS strongly considered Great TV Sitcom" book by cardiologist, and Rich D'Alli, criticize anyone for seeking sending the M*A*S*H troops Rick Mitz, Richard Marek KAET's science editor, both of Publishers, 1980 security and who would rebel home and cancelling the show. No apology against a business simply for whom gave detailed analysis But the network gave it asecond of the surgery enhanced by "The council has no reason to applying principles of the free chance and the second season— charts. Dr. Diethriech narrated Communication be apologetic to reporters paid enterprise system? sandwiched between the hits All over $750,000 a year to enact TV, advertisers, marketers, each step of the procedure as in the Family and The Mary gap viewers were treated to close- each Sunday night the rituals of and college administrators Tyler Moore Show—it too be- investigative zeal, a parody of share in any blame one might up camera angles. came a hit." "Just look at what's happened journalism where enthusiastic care to parcel out for the Obviously, live open-heart to families. The Norman Rock- discussion of the pope and Polish unfortunate state of college surgery on television may not "To understand the character well days of families after dinner Solidarity can alternate with red- athletics today. But, instead of be everyone's first preference of the show, you have to under- gathering happily around the baiting reproaches to the na- the culpable working toward for an evening's entertain- stand the characters. Alone, they radio have given way to children tional council for bringing poli- curing alleged ills, it's just ment. But KAET and the some- were all interesting; together, who feel that joint family activity another black eye for college times much maligned Public interacting and reacting to one is likely to 'bad them out' or 'gag tics into religion." Alexander Cockburn &James sports and "big business." Broadcasting System deserve another, they were fascinating." them with a spoon.' If a family credit for imaginative pro- today does have an occasional Ridgeway, "The Village Voice," CBS' coverage winning gramming that certainly seems "Reams, chapters, books could meal together, after dinner mom on "The Gospel According To CBS Sports' recent cover- to serve the public's best be written about M*A*S*H, but can watch old movies on com- Whom," a "60 Minutes" fea- age of the Daytona 500 auto interests. Can TV save lives? M*A*S*H deserves it—not be- mercial television and the kids ture critical of the National race suggests the sport and Maybe, just maybe. cause it was the "best" (others can watch new movies on cable, Council of Churches. BROADCAST WEEK/Feb. 28, 1983 15

The memories are endless. The Clete Roberts movietone interviews; the woun- ded soldier who couldn't talk; the life- saving operation against the ticking clock; Hawkeye's Dear Dad and Dr. Sidney Freedman's Dear Sigmund letters; Radar's discharge; Hot Lips' marriage; Frank's birthday. .. The topper of course, the one episode that best reveals what M*A*S*H was all about, was Col. Henry Blake's departure from the 4077th. You remember—Henry strutting to the helicopter in his zoot suit; one last hug for Radar. Then it was back to the operating room, where later, Radar would deliver the classic line, "Col. Henry Blake's plane went down in the Sea of Japan. There were no survivors." If you didn't cry that night, there's something wrong with you. As is known to just about every American now, M*A*S*H ended its 10- year run Monday. Shooting for TV shoot- ing records, the 4077th closed its doors to its last patient, capping abroadcast career as astandard of excellence, abenchmark against which all future TV programs will be measured. What separates M*A*S*H from the rest of the field, however, is its ability to serve as qualitative yardstick for both dramas and comedies. If ever aTV series comes along and achieves a similar level of character development as M*A*S*H did, then it's highly probably some writer will offer asimilar paean when that show goes off the air years from now. M*A*S*H was special, a one-of-the- kind black comedy borne of the Vietnam War, which, by its treatment of the Korean War, revealed the horror of all wars. There will be a sequel and obviously we'll want to watch it; having Col. Potter, Father Mulcahy and Klinger around will be mighty comforting. But no one could ever hope for more than one M*A*S*H, so let's not make the mistake of confusing sequels with original. That it is one of television's finest moments goes without saying; that it might be the best ever is an argument for historians. We'll settle for 10 years with the M*A*S*H family and we'll continue to savor it in reruns.

IMAGES 16 BROADCAST WEEK/Feb. 28, 1983 INDUSTRY STATISTICS Operational STV stations list provided

Continued from BW 2121183 Cleveland, Ohio Philadelphia, Pa. Newark, N.J. Preview PA Pay TV WHT (Wometco Home Theater) 4950 Harvard Ave. 300 Domino Lane 390 W. Market St. (216) 641-6420 (215) 483-4550 (201) 643-6800 Mgr.: Kate Ernest Mgr.: Al Tedesco Mgr.: Herb Lefkowitz Parent Co.: American TV and Comm. Corp. (ATC) Parent Co.: RBC Comm. Corp. (Radio Broadcasting Co.) Parent Co.: Wometco Enterprises Inc. Channel: 61 Channel: 57 Channel: 68 Area pop.: 1,377,600 Pop.: 6,000,000 .Area pop.: 4,334,680 Gr. date: 9/1/78 Gr. date: 10/1/78 Gr. date: 7/1/72 Turn-on date: 3/1/81 Turn-on date: 6/1/81 Turn-on date: 3/1/77 Programming: Blockbuster movies, pay-per-view, concerts, Programming: Movies, sports, pay-per-view, adult tier Programming: Recent major films, sports and entertainment specials (Preview) Subs: 11,000 specials, "Nightcap" late-night adult fare (as of 1/80 no Subs: 24,000 Inst. rate: $39.50 charge) Inst. rate: $59.95 Mo..rate: $19.95 Subs: 110,200 (includes Newark and Smithtown, N.Y.) Mo. rate: $21.95 Call letters: WWSG Inst. rate: $66 Add. tiers: $4.95 Deposit: $21.95 Mo. rate: $29.95 Add. tiers: $5.95 Deposit: $49 Dayton, Ohio Dallas, Texas ON TV Vineland, N.J. ON TV WHT (Wometco Home Theater) 5170 Fishwick 1722 E. Randol Mill Rd. Cincinnati, Ohio 45216 286 Eldridge Rd. Arlington, Texas 76011 (513) 641-4400 (201) 227-8700 (8 I7) 261-3366 Mgr.: Harry Kangis Mgr.: Carmen Colucci Mgr.: Ed Frazier Parent Co.: Wometco Enterprises Inc. Parent Co.: Home Entertainment Network, a subsidiary of Parent Co.: Oak Communications United Cable TV Channel: 65 Channel: 21 Channel: 66 Area pop.: 2,000,000 Pop.: 1,250,000 Gr. date: 12/1/79 Area pop.: 300,000 Gr. date: 3/ I/ 80 Turn-on date: 7/ 1/81 Gr. date: 6/1/77 Turn-on date: 2/1/81 Programming: WHT, recent major films, sports and Turn-on date: 5/ 1/81 Programming: Movies, special events, pay-per-view, local entertainment specials, "Rendevous" late-night adult tier. Programming: ON TV, stand-alone programming and sports, local programming WHT recent major films, specials, late-night adult tier program guide based in Cincinnati office. ON PLUS, adult Subs: 26,630 tier programming locally "Night Cap" Inst. rate: $49.95 Subs: 44,000 (includes Dayton and Cincinnati) Subs: 14,500 Mo. rate: $19.95 Inst. rate: $50 Inst. rate: $63 Call letters: KTXA Mo. rate: $21 Mo. rate: $20.95 Deposit: $25 Call letters: WRBV Deposit: $25 Add. tiers: $5.95 Deposit: $49 Add. tiers: $4.95 Add. tiers: $5.95 Dallas, Texas " Tulsa, Okla. Golden West STV of Dallas Inc. Smithtown, N.Y. Tulsa STV (Subscription TV) 901 W. North Carrier Parkway WHT (Wometco Home Theater) 5455 S. 99 East Ave. Grand Prairie, Texas 75050 3200 Expressway Dr. S. (918) 622-3891 (214) 988-3005 Central Islip, N.Y. 11722 Mgr.: Shawn Johnson • Mgr.: George Hicks (516) 582-6700 Parent Co.: Satellite Syndicated Systems Inc. Parent Co.: Golden West Broadcasters Mgr.: Herb Lefkowitz Channel: 41 Channel: 27 Parent Co.: Wometco Entèrprises Inc. Area pop.: 400,000 Pop.: 3,500,000 Channel: 67 Gr. 21ate: 1I / I /80 Gr. date: 3/1/80 Area pop.: 967,350 Turn-on date: 3/1/81 Turn-on date: 11/ 1/80 Turn-on date: 1/1/80 Programming: Basic, movies, sports, adult programming Programming: Movies, sports, concerts, adult movies Programming: Recent major films, sports and entertainment Subs: 10,600 (additional tier) specials, "Night Cap" late-night adult fare Inst. rate: $29.95 Subs: 48,000 Subs: 110,200 (includes Smithtown and Newark) Mo. rate: $22.95 Inst. rate: $49.95 Inst. rate: $66 Call letters: KGCT Mo. rate: $19.95 Mo. rate: $22.95 Deposit: $50 Call letters: KTWS Deposit: $49 Add. tiers: $4.95 Deposit: $35 Add. tiers: $5.95 Cincinnati, Ohio ON TV Salem, Ore. Milwaukee, Wis. 5179 Fishwick Willamette Subscription TV SelecTV (513) 641-4400 9320 S.W. Barbur Blvd. 4085 N. 128th St. Mgr.: Harry Kangis Portland, Ore. 97219' Brookfield, Wis. 53005 Parent Co.: Home Entertainment Network, a subsidiary of (503) 293-6666 (414) 783-4940 United Cable Corp. Mgr.: Chris Desmond Mgr.: Ray Wosinski Channel: 64 Parent Co.: Willamette Subscription TV Parent Co.: SelecTV Area pop.: 686,000 Channel: 22 Channel: 24 Gr. date: 6/1/77 Area pop.: 788,000 Pop.: 1,570,275 Turn-on date: 2/1/80 Gr. date: 7/1/81 Gr. date: 6/1/73 Programming: ON TV, stand-alone programming and Turn-on date: 1/ 1/82 Turn-on date: 6/ 1/80 program guide based in Cincinnati office, ON PLUS, adult Programming: ON TV, movies, sports, concerts, pay-per- Programming: Basic tier-prime time, adult tier "Night Owl" tier programming locally view Subs: 24,199 Subs: 44,000 (includes Cincinnati and Dayton) Subs: 13,000 Inst. rate: $49.95 Inst. rate: $50 Inst. rate: $59.95 Mo. rate: $22.45 Mo. rate: $20.95 Mo. rate: $21.95 Call letters: WCGV Deposit: $25 Call letters: KECH Deposit: $50 Add. tiers: $4.95 Add. tiers: $4.95 Add. tiers: $5

Miami, Fla. Nashville, Tenn. Pending STV applications Channel 39 Channel 30 Contemporary TV Broadcasting National STV-Chartwell Fresno, Cali! Channel 53 -MDS-STV St. Petersburg, Fla. Nashville, Tenn. Channel 38 Channel 30 Guasti, Calif. Oak Systems Choice of Tennessee Channel 46 Hispanic Best Inc. St. Petersburg, Fla. Nashville, Tenn. Channel 38 Channel 30 Stockton, Calif. Home TV Nashville Broadcasting Corp. Channel 58 KSCH-TV Atlanta, Ga. Nashville, Tenn. Vallejo, Calif. Channel 36 Channel 30 Channel 66 ATL Acquisition Corp. Satellite Broadcasting Systems Bay Area Telesystems Anderson, Ind. Nashville, Tenn. Denver, Colo. Channel 67 Channel 30 Channel 20 Indiana Telecasters Music City 30 Colorado TV Inc. Nashville, Tenn. Denver, Colo. Lebanon, Pa. Channel 30 Channel 20 Channel 59 TV Corp. of Tennessee Oak Great Lebanon Co. Telecasting

Wilmington, Del. Reading, Pa. Salt Lake City, Utah Channel 61 Channel 51 Channel 14 Sixty-One Corp. Reading Broadcasting Inc.-WTVE American TV of Utah

Wilmington, Del. Nashville, Tenn. Seattle, Wash. Channel 60 Channel 30 Channel 22 Ebony Broadcasting Corp. and Teleast for ASTV ATC Corp. Seattle Broadcasting Corp.-Seattle TV and TAVITAC