IN REVIEW

ROGERS OF THE GAZETTE MY LITTLE MARGIE Network: CBS Radio Network: NBC -TV Time: Wed., 9:30 -10:00 p.m. EDT Time: Wed., 8:30 -9:00 p.m. EDT Producer -Director: Norman MacDonnell Filmed by Roland Redd Productions Announcer: Bob Le Mond Stars: and Charles Farrell Music: Wilbur Hatch Producer: Scripts: Les Crutchfield, Walter Newman, Director: Hal Yates E. Jack Neuman & Kathleen Hite Writers: Frank Fox, George Carleton Star: Will Rogers Jr. Brown Permanent Cast: Georgia Ellis and Parley Production Manager: Dick Lestrange Baer Assistant Director: Dick Moder Sponsor: Scott Paper Co. EARLY in July, Will Rogers Jr. joined the Agency: J. Walter Thompson Co. radio roster of crusading never -say -die news- papermen as the star of a new series titled The is young lady and her Rogers of the Gazette. program heard AN UNPREDICTABLE night on CBS Radio. Had the patient dad are back on televi- each Wednesday long -suffering, people who worked out the format for the season. My Little Margie re- sion for the fall series been blessed with an ounce of foresight, last Wednesday evening turned to NBC-TV radio drama might have been given a boost it with the usual array of stock characters, in- could well stand. The Sept. 1 broadcast had all volved predicaments and contrived dialogue the essentials of a parody on the million -and- of so many shows bearing a situation typical one shows listeners suffer through that concen- It is mediocre television fare. comedy label. intensely on the activities of righteous father and supporting characters trate Margie, her the press. But sadly enough, it was acceptable enough. The show is nicely gentlemen of are played straight. The production didn't indicate staged and well directed, which is as it should that anyone was aware that the situation with be. The series is on film, reducing production which the script dealt had its humorous aspects. errors to a bare minimum. But these favorable The whole thing was a rather serious affair. traits are rather noticably undermined by a Rogers of the Gazette recounts experiences in GEORGE shaky foundation show's script. It is a -the life town newspaper editor played in need of a writer. the of a small HAEFNER program badly He has the traditional assistant. In situation comedy, perhaps more than in by Mr. Rogers. name is Maggie. Last Wednesday, other drama form, success depends largely This time her any covered a testimonial dinner story line. A series of compli- Will and Maggie on a close -knit for a retiring school teacher. In case there was must be introduced but it is to the pro- cations any doubt in the listeners mind that this was an all- American teacher type she was given a good PROVEN old homespun name, Bessie Richards. Will and Maggie heroically fought the clock, made that SALES APPROACH deadline and got out a special edition eulogiz- ing Bessie in a manner she was too humble ever to hope for. But weren't TO WESTERN NEW YORK Bessie as they might have been. Because the teachers retirement fund was at a very low ebb, she was retired at a sum that made it ne- cessary for her to seek out employment else- FARMERS where. This was more than Will's sense of just- ice could take. Out came another special edi- tion. Naturally the city council had a meeting. Sales success of George Haefner's The school board had a meeting too. The town- folk were so distressed at the facts that Will's sponsors in reaching farmers is a mat- sterling reportorial talent had uncovered that ter of record. These success stories an immediate election was decided upon. Bessie show how spots on these farm pro- of course was brought back home presumably grams produced outstanding sales re- CHARLES FARRELL AND GALE STORM to live happily ever after on additional funds sults. The daughter -dad team return appropriated for the retirement fund in the new election. You can buy the oracle of Western ductiort s advantage if the complications pivot It could have been an amusing broadcast. New York farmers at a remarkably around a central situation. Involving charac- But instead of spoofing the pattern, it followed low cost per thousand figure. Either ters in unrelated sub -plots weakens the main it to the letter. Had it been played as satire - between 5:30 and 7 :00 A.M. or at 12:15 story line of any situation comedy, as was and it easily could have been without re- writing 1 Little P.M., it's economical to use high Pulse - evident on the Sept. telecast of My a word-Mr. Rogers might shortly be recog- nized as humorist not unlike his famous father rated spots on these tried and found Margie. The script was concerned chiefly with Mar - who made America smile at itself in a way successful WHAM participation farm gie's efforts to surprise her papa on his birth- that has not been duplicated since his death in programs to sell your product or serv- day with an oil painting of herself. There was 1935. ice to farmers. ample opportunity for Margie to get herself into and out of hot water with such matters BOOK REVIEW as getting the cash to have the portrait done 50,000 Watt Clear Channel without arousing her father's suspicion or ex- TELEVISION NEWS HANDBOOK, edited by plaining away her prolonged absence from home Baskett Mosse and Fred Whiting. Medill when she was sitting for the painting. These School of Journalism, Northwestern U., situations were considered but they were not Evanston, Ill. $2.50. explored as thoroughly as they might have been. THIS handbook is a compilation of the material Instead, the script was prone to wander away presented at the first National Television News WHAM from the focal point. Its chief flaw was the Seminar held at Northwestern U. under spon- ROCH STER RADIO CITY length of time it took to get into the story in sorship of the Medill School and the Radio- the first place. Television News Directors Assn. Its editors 71íe 51,1410 4,19 eatlso.t Stake« Although My Little Margie poses no threat term it not the last word on the subject, but, to the popularity of such programs as CBS - rather, the first word. Subjects covered in the AM -FM * NBC Affiliate TV's , which really got the situation seventeen divisions of the book include equip- comedy ball rolling a few seasons ago, it has ment, camera and news techniques, weattièr Geo P. Hollhngbery Co., Noll Rep the makings of a pleasant half -hour program if programs, a glossary of TV news terms, and better integrated scripts are in the offing. the RTNDA Standards of Practice.

Page 16 September 7, 1953 BROADCASTING TELECASTING