New look at fairness by man who put it into law Spot TV's first $1.5- billion year: who spent it 1 ii 43d Year 1974 BroadcastingThe newsweekly of broadcasting and allied arts r Occupation: Audience Builder. This game wins an average 31% more women than lead -in programs in 33 markets (24 in prime- access time!). This game wins an average 35% larger audience than lead -in programs in 24 markets (18 in prime - access time!). No mystery. It's... "What's My Line ?" A Goodson Tolman production distributed by Viacom. Source NSI, Nov. 1973. Audience estimates are subject to qualifications available on request. 3diDUar VAL LSS i4tisAon7 raiiRilIF SIOUX ?'ñ.t.r." .. .$. When a game show is this popular with young women at 10:30 am On CBS, "Pyramid" (with a $10,000 reward) was watched by a higher concentration of young women than any other morning network game show (November1973). 55% of its women were 18 -49 (That's 20% above average!), and 40% were 18 -34 (That's 33% above average!). In 34 of the Top Fifty markets, "Pyramid" reached more 18 -49 and 18 -34 women than all competing programs. a.. and research says 3 times as many young womenwatch television at 7:30... An average 219% more young women [18 -49) watch television at 7:30 pm than at 10:30 am. And with 7:30 pm viewing pegged at 37% for this group, there's an enormous potential of non -watching 18 -49 women to be induced by a program so appropriate as "Pyramid'.' this want shoivíyou period next seasons For extra excitement, Viacom has raised the reward of this fast -moving, high- stakes game. The new "$25,000 Pyramid;' with its multitude of celebrities, will be available in September for local showing once a week in prime- access time. It could give you the audience that advertisers want most. In greater numbers than ever before. Viacom First sales to CBS Owned WCBS -TV, KNXT, KMOX-TV All national data based on NT I. Nov 1973 NSI Nov 1973 Dec and Janfeb 1974 Audience estimules are subjeCnq qualifications available on request At the time of our founding on March 18, 1949, we made a firm pledge to actively support the concept of public service. Since then, we have devoted an increasing amount of our time and talents to expand the scope and sharpen the focus of that commitment. Upon reaching our 25th anniversary, we pledge again our very best READING efforts to present innovative programs designed MAW. to inform, to stimulate and to entertain . HARRISBURG programs that are responsive to the public interests and concerns of our diverse and constantly growing SINIMINSIN44 LANCASTER+ CORK audience. t1.1MMI, ... ..,,,, a mu ó _.. wavmsawe rpm WGAL -TV Channel 8 Lancaster, Pa. WGAL-TV Representative: The MEEKER Company, Inc. New York Chicago Los Angeles San Francisco STEINMAN TELEVISION"STATIONS Clair McCollough, Pres. WGAL -TV Lancaster- Harrisburg- York -Lebanon, Pa. WTEV Providence, R. I. /New Bedford -Fall River, Mass. Broadcasting ii Apr 1 Broadcasting13 No. David Foster will be Tuesday speaker. Wednesday's address Closed Circuit' will by by Senator Edward Brooke (R- Mass.). Other mem- bers of Congress definitely scheduled are Representatives Push on civil rights. U.S. Civil Rights Commission is prepar- Torbert Macdonald (D- Mass.) and Robert McClory (R- 111.), ing to check into media and their relationship to minority who will assist in presenting annual cablecasting awards on groups and women. Project would include study not only Sunday. Senator John McClellan (D -Ark.) was invited but of employment practices of broadcast stations and net- declined. OTP Director Clay Whitehead wasn't invited (he'll works but also of broadcast treatment of minority groups be at California's Yosemite Institute during convention), and in is women programing. Study, still in design stage, but OTP General Counsel Henry Goldberg will be on regu- not expected to be initiated for number of months. Offi- latory panel. cials say study will be carefully supervised, fully author- ized, and bear no connection to attempt by member of Rescue mission. Warner Bros. TV officials made last -minute New Mexico advisory committee to make unauthorized attempt to breathe enough life into nine -year -old The FBI study, in commission's name, of some Oklahoma stations to assure its renewal in ABC -TV line -up. Production com- (see page 8). pany bought $50,000 worth of newspaper advertising in major cities for audience promotion, thinks it boosted rat- Welcome mat. There will be no controversy with program ings. Show, seen Sundays at 7;30-8:30 p.m., was down to syndicators at next convention of National Association of average 16.9 rating and 28 share this season. With new pro- Broadcasters, April 6 -9, 1975, in Las Vegas, if President motion, March 10 episode drew 16.2 rating and 27 share; Vincent T. Wasilewski has his way. He wants adequate ac- March 17, 20.3 and 34; March 24, 19.8 and 32. ABC -TV commodations close to convention headquarters be pro- to officials still haven't pencilled it in or out for next season. vided and, to assure syndicators that they're not "second - FBI is QM production in association with Warner Bros. class" citizens, may find place for them on revised conven- TV networks' new fall program schedules may be later agenda. tion than expected in hitting street. CBS -TV, which with fewest Advance contingent of NAB staff will blueprint accommo- obvious holes to fill had been expected to announce plans dations so there won't be repetition of last month's experi- in early April, is now talking about mid -April. NBC -TV, ex- ence in Houston where syndicators practically boycotted pected to be second out, may thus become first; officials convention, except on token basis, because of remoteness still shooting for week of April 8. ABC -TV nor- hotel (Shamrock) from center of activities. say they're of their assigned mally withholds its plans until others are announced. Ap- members of National Association of Television Syndicator- parent reason for CBS delay is hope court ruling on FCC's still stung over Houston cheered Program Executives, but access -time changes will be out by then, eliminating uncer- by success of their own independent venture in Los Ange- tainties. les last February, later must determine whether Las Vegas arrangement is their cup of tea. Softening line? Screen Actors Guild executives, preparing for mid -May movie and TV pro- Clerical dispute. Nomination of Luther Holcomb, now vice start of negotiations with chairman of Equal Employment Opportunity Commission, ducers, are saying there's no inevitability about strike de- to FCC will be opposed in Senate Commerce Committee spite alarms sounded by studio and network officials. That hearing Wednesday (see page 15). And probably for first Dennis Weaver slogan, used during his winning campaign time in such hearing opposition will be based on religious for SAG presidency, "equal pay for equal play," doesn't grounds. Dr. Carl McIntire, fundamentalist preacher, will mean full payment for performer's second or third time argue that appointment would put second Baptist minister around, SAG sources say. It's only when program is rerun period. Even so, estab- on FCC (Benjamin Hooks is first), and that better religious in same season in comparable time of balance should be sought. Dr. McIntire is at odds with lishment of that principle would throw current ratio what he regards as liberal church groups which he says originals and repeats out of economic kilter. caused troubles that led to FCC denial of renewals of his Energy priorities. Energy crisis has ameliorated, but feder- WXUR -AM -FM Media, Pa. al officials are keeping pressure up for long road back. Or- Equal time? Although decision hasn't yet been made - and der of priorities, according to word last week, will recog- may not be until last minute - chances are that President nize importance of all news media in keeping nation in- Nixon will attend National Cable Television Association's formed, but broadcast is primary because of pervasive cov- Chicago convention April 21 -24. NCTA's invitation was erage. Outdoor is cooperating with reduced illumination. circulated for comment to White House staff two weeks Herbert G. Klein, former director of communications at ago; returns, reportedly, generally ran in favor of NCTA White House and now vice president, corporate relations, appearance, particularly in light of Mr. Nixon's much pub- Metromedia, is maintaining liaison with media. licized visit to National Association of Broadcasters' Hous- At meeting with energy agency officials and White ton gathering (Broadcasting, March 25). NCTA staff has House executives (Alexander Haig, Ronald Ziegler, former kept schedule flexible for convention's opening date (Sun- FCC Chairman Dean Burch) representatives of broadcasting; day, April 21), which will also feature pay cable panel that newspapers and other media were briefed on conservation all four FCC commissioners have been invited to attend. measures and development of new sources of energy. Ad- Thus far, FCC Chairman Richard Wiley is only commis- vertising Council ran spot prepared by Cunningham & sioner to formally declare intention to attend convention. Walsh and featuring Jim Ryun, long -distance runner, on He's to make Monday luncheon address. NCTA President "how to prepare for the long run." Broadcasting is published 51 Mondays a year (combined Issue at yearend) by Broadcasting Publications Inc., 1735 DeSales Street, N.W., Washington, D.0 20036. Second-class postage paid at Washington. Single issues $1. Subscriptions: one year $25, two years $45, three years $60. Add $52 yearly for special de- livery, $65 for air mail, $4 for Canada, 58 for all other countries.