AT DEADLINE LATE NEWSBREAKS APPEAR ON THIS PAGE AND NEXT DETAILED COVERAGE OF THE WEEK BEGINS PAGE 35

a total for an average day." Comment Wylie sees summer was made by Norman E. Cash, presi- radio gain, tv loss Fast production dent of TvB, as reply to report from Sindlinger & Co. that number of people Radio is showing "real strength" One week from signing of listening to radio surpassed the number during summer, with evening audience sponsorship contract to comple- viewing tv throughout July running larger than winter, according of people tion of first commercials-that's and in first two weeks of August (see to William A. Wylie, associate direc- pace scored last week by Firestone story, page 66). Mr. Cash noted that tor, Tv & Radio Program Dept., Mc- Tire & Rubber Co., its agency figure for radio represents listening Cann- Erickson, New York. (Campbell -Ewald, Detroit) and 24 -hour day 3,300 radio In weekend talk to West Virginia throughout on independent commercial firm while tv figure is concentrated Broadcasters Assn. at White Sulphur stations (Videotape Productions of New in -in -use patterns and on Springs (early stories page 81), Mr. known sets York). Spokesmen gave this about 500 stations. Wylie said radio audience is significant- skeleton schedule: Aug. 21: Fire- ly higher from January to June where- stone signed for 14 half -hours of as tv viewing is down. He cited Nielsen CBS -TV news coverage of Eisen- NBC closed circuit figures to show trends. hower- Khrushchev exchange visits was C. Leslie previews Ford plans Presiding at meeting (AT DEADLINE, Aug. 24) ; Aug. Golliday, WEPM Martinsburg, W.Va., 22 -24: conferences between Fire- Network tv programming will pro- president of association. Speakers in- stone and Campbell -Ewald offi- vide "advertising voltage" for Ford to cluded William S. Rine, vice president cials, decision to include all six "reach every segment of the car buying of radio division, Storer Broadcasting products, policy approval, script - public," James O. Wright, vice presi- Co.; Maury Long, BROADCASTING, and writing, script approval, casting, dent and general manager of Ford Div. FCC Comr. Frederick W. Ford. etc. (Ford Motor Co.) , told dealers in "Why should advertisers pay winter Aug. 25, Videotape produc- closed- circuit colorcast Friday. tv rates during summer months when tions brought in; Aug. 26, pro- Colorcast was initial drumbeat by there is a big drop in tv sets -in-use ?" duction meeting in New York, Ford in presenting details on its upcom- Mr. Wylie asked. He suggested adver- metal products ordered from ing network tv series of 39 -week spe- tisers should enjoy lower rates during Akron, plastic from Dayton, cials, Startime, plus weekly Wagon evening. Early evening is more af- Ohio, and Pottstown, Pa., foam Train and Tennessee Ernie Ford, all fected than later hours, he added. rubber from New York; construc- three on NBC -TV. Also appearing on "Radio listening is significantly tion started on sets; Aug. 27: show were galaxy of tv stars, NBC higher between 6 p.m. and midnight products arrive New York, prep- Board Chariman Robert Sarnoff, and during June compared to January," he arations continued; Aug. 28: two Hubbell Robinson Jr., former CBS -TV said. "This indicates some tv viewers commercials taped, for presenta- executive vice president and now ex- substitute radio listening during sum- tion Aug. 30 in second show of ecutive producer on Startime. mer months. All in all, radio hasn't series (in first show, Aug. 27, Mr. Sarnoff predicted that Ford's suffered the marked decline experienced commercials from old Voice of shows will reach 35 million different by tv from winter highs to summer homes each week, based on cumulative Firestone productions were used) . lows." People involved from start to audience figures. Mr. Wright revealed while Mr. Wylie commented that finish: 35 to 40. Cost: to be Mercury (via Kenyon & Eckhardt) networks have encouraged advertisers computed. will participate "occasionally" in Tues- to stay on tv during summer through day night specials. Roster of talent an- their annual discount plans, these dis- nounced so far for Startime, with sev- counts are not sufficient incentive to TV's director, talent relations, who will eral appearing in colorcast (groups in- many advertisers when the summer direct talent search. Mr. Tebet reports dicate all on one show) : viewing loss during evening hours is so to David Levy, vice president, NBC -TV Rosalind Russell, master of cere- marked." programs and talent. Similar operation monies, "Wonderful World of En- set for West Coast to be directed by tertainment," Oct. 6, 9:30 -11 p.m. NBC -TV talent hunt Harold F. Kemp, director, nighttime (Kate Smith, Polly Bergen, Eddie Talent hunt is on at NBC -TV "full programs. Talent selected will be Hodges, Maurice Chevalier and scale." Network will hold two auditions signed to exclusive contracts and made Jack Paar) ; Jimmy Stewart and George each week in New York starting about available for performances. NBC -TV Gobel in "Cindy's Fellah "; Art Link- Oct. 1. Objectives of search: emcees also has plans for talent unit that would letter and his "Secret World of Kids "; and hosts for daytimers; singers, come- be available to industrial groups and Jerry Lewis in "The Jazz Singer "; dians and specialty acts for variety NBC -TV affiliated stations for special George Burns in "A Night at the Pal- shows; "stars and leads" for NBC -pro- events and promotions. ace" (with whom Eddie Cantor, Jack duced pilots and dramatic actors for Benny, George Jessel, played the network -produced live programs. TvB answers radio Palace in former days) ; Cyd Charisse Preliminary screening will be handled Television Bureau of Advertising in her first tv show and paired with by Richard Kelly, manager, casting, and Friday (Aug. 28) issued statement husband Tony Martin; Dean Martin Edith Hamlin, assistant supervisor, cast- claiming that delivered audience for (Frank Sinatra and Mickey Rooney) ; ing. Most promising of talent will be individual program is "a more meaning- Tony Curtis, Alec Guinness and Ingrid further screened by David Tebet, NBC- ful measure of television viewing than Bergman each in dramatic show.

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