Broadcast:, BUSI NESSWEEKLY of TELEVISION and RADIO
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34TH YEAR MAY 10, 1965 50 CENTS 114 THEBroadcast:, BUSI NESSWEEKLY OF TELEVISION AND RADIO Fast spot TV selling pace puts good minutes at premium. p27 CBS -TV affiliates plan action on color, program rules. p62 Schroeder calls for revamping the NAB hierarchy. p43 Early Bird off to flying start; shows its versatility. p68 COMPLETE INDEX PAGE 7 bothering Mr. Wilson? Turn the page and see!) Howdid "Dennis the Menace" rate on the CBS -TV network? W OW National Nielsen Averages "Dennis The Menace" vs. Competition Oct. Apr. 1959 1960 A.A. Ratings Share CBS Dennis The Menace 26 40% ABC Maverick 27 41 NBC Riverboat /Overland Trail 15 24 Oct. Apr. 1960 1961 CBS Dennis The Menace 26 42% ABC Maverick 20 32 NBC Shirley Temple 13 22 Oct. Apr. 1961 1962 CBS Dennis The Menace 24 39% ABC Follow The Sun 16 25 NBC Walt Disney's Wonderful World Of Color 22 35 Oct. Apr. 1962 1963 CBS Dennis The Menace 20 34% ABC The Jetsons 15 24 NBC Walt Disney's Wonderful World Of Color 22 35 Who was the "Dennis the Menace" audience? Eitrybod,, From 1959 to 1963 -on the network -in prime time on Sunday nights - Dennis was seen by 25 million viewers a week ...56% Adults...36% Children ,..8% Teenagers `What other television series offers this extra promotional boost? Non The "Dennis the Menace" comic strip now appears in 650 leading news - papers across the nation with a total circulation of 53,000,000 with an estimated 130,000,000 readers! 17,000,000 "Dennis the Menace" comic books and paperbacks were sold last year! Whenis the best time to schedule "Dennis the Menace " ?Anytí m Its track record on the network proved it to be a top attraction during prime time. It's perfect for late afternoon or early evening to lure the kids after school! It's a natural for daily stripping during the morning or afternoon when housewives are the major TV audience - they are among Dennis' most loyal fans! Wh yhave 8 out of 11 top TV markets already licensed "Dennis "? ...because they know it will deliver big audiences ...top sponsors. Already licensed to CBS O & O's: WCBS -TV New York, WBBM -TV Chicago, KMOX -TV, St. Louis, WCAU -TV Philadelphia; Metromedia Stations: KTTV Los Angeles, WTTG Washington, D. C.; RKO- General Stations: CKLW -TV Detroit -Windsor, WNAC -TV Boston. Dennis anyone? Call, write, wire now! Screen teems Ratings and Audience Composition estimates are based on National Nielsen and ARB reports and are subject to qualification which will be supplied on request. oh yes... "Dennis the Menace" is back! After 4 fabulous years among the top 2 network programs.. , the 146 hi l ariou half -hours of this all - family series are now available for local telecasting! 711731.51141... buyer's choice Both ARB and Nielsen show that KRLD -TV retains its leader- ship in Homes Per Average Quarter - Hour in the Dallas -Fort Worth market: NIELSEN* ARV 31.8% more than Station "B" 28.5% more than Station "B" -33.8% more than Station "C" 32.3% more than Station "C" 112.2% more than Station "D" 86.9% more than Station "D" With a rate card designed to give your clients a most efficient CPM, Channel 4 offers you the largest, most loyal audience in Texas. See your ADVERTISING TIME SALES representative. 9 am -Mid., Sun. thru Sat., Feb. 25 - Mar. 24, '65 9 am -Mid., Mon. thru Sun., Mar. 4 - Mar. 31, '65 represented nationally by Advertising Time Sales, Inc. 4 ad&4- -F / /Ai Clyde W. Rembert, President ei TV -TWIN to KRLD radio 1080, CBS outlet with 50,000 watts MAXIMUM POWER 4 BROADCASTING, May 10, 1965 Harris' TV policy CLOSED CIRCUIT House Commerce Committee Chair- man Oren Harris (D -Ark.) this week reports. He plans to confer with serv- mittee, has introduced on CATV reg- will disclose his project for formula- ices individually on audit findings later ulation (BROADCASTING, May 3). CBS tion of national television policy under this month, then come up with recom- intends to prosecute its suit to estab- congressional guidance and with aid mendations for or against accredita- lish its copyrights on programs and of advisory group representing every tion in each case. It'll then be up to still thinks that is best way to handle branch of television. Plan will be un- council's board to act on his recom- CATV problem. Mr. Salant said. folded in forthright speech tomorrow mendations, possibly in June. Fifth NBC and ABC have not yet reached (May 11) in Chicago before con- major service, Sindlinger, meanwhile decision on what position to take on vention of Association of National is reported in process of testing some bill, if any. Advertisers. new procedures but has indicated it Far -reaching project is designed to will apply for accreditation about mid- Color money implement Harris bill (HR 7715) in- year. troduced April 28, ostensibly dealing Color filming adds about $9,000, or nearly 13% to average $70,000 with CATV regulation but which in Program form gloom its preamble cited need for national estimated cost for half -hour nighttime He believes FCC network show, of which networks on television policy. FCC's proposed AM -FM program must receive mandate from Congress average reportedly pay $7,500 and reporting form is scheduled to be be- it can regulate CATV but he producer absorbs remainder. Film before fore commission next week, follow- sees CATV as only one segment of producers reporting this practice note ing extensive review by budget bu- overall problem. Responsibility, in his that their added investments are ab- reau. And broadcasters who may have judgment, must repose in Congress sorbed and not recoverable unless hoped bureau would recommend which itself needs expertise of TV they can sell series overseas or place sweeping changes are due for disap- profession his plan for ad- programs eventually in domestic syn- -hence pointment. Staff has revised form to visory group. dication. Networks have stepped up incorporate "some" changes, but ac- their plans to convert several black - cording to one source, even if all and -white film series to color next fall GE pass at Storer recommendations were accepted, those -both ABC and CBS have announced who liked document before would still increases in schedule and NBC will Reports that General Electric Co. like it; those who didn't like it be nearly wholly colorized in prime - would acquire Storer Broadcasting Co. wouldn't be any happier with it." Al- time. circulated last week after GE emis- though budget bureau is responsible saries tried to find out whether such for passing on most government forms, transaction would clear FCC. Stor- question as to whether its recommend- Hinckley political institute er's highest echelons denied any deal ations are adopted is -as practical Endowment of what is believed to was contemplated. GE, which owns matter -subject to give- and -take be first "Institute of Politics" to en- wGY, WGFM(FM) and waos(Tv), all cussions between bureau and agency courage college students to enter Schenectady, N. Y., and has an- involved. career politics as responsible and hon- nounced hopes to expand broadcast orable profession, shortly will be an- holdings, reportedly approached Storer Aubrey's new image nounced by University of Utah, Salt some time ago with proposal to absorb Lake City. Initial $250,000 endow- Storer's major portfolio of stations Is James T. Aubrey Jr., deposed ment is from Robert H. Hinckley, through exchange of stock. Offer, ac- president of CBS -TV, planning to an- World War II federal official who now cording to Storer officials, was re- nounce new business association soon sits on board of American Broadcast- jected. or merely trying to change his image? ing- Paramount Theaters Inc. Mr. One report was that GE representa- Or both? Without fanfare, Mr. Aubrey Hinckley, Democrat, now resides in tives, during private calls at FCC, said has retained New York public rela- Ogden, is establishing non -partisan in- market value of stock offered for tions firm of Milton Fenster & As- stitute, along with Edward J. Noble Storer properties was in excess of $100 sociates to handle his personal PR and Foundation, of which he is trustee. He million. Storer officials, however, said for some future business projects. Mr. served on Board of Regents of Utah no such offer had been made, Storer. Aubrey's name creeps occasionally in- U. for 12 years. first independently owned station to chit -chat columns in New York, re- group to become public stock com- porting his presence at various night Report on Seiden pany, has 1,262,869 shares of com- spots. Class B stock mon and 771,806 of All that remains of Dr. Martin H. As last Friday. stock outstanding. of Seiden at FCC these days is his ex- share. CBS stays out was traded at $49.50 per tensive economic analysis of CATV. CBS has decided to stay out of con- He was retained by commission for Accreditation time troversy among broadcasters over reg- that project last July. But as he neared ulation of community antenna televi- end of assignment, officials suggested It's getting close to accreditation sion. Word that Richard S. Salant, he stay on as consultant on some other time at Broadcast Rating Council. CBS Inc., vice president, gave to net- tough jobs, such as network owner- Audits of four national audience- works' TV affiliates last week during ship of programs. (CLOSED CIRCUIT, measurement services -ARB, Hooper, closed session was that CBS would April 5). But negotiations led no- Nielsen, Pulse -have been completed neither support nor oppose bill that where, and he is now back in private and Dr.