MAY 25, 1964 50 CENTS lirry 33D YEAR Broadcasting THE BUSINESSWEEKLV OF TELEVISION AND RADIO Independents increase share of prime -time programs. p27 Salant wants clarification of NAB's pay -TV position. p44 Radio broadcasters, ASCAP near compromise. p60 The $8 billion Spanish- speaking market in the U. S. p77 COMPLETE INDEX PAGE 7 avocados love Kprc's Houston Television, so do tomatoes and lettuce and everybody. Courtesy of The Carnation Company Represented Nationally by Edward Petry & Co. Will your station go out of business if you don't buy the new COLUMBIA POST -'50 GROUP II feature films? but your competitor is sure to buy them, and you'll be sorry! Distributed exclusively by SCREEN GEMS A modest proposal: "Try 24 I.D.'s spread over a two - increase over previous periods. These results far exceeded week period. Consider it the icing on your merchandising those of similar programs held in the past.* program." That's what we, at KTVI, recommended to the That by KTVI was the difference. Krey Meat Packing Company in St. Louis. bit of icing offered They accepted. Planned displays, featuring a price The point is this: To spread the word on a "meaty" pro - reduction on the product, went up in IGA food stores ... motion-or anything else -in St. Louis, KTVI is your best buy and the I.D.'s went on. for reaching the most buyers . .. daytime or nighttime. The sweet payoff: Sales soared 200% during both Robert Beckermonn, Director of Advertising, St. Louis weeks of the promotion, and have continued to hold a 50% WKIIGA Food Storer, St. Louis. BROADCASTING, May 25, 1964 3 The "Weatherly" successfully defends the American Cup Since 1959, KRLD -TV, Channel 4 has emerged as THE NUMBER ONE STATION in the Dallas -Fort Worth market, delivering more homes per average quarter hour, 9 a.m. to midnight, Sunday thru Saturday, in every published ARB Market Reports. Take advantage of this proven, continuing market domination. See your ADVERTISING TIMES SALES representative. represented nationally by Advertising Time Sales, Inc. Clyde W, Rem bert, President O2aitia : Tr Da,11(i1F-_,C ¡ MAXIMUM POWER TV -TWIN to KRLD radio 1080, CBS outlet with 50,000 watts 4 BROADCASTING, May 25, 1964 Fairness primer CLOSED CIRCUIT Unless it changes signals again, FCC isn't going to meet fairness doc- for side. its was trine head-on by providing "guide- Washington other Curious sumption that if application fill and owner be lines" for broadcasters. Slated for Republicans got -in immediately successful, present would ordered equipment of their own. to sell tangible facilities. Com- consideration Wednesday (May 27) is forced are hoping to Ford dissented, draft of digest of all previous findings Meanwhile, Democrats missioners Hyde and on specific complaints involving fair- keep one step ahead of GOP -they're apparently on premise precedent would for ness issue. Previously FCC had working on film service TV. permit anyone to apply for existing planned to produce guidelines based station and simply specify desire to ac- on hypothetical questions and answers. Dodd gets secret data quire facilities on salvage basis. Notion is that action would irre- Thus, if new draft is adopted, broad- encourage casters would have nothing more than Confidential FCC reports on pay- sponsible applications. now except that it will be documented ments and contracts between TV net- and digested. works and TV film producers went to Nippon's newspaper pitch Dodd's Senate Juvenile Delinquency Japanese newspapers, which did not Pay -TV politics? Subcommittee last week. Information supplied FCC by networks during get in on ground floor of television, are Could politics be holding up deci- commission's program hearing in Jan- eyeing both UHF and FM in any re- sion of Public Utilities Commission of uary 1962 was given up with under- vision of allocations which may be rec- California on contract between Sub- standing that it would be held in con- ommended by special government scription Television Inc. and Pacific fidence for use by Office of Network committee expected to report this sum- Telephone Co.? Contract, covering in- Study. Subcommittee is known to be mer. There are now 150 commercial stallation and maintenance of facilities tracing responsibility for program con- TV stations and more than 15 million for transmitting STV's programs to tent (it subpoenaed network- produc- licensed television sets in country. homes of paying subscribers in Los tion firm memoranda weeks ago). One of Tokyo's leading English -lan- Angeles, was submitted in February guage papers, Yomiuri, recently ad- to PUC, which held public hearings in Triangle feature package vocated editorially that newspapers Los Angeles March 25 and San Fran- should be given special consideration cisco April 1. Now, with STV's sched- Watch for group -owner Triangle in allocations. It said: "The day, in uled starting date of July 1 just over Stations to move soon into feature -film fact, may not be too distant when month away, applicants are still wait- syndication by offering first package newspaper companies will rely less on act on initial ing for PUC to contract, (made up of 11 movies, predomin- the printed word than the broadcast have still to file in San Francisco ately post- 1950's) through Triangle word for fulfilling their function in where same target date exists. Program Sales. Other than Triangle's disseminating the news to the people." markets, where these features will be Mutual fund question shown on its own stations, newly -ac- Comsat a la Russ quired movies will be offered to sta- Draft of proposed FCC rulemaking tions nationally. Package, tentatively FCC Chairman E. William Henry affecting mutual funds with holdings shown on its own stations, newly ac- will be member of U. S. delegation to in broadcast properties has gone back quired from Johnar Film Productions meet in Geneva next month on Soviet to drafting board. Major change may on 10 -year lease basis. Titles include Union's possible participation in inter- be elimination of question on wheth- "Magnificent Matador" with Anthony national communications satellite sys- er publicly held corporations should Quinn and Maureen O'Hara, and tem. Meeting begins June 15, with no be allowed to hold licenses (CLOSED "Black Beauty." Triangle's six TV sta- date yet set for windup. Other mem- CIRCUIT, May 4). Commission decid- tions: WFIL -TV Philadelphia; WNBF- bers Of U. S. delegation: Joseph V. ed that question is 40 years too late. Tv Binghamton, N. Y.; WNHC -TV New Charyk, president of Communications Commissioners will concentrate on Haven; WFBG -TV Altoona, Pa.; WLYH- Satellite Corp., which will own U. S. original issue -technical violation of TV Lebanon, Pa., and KFRE -TV Fresno. share of international system, and multiple- ownership rules by mutual State Department officials. Bilateral and investment companies own- funds New way to "strike" talks are result of initiative taken by ing more than 1% of two or more State Department year ago. group owners. FCC wants broadcast Has FCC opened door to new type information that will help determine of "strike" application? That's ques- tax outlook bad bring compliance with rules. Set how to tion being asked following split vote (5 -2) decision wherein FCC accepted Chance for elimination of 10% ex- Automated politics application of Radio KHAI Inc. for cise tax on all-channel TV sets this new AM station in Honolulu to oper- session of Congress is gloomy. House Democrats' voiced news service for ate on 1090 kc with 5 kw -U, and Ways and Means Committee, tax -writ- radio-TV (story page 68) almost denied opposition of KHAI which now ing panel, has heavy scheduled of caught Republicans with mikes down. occupies identical facility and which "must" legislation which doesn't in- Although GOP knew Democrats were has renewal pending. clude review of excise taxes. Manu- experimenting with some kind of au- facturers and FCC still trying but fail- dio device weeks ago, they didn't know Unique aspects are (1) FCC waived ure to win endorsement of Treasury, just what competition had up its sleeve existing AM freeze and (2) accepted whose word on such matters gets pri- until Pennsylvania primary April 28 new station application despite fact ap- ority, may be crucial factor. New when Democrats fed KSFO San Fran- plicant, which had sought to buy KHAI pitch was made to committee last cisco comment by John Bailey, party facilities for $150,000, specified KHAI's week but source says there are no chairman, and KSFO called GOP in transmitter site and equipment on pre- plans for special hearing. Published every Monday, 53d issue (Yearbook Number) published in January, by BROADCASTING PvaxxcATxoxa Ixc. 1735 DeSales Street, N. W., Washington, D. C., 20038. Second -class postage paid at Washington, D. C., and additional offices. Acquisitives *... love Adventure in Cleveland For the second consecutive year, WJW -TV's "Adventure Road" has been awarded the coveted Cleveland Press Club Award for outstanding achievement in the field of locally - produced TV pro- gramming. Now televised in color ... in prime time ... "Adventure Road" is one more reason why- °Ac- quis' -i -tive -given to desire, to buy and own. ACQUISITIVES WATCH LOS ANGELES PHILADELPHIA CLEVELAND MIAMI TOLEDO DETROIT I DETROIT KGBS W1BG W14' WGBS WSPD fl75K W/BK.TP NEW YORK MILWAUKEE CLEVELAND ATLANTA TOLEDO WXN WITI-r; ll' /N'. TI' WAGA -Tr li'SPD,TV STORER »RQ,XAST/.G'[Y14)AAY Wi WT V BROADCASTING, May 25, 1964 WEEK IN BRIEF Major film producers are still ahead by 2 to 1, but Unexpectedly, radio broadcasters and ASCAP are close independents are grabbing a bigger slice of the $10 -mil- to compromise agreement.