SEPTEMBER 12, 1966 50 CENTS mg 35TH YEAR THE BUSINESSWEEKLY OF TELEVISION AND RADIO `Second season' readied in case new TV shows don't click. p35 ABC's merger data gives rare peek at revenue data. p42 Field Communications buys syndication properties. p66 Setbacks for 3 CATV's under FCC's importation rules. p52 COMPLETE INDEX PAGE 7 McHALES NAVY, MILEDMUNSTERS 11 MAKE I MAGIC! 138 MISCHIEVOUS 143 MIRTHFUL 70 MYSTICAL HALF -HOURS HALF -HOURS HALF-HOURS mca CABLE TV is a natural FOR BROADCASTERS More and more broadcasters are discover- tion coverage, increase station revenues, ing that CATV is a perfectly logical way to and are themselves profitable operations. diversify . and that they can depend on Let Jerrold's nationwide organization help Jerrold for a truly complete CATV package you to diversify quickly and economically. of services and /or equipment. CATV sys- For complete details on Jerrold's CATV tems are perfect partners for broadcasters. services and equipment phone 215- They insure quality reception, expand sta- 925 -9870, or write CATV Systems Division JERROLD ELECTRONICS CORPORATION JENN06D 401 Walnut St., Philadelphia, Pa. 19105 FIRST IN CATV The nation's largest and most experienced manufacturer /supplier of CATV services and equipment KTVI's Romper Room visits the Zoo What happened when Romper Room's Miss Lois telecast five of her popular KTVI classroom sessions from the famous St. Louis Zoo? More than 20,000 eager pre -schoolers and their parents got into the act-as well as scores of live animals, birds and underwater friends. Romper Room Do -Bees becoming St. Louis Zoo -Bees is another evidence of how St. Louisans respond to KTVI's imaginative approach - the creative programming that adds up to audience involvement at every age level. Put KTVI's imagination to work for you. P.S. As a fond remembrance of the Romper Room days at the Zoo, two pandas will soon be arriving at the Zoo -a gift from all the St. Louis Zoo -Bees. MORE PROOF OF ST. LOUIS' BEST DAYTIME TV BUY KTVI m BROADCASTING., September 12, 1906 3 ..... -_ s i.- ..._-,_:e.zw.as.=: We proudly announce the formal openíng,Wednesday, September 14, 1966, of the most modern broadcast complex in the nation- completely equipped for studio, network, telecíne, videotape and remote color originations. These new facilities are designed to expand the leader- ship in informational and entertainment programming that has established KRLD- AM -FM -TV as the dominant stations in the Dallas- Fort Worth market throughout the years. We pledge the rededication of our entire organization to the total communications service of our viewers and clients. represented nationally by ADVERTISING TIME SALES, INC. PAr KRLD -TV The Dallas Times Herald Station. CLYDE W. REMBERT, President Oq ?..A 'LAS - FT. "N 4 BROADCASTING, September 12, 1966 Decision at Dedham CLOSED CIRCUIT' TV eyes will be focused on meet- ing this week (Wednesday through developments are underway in U. S. for CBS -TV and Coca -Cola, has got- Friday) of Carnegie Commission on too. American approach to loudness ten development money from NBC -TV Educational Television, now cast in measurement may be made public next to turn out, for 1967 -68 season, hour key role in shaping policy for develop- week at CBS Radio Affiliates meeting entertainment special, Fabulous Fun- ment of viable noncommercial system. in New York when CBS Laboratories nies, on history of comic strips. In With Ford Foundation plan of free is expected to display electronic meter another development, Mr. Mendelson ride on proposed networks' satellite re- that responds proportionally to loud- and Charles Schulz, creator of "Pea- garded as too shallow and "gimmicky" ness of program. nuts" comic strip, have turned down and with alternative Comsat plan of offer to make TV series of it and in- Loudness measurement research will employing tithing from all users of stead will do 90- minute feature film also be discussed at Broadcast Sympo- satellites seen as inadequate. Carnegie about Charlie Brown and his friends. sium in Washington next week (see Commission hopes to emerge with page 80) when R. M. Morris of ABC plan that will generate $100 million is scheduled to present paper. new money anually. Commission will Why buyers buy meet at Dedham, Mass., near Boston. In Macy's window Westinghouse Broadcasting Co., will One Carnegie proposal having sub- soon break with details of massive stantial support is excise tax of $4 on Although indications are there will marketing program it's been working each TV set sold to supply consider- be considerable questioning from bench on over two -year period. WBC plans able portion of estimated $100 million at FCC's "oral hearing" on ABC-ITT to dramatize study's possible use for annual operating fund. It's estimated merger next Monday (Sept.19) pro- marketing -oriented car advertising that $50 million now is being ex- tagonists are hopeful proceeding will types with study that deals with for- pended annually and that equal amount be wound up in single day. Unique eign car buying, one facet of profile is now needed for facilities as well as procedure, hybrid of hearing and oral information it has compiled on family operations. Upshot could be recom- argument, has obvious aim of establish- auto purchases. This points to families mendation for excise tax, plus federal ing record on which expedited decision in lower social and economic scale as contribution (as espoused by Chair- can be reached. Most critical question- best potential buyers of new foreign man Magnuson of Senate Commerce ing, it's expected, will come from cars because of economy factor, and Committee) and making domestic sat- Commissioners Robert T. Bartley, Ken to higher- scaled more sophisticated ellite interconnection facilities available Cox and Nicholas Johnson, with last family as finding most appeal in used to ETV at net-net rate, or even gratis. making his first public appearance foreign auto because of its "prestige" since becoming FCC member June 29. and as secondary family car. Blocked kick Study is drawn from larger bank Out of mothballs of research material WBC now has legislation to exempt pro- Failure of available. It's called "marketing infor- from anti- John J. ( "your problem, please ") fessional football merger mation bank," computerized research trust laws at this session should have no Anthony, whose Goodwill Hour pro- facility that uses family panels in all on unprecedented Na- gram 30 years ago was heard on 700 bearing whatever eight cities where WBC has stations. tional and American Football League radio stations, is coming back to radio Still other ramifications - on tryout basis as talk personality. of total pro television contracts with CBS -TV gram: Westinghouse executives and con- Mr. Anthony will be guest- starring on and NBC -TV respectively. New sales staffs were in KLAC Los Angeles for next two weeks. enrolled individual tracts run for four years and league and group study of marketing, includ- become effective until Meromedia -owned station hopes to merger wouldn't ing lectures by specialists in field, all 1970 of legislative find out whether older listeners will so that irrespective part if in -shop program to educate would be af- remember and young ones respond to picture, TV rights not essentially broadcast people in market- fected. one of radio's great personalities of past. If two -week stint proves success- ing problems of advertiser. Hope for immunity from antitrust ful, both regular program and syndica- laws went aglimmering last week after tion are strong possibilities for future. House Judiciary Committee Chairman Reminiscence Y.) rejected plea Emanuel Celler (D -N. Swing to radio of Football Commissioner Pete Rozelle Former Senator Clarence C. Dill for exemption. While Department of Carnation Co., one of leading ad- (D- Wash.), 81- year -old co- author of Justice hasn't indicated interest in vertisers on West Coast, which al- Radio Act of 1927, is in first draft was blocking merger, fear is that college located less than $100,000 of its over- of manuscript that tells how he draftees, who until merger proposal all $22 million ad budget to radio last inspired to participate in writing ori- law. His inter- had independent bargaining position, year, is set to make big switch. Car- ginal communications might challenge merger on monopoly nation's radio expenditures next year est in radio evolved into his intro- television in grounds because of new common draft. will be substantial. Indications are that duction to experimental expects manuscript to good chunk of these radio dollars will early 30's. He become book on his legislative experi- is loud? be spent in Negro markets. How loud ence spanning period of 20 years, in both House and Senate, primarily in West German engineers are not only Peanut gallery relation to hydroelectric power and ones working on development of meter 1927 Radio Act which served as basis to measure loudness on air (CLOSED Independent film -maker Lee Men- of Communications Act of 1934. CIRCUIT, Sept. 5). Number of other delson, who produces Peanuts specials in January, by Vol. 71, No. 11. Published every Monday. 53rd issue (Yearbook Number) published BROADCASTING, September 12, 1966. D.C. 20036. -class postage paid at Washington D. C., and PUBLICATIONS INC., 1735 DeSales Street. N. Was ihngton Second BROADCASTING W., offices WBTV'S "Early Report" tops all local early- evening newscasts in Washington, Atlanta, Cincinnati, Miami, Baltimore, Kansas City, Milwaukee, Dallas: ;1z ... ... ; _ O'' c.SPTY.PtteiF,GFDEw11` Charlotte Atlanta Baltimore Cincinnati Dallas Milwaukee WBTVV ranks 20th among 185 CBS affiliates - ahead of Kansas City, Milwaukee, BUY Houston, Providence, Seattle and Cincinnati (tie)."* BIG CHARLOTTEWBTV WBTVdelivers more Television homes JEFFERSON STANDARD than the leading station in Providence, Louisville, uNE BROADCASTING COMPANY WBT/WBT- FM/WBTV/ New Orleans, Denver or Syracuse*** reaching WBTW/JeNerson Productions - WBTV Represented Nationally by 505,400 homes each week.