Jul. 16, 1979 ABC: Still the one in May sweeps Rewrite: Stuttering start for markup BroadcastingThe newsweekly of broadcasting and allied arts 0JulOur 1648th Year 1979 M®RNlNGStDE COLLEGE LIBRARYi::; 1 SIOUX? ,"' : ;- . IOWA 51106 4SILING 62 hours -3717 ... in color starring David Carradine and a host of great guest stars Warner Bros. Television Distribution 0 A Warner Communications Company GAYLORD M BRCADCAST,4L ill Curb Service When Northeastern Ohio can't come to our facilities, we take our brand new on -line remote facility to wherever it's needed. That's just one more way that Gaylord Broadcasting Company fulfills its commitment to the ninth TV market. When Cleveland's leading independent does something, we do it right. And we do it right now! V1. UAB TN Lorain GAYLORD Broadcasting Company One of America's largest privately owned broadcasting companies WTVT KTVT KHTV KSTW -TV WUAB -TV Tampa St Petersburg Dallas /Fort Worth Houston Seattle /Tacoma Cleveland /Lorain WVUE -TV WVTV WKY KYTE /KLLB KRKE -AM /FM New Orleans Milwaukee Oklahoma City Portland Albuquerque Broadcasting Jul 16 TheWeek in Brief VAN DEERLIN HITS THE WALL Markup of the BEATING THEIR DRUMS The three networks begin in Communications Act rewrite made little progress last earnest with their fall promotional campaigns with ABC week, is canceled for this week and signs are that the chairman's ambitions will be drastically trimmed. PAGE 24. *LOOKING GOOfa t4ìC M{OIAASA PEACOIX THE RICH GET RICHER Af gain dominance, accordinç . CBS -TV stations also bette Joking Good" and NBC "Proud as a TV's, lose ground. PAGE 25 Brcadcasting HARD LINE The FCC she July 16, 1979 ON Gathered in Washington to several licenses for hearint tersary of ABC News's World McGoff's purchase of WGT and its improved ratings lmatic correspondent.Ted Koppel, FCC'S ODD COUPLE One ups at the FCC is the new B Richard Shiben and his dep diverse backgrounds and F KEEP THE CLEARS The o' industry comments receive( inquiry into what to do with t of the status quo. PAGE 32. TURN IT DOWN The FCC d examine loud commercials. determine if loudness can bE can be done to prevent it. IN HIGH PROFITS FROM LOW -BRC asident Roone Arledge, World Productions has turned some leynolds and White House Show and the Newlywed Gan tldson. There was another its over -the -counter stock is c reason tor rejoicing: The once -maligned 20/20 placed business. PAGE 37. third in the weekly ratings. PAGE sa. FALL FIGURES Bache study of ad agency predictions TRYING SOMETHING DIFFERENT Compton's senior VP for the network rankings of the fall schedules give a and creative director Kurt Willinger abhors commercials show -by -show listing of shares, HUT's, ratings; ABC is that "sound as if they were written by the sponsor's wife." seen first again, CBS finishing a stronger second His don't, as evidenced by the growing number of awards and NBC languishing in third. PAGE as. Compton hàs won, including two Clio's. PAGE 77. Index to departments Closed Circuit 5 Journalism 53 Profile 77 Datebook 14 Law 8 Regulation 28 Programing 48 Bottom Line 38 Editorials 78 Monday Memo 23 Stock Index 75 Business 37 Fates & Fortunes 71 Monitor 50 Technology 52 Business Briefly 6 For the Record 55 Open Mike 18 Top of the Week 24 Changing Hands 44 In Sync 52 Playlist 51 Washington Watch 30 Broadcasting (ISSN 0007 -2028) is published 51 Mondays a year (combined issue at yearend) by Broadcasting Publications Inc., 1735 DeSales Street, N.W. Washington, D.C. 20036. Second -class postage paid al Washington. D.C. and additional offices. Single issue $1.50 except special issues $2.50. Subscriptions. U.S. and possessions: one year S40, two years $75, three years $105. Canadian and other international subscriptions add S12 per year U.S. and possessions add $140 yearly for special delivery, $90 for first class. Subscriber's occupation required. Annually: Broad- casting Yearbook S42.50. Cable Sourcebook S20. Across the Dial- Around the Channels $3.95, pmpaid only Index to Advertisers AP Radio 14 D Aitken Communications 54 0 Ampex 12 -13 O Becker Communications 72 D Blackburn 44 o Broadcast Personnel 710 CBS Radio 19 0 Columbia School of Broadcasting 730 R.C. Crisler 55 D Forward Group 10O Frazier, Gross & Clay 36 0 Gaylor Broadcasting Inside Front Cover Ted Hepburn 46 O Ikegami 35 D KTVU -TV 22 0 Kaman Sciences 150 MCA -TV 8 -9 D.NEC 39 -42 National Telefilm Association 310 Outlet Broadcasting Inside Back Cover D Cecil L. Richards 450 Scientific -Atlanta 47 0 TM Programing 7 0 TVAC 34 0 Torbel Radio 110 20th Century -Fox TV 29 D WCCO -TV 330 WGAL- TV 4 3 WTSP -TV 6 D Ward -Beck Back Cover 0 Warner Brothers TV Front Cover 0 Western Electric 20 -21 0 Worldvision 16 -17 0 WGAL-TV makes lasting impressions in CLAY A happy, sales-producing situation that goes far beyond this historic Lancaster County community. In fact, WGAL -TV provides equally strong and consistent coverage in hundreds of other prosperous Pennsylvania towns and cities in this boom- READ ing 9- county DMA. In your media buying, LEBANON HARRISBURG contrast WGAL -TV depth and reach with 4NAOF the partial coverage provided by other LANCASTER L.. stations in the YORK ..,.., market. WGAL -TV is your ... ..... obvious choice for outstanding superiority -....-. -._..... ,,_.....-.r ..__. in area -wide coverage and sales. Represented by Source: Nielsen 1979 County Coverage Report MEEKER TELEVISION, INC. WGALTV E3 STEINMAN TV STATION LANCASTER- HARRISBURG -YORK -LEBANON, PA. Providence, R.I. -New Bedford -Fall River, Mass. for bicycles begins July 30 in 23 markets. Agency: Keller Crescent, Evansville, Indiana. Target: children, 6-11; teens, 12 -17. Allegheny Pharmacals Two -week Major Market Radio had added six sta- campaign for new product, Hair Off, will tions to its roster since it decided last month to abandon its policy of short list start July 16 in 15 Southeastern markets. its doors to stations of all for- Agency: Sheldon Communications, New and open mats. New stations, all owned by York. Target: women, 18 -49. Greater Media Inc., are WGAY(AM) Silver Ace Temp Books One -week Spring, Md.- WGAY -FM Washington; There's campaign begins Aug. 19 for "Crimson WHND(AM) Monroe, Mich.; WMJC(FM) Bir- Chalice" in 12 markets including Los mingham. Mich., and WPENIAM)- WMEGIFM) Angeles. Agency: Video Marketing, New Philadelphia. KcMo(AM)-and KCEZ(FM) a green York. Target: adults, 18 -49. Kansas City, Mo., have renewed with MMR. Firm now represents 33 radio sta- Nisson Motor Corp. One -week tions in 22 markets. campaign begins Aug. 27 for Datsun cars market and trucks in 26 markets. Agency: William Esty, New York. Target: men, KLACIAMi- KMET(FM) LOS Angeles: To 18 -49. growing Eastman Radio from Metro Radio Stanadyne Six -week campaign for Sales. touch control faucets begins Aug. 20 in o New York, Pittsburgh, Salt Lake City, in the Cleveland and Boston. Agency: Wyse WBBG(AM)- WWWM(FM) Cleveland: To Advertising, Cleveland. Target: adults, Eastman Radio from Selcom. 25 -54. north- Homecraft Marketing Four -week KATZ(AM) Ill.: To St. Louis-WZEN(FM) Alton, campaign begins Aug. 13 for Mason -Eze Torbet Radio from Bernard Howard. masonry product in 16 Midwest and woods. Eastern markets. Agency: Pete Glasheen o /(.(M M/fAA/NA.'L4h4m Advertising, New York. Target: men, WOKO(AM) Albany, N.Y: To Torbet Radio 25 -54. from Selcom. There are 1/2 million people Wm. Underwood Co. Four-week in central Wisconsin, campaign for Accent food seasoning will WAALIFM) Binghamton, N.Y., and looking Forward. start July 30 in 13 markets. Agency: WTRUIAM) Muskegon, Mich.: To Torbet Every year WSAU -TV Kenyon & Eckhardt, Boston. Target: Radio from McGavren Guild. outdistances the competition in women, 18 -49. this affluent 13 county market, no matter how the KcozlFMl Shreveport, La.: To Bernard network fares. RADIO AND TV Howard from Selcom. A news department that Toys R Us Inc. Four -week radio and scores up to a three to one six -to- eight -week TV campaigns begin in share over the other guys and mid -October for toy stores in 18 markets. WKBR(AMI Manchester, N.H.: To The tuned -in local programming Agency: Ed Libov Associates, New York. Queen Co. (for New England only). makes WSAU the buy. Target: adults 18 -49. You're ahead May money. Advertiser investments in network television in May totaled $398.7 million, up 12.8% from May 1978, the Television Bureau of Advertising said last week. The figures were when you buy compiled for TVB by Broadcast Advertiser Reports. The May figure lifted the networks' total for the year to almost $1.9 billion, 14.1% more than in the same period of 1978. For the first Forward five months, ABC -TV had 36.3% of the total, CBS -TV had 32.8% and NBC -TV had 30.9 %. May January -May % 1978 1979 change 1978 1979 change WSAU $ -TV Daytime $116,447,600 $126,586,800 + 8.7 566,065,900 $ 625,517,900 +10.5 WAUSAU, WISCONSIN Mon. -Fri. 84,322,500 90,537,100 + 7.4 380,542,800 415,819,600 + 9.3 A CBS Affiliate Sat. -Sun. 32,125,100 36,049,700 +12.2 185,523,100 209,698,300 +13.0 Represented by Meeker Nighttime 237,149,000 272,154,400 +14.8 1,071,162,400 1,243,292,900 +16.1 Total S353,596,600 5398,741,200 +12.8 $1,637,228,300 S1,868.810,800 +14.1 MEMBER...FORWARD GROUP ABC CBS NBC Total cv, WTRF -TV Wheeling January $113 706.300 $127,110,800 S 359,452,400 KOSA -TV Odessa -Midland S118,635,300 February 131,397,400 118,682,200 103,456,700 353,536,300 z KCAU -TV Sioux City March 138,5 2 2,600 1 18,82 9,900 113,657,600 371,010,100 WRAU -TV Peoria .