and for American Tobacco Co. Bergen D'Arcy Adv. is the agency for Coca to Quit Cola. UNDAY SWITCH Mr. Bergen's announcement said he had decided to retire temporarily IF NYONE had hummed "Gloomy Sunday" around NBC last week, Mr. Alden, said the change of Mr. from radio. he ould- have been lucky to escape with his life. Allen's time had not been decided. "This is a good time to step back BC had been abandoned by half of its heretofore dominant Sunday As of Friday noon, the NBC and get a perspective of radio and eve ing comedy power loss three - and was sorely threatened with the of Sunday schedule on Jan. 2, the first television," he "The entire fou hs of it. The blow to * said. latest Sunday without Messrs. Benny and entertainment industry is going stri e the network was the decamp- been received more sympathetically Bergen, was: 7 -7:30 P. M., prob- me t of Edgar Bergen. within the past week than they had through a stage of flux." ably Horace Heidt for Philip Mor- Mr. Bergen, recalling he had I Hollywood, Mr. Bergen an- originally. Although its capture of been ris; 7:30 -8 P. M., unknown (unless in radio 12 years, said that "trying nou ced that after his Dec. 26 the program was not assured, CBS the Harris -Faye show stays on); to a bro dcast he was radio believed it probable that the show turn out funny show every quitting at 8 -8:30 P. M., unknown; 8:30 -9 week" terrific lea t temporarily. The announce- would move from NBC into the was "a pressure." P. M., Fred Allen for Ford Dealers "And if the show isn't funny, me t followed the collapse of a CBS 8 -8:30 P. M. Sunday spot. (unless he and his sponsor are I'm depressed. I'd rather make less cap tal gains acquisition of the Mr. Allen himself had given NBC persuaded to move to 8 -8:30 P. M.). executives some anxious moments frequent appearances." ven riloquist by Coca -Cola. was to r. Bergen's departure was the a fortnight ago when he told a Meanwhile CBS beginning He said that additionally "radio night schedule is in now, sec nd calamity to weaken NBC's newspaper columnist he intended to shape up a Sunday chaos with the networks 2 which had fla- and Su day punch. The first was the retire after his present season. It after Jan. strong switching stars everybody NBC about los of Jack Benny who, with his was recalled, however, he had ex- vors of the present lineup: wondering television." -7 P. M., Spike for Coca - spo sor, the American Tobacco Co., pressed similar intentions in the 6:30 Jones "There aren't any newcomers in 7 P. M., Benny for wa captured by CBS several weeks past without fulfilling them. Cola; -7:30 Jack radio," he added. "All the shows, ag At the end of last week NBC was American Tobacco; 7:30 -8 P. M., Benny, Hope, mine, sound the ith Messrs. Benny and Bergen in a turmoil to replace the depart- Amos 'n' Andy for Lever Brothers same. I'd like to get out of the from NBC several weeks defi itely gone, NBC was left with ing shows. (captured groove and study things." onl half the four -show schedule It had almost succeeded in sched- ago); 8 -8:30 P. M., Phil Harris - Standard Brands, Mr. Bergen's Alice Faye for Rexall Drug Co.; wh' h for years has been the big - uling the Philip Morris program sponsor, announced some time ago ges audience pull among the net- with Horace Heidt, now heard at 8:30 -9 P. M., Red Skelton for Proc- it was relinquishing his program & Gamble (if CBS overtures wo s, the Phil Harris -Alice Faye 10:30 -11 P. M. Sundays to replace ter for economy reasons. He agreed succeed). tea and Fred Allen -and the Mr. Benny in the 7 -7:30 P. M. to cancel a contract with the spon- pre ence of even these was un- period. It was believed that the Invites Skelton sor which still had some time to ce ain of enduring. advertiser and its agency, Biow The CBS invitation to Mr. Skel- run. S overtures to the Harris - Co., would agree to the transfer. ton was reported last week. Mr. Fa e program's sponsor, Rexall The replacement for Mr. Bergen Skelton now heard on NBC Fridays D Co., were believed to have was up in the air. Mr. Bergen's 9:30 -10 P. M., has been approached Chesterfield Plans long -time sponsor, Standard with a capital gains proposal by Brands, had dropped the NBC time CBS, it was learned. Although his LIGGETT & MYERS, New York, NBC'S ROYAL after his Dec. 26 broadcast. That capture was by no means certain, (Chesterfield cigarettes) is cur- left the 8 -8:30 P. M. Sunday period it was known that CBS was making rently negotiating with WWDC and Will Assist on Programs without either program or sponsor. a vigorous effort toward it. WPIK, both in Washington area, to sponsor the home and away CO FRONTED by the inter - A possible replacement for the The placement of Spike Jones Bergen show was Fred Allen, now before Jack Benny on CBS was in baseball games of the Washing- ne ork program rivalry of un- ton Senators next season. In ad- pre edented intensity, NBC last heard at 8:30 -9 P. M. immediately cooperation with Coca -Cola, which following Mr. Bergen. It was sponsors both Mr. Jones and Percy dition Chesterfield will also spon- we assigned its most seasoned sor the Washington club on televi- sho an, John F. Royal, to leader - understood that Mr. Allen had been Faith and the Pause That Re- approached with the suggestion freshes, which is now heard in that sion in 1949. [CLOSED CIRCUIT, shi in the fray. Dec. 6]. The firm through that he move up half an hour, Sunday period and which will go its r Royal, veteran showman and but agency, Newell-Emmett, is still ne- lon -time NBC vice president, has his answer at the weekend was not into the Friday, 10:30 -11 P. M. spot forthcoming. held by Spike Jones. gotiating for the 1949 season with not been active in programming WTTG (TV), Washington DuMont dev lopment for more than a year. J. Walter Thompson Co., agency All changes are effective Jan. 2. outlet, which aired games last year Las week, it was authoritatively for Ford dealers, which sponsor BBDO is agency for Rexall Drug under joint Ford -Chesterfield spon- rep rted, he was called bask to sorship. ult active duty to serve as special pro amming assistant to Charles R. enny, NBC executive vice pres- ide t. ainly Mr. Royal's role was to LUTHERAN BUDGET inv orate the search for new and Radio to Get $1,400,000 pro ising talent to plug gaps left in BC's lineup by the departure THE LUTHERAN Church through of t least two of its top shows for its agency, Gotham, New York, CB and to build up stars for tele- will increase its radio budget from visi n. the $1,250,000 expenditure during last fiscal year to $1,400,000 during the present fiscal year ending May 30. In This Issue . The increased budget will be spent in adding additional sta- Base all Radio Under Justice Eye 21 tions mostly on MBS to its present Fort ndustry Bids for WHAS 21 schedule of 550 Mutual and inde- Berg -n to Quit 22 pendent stations already carrying Pre -'ARBA Conference 23 The Lutheran Hour on Sundays in FCC Probe Off 23 the U. S. Foreign markets will FCC robing WMEX Ownership 24 also be increased. 875,'00 Elgin- American Parlay 25 Currently The Lutheran Hour is 40 Tran it Radio Standards Adopted 26 heard in other countries where the program is transcribed in eight Hoe - -r 'Refresher' 27 languages. Mar t Study Similarity to Polls Dis- The Lutheran Church is also pu ed 27 thinking of filming The Lutheran New RCA President Folsom 28 Drawn for BROADCASTING by Sid Hix Hour and distributing it to tele- TBA linic 34 "You're wasting your time.... Every bit of this brandy goes in the vision stations throughout the plum pudding." country. Pag 22 December 13, 1948 BROADCASTING Telecasting .