FCC Relaxes Rules For Pay TV: Revlon Drops BBDO, NARTB In Focus.pdf

Broadcasting & Telecasting:

- FCC's Toll TV Guidelines: The Federal Communications Commission (FCC) has given preliminary instructions for pay television, including no advertising during subscription programming, minimum free broadcast hours, and limited service to markets with four or more stations.
- NARTB Meetings: There's speculation among broadcasters and municipal officials about the economic impact of toll television. Some believe it could open a new advertising medium.
- Cost Comparisons: According to Peters, Griffin, Woodward, a 30-minute program in 68 major markets costs $29,012 for time and $26,721 for production on a weekly basis. A single 20-second spot per week costs $14,526.
- McCann-Erickson Promotion: The agency will promote William Wylie internally to fill the associate directorship left vacant by Ted Bergmann's departure.
- FCC Impasse: For the second week in a row, FCC is deadlocked 3-3 on authorizing service by WLWI (TV) Indianapolis, with new Commissioner Ford set to review the case.
- Closed Circuit Concerns: Informal word suggests "open line" closed circuit systems like Skiatron's won't be approved due to cross-radiation issues, and AT&T wouldn't interconnect with them.

Local Highlights:

- WHO Radio (Des Moines): More Iowa families listen to WHO regularly than any other station combined, offering more power and sales influence.
- WHTN-TV (Portsmouth, OH): The only station covering five leading cities in the Ohio Valley with a Grade A signal, featuring new tower technology.
- KRNT-TV (Des Moines): Top-rated programs include "Russ Van Dyke News," "Al Couppee Sports," and "Gunsmoke."
- KRLD (Dallas): The only 50,000 watt station in the Dallas-Fort Worth area, delivering more listeners at lower cost per thousand than any other full-time station in Texas.