Evening star., 1948-09-19

cluding Benny, Crosby, Hope, Allen,
ct al, have been beaming down from
their exclusive armament, monopo-
lizing the radio audience during
their hours on the air. They had
their listeners "Hooperized" and no
one dared to challenge them.
In the face of such popularity,
program executives refused to
schedule much competition opposite
these big names because they felt
there was little profit in the effort.
Even sponsors refused to buy time
on another station or network
while an Allen or a Benny was run
ming through routine.
The magic charm of one of these
top notchers was ruthlessly shat
tered in recent months, however,
and with the fall program sched-
ules just about complete it looks as
if there may be others who may
find themselves on the skids.
1t all started last season when
ABC spotted Stop the Music" op-
posite the Fred Allen Show. Mr..
Aliens popularity took sudden
nose -dive soon after the "giveaway"
program began to catch on. The
situation is SO serious that the vet
eran star will be attempting a come
back this fall for the first time in
his radio career
Encouraged by the success of
stop the Music" the network pro-
gram strategists are out cunning
for new targets in the opposition
camps
Notable among the intended VIC
TINS is Bing Crosby. ABC gets a
taste of its own medicine when CHS
lifts Winner Take All out of the
Sunday night lineup and shifts it
opposite Der Bingles song fest
Wednesday nights at 10, effective
September 81.
Another "giveaWay" titled "Sing
1t Again will also be moved by
CHS from Saturday night to Tues
day evenings opposite Big Town"
and Art Linkletter's People Are
Funny"
In the shuttle Bob Hope quickly
snapped up the new 9 pm. spot
Tuesdays when it became available,
thus ducking the Sing 1t Again"
shift which had been originally
aimed at him.
But there is one note of warning
heard over the din of the cash reg
lister. The Hopes, Bennys and
CrosbXs have proved to be good long
term investments. They have been
long on entertainment. Most people
who tuned them in felt amply re-
paid for the effort. The "giveaway"
shows are short on entertainment
while the odds on listeners
chances of being repaid are ex-
tremely long.
1t should be said, however, that
the Hopes, Bennys and Crosbys have
contributed somewhat to their own
fall from the zenith of popular ap-
peal, They have been victims of
their own unchanged formats. For
the first time they are feeling the
sting of competition. The current
trend has shaken them out of their
lethargy. They, too, will have to
add new sparkle to their programs.
The result can't help being profit
able to the listening audience.
The current toast of the televi-
sion audience is CBS' hit review
''Toast of the Town" med by Col
umnist Ed Sullivan. Heard locally
over WMAL-TV the variety show
goes commercial for the first time
at its usual hour tonight, 9-10.
The production offers a weekly
presentation Of glittering roster of
stage, Broadway night club. radio
and screen stars neatly knitted to-
eether by sullivan's introductions
and ably supported by fine music
from Ray Bloch's 15-piece orchestra.
Sullivan, who also produces the
show, has fallen upon valuable
television program structure. Al
though an hour in length teleview-
ers can tune in any time during the
program for good entertainment. 1t
boasts caSualneSs that doesn't re-
ouire the audience to remain trans
fixed before the set.
X X
WQQW will formally dedicate its
new 20.G00-Watt frequency modula-
ton station. WQQW-FM t1O35
megacycles, tonight at o'clock.
The dedicatory program, which will
also be heard over WQQW. will be
nn.c.d by general manager M. Rob-
ert Rogers.
A number of music and show bus
iness celebrities and civic leaders
will participate in person or by
means of recorded messages. How
ard Mitchell. associate conductor of
the National Symphony will be in
terviewed.
A highlight of each evenings pro-
grams will be Commute recorded
Symphony Hall scheduled for $50.
Tomorrow another 10000 fire.
euency modulation station takes the