Evening star., 1951-05-24
On the Air
TV Sponsors
Wont Flee
The Summer
By Harry Macarthur

low summer ratings don't mean
a thing. People may not be at
home to answer the telephone or
fill in diary studies, they say, but
they are listening to automobile
radios and portables in great
numbers. Maybe even in hordes.
The sponsors have remained un-
Impressed. Why so many of them
have taken an opposite view in the
case of television is not known.
They can't expect many portable
ITV sets on the beaches, where the
real-life competition would be too
much for even Faye, Dorothy, Ar
lene. Eloise and Elaine Shepherd.
a new local club member in good
standing.
Sponsors do everything by charts
and graphs. though, and some
statiStician may have been able
to prove that people who have
bought television sets can't afford
vacations and will have to stay at
home watching TV.
X
All Of the major network tele-
vision shows won't remain through
the summer, to be sure, but
enough will do so to keep the
viewers at least moderately happy.
According to a survey made by
TeleviSion magazine, nearly 70
per cent Of the choice time seq
ments between Z and 1890 pm.
will be retained by present spon-
sorS.
Some of these are planning
summer replacement shows at re-
duced budgets, but almost half
Of the sponsored programs-48
out of 103, to be eXact-Will stay
in business at the old stand dur
ing the hot months. These will
include:
Toast of the Town. "Television
Playhouse (probably), Rocky
King" Celebrity Time" and
Whats My Line?" on Sundays;
Hollywood Screen Test" Voice
of Firestone," Arthur Godfrey's
Talent Scouts" with Herb
Shriner), Lights Out" and "Som-
erset Vaughan Theater" on Mon
days; "Beulah," "Cavalcade of
Bands" Suspense" Life Begins
at 80." Original Amateur Hour"
and Danger" on Tuesdays;
"Kreisler Bandstand," "Television
Theater." Famous Jury Trials, I"
THE Web" "Plainclothesman"
and Break the Bank" on Wednes-
days; 1.-THE Lone Ranger" Burns
and Allen" stop the Music"
Treasury Men in Action"
Broadway to Hollywood" Ford
Festival" and big Town" on
Thursdays; Mama" "2o Ques-
tions," Man Against Crime"
Penthouse Party" "You Asked
For 1t" Live Like Millionaire,
Henry Morgan Show" and "Cav-
alcade of Stars" on Fridays, and
"One Mans Family" Beat the
Clock" "The Erwins," Paul
Whiteman Teen Club" "The Show
Goes on" (moving from Thurs
day. and "Sing it Again" on Sat-
urdays.
Among the daily shows expected
to stay on, according to Tele-
vision magazine, are The Garry
Moore Show ''Howdy Doody"
and News Caravan"
The most poignant note in the
magazines listing of summer pos
| sibilities is the one which reads:
1--WE. the People: Undecided.
That's us people. all right-un-
decided as all get out.
- ~
Inevitable: The people who run
WASH, local FIN station, think
what happened Sunday was bound
to happen sooner or later. What
happened was that a young woman
knocked on the door of the trans
mitter at Wheaton (Md.) said she
was glad the place was open Sun
day, then expressed complete
amazement at the array of dials
and knobs being tended by Engi-
'neer Ed Lorentz. II saw WASH
on the front of the building" she
said, g.. and I thought this was
a laundromat."
X X
Programs and People: Eddie
Cantor has been signed by NBC
for the 1951-52 television season.
He has two more Comedy Hour"
appearances CMay 27 and June
I'D scheduled, which will bring his
total this season to II Ed
Toast of the Town" Sullivan will
be the toast of the Washington
Advertising Club jamboree Satur-
day night, when he will be named
Man Of the Year" Bryson
Rash (WMAD, Earl Gammons
(CBS) and Frank M. Russell
(NBC) were among the radio-tele-
vision people joining that cele-
bration of Barnee Breeskins 21st
anniversary on the Shoreham Blue
Room bandstand. Quite a party
and Barnee now has a brand-new
television set on which to watch
Dean Martin and Jerry Lewis.
which he does whenever they're
around to be watched Gene
Archer NBC) was there, too, and
later joined Sande Williams on the
Palladian Room podium to keep
George Preston Marshall happy
by singing Hail to the Redskins"
. Mr.. Marshall is a man who
hopes it will be of some concern
to him that DuMont has pur-
chased exclusive rights to "tele-
wise, broadcast and film the an
nual championship games of the
National Pro Football League . !
Charles Dingle will make his sixth
Pulitzer Prize Playhouse" appear
ance tomorrow night (WMAL-TV
-9 in "The Stolen City,"
NJ q IA |