Evening star., 1953-05-06
On the Air
Art Brought With 1t Some
|Lonq-Winded Commercials
By Harry Macarthur

CBS-TV's Omnibus" has de-
parted for the summer, but there
is one last reproof to be fired
after its retreating form. For a
show which had such early high
ambitions about art for arts
sake. it certainly leaned hard on
the commercials.
On the closing program of the
first series last Sunday "Omni-
bus" went all to pieces out of
hysterical gratitude to those who
have paid its way. The sponsors
had graclously agreed to allow
Bernard Shaw's Arms and the
Man" to proceed, it was an
nounced, so there would only be
commercials between the acts.
What commercials they were,
too. One announcer kept turn
ing up to say that his boss didn't
want to spoil the fun with mean
mercantile matters, BUT.
Another sales pitch went on so
long many viewers must have
used the pause for eating Sunday
dinner. There was time enough.
There was time enough, at
least, to walk over and twist a
channel-selector knob. On this
occasion the Omnibus" cast,
especially Jean-Pierre Aumont
and Walter Slezak, was doing
we'll enough by Arms and the
Mar" that you had to stay
around to see if they would really
get it off the ground. There will
be other occasions, though.
In general, Omnibus" was
welcomed for 1T least trying to
get out of a rut and provide some
quality viewing. Raising the cul-
tural level does not seem quite
enough excuse, however, for in
creasing the commercial pitch.
The experiment television
really needs will be performed
by the first advertiser with imag-
ination. He will win the same
kindly thoughts from viewers
that radio listeners reserved for
the sponsor of THE Greatest
Story Ever Told" No listener
who ever heard it will ever for
get the brand name in that clos
ing commercial, consisting SIM
ply of 13 words: "This program
was brought to you by the Good
year Tire and Rubber Company"
\ X X X
MERCHANDISING-It seemed
to us recently that some other
commercials, those on the bus
radio, were letting up. We had
"a wild thought that maybe this
would just die out, like the pogo
stick or nah jongg. Then it
dawned on us that what was
happening was that we were
hearing the same commercials
over and over again. The boys
may not be down to two COM
mercials. but we only hear two
for a headache remedy and an
antacid (minty f1avoredD. They
give us indigestion and a head
ache by making us listen to the
radio when we don't want to and
then try to SELL us the cure.
It may take nerve, but it's sure
fire merchandising.
x X x X
AGREEMENT-Bob Hawk of
CHS radios Bob Hawk Show"
voices agreement with Art Link
letter about women as quiz-shoW
contestants. Mr.. Hawk, too, pre-
fers women. Women" he says,
''have had so much experience
in ignoring distractions and get
ting in the last word that only
rarely do they show nerves over
a mere microphone."
X X X X
PLANS AND PEOPLE Neil
Hamilton, the test director" OF
ABC-TV's Hollywood Screen
Test" will be a guest tomorrow
on the premiere of WMAL-TV'S
"Theater Showcase" uO:30p.m..)
:. :. The Falls Church Community
Theater will present twenty-five
Times Removed" to start the
local drama series. 1t was
written and is being staged by
Carl Eardley, Justice Department
attorney. Mindy Carson will
leave T'V for a while after next
weeks show (WNBW-Tuesday,
10:30 p.mD. She expects her
second child in July, expects, also,
to return to television in the fall.
:. Christine Jorgensen's asking