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About Medford mail tribune. (Medford, Or.) 1909-1989 | View Entire Issue (Aug. 22, 1957)
52nd Yea 4AT r -A It a Br . vat Wit Mil 14 E I U I 1 r3J Price 10 Cents United Pre -Full Leased Wire Tribune United Press Full Leased Wire 2nd SECTION MEDFORD, OREGON, THURSDAY, AUGUST 22, 1957 Pages 1-17 toll Television Isn't New Twist in Mass Entertainment; It's Revolution By WILLIAJ$ EWALD United Press Correspondent New York HP) Toll TV is no just a new twist in mass en tertainment, it is a revolution. It means that for the first time in history, you don't have to put on more sUge shows. The previous concept of box office entertainment tailed down to this: The paying audience had to be moved to a theater or arena. That audience receptacle had to be centrally located, an expensive proposition. That re ceptacle ' could be used only periodically or even seasonally, also an expensive proposition. Toll TV moves the entertain ment to the paying audience. It puts a box office in the home. It is an electronic delivery serv ice. Right now, you see entertain ment on TV free. Sponsors pay the bills. According to a New York financial house, those sponsors spent about one billion dollars in 1958 on TV. How ever, not much of that sum went toward the creation of actual program content. Almost 900 million dollars, says Harris, Up ham and company, went toward the purchase of program time, commercials and spot time. Largest Audience Needed Toll TV'ers say despite a sprinkling of quality shows on TV, the bread and butter of com mercial TV must be pap the sponsor must reach the largest possible audience for the small est cost. Furthermore, say toll TV'ers, TV co'st are rocketing. The av erage half-hour situation comedy costs $35,000 to $40,000. Last season, the production budget for the Perry Como hour was S108,000, for Jackie Gleason about $102,000, for Sid Caesar about $115,000. How many sponsors can afford to carry this kind of a load? Not many, say toll TVers. In 1956, for example, 25 per cent Eye Care Stressed By Dr. Skeffington The importance of prevention ing and guest at a dinner given in vision care for both child and in his honor at the Rogue Valley adult was stressed by Dr. A. M. Country club Tuesday evening. SKemngion auring yesieraay ai the Rogue River Valley Country club. "A child needs visual guidance i from three years of age on to prevent development of a visual problem," Dr. Skeffington told the 30 optometrists and assistants from southern Oregon and north ern California attending the meeting. "Vision is the most complex mechanism in the whole organ- Two Men Bound Over On Check Charges Two men were bound over to the grand jury in district court action Tuesday afternoon. Vergil Bill Trammell, 39, of route 1, box 208, Central Point, appeared before Judge James M. Main on a charge of obtain ing money by false pretenses. He pleaded guilty and bail was set at $1,500. Joseph Alfred Anderson, 24, of 310 Jeannette st., Medford, also appeared in district court. He was charged with uttering and publishing a forged check and bail' was set at $2,500 by Judge James M. Main. . and so many of the accidents lltr.'-Both-'lten were lodged in ism. Dr. Skeffington empha sized. "The two eyes must work together by a balance created in the brain and controlled through the nervous system. Failure in any step of the precise and pos itive coordination required by the complex visual process can result not only in lowered ef ficiency in reading, but also in errors of judgment, in mistakes occur in school at work and on the nation's highway." Dr. Skeffington was also lunch eon speaker for the Medford Ro tary club at its Tuesday meet- county jail. Lake Tanganyika in Africa is the deepest lake on earth, 2,100 feet. of TV's bill was paid for by 10 top firms. What's more, say toll TV ad vocates, commercial TV has af fected other entertainment in dustries minor league baseball, fight clubs, the movies. Back in 1S47, for example, movie thea ters grossed more than $1,500, 000,000; last year, the gross was $1,200,000,000. Among the eight major movie studios, RKO is closed, Republic operates for the most part as a rental depot for TV films, and the six other companies all have been forced, to swing heavily to TV film production. Is This The Answer Toll TV'ers say they have the answer. A picture like "Giant," which needs about 10 million dollars to break even, could make back its investment in a single night if only half the TV homes (20,000,000) were willing to pay 50 cents a head. It could still be shown in theaters here and abroad and on TV again. Would people be willing to pay? Well, the Alfred Politz re search firm reports that 16 mil lion people over 15 years of age would be willing to pay 50 cents for a first run feature or a Broadway play on TV. Politz says six million people would pay $1 to see an opera; almost 20 million fans would pay $1 for a World Series game; 16 million buffs would pay $1 to watch a championship fight via toll TV. If all this is so, it would mean an upheaval in the entertain ment field. The Hollywood dream factories would have to labor overtime to feed the toll TV demand. Fight promoters and baseball magnates would harvest fortunes. The Brooklyn - Los Angeles Dodgers already have been guar anteed a minimum of two mil lion dollars from a toll TV op erator; their present TV take is $750,000 annually. College Courses Possible College might teach courses via toll TV and reap bushels of money; - charities ' could stage telethons on pay TV to collect their yearly budgets. However, there are some flaws in this picture. One is the public's appetite for enter tainment no family is going to sit down night after night and plunk down $1 for a movie. Another is the reluctance of producers and authors to release their hits to toll TV under the present tax structure. Oscar Hammerstein recently pointed out that it wouldn't be worth it to him to coin a million dollars in a single night from a showing of "South Pacific." It's more advantageous to spread his earn ings over a period of years. Another problem centers around actors, stagehands, tech nicians. What happens to a sup porting actor who figures to make S400 a week for a year in a hit Broadway play? How do you go about paying him? How do you compensate for the loss of what might be a year's work? The American Federation of Television and Radio Actors sees toll TV as a threat. On the other hand! Ralph Bellamy, long ac tive in actor's equity, sees it as a boon to both actors and the theater. The home set picture isn't the only thing scrambled in the world of toll TV. Bids Opening Planned For Forest Road Work Bids will open Sept. 4 at 10 a.m. in the Bureau of Public Roads office in Portland for the construction of 6.698 miles of the Steve Fork road in the Rogue River national forest in Jackson and Josephine counties. The forest development road, numbered 408-A, will take off from the Thompson Creek road, near Applegate, about 30 miles southeast of Grants Pass. The road is designed to provide ac cess to stands of timber in the area. The construction job will be primarily a grading job but a small concrete bridge is includ ed. Estimated quantities includ ed 49 acres clearing and grub- Legislation Passed to Make Enterprise Shrine Washington HP) The Senate has passed and sent to the House legislation - authorizing the carrier Enterprise to be berthed here as a memorial shrine. The famed "Big E" of World War II Pacific glory is destined for scrapping unless the Enter prise association, headed by Fleet Admiral William F. Hal sey, can raise the funds to save her. bing, 205,000 cubic yards exca vation, 85 cubic yards concrete, 20,000 pounds reinforcing steel, 28,000 linear feet culvert pipe and other small items. Specifications and plans are available at BPR offices, 753 Morgan building, Portland. The Insurance Company of North America, chartered in 1794, was the first general in surance company to sell life in surance in America. In five years only six policies were issued and the company discontinued business in 1804. One of the most interesting military restorations is ' Old FU Niagara at Youngstown, N. Y.; overlooking Lake Ontario. First built by the French as Ft. Conti, is was later rebuilt by both the British and American forces. In 1927 ; it was extensively restor ed. , . . 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Box Trunks- at POPULAR PRICES PLUS GREEN STAMPS i a Phi Beta Kappa and stays smarti It defies satn foa, wipes dean with a damp doth, opens end shuts with astonishing easel 1W Ma Cese hot 52 koxl ml $1 7.50 $19.50 Men's Twe-Sotter ipoca mimis wriwiriaw $25 V 4450 Authorized Samsonite LUGGAGE REPAIR SERVICE Burks SP 2-4472 for all your luggage needs 314 E. Main Sunday 10 to 7 p.m. Wi Reserve the Right to Limit Quantities Prices in this ad effective Friday, Saturday and Sunday, Aug. 23-24-25 WHY PAY MORE 9 Save 3 on Every Purchase at Grand View with S & H Green Stamps PATTERSON'S BAKERY Now a local industry in Medford is baking pastry Fresh Daily for your eating enjoyment. This week-end from 10-2, both Friday and Saturday, we will serve FREE Patterson's Pastry Products fresh from their Medford ovens Serving 8 types of Donuts, Maple Bars, Cinnamon Twists, Pecan Rolls and Many More. BOYD'S COFFEE SERVED FREE BOTH DAYS FROM 10 TO 2 WITH PATTERSON'S PASTRY ON SALE AT Most Refreshing Soft Drink Made, Will Be Served FREE Both Days FRIDAY and SATURDAY from 10-2. . BUY IT THIS WEEK FOR FREE! One 6 Pak Carton with each 5 1 0 IRI E f rti A Regular Carton Sells for 57c (Plus Deposit). Grocery Order 7L Ladies: Peach Canning Time Is Here, So' Look at This! J. H. HALE'S 20 -22-lb. Lug Local All No. 1 Fruit PEACHES Lug $1129 FLUFFO 3-lb. tin Laura Seudder's Reg. 63c 79 Peanut Butter Jar 49 KOSHER DILLS 24-oz. Jar i Chiffon 400 Count Reg. 29c FACIAL TISSUES 21 BOX BORDER MYOUSE m STANDBY LABEL 303 Can Cut 5 for 99 GREEN BEANS 303 Can French Style....... 4 for 89 ATTENTION: Mothers of School Children All Fellas and Gals 10 OFF "ST' ALL SCHOOL SUPPLIES PAPER, PENCILS, NOTE BOOKS, BINDERS, FOLDERS, TABLETS EVERYTHING FOR SCHOOL U.S. GRADE "GOOD" ' From Grain Fed Beef Rump BONE IN DELICIOUS BONED & ROLLED Roast 69! 79: Round Steak From U.S. Grade "Good" . . . . Klamath Beef All Top' Lean Round AGED to Perfection BOLOGNA ARMOUR STAR Economize on the ' Family Lunch Kits By th ." Piece Only Please FAMILY PLAN ECONOMY MEAT ORDER 24 lbs. 'SXttS W
