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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. , . .
DRAMATIC
SAVINGS
SUNDAY
Watch Sunday's Tribune
REAL PUNCH)
THIS FRIDAY IS
psDAY
(SEE THIS NEWSPAPER)
BURK'S
-WEEK END SPECIAL-
BACK TO SCHOOL SAVINGS
with Reliable
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With
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Train Case, Reg. I5 .......NOW $I275
21 in. (Wile, Reg. I6... ..NOW ?I275
24 in. Weekender, Reg. s20. .NOW $I695
26 in. Pullman, Reg. $23. . . . .NOW I895
plus taxes
the
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Wi Reserve the Right
to Limit Quantities
Prices in this ad effective Friday, Saturday and Sunday, Aug. 23-24-25
WHY
PAY
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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
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FAMILY
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