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Ch. 29 finds the winning formula

Ch. 29 finds the winning formula By Harry Harris Inquirer TV Writer Channel 29 must be doing something right. Long considered the perennial last-placer in local ratings, it has forged ahead of its ultrahigh frequency (UHF) rivals, Channels 17 and 48. What's more, in its last fiscal year, under the stewardship of general manager Carlo Anneke, Taft Broadcasting-owned WTAF-TV began showing a profit. The American Research Bureau scores for April 21-May 18 allot Channel 29 a 3 rating and a 9 percent audience share, on a seven-day, 9 a.m.to-midnight basis. Channel 48 has a 2 and 7 percent; Channel 17, a 2 and 6 percent. From 8 p.m. to 11 Channel 29's lead is even greater: A 6 and 10 percent to Channel 17's 4 and 6 percent, Channel 48's 2 and 3 percent. Part of Channel 29's surprisingly strong showing in a seven-station market, where four Channels 3, 6, Radio today MUSIC HIGHLIGHTS 10:05-12-WFLN (900, 95.7)-CONCERT Liszt- -Hamlet, tone poem (Haitink) F. Strauss- -Horn Concerto (Tuckwell) Still- -Sadhji, ballet (Freeman) Tchaikovsky- -The Tempest (Inbal) 12-12:45-WI0Q (102.1)-FOR LUNCH Cat Stevens, Tea for the Tillerman 1-2-WUHY (90.2)-BACH FAMILY 7-8-WUHY-MUSIC AT EVENING Mozart- -Piano Sonata #14 in C 1 minor Mendelssohn-9 Songs Without Words Ravel- -Valses nobles et sentimentales 8:05-10 - WFLN-FM - STRAVINSKY PRO. GRAM: Boston Symphony, Seiji Ozawa, conductor; Michell Beroff, piano soloist Circus Polka: Piano-Winds Concerto; PianoOrchestra Movements; Rite of Spring exceptions they're not very good. *The station that's going to be in the strongest position is the one with an inventory of 3, 3½ and 4-star films." Building film library Since May, 1975, Channel. 29 has been gobbling up film packages from • Warner Brothers, United Artists, RKO, S Screen Gems, Gold Key, MTA. A library of some 300 films has expanded especially in the past few months, to 1,700, including such titles as "Lawrence of Arabia," "Cat Ballou" and "Funny Girl." Some are available immediately; others not for several years. The station plans to continue its recent policy of showing the same film three or four times the same week. "The Malta Story," for instance, is being aired Sunday at 6 p.m., Tuesday at 9 p.m., Wednesday at 9 p.m. and Saturday at 2 p.m. Anneke is mulling other audiencebuilding gimmicks. "One problem," he says, "is that you can't buy just the good movies. The packages contain some SO bad they never get on the air. Maybe we'll have a week of 'the worst movies ever made.' Or a week of nothing but British films." On Aug. 30 the station will lengthen its broadcasting day, beginning operations at 7 in the morning, instead of the present 9:57 weekdays, 7:57 Saturdays, 8:27 Sundays. That's in accordance with another part of Anneke's master plan. "There's nothing in the market for kids. We're starting a build-up for 'The New Howdy Doody Show,' 'Gilligan's Island' -kids love it - and all the Warner Brothers full-animation theatrical cartoons." 10 and 12 are very high frequency (VHF) stations, which almost invariably viewers, attract stems the from great the majority of popularity its Flyers telecasts. However, Anneke notes, even if the period's 14 hours of ice hockey aren't included, Channel 29 still ranks first among local UHF stations. "The main reason," he says, "is our 9 p.m. to sign-off movies.' Secret to survival Movies and children's programs, he feels, are "the key to survival" against the ever-increasing competitive threat of cable television (CATV) and subscription television (STV). "A recent Cox Broadcasting Co. study," Anneke says, "indicated that UHF and independent stations -and especially stations both independent and UHF will be the first to go. "I say no. I'm convinced that the answer is good old theatrical movies and good kid product. Top notch feature films every night at 9 and 11 or 11:30. Strong children's shows when nothing's being programmed for them. "Paid TV won't be able to exist on reruns, so there will be a definite product crunch. Against CATV and STV, I'm not sure reruns of old 'sitcoms' will suffice. "The networks and outfits like Home Box Office, which recently put on 'Gone With the Wind' (before NBC, which has paid a huge fee for the same film's "television premiere" in two parts next November), will be fighting for new Hollywood products. because there are not enough writers, not enough plots. "The networks are relying 011 made-for-TV movies, but with few
Article from 06 Jul 1976The Philadelphia Inquirer(Philadelphia, PA)
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