Bedtime Bedlam

A caution to U. S. parents, but a joy to radio merchandising, is the dread truth that little pitchers have big ears. Daily into these ears the radio pours its ride-'em-cowboy adventure and hearty-uncle promise of dandy premiums in return for mailed-in cereal box tops, bread labels, candy wrappers. Hapless parents, besides footing the bills, have a job on their hands in getting their supercharged, excited youngsters to bed. Result is that children's programs come in for persistent beefing, not only by U. S. parents but by the more-feared Federal Communications Commission.

Last week NBC circulated a production guide designed to take the nightmare out of radio's bedtime stories, and iron out radio practices in general. Excerpts:

Children's hour stories "must reflect respect for law and order, adult authority, good morals and clean living." Cowardice, malice, deceit, selfishness and disrespect for law must, be avoided, and so must torture, horror (present or impending), superstition, profanity, kidnapping, morbid suspense, hysteria, too much gunplay, death rattles.

Advice "to be sure to tell mother" or "ask mother to buy" must be limited to twice in one program.

Not acceptable are "contests and offers which encourage children to enter strange places and to converse with strangers in an effort to collect numbers of box tops or wrappers," or phony appeals such as: "By sending in a box top, you will help Widow Jones pay off the mortgage."

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