Rich Third

The once laggard third in radio and television's Big Three is coming up in the world. Eight months ago, the American Broadcasting Co., $7,500,000 in debt, merged with United Paramount Theaters (combined assets: over $144 million) in the biggest transaction in broadcasting history. For ABC, it was a spectacular shot in the arm and its first real chance to match bankrolls with NBC and CBS. With its new wealth, ABC promptly paid off its debt and set to work building programs (primarily for TV) and harvesting new affiliates (latest total: 158 TV stations, 363 radio outlets).

This week ABC's President Robert E. Kintner, 44 (who teamed with Pundit Joseph Alsop in writing a prewar Washington column), totted up the results to date, found ABC's television business (in sponsor billings) to be 51% better than a year ago, and its radio business 15% up over 1952. "Star power" did the trick, Kintner says. Early in its new life, the network decided to brighten up its TV by going out for big entertainers. Vice President Robert M. Weitman, a Broadway-wise showman who turned Manhattan's Paramount Theater into a mint by combining its first-run movies with name bands and singers, was called in as chief talent scout. Showman Weitman brought home a choice selection of what he calls "flesh": Dancer Ray Bolger, Professional Toastmaster George Jessel, Hoofer Paul Hartman, Nightclub Comedian Danny Thomas, Child Star Brandon De Wilde, Cinemactress Arlene Dahl. All began their ABC labors during the past month in sponsored programs which are, on the whole, first-rate. Except for De Wilde and Jessel (who roams the network with two TV shows and one on radio), they appear on film.

Along with star-grabbing, ABC is also fielding such top-drawer dramatic programs as Cavalcade of America (in its new television dress), The Kraft Theater, The U.S. Steel Hour (The Theatre Guild of the Air, converted to TV from NBC radio). And all this, boasts Kintner, is just the beginning. Other ABC plans:

P: An expanded news and special-events operation, with Vice President John (What's My Line?) Daly running the network's television news.

P:More daytime programing. ABC expects to do simultaneous telecasts of such veteran radio shows as The Breakfast Club and Mary Margaret McBride, then build new daytime programs around them.

P:Juicing up ABC radio, now that the big TV overhaul is under way. In January Disk Jockey Martin Block will move his spectacularly successful Make Believe Ballroom to the network after 18 years at Manhattan's WNEW.

Kintner thinks that a revitalized ABC is just what the whole industry needs. Says he: "Because we are improving, our competition will have to improve, too. The public will come out on top."

This file is automatically generated by a robot program, so reader's discretion is required.