Morning Music

Has music the power to charm women radio listeners away from their addiction to soap operas? NBC's supersales-minded President Niles Trammell thinks that maybe it has. This week he began gambling $10,000 a week -- a record outlay for an unsponsored daytime network show --to put Fred Waring's orchestra on the fiercely competitive morning air (Mon.-Fri., 11-11:30, E.W.T.). To give the Waring broadcast every break against such popular rivals as Tom Breneman's burbling Breakfast in Hollywood (Blue, 11 a.m., E.W.T.), 137 NBC stations cleared time -- even to dropping local commercial programs -- to carry it. Meanwhile, NBC busied itself absorbing some of the unprecedented cost by scrapping such worthy sustaining shows as the controversial Words at War ("most disquieting," rumbled the New York Times,". . . regret table in the extreme").

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