Losses

P: During its 30 years on radio and television, Voice of Firestone won just about every merit award but the one that counts with network moneymen: a high rating. Notified by ABC that prime Monday-night time would no longer be available next season, and with no adequate substitute time on CBS or NBC, Voice will almost surely die in June. Even a last-minute offer last week by Los Angeles' KTTV to tape the show and sell it to independent stations was regretfully turned down. Having put on a high-quality musical show for so long, and having the bankroll to pay for its performance in high-price time, Firestone is adamant about not settling for a second-class slot.

P: Lest anyone think that ABC might lack talent after it gives Voice of Firestone the boot, the network wasted no time in demonstrating its taste, beat the competition in signing a prize performer who will not be available until the Army releases him in the spring of 1960. For an estimated $1,000,000, Pfc. Elvis Presley will gyrate and whine through at least one "special" a year for at least three years.

P: When Madison Avenue seers decided that the kiddies do not comprise much of a market, even a high rating could not save one of the best kid shows on the air. Sponsors deserted Walt Disney's Mickey Mouse Club, and this season it was cut to half an hour, all reruns. Next season, says Disney, it will probably be gone for good.

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