Taste, Sponsorwise

Continuing its investigation of TV programing, the FCC summoned representatives of the major advertisers to hearings in Manhattan. With no seeming embarrassment, the big advertisers explained some of the fine points that any TV producer must understand if he is to enjoy their patronage.

> Procter & Gamble, which is TV's biggest customer ($100 million a year), quoted from its written policy: "There will be no material on any of our programs which could in any way further the concept of business as cold, ruthless, and lacking all sentiment or spiritual motivation. If a businessman is cast in the role of a villain, it must be made clear that he is not typical but is as much despised by his fellow businessmen as he is by other members of society.''

> The Du Pont company reported that now it always looks for shows that are not "sad and distressful,'' since experience had taught them that listener reaction was more favorable to fey shows like Harvey than to such other Du Pont productions as Ethan Frome and Hamlet, Prince of Denmark.

> The Brown & Williamson tobacco com pany (Kools, Raleighs. Viceroys) said that it was against violence: on Brown & Williamson shows no actor is allowed to grind out a cigarette violently in an ashtray or stamp it out underfoot. "Whenever cigarettes are used by antagonists or questionable characters, they should be regular size, plain ends, and unidentifiable. But no cigarette should be used as a prop to depict an undesirable character. Cigarettes used by meritorious characters should be Brown & Williamson brands."

> The Prudential insurance company spokesman explained that the company considers "inappropriate" shows that might "cast a little doubt on financial institutions.'' once refused to under write a documentary on the bank holiday of 1933.

> In a lonely, dissident voice. Bell & Howell admitted that "pressures were heavy" after its superb Close-Up! series presented a study of the U.S. Negro. Walk in My Shoes. But Bell & Howell pointed out that "most Americans are fair-minded people who realize they must know more if our society is to survive." and that the only way television can contribute to that goal is by "sponsorship without censorship."

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