Word: cott
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...vials of water from Florida's Fountain of Youth), NBC last week dropped a $5,000,000 blockbuster in the form of 28 new or revamped radio shows. The man tossing the bomb (target: public apathy about radio) is NBC's go-getting Vice President Ted Cott, 36, who arrived at the "Magic 28" after three weeks of all-out cerebration with his NBC associates...
...Cott does not think that sponsors will come flocking overnight to pick up the tabs, but he hopes to convince enough of them that radio has a vast audience (including the motorized public) that television does not touch. "I don't expect to get anyone to turn off TV," he says. "My concern is that radio hasn't done anything to make people responsive to it. We expect to be the most aggressive radio network, and we think it will help all of radio, by making everyone more competitive, and forcing them to put on better shows...
General Manager Ted Cott, of Manhattan's station WNBC, is a man who abhors a vacuum. In February the Civil Defense authorities asked him to keep WNBC on the air from midnight until 6 a.m. so that the station would be ready to function instantly in case of an emergency. All the Civil Defense required was a constant tone signal. Instead, Cott decided to fill the six hours with classical music and see what would happen...
Yale medical students sent a joint letter; so did 70 customers at Chumley's Bar & Grill in Greenwich Village. Says Cott: "We seem to have an absolute saturation coverage of the colleges. Guys who burn the midnight oil have this show on all the time...
...Cott sold the show to its first sponsor by dumping a sack of unopened mail on a desk and offering odds that there wouldn't be a single uncomplimentary letter in the lot. Since then, Music has averaged five sponsors a night (ranging from Victor records to Dormin, a sleeping pill). Despite Cott's boast, there have been critical letters aplenty. Almost all of them say, in effect, that the trouble with the show is that music lovers can't bring themselves to turn the radio...