Word: fri
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...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...
...roseate daydream, radio's indispensable stock in trade, actually materialized last week. In a new program called Queen for Today (Mutual, 2:30 p.m., E.W.T., Mon.-Fri.), one radio listener got 24 hours of wish fulfillment...
...lowly soap opera this week enlisted the services of a superexpensive fictioneer. Kathleen Norris, with 30-odd years of highly paid slick-paper romancing behind her, took over the job of grinding out Swan Soap's Bright Horizon (CBS, Mon.-Fri., 11:30-11:45 a.m. E.W.T...
After seven years' absence, The Perfect Fool was back on the air last week. This time Ed Wynn's giggle and lisp, his affectionate idiocy were selling milk (Borden) instead of gasoline (Texaco), as King Bubbles of Happy Island (Blue Network, Fri., 7 p.m., E.W.T.), where refugees from Worry Park ("Step Mournfully, Please") play make-believe. Though his new program is heavy-laden with Elsie the Cow, singers of both sexes and commercials which are part of the plot, Ed Wynn manages, as he has for 42 years of show business, to make the show entirely...
...John McCormack was in full career last week. Handsome, high-spirited Morton Downey, 43, has been singing before the U.S. public so long that he is widely taken for granted. But not by the millions of women who eagerly listen to the Blue Network five afternoons a week (Mon.-Fri., 3 p.m., E.W.T.). And not by his sponsor, Coca-Cola, which has just given him a four-and-a-half year contract and a $1,000 raise (to $4,000 a week...