NBC daytime add 1964

[Paul Raven]

This is the text from a 1964 add promoting AW,Jeopardy and NBC daytime in general.The accompanying pic was a young mother looking a bit dishevelled and nursing an infant in front of a TV

Capturing the attention of the busy lady at home is an achievement, indeed. But dramatist Irna Phillips has been enthralling housewives for eight years with a daytime television series so popular that it outdraws the audience for many nighttime programs. Miss Phillips, however, is not the girl to coast on one miracle. She has now created a brand-new series -a vivid and unusual drama titled Another World.

Its premiere on the NBC Television Network (Mon- day, May 4th) means even greater excitement is added to a daytime television scene that itself is fast becoming something of a marvel. Daytime viewing has increased 14 % in the last two years. What's more, last year's $217 million investment by network advertisers represents a 26% rise since 1961. (It's growing at a faster rate than both nighttime television and women's magazines.) And daytime's most eye-opening innovations are taking place at this network. For Another World follows by only a few weeks the premiere on NBC Television of the medium's most challenging and inventive Monday-through-Friday game show, Jeopardy!

Then, beginning June 29th, the entire morning- and-afternoon NBC lineup will be arranged in a brand-new program sequence- attuned more effectively than ever to audience tastes. This new schedule (see below) promises to be the medium's most appealing yet, both to advertisers and to daytime television's constantly growing audience of fascinated housewives. In fact, the only complaints may come from those infants who find our changes gathering more attention than theirs.

Look to NBC for the best combination of news, information and entertainment. Capturing the attention of the busy lady at home is an achievement, indeed.

NBC TELEVISION'S NEW DAYTIME SCHEDULE (EFFECTIVE JUNE 29TH): 10 :00am Make Room For Daddy 10 :30am Word For Word (Color) 10 :55am NBC News Morning Report 11 :00am Con- centration 11 :30am Jeopardy! (Color) 12 :00n Say When (Color) 12 :30pm Truth or Consequences (Color) Ili 12 :55pm NBC News Day Report 1:30pm Let's Make A Deal (Color) 1 :55pm NBC News Early Afternoon Report 2 :00pm The Loretta Young Theatre 2 :30pm The Doctors 3 :00pm Another World 3 :30pm You Don't Say (Color) 4 :00pm The Match Game 4 :25pm NBC News Afternoon Report

[DRW50]

I guess The Doctors wasn't doing well enough to mention?

[Paul Raven]

At this point The Doctors was still in the ratings basement.The change from weekly anthology to fully fledged serial occurred at this time, part of NBC's revamp.

TD continued to struggle and Variety reported NBC were considering cancelling in 65 in favor of the Roy Winsor/Robert Shaw soap 'Mastersons Valley'.

NBC struggled on and it wasn't until 66 when Bill Bell went to Days,Agnes to AW and Rita Lakin to the TD that the groundwork was laid for the ratings improvement that saw those shows a winning their timeslots by 67/68.