The Des Moines Register from Des Moines, Iowa • Page 99

JfmL jf tier 2k DES MOINES SUNDAY REGISTER JULY 1,1979 dr. one Ranger: Programs for kids. era His legend AW still thrives By GARY DEEB 8CMCM Trtwna HOLLYWOOD, CALIF. He's only a fictional character, but the Lone Ranger holds a powerful grip on the emotions of many Americans. He's honest, brave, decent and totally faithful to the Golden Rule, and for those of us who grew up watching this offbeat Western hero on television, he's the living embodiment of everything that's good and honorable about our country.

So it's nice to know that Clayton Moore feels the same way. Between 1949 and 1958, Moore portrayed the Lone Ranger in more than 200 "Pinwheel," which is aimed at pre-schoolers and was developed by the Children's Television Workshop, the producers of "Sesame Street and "The Electric Company." Program segments run about three minutes and feature animation and puppet work. "Video Comics," which is designed to encourage reading and features super- and outer-space types. Unlike the standard children's cartoon show, pages of comics, including printed dialogue, are arranged in two-page formats on the screen. "Nickel Flicks," which features old serials like Flash Gordon and slapstick one-reel films from Charlie Chaplin and Fatty Arbuckle.

(Although the television ads in which cable executive Bill Riley appear emphasize the lack of violence in 'Take Two" programing, he concedes there is some in the Nickel Flicks. Riley says he believes that any violence is either less intense than that found on commericial television or is clearly intended as comedy.) Two other shows, "By the Way" and "America goes Bananaz" are aimed at older audiences. "By the Way," is aimed at children 7 to 12 years old" GARY CEEB By MARK HAINEY TV low EdHr It's a typical Saturday morning in America: Across the country millions of children are becoming glued to the television set. Bizarre aliens and crimefighters race across the screen. So do slick pitches for sugared cereals and bionic toys.

And therein lies a problem. Critics, including members of the Federal Trade Commission and citizen action groups like Action for Children's Television, charge that the food and toys advertised are junk and contend that the programming is not much better. But children's advertising is a $600 million a year industry and when it comes to calling the tunes, that kind of money will pay a lot of fiddlers. In the midst of the debate over whether ads aimed at children should be banned or restricted a move that industry executives say would kill children's programs on commercial television comes a compromise: Wholesome programs for children with no sugar-coated commercials. The programs Time-Life's "Take 2," a package of recent and PG rated movies, and Warner Communications' "Nickelodeon," a series of programs specifically for children have been purchased by Hawkeye Cablevision and merged into a separate cable channel known as "Take 2." The new channel became available in Des Moines in June and may be available soon in other parts of the state.

Families subscribing to the monthly $9 cable television package can add the "Take 2" channel for about $5 a month. Although the Jury is still out on the question of whether Take 2" can be called quality television, the initial response among the critics of existing childrens' television or "kidvid," has been favorable. Marguerite Boss of Des Moines, television chairwoman for the Iowa Parent Teachers Association, says "Nickelodeon" is a "step in the right direction" compared to the violent nature of commercial television offered on Saturday mornings. Peggy Cbarren of Newton Centre, president of Action for Children's Television, hails the programming diversity and the lack of commercials on "Nickelodeon." Unlike the networks, she says, "Nickelodeon" separates children into several markets and plans programs accordingly. She adds, however, that her praise is not an endorsement of "Nickelodeon." Among the programs on "Nickelodeon," which appears in Des Moines during the day, are: IDC ABLE I (fJ Please turn to Page 11 I 3 lfVOf Drawm by Am UktrMn jjjp NL half-hour episodes of the popular TV show and in two full-length movies.

He always appeared with Jay Silver-heels, the Mohawk from Canada, who played his sidekick, Tonto. And since "The Lone Ranger" ended production more than 20 years ago, Moore has devoted his career to spreading the legend. "The Lone Ranger' changed my life," he said. "When I was a kid, there were two things I wanted to be either a policeman or a cowboy. Becoming the Lone Ranger sort of fulfilled both of those dreams and, let's face it, I fell in love with the character.

He gave me a better outlook on life. He taught me to be patient, to be considerate, to love my fellow man. His values rubbed off on me." Clayton Moore is 64 years old. He lives in Calabasas, outside Los Angeles, with his wife of 36 years, former actress Sally Allen. Amazingly, he still looks like the Lttte Ranger.

All he has to do is put VU U1C WlUtC lull jSUU uw ictuicu ouuk MOORE Please turn to Page 11 1 Tennis (13) THIS WEEK On the! lamTST Good Old Boys (8) Back Again (5) James Garner and Jack Kelly are back as Bret and Bart Maverick tonight at 8 o'clock. Wimbledon tennis' most prestigious event is covered Saturday morning beginning at 8 o'clock. Lee Marvin plays a notorious bankrobber and role model Saturday night at 8 o'clock. Johnny Cash and Bo Hopkins star as two boozing ranchers Tuesday night at 8 o'clock..