The Tampa Tribune from Tampa, Florida • 63

rv o) nrcnn THE TAMPA TRIBUNE Sunday, October 11,1 981 Section 1 New Look On Tampa Screens SUNDAY The Powers oft 60 Minutes A Omni $150 Matthew Star Code Red $1,100 Today's FBI, $1,800 Wild Kingdom $1,200 CHIPS $1,900 $150 $2,900 Archie Bunker's Place 7 $2,600 One Day at a Time $2,600 Alice (Public Service 7:00 8:00 9:00 1 9:30 10:00 NBC Sunday Night at the Movies $1,600 The ABC Sunday Night Movie $1,900 The Jetfersons $2,600 Trapper John MO. $1,900 Louis Ruckeyser's Bus. Journal $150 By WILEY BROOKS Tribune Business Writer A new Tampa television station will begin broadcasting early next month, reflecting both the region's fast growth and rising importance as an advertising marketplace. WFTS, Channel 28, will offer programming from 6 a.m. to about 2 a.m.

daily. The station will air four movies a day, provide extensive live sports coverage, schedule numerous children's shows and carry a collection of syndicated programs. Channel 28 also plans to dedicate Sunday night to religious programming. For advertisers, WFTS will bring commercial television advertising within the budgets of many businesses that previously have found the medium too costly. MONDAY 44 Little House on 'The Waltons That Incredible the Prairie $400 $1,900 $1,900 At $1,000, the least, expensive network-pro- grammed series on local stations is "Walt Disney" (8 p.m., Saturdays), which jumps from NBC to CBS this season.

The show made its early debut last month witlj an old movie, "The Love Bug," winning its time slot.and ending up a coveted ninth in the weekly Neilsen ratings. A new show called "Code Red" (7 p.mi, Sundays) on Channel 10 will sell for $1,100 a -spot'' Channel 8 offers several series at $1,200 a spot. The least expensive night of the week in which to buy time is Tuesday. Prices on the network affiliates that night range fron $1,200 for "Bret Maverick" (9 p.m.) and "Flamingo Road" (10 p.m.), both on Channel 8, to $1,500 for any of four situation comedies on Channel 10. In addition to the three network affiliates, WTOG, Channel 44, also offers' a prime-time schedule.

Channel 44, which generally wins smaller audi-, ence shares for its programming than the big three, sells only local tirne and does so at rates generally well below the other stations! The highest priced, prime-time series on Chan-; nel 44 is "The John McKay Show" (8 p.m., Satur-. days), which costs the advertiser $700 for a 30-second spot. The most expensive programming on: Channel 44 is not in prime time, however. Technically referred to access time, the period between 7 p.m. and 8 p.m.

is where independent stations such as WTOG earn their biggest returns and usually their highest ratings. Monday through Friday at 7:30 p.m., Channel 44 offers the locally produced "PM Magazine" for $1,000 a spot See AD RATES, Page 10E1 Private Benjamin $1600 The Two of Us $1,600 M'A'S'H $3,000 800 8:30 .9:00 930 10:00 9 O'Clock Movie $300 NBC Monday Night at the Movies $1,600 ABC'S NFL Monday Night Football $1,900 ne siauun win unci JS''fii-T'liiiW House Calls $1,900 Lou Grant $1,900 10:30 News $275 rrpr if A the least expensive television rates in the Bay area. Ian "Sandy" Wheeler, president and general manager of Channel 28, said standard 30-second commercial spots on By WILEY BROOKS. Tribune Business Writer i With the television programming season about to get under way, local stations have announced their new prime-time advertising rates, with WTVT, Channel 13, offering nine of the 10 most costly series in the Tampa television marketplace. TV advertising rates reflect how well the stations believe they will do in the.

rating's. Higher priced shows are expected to draw larger audiences. WTVTs near-perfect sweep of the most costly shows reflects both the strength of the CBS prime-time schedule and the dominant position WTVT has enjoyed in this market for years. The three most expensive series here will be on Channel 13. The extremely popular "MASH" (9 p.m., Mondays) offers the mostly costly standard 30-second commercial spots at $3,000.

"60 Minutes" (7 p.m., Sundays) and "Dallas' (9 p.m., Fridays) are close behind at $2,900. Nationally, according to Advertising Age, an ad industry trade publication, "60 Minutes" sells the most expensive time at; $175,000 a commercial spot, with "MASH" and "Dallas" both offering time at $170,000. "MASH" is so closely watched in this market that the syndicated repeat version on WFLA-TV, Channel 8, is that station's second most expen-sive series at $2,000 and is higher priced than Channel 10's most costly shows. Channel 8 is airing the 'MASH" reruns at 9:30 p.m., Wednesdays, as it did last season. That means that local viewers will not be able to see the NBC network scheduled "Love, Sidney," starring Tony Randall.

Channel 8's most expensive series and the only show not on WTVT to be among the area's 10 most expensive is "Real People" (8 p.m., Wednesdays), -which the station is selling at a commercial spot. It is the fourth most expensive show in this market, but nationally there are 25 other shows that sell; space for more than its national rate. 'i 1 Three series are tied as the most expensive on VVTSP, Channel 10. The station offers "That's Incredible" (8 p.m.;' Mondays), "ABC's NFL Monday Night Football" (9 p.m., Mondays) and "The ABC Sunday Night Movie" 9 p.m.,-Sundays) at $1,900. Nationally, the ABC network's" costly 3 howis'The Love Boat" (9 p.m.

Saturday), which: sells coast-to-coast for $140,000 a spot, but fetches $1,800 in the Tampa market. The 10 series with the highest advertising rates in the Tampa Bay television marketplace, which is referred to in advertising circles as the ADI (or area of dominant influence), are: -'TUESDAY'-, Vmt a 8 00 Happy Days Simon ft Simon Father Murphy The Waltons $1,500 $1,400 $1,400 $400 8:30 Laverne ft Shirley $1,500 9:00 Three The CBS tBret go ciock 'v: Company i Tuesday Night Maverick Movje $1,500 Movies tinn $1,400 $1,200 9:30 Too Close torComlort $1500 1000. HarttoHart Flamingo Road 10:30 News $1400 $1.200 $275 WEDNESDAY Time WFTS will range from $25 to $550. The average prime-time spot, he said, will cost the advertiser about $250. By comparison, the area's only other existing commercial independent station, WTOG, Channel 44, rates top out at $1,000 for the highly successful "PM Magazine," but range from $275 to $700 in prime time.

The network affiliated stations are several times more expensive. Straight rate-card dollar-costs are not what sophisticated advertisers look at, however, said Jack Painter, president of the Louis Benito advertising agency, Tampa's largest. Knowledgeable advertisers look at how many people or households they are reaching for their money, he said. Television often is no more expensive than any other media, Painter said. Painter added, though, that much of the advertising placed on independent television stations is not done by sophisticated advertisers but FRIDAY, 1 25 8 00 Benson Dukes of NBC Magazine The Waltons $1,500 Hazzard $1,200 $400 $2,700 8:30 Laverne 4 Shirley reruns $1,500 900 Maggie Dallas McClain's 9 O'Clock $1300 $2,900 Law Movie $1,200 $300 9:30 Making a Living $1300 K00 Strike falcon The Devlin Crest Connection 10:30 News $1300 $2100 $1.200 $275 The Waltons $400 Real People $2,800 The Greatest American Hero $1,400 Mr.

Merlin $1,200 WKRP in Cincinnati $1,800. Nurse $1,900 8:00 830 900 9:30 10:00 The Fall' Guy $1,400 Hee Haw The Facts of Life $1,800 M'A'S'H Quincy $1,800 Special $300 News I $275 Shannon $1,500 Dynasty $1,400 8:00. THURSDAY Walt Disney $1,000 Kings Crossing $1,200 (4 Magnum. P.I. Harper Valley Waltons $4UU $2,700 "ZOO John McKay Show $700 Back Stage at $400 Nashville on the Road $350 Pop Goes the Country $350 830 9:00 Lewis Clark $1,200 CBS Saturday Night Movies i $1,400 Barbara Mandrell and the Mandrell Sisters $1,600 Nashville Palace $1,400 Angie Dickinson (Starts Jan 9: various until then) $1,200 by merchants looking for the prestige or ego satisfaction that can come with appearing on the More significant than the initial low rates at Channel 28, Painter said, is the sudden increase in available TV commercial time.

"It's a fact that amount of TV" commercial time in this market has been rather limited," Painter said. "There just hasn't been enough time in this market. We are under-programmed or I guess I should say under-channeled. Most major markets Have more than one independent station." Painter speculated that once audience numbers are known for the new station, the rates may rise closer to those offered at Channel 44. See CHANNEL 28, Page 9E Time 8:00 $1,500 8.

30 Best of the West $1,500 9:00 Barney Miller' $1,700. 9:30 Taxi $1,700 1000 2020 $1,600 I lTyi" AlTs. Ut -fersons" iV The Love Boat $1,800 Fantasy Island $1,800 Knots Landing $1,800 9:30 10:00 9 O'Clock Movie $300 Diff rent Strokes $1,800 Gimme a Break; borter Wagoner $1,200 Hill Street Blues $1,500 $300 Let Go to the Races Sponsored Jessica Novak $1,700 1,0:30 News i $275 Tribune Graphic by Paul Hagedorn Gibbons: "It's (the All Savers concept) just a 1 mirage a poor tool for those who thought it would save the industry." Ik Band-Aids Won't Cure Bank Woes It must have been a but on the day Oct. 1 the much-publicized All Savers certificates went on sale at banks and thrift insti-titions, the Investment Company Institute was re-porting that money market funds had exceeded the $160 billion level. What seems more incredible was the realization that the amount of capital invested by the public in these high-interest bearing instruments had increased by more than 100 percent during the first nine months of this year from the $74.9 billion reported by 97 funds on Jan.

And if that isn't enough to make even the best of bankers cry, consider the fact that these funds reported only $5 billion in investments in 1974. It's no wonder then, that the nation's bankers SJSt I yY. I I -j--' lit Xr i Engineer Shortage In 'Crisis' Stage By MICHAEL SELZ Tribune Business Writer Joseph Malec is keeping, pretty busy these days, working full-time in St Petersburg while attending college at the University of South Florida in Tampa, But he figures the daily commuting and late-night studying is worth it. After all, his company is paying his tuition and he'll probably be earning more than $20,000 a year before USF hands him his bachelor of science degree. works for CD Data a St.

Petersburg-based data-processing firm. He's also studying for a degree in computei' science engineering, which makes him one of the most sought-after college graduates in the country. conditions that molded Malec's bright future 'have spelled trouble for engineering-ori-; ented companies, however. Educators and government officials have called the shortage of engineering graduates crisis." nation's engineering schools have been unable to meet the skyrocketing demand for qualified professionals in high-technology fields such as telecommunications and defense weapons' design. Companies nationwide are facing fierce competition for a scarce and valuable resource one upon which their financial survival depends.

can't stay alive without certain engineering designs," said Charles Harrison, vice president of engineering at ECI in St.Petersburg, a division of Dallas-based Systems Inc. ECI, which employs about 300 engineers and hires an additional 20 engineers a year, designs sophisticated communications equipment used by the military. "The competition is wild out there," added Bill Peterson, ECI employee-relations director and chief recruiter. ECI visits about 35 colleges nationwide, conducting more than 400 interviews in its search for nen engineers. "You're lucky if you end up with 10 percent of the catch," he said.

"They've got too many offers to look at." National estimates projecting the shortage of engineers are staggering. A recent study by the American Electronics Association estimated the current supply of electrical and computer science engineers two of the 'highest-demand disciplines at about 13,000. Nearly 30,000 positions are waiting to be put in late nignts and invested large amounts of precious capital to develop marketing plans to attract consumers' investment dollars back to the local financial in- Business Harry Coste lo business but nothing to compare with the pre-sale anticipation. One of the basic intents of the All Savers lation was to reattract to the banks and the large amounts of cash consumers have taken from their savings accounts to invest in money market funds or high-interest bearing U.S. Treasury bills.

Many local institutions, recognizing the need to compete, had also initiated their own money mar-, ket programs based on 6-month, 12-month and 30-month certificates of deposit. At many of the desperately ailing thrift institutions, the All Savers were viewed as a last resort. With steadily declining net worth, these institutions needed new low-cost cash to improve their capital base. In New York, Data Resources Inc. predicted that far less than half (and more like 25 percent) of the cash put into All Savers would be drained from money market funds.

Rather, Data Re-' sources analysts predicted that most of the All Savers cash would come from bank-held CDs and from the percent passbook savings (In converting this infusion of new cash to in- cremental housing units. Data Resources said it would generate only about 40,000 to 60,000 new units.) This latter prediction was the great fear the nation's bankers had to face, but didn't want to discuss. Most marketing efforts suggested consumers move their cash from the high-interest bearing accounts. No banker would be foolish to suggest the alternative. The Data Resource projections seem to be pretty close to target, but vary according to the economic condition in various regions of the country.

Most bankers in the Tampa Bay area using the rough figures compiled through the middle of last week feel about 50 percent of the money invested in All Savers came from money market, funds, about 45 percent was converted from local institution CD programs, and only about 5 percent was withdrawn from savings accounts. Gibbons admitted this past week that after the legislation was introduced, he tried to quash it. "We quickly realized the legislation had some defects, but by that time the industry was committed to it and we couldn't back off," he said. See COSTELLO, Page 2E 4 mm stitutions. The All Savers plan, which was originally designed by U.S.

Rep. Sam Gibbons, D-Tampa, allows for consumers and investors to put their funds into high-interest bearing 12-month certificates of deposit issued by local banks and savings and loan associations. The interest rate is 70 percent of the U.S. Treasury Bill rate, and the first $1,000 in interest ($2,000 for couples) is tax de-' ductible. While the interest paid on the All Savers is considerably less that that offered on U.S.

Treas-: ury instruments or by the money market funds, the special tax exemption on interest was the key factor that got the attention of Congress when it enacted the legislation. Unfortunately, despite all the public hoopla and attention given the newest effort to improve the capital base of the nation's banking and thrift institutions, not one bank, reported its doors knocked down by crowds fighting to open All Savers accounts. In fact, most institutions from Tampa to New York to Los Angeles all reported good to brisk Rooms at'USF's School of Engineering resemble hallways with much of the space used for storage. Tribune Photo by Britt Laughlin See ENGINEERING, Page HE.