Television: Taste, Sponsorwise

Continuing its investigation of TV programing, the FCC summoned representatives of the major advertisers to hearings in Manhattan. With no seeming embarrassment, the big advertisers explained some of the fine points that any TV producer must understand if he is to enjoy their patronage.

> Procter & Gamble, which is TV's biggest customer ($100 million a year), quoted from its written policy: "There will be no material on any of our programs which could in any way further the concept of business as cold, ruthless, and lacking all sentiment or spiritual motivation....

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