Hemispheric Hookup

Home from a 20,000-mile trip through Latin America last week was NBC's roving Vice President John F. Royal, who has spent the past month casting a radio seine over all the countries below the Bravo. His catch was impressive. He had signed up a series of key stations in Latin America to serve as middlemen between NBC and over 90 local outlets to the south.

The idea of affiliation-once-removed was to give various Latin American nationals a chance to run their own chains to their own satisfaction. Hitherto run on rather informal lines, since commercial activity was slight, NBC's Pan-American network will now be tied together by hard & fast contracts.

NBC will divide its take on Pan-American time sales three ways: 70% to the outlet stations, 15% to the advertising agencies, 15% to itself. Five NBC commercial shows are already aired by Latin American stations: Standard Oil provides a Spanish translation of Raymond Gram Swing; Camels offer the music of Xavier Cugat; Parker Pen & Kolynos Toothpaste give musicales; American Export Lines Inc. sends a serial in Spanish.

Meager as U.S. radio time sales are south of the border, NBC is convinced that its setup will bring in something besides good will. Emilio Azcarraga's XEW, key outlet of Mexico's chain, is being stepped up to 200,000 watts, which will make it the most potent station in the hemisphere. Next week, on XEW's eleventh anniversary, NBC will splash out with an hour-long celebration originating in Mexico City.

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