‘IT’S IN THE BAG’ NEEDS THE SACK

Press, Volume CXIV, Issue 33610, 12 August 1974, Page 4

‘IT’S IN THE BAG’ NEEDS THE SACK

The best that can b< said for “It’s in the Bag’ is that the formula ha< been thoroughly tester by time. But it is s fraud for television; it is visual radio, warmed uf after 20 years in its ol< medium. It is a perpetual myster why “It’s in the Sag” is no recognised for what it is - a blatant peddling of adver tising in the guise of enter tainment — and according!; swept from the screei in a roar of viewer indigna lion. What is also an astonishing commentary on viewers values and rights is that thi succession of free plugs i in any case tolerated at th essence of peak viewing tim on a Saturday night. Th' only reasonable explanatioi must be that it is really satin so subtle that it has escapei everyone. The camera obedient!; searches out and lingers 01 a choice of the items up fo grabs while Mr Toogooc experienced with his decade of practice in this kind o presentation, trots out ever; word in the ludicrous phrase which purport to name thi product — at least half 01 these words being, in themselves, puffs. “The superfine, automatic, fairy-light, Selwyn flatiron.” Mr Toogood is arch in style and matinee idol in period. It would have been more merciful for all concerned if he had stopped doing this sort of work a half a generation ago, when he was ahead. He claimed on Saturday jthat 1.5 m New Zealanders ‘were watching — considerably more than half the 'viewing population of the (country! If true, this incredible statement just shows I the extent that brain-washing ,has been achieved by commercial broadcasting. If this advertising session must occupy time normally used for programmes then it is up to the N.Z.B.C. to reflect this situation in the viewing-advertising ratio, so that there is a compensatory relief from other advertising during the evening. Indeed, it is probably illegal that it does not do so already. There can be no objection j to advertising as such in its ‘right time and place; the revenue from it is acknowledged as being essential to the life of the corporation. This is not, however, what the argument is about. Judging by the programming it seems to be the N.Z.B.C. view that Friday and Saturday are the two least important viewing nights of the

week — presumably on the .ground that more people an out on these nights than anj (others. This may, in fact, be true but it is still hard luck foi ■ the very' large number 01 people who are at home foi lone reason or another. This week-end was a fai ■ example of dull programming lit was almost impossible t< ■ find anything that gave Tea t i pleasure over and above th< (standard work. ‘I It was a relief, therefore •Ito find on Friday evenin; ■ 'that John Oliver was stil /offering his sensible and ex pert advice for the garden — ' this time dealing with prun ing again — and taking due heed of the differing condi Jtions on the Port Hills and ljunder the foothills. J “World Scene” offered its /usual eccentric collection'of /overseas film clips, except /something on President Ford. /However, this was too short /and scrappy, confirming the /impression that this is a proI gramme of leftovers rather than specially ordered items. Then it was on tp grain for ! West Africa and a song for . Los Angeles, magazine stories of the type that no-one ever ■ finished reading. The idea of • this programme is good; its .(execution is a disgrace. J “High Chaparral” returned /with some high hopes,

e cautiously realised. This has eibeen a popular series for a; yllong time, and the theme: music itself would have stirred viewers’ memories. r It was an episode built for ■f Buck, who used his gun in Tithe best interests of the west The encouragement is there irito risk tuning in again next .time. o Richard Nixon occupied: »1 Saturday’s news. It was his e last day. and his almost to the exclusion of Mr Ford. !, It was a remarkable presentag tie' Anyone not knowing the 11 ‘s ry would have imagined :-!that Mr Nixon was an -'American folk hero on a i-i triumphal journey across his ei country. i-> Because of the American d : obsession with a “standing .ovation” on any occasion! sjwhen a bit of polite clapping | if would do, Mr Nixon was: it shown in a torrent of applause' 1. from Washington to Cali-! 1 fornia. This, together with; e his incessant smiling and! i- arm-waving, could have left' r the viewer wondering why on ;. earth such an obvious sucr cess was leaving his job. r Remembering the story of s George Washington and the r apple tree, it is hard to credit if that the characteristic the s American people once ad-! mired most in a President! d'was his inability to tell a lie.' >,l —D.M.,