Ding Dong School

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Ding Dong School
Miss Frances on the air in 1953
Presented byFrances Horwich
Country of originUnited States
Production
Running time25 minutes
Original release
NetworkNBC
ReleaseNovember 24, 1952 (1952-11-24) –
December 28, 1956 (1956-12-28)

Ding Dong School, billed as "the nursery school of the air", is a half-hour children's TV show which began on WNBQ-TV (now

Chicago, Illinois[1] a few months before its four-year run on NBC (albeit still produced in the WNBQ studios). It is the earliest known preschool series to be produced in the United States, predating Romper Room by a year.[2]

The program was presented from a child's point of view. A 1953 magazine article reported, "Low-angled cameras see everything at Lilliputian eye-level, stories and activities are paced at the slow rate just right for small ears and hands."[1] Each program began with Miss Frances ringing a hand-held school bell.[3]

A precursor to Sesame Street and Mister Rogers' Neighborhood, the show was hosted live by Frances Horwich (aka "Miss Frances"), and at one point was the most popular TV series aimed at preschoolers. The program began in 1952 at Chicago's WNBQ television. After six weeks on the air locally, the program was picked up by the NBC television network. At the height of its popularity, Ding Dong School had three million viewers.[3]

Origins

The idea for the program came from a conversation between

props used would need to be items easily recognized by young children.[5]

After the format of the program was determined, the next step was to find the right person to host the show. A list of educators who were possible candidates was compiled, and those on the list were invited to audition for the program. One of the educators on the list was Frances Horwich, who was head of the education department at Chicago's Roosevelt College.[7] Horwich was an experienced nursery school teacher, but her only experience in television had been when participating in televised panel and discussion programs. Since there would be no class of children in the television studio, the person hosting the show would be alone on the set and on camera. The thought of this was somewhat frightening to Horwich, but she auditioned and won the job. She was willing to give the program a try.[8][9] The program was named by producer Reinald Werrenrath's three-year-old son, Peter. When he was told that a ringing school bell would begin each program, he began calling it Ding Dong School.[8][9]

Going on the air

Many local NBC executives who were watching the show's development and its rehearsals, were very skeptical about its chances for television survival.[6] The station's general manager viewed the program as either the worst or best television program he had ever seen; another executive thought the show would bring an end to television broadcasting and revive radio programs.[9][10][11] Since those in charge believed the program was a mistake, it was decided to air it only once. The show was scheduled to be aired in the morning of October 2, 1952 and the station deliberately issued no publicity releases regarding it.[10][11][12]

Since the executives at WNBQ held that the program had no future, no one was prepared for the 150 telephone calls in support of the show which were received immediately after it aired. These calls were followed by a large amount of positive viewer mail.[9][10][12] The amount of positive viewer response was such that the executives reversed their decision and quickly made room in their weekday morning schedule for Ding Dong School.[10][12] With the program now scheduled to be aired every weekday morning, Horwich had two weeks to master the art of drawing, painting and doing puzzles upside-down for the television camera.[13]

The program

NBC Chicago

Horwich as Miss Frances, began each show by ringing a hand-held school bell and singing the Ding Dong School song.

modeling clay or drawing. Lessons on things like safety when crossing streets were also presented. Many children drew pictures and sent them to Miss Frances; these drawings were displayed and discussed.[9][19] Before the end of each program, Horwich would ask the children at home to bring mother to the television set. She would then recap what lessons and activities were covered that day and what supplies were needed for future programs.[10]

Despite the fact that it had aired for a short time, the program won a

PTA was organized so Horwich and parents could share their views.[24]

NBC New York

In 1954, Horwich became Head of Children's Programming for the NBC television network.

The Price Is Right.[25][28] Horwich had previously refused a network request to expand Ding Dong School from 30 minutes to a one-hour daily program. as she felt young children should not watch television for more than a half-hour at a time. NBC also wanted to move the program from mornings to either late morning or early afternoon; this request was also refused by Horwich.[21][22][25][b] Horwich was asked to accept commercials from a sponsor who made BB guns. When she refused, she was told Ding Dong School would be canceled. When the program was canceled,[25] Horwich resigned from her network position, but NBC refused to accept her resignation.[31]

Ding Dong School again

After being canceled by NBC, the program remained off the air until Horwich returned to Chicago and signed an agreement with WGN-TV to air the show locally beginning in 1958.[25][32] Because Horwich owned the rights to Ding Dong School, she was able to have the program on the air in Chicago and to syndicate the program through a California company beginning in 1959.[25][32][33][34] The program was syndicated until 1965.[25][35]

Five NBC kinescoped episodes from 1954-1955 are housed at the Library of Congress, in the J. Fred and Leslie W. MacDonald Collection.

See also

Notes

  1. ^ The style was also used later on Mister Rogers' Neighborhood and Sesame Street.[16][17][18]
  2. ^ It is said the person who delivered the ultimatum was Robert W. Sarnoff, the son of David Sarnoff.[29][30]

References

  1. ^ a b "Ding Dong School" (PDF). Radio and Television Mirror. 41 (1): 16–17. December 1953.
  2. ^ Okuda & Mulqueen 2016, pp. 202–203.
  3. ^ a b Wakin, Daniel A. "Frances R. Horwich, 93, Host Of 'Ding Dong School' in 50's". New York Times. Retrieved August 22, 2016.
  4. ^ "Tee-Vee Topics". The Sheboygan Press. March 20, 1953. p. 18. Retrieved November 11, 2017 – via Newspapers.com. Open access icon
  5. ^ a b O'Dell 1997, pp. 201–202.
  6. ^ a b Crosby, John (February 28, 1953). "'Ding Dong School' Paces Moppet Education Field". Tucson Daily Citizen. p. 22. Retrieved December 9, 2017 – via Newspapers.com. Open access icon
  7. ^ Ohles, Ohles & Ramsay 1997, pp. 168–169.
  8. ^ a b c Beck, Joan (January 1, 1953). "Ding Dong School Is TV Delight of the Pre-Kindergarten Set". Chicago Tribune. p. 40. Retrieved November 11, 2017 – via Newspapers.com. Open access icon
  9. ^ a b c d e f g Start, Clarissa (July 19, 1953). "Ding Dong, D-i-n-g- D-o-n-g". St. Louis Post-Dispatch. p. 76. Retrieved November 11, 2017 – via Newspapers.com. Open access icon
  10. ^ a b c d e f g h O'Dell 1997, p. 202.
  11. ^ a b Davis 2008, p. 36.
  12. ^ a b c "Successful One Timer". Broadcasting Telecasting: 83. October 20, 1952. Retrieved November 11, 2017.
  13. ^ a b Estes, Jane (September 24, 1973). "Children's TV pioneer recalls first programs". Arizona Republic. p. 8. Retrieved November 27, 2017 – via Newspapers.com. Open access icon
  14. ^ a b Okuda & Mulqueen 2016, pp. 201–202.
  15. ^ Davis 2008, p. 37.
  16. ^ Roberts & Scher 2014.
  17. ^ Hayes 2008, p. 97.
  18. ^ LoBrutto 2017, p. 37.
  19. ^ Davis 2008, pp. 36–37.
  20. ^ Mosby, Ailine (May 6, 1954). "Nursery School Big TV Success". Brownsville Herald. p. 2. Retrieved November 28, 2017 – via Newspapers.com. Open access icon
  21. ^ a b Thomas. Bob (May 8, 1954). "TV School Teacher Has 6 1/2 Million in Her Class". Oakland Tribune. p. 7. Retrieved December 9, 2017 – via Newspapers.com. Open access icon
  22. ^ a b c d Richards, Sarah E. (July 25, 2001). "Frances R. Horwich, 94". Chicago Tribune. Retrieved December 11, 2017.
  23. ^ Wolters, Larry (August 30, 1956). "Ding Dong School in 4th Year". Chicago Tribune. p. 10. Retrieved December 12, 2017 – via Newspapers.com. Open access icon
  24. ^ Ladd, Bill (June 28, 1956). "Bill Ladd's Radio and TV Almanac". The Courier-Journal. p. 13. Retrieved December 12, 2017 – via Newspapers.com. Open access icon
  25. ^ a b c d e f g Okuda & Mulqueen 2016, p. 202.
  26. ^ "TV's Ding Dong School Moving To New York". Chicago Tribune. May 15, 1955. p. 362. Retrieved November 30, 2017 – via Newspapers.com. Open access icon
  27. ^ "'Lady Trapped in Television Set' Has Millions of Fans-All Under 6". Sunday Journal and Star. July 29, 1956. p. 40. Retrieved December 6, 2017 – via Newspapers.com. Open access icon
  28. ^ "NBC Puts End To 'Ding Dong'". The Philadelphia Inquirer. November 17, 1956. p. 18. Retrieved November 28, 2017 – via Newspapers.com. Open access icon
  29. ^ Kleinfeld, N.R. (February 24, 1997). "Robert Sarnoff, 78, RCA Chairman, Dies". New York Times. Retrieved December 10, 2017.
  30. ^ Miller, Roger Lee. "Studio A". Rich Samuels. Retrieved December 10, 2017.
  31. ^ "Television Notes and Gossip". St. Louis Post-Dispatch. December 11, 1956. p. 6D. Retrieved December 1, 2017 – via Newspapers.com. Open access icon
  32. ^ a b Wolters, Larry (January 6, 1958). "Plan News Report For Small Fry". Chicago Tribune. p. 46. Retrieved December 1, 2017 – via Newspapers.com. Open access icon
  33. ^ "TV-Ticker-TV Preview". Chicago Tribune. June 12, 1959. p. 2. Retrieved December 1, 2017 – via Newspapers.com. Open access icon
  34. ^ "Arrow Productions ad for Ding Dong School in syndication". Broadcasting. Cahners Publisching: 12–13. April 13, 1959. Retrieved August 22, 2016.
  35. ^ LoBrutto 2017, p. 38.

Sources cited

External links
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