CAN’T SEE THE PROGRAM FOREST FOR THE PLEAS

What does it bode for the state of the public’s mind should the 15-second commercial become the industry standard, thereby increasing the number of commercials in an already cluttered prime-time hour?

There is no scientific answer yet.

But consider what the public mind already gets, taking as an example a rerun episode of CBS’ “Scarecrow and Mrs. King” aired last month in Los Angeles. The show ran an hour, right? Wrong. The actual story only ran 44 minutes and 55 seconds.

(You can raise the total to 48 minutes and 29 seconds if you include opening excerpts of the story and introductions of the show’s two stars, the show’s name, the other regulars in the cast, the series’ two creators and the closing credits.)

The rest of the hour contained what is known as “non-program material,” primarily the commercials that help CBS turn a profit and pay for these and other programs.

In addition to evil men, a Mack truck crashing through a shed and a gunfight, a viewer saw a total of 20 national and local commercials for such diverse wares as Kal Kan cat food, Burger King, Caress soap, Philadelphia Brand cheese, Duracell batteries, Del Monte no-salt green beans, Dimetapp cold tablets and Crystal Light Drink Mix.

The story proper had four chapters, the first and longest of them 11 minutes and 57 seconds. The first commercial interruption included a KCBS-TV station identification and a 10-second public service announcement for a missing child.

The second break started with three 30-second commercials, followed by word that “Scarecrow and Mrs. King will return in a moment.” Then came a 30-second ad for a coming CBS special and two new children’s shows, then a pair of 30-second commercials and then a three-second local news headline known in the trade as a “tease.”

“A new liver for a dying boy. Details at 11,” the announcer said.

The show resumed.

The third break was brief, four commercials in 90 seconds.

At the start of the fourth interruption, an announcer said, “Don’t go ‘way. We’ll be right back.” Ninety seconds and four commercials later, “Scarecrow and Mrs. King” came right back.

After the episode’s epilogue, there was a 30-second promotion for two CBS programs airing later in the week. Then the closing credits of “Scarecrow” rolled. During the roll, the announcer reminded viewers to watch one of CBS’ later-in-the week programs.

As the credits continued, the announcer said: “Now, stay tuned to see if Kate takes the plunge when the plumber proposes--on ‘Kate and Allie.’ Next.”

He fibbed. There was another 30-second CBS promotional ad, this one for “West 57th” and the network’s new “Charlie and Company” and “The George Burns Comedy Week.” And a one-minute “American Portrait” that included a 10-second commercial.

After that, the network identified itself as CBS. Only after another cluster of commercials did viewers finally start learning if Kate took the plunge with the plumber.