Now Here's the News

We hear that Ann Morfogen, director of CBS News communications, is being considered for the job now open due to the early retirement of Robert Chandler, who has been senior vice president of administration for the News division . . .

Washington talk show king Larry King has been added to NBC Sports' Super Bowl XX coverage team. He'll do -- surprise! surprise! -- interviews during the Jan. 26 bash from New Orleans . . .

NBC is apparently pleased with his work on "NFL '85" and there's been talk that he'll be back again next year. Ratings are up for the pregame NFL show this season . . .

Channel 4 has signed Kelly Williams as manager of press and publicity, replacing Barbara Petranek, who recently left for an executive job outside the industry . . . She takes over Nov. 9 . . .

Williams, who once worked at WRC radio, joined Channel 5 as promotion coordinator in 1983, part of the team that general manager Kevin O'Brien put together that was successful in boosting the ratings of the local Metromedia station . . .

Fred DeMarco, vice president and g.m. of WRC, said yesterday that "Kelly Williams is one of the most effective young broadcast publicists I've met and we're thrilled she is joining us" . . .

Tuesday night's World Series game drew a 25.4 national Nielsen rating, the best so far in the Series . . .

The Series is still 6 percent down from last year, in part because this year's matchup of St. Louis and Kansas City began on Saturday night, a low viewership night. The Detroit-San Diego series on NBC last year began in the middle of the week . . .

Overnights for Game 4 Wednesday night in Nielsen's top 10 markets showed the game averaged a 20.8/32, including a 22.8/35 on Channel 9 here . . .

NBC cooperated with the backers of the Mercantile Library in New York for their big fund-raising auction earlier this week . . .

Two tickets to a Phil Donahue show went for $200; two seats in the NBC booth at a New York Jets game went for $425; four tickets to "Saturday Night Live" raised $600; and four tickets to the David Letterman show also went for $600 . . .

Four tickets to a taping of "The Cosby Show" went for $1,000; and an offer from author Isaac Asimov to use the name and occupation of a donor in his next short story went for $5,000!! . . .

(Bidding on just why this item appears in this morning's TV Column is expected to start at . . . do I hear a quarter?) . . . Also in the News

Hopefully . . .

Channel 56, the public station in Northern Virginia, has agreed to identify sponsorship of its Korean-language programming with a visual notice in English and a voice-over in the Korean language . . .

The Media Access Project here recently asked the enforcement division of the Federal Communications Commission to look into similar sponsorship problems at certain West Coast stations . . .

Channel 56's initial advisory on its Korean programming also said the program may be supplied by a foreign government . . .

The station has since determined that certain news segments appearing on the Korean broadcasts were supplied by the Korean Broadcasting Service, which is connected with the South Korean government. The revised advisories contain that information . . .

Five people building a mock prisoner-of-war camp for the CBS TV movie "Intimate Strangers" filming in Florida were treated for poisoning after a double dose of pesticides was sprayed on the mosquito-infested filming site . . .

Two became ill on Monday and three more on Wednesday. A doctor at Memorial Medical Center in Jacksonville said that all five had symptoms of pesticide poisoning, but added that they should recover with no lasting effects . . .

Teri Garr, star of the movie, had expressed concern about the mosquitoes at the filming site, so the film crew had sprayed the area, which had also been sprayed by the city . . .

WBOC, Channel 16 in Salisbury, Md., has filed suit in a Delaware court to require that WBOT, due to go on the air in November from Wilmington, Del., change its call letters because the similarity will confuse viewers in northern and central Kent County, Del., when the UHF station goes on the air . . .

The new station was scheduled to be called WDVI, but they changed that in August because those call letters were too similar to WPVI in Philadelphia, which also broadcasts into Delaware . . . Children's TV

The First American Children's Television Festival was held in Chicago this week under the auspicies of public TV station WTTW . . .

Winners of the new Alpha Awards, recognizing excellence in the production of children's TV, included:

"Reading Rainbow," the PBS program; PBS' "WonderWorks"; PBS' "Mister Rogers' Neighborhood"; "Out of Time," produced by Educational Film Center in Annandale, for NBC; PBS' "The New Image Teen Theatre"; and "Faerie Tale Theatre," which airs on Showtime cable . . .

Other winners included "Home Turf," produced by KRON-TV in San Francisco, and "One to Grow on," produced by and for NBC . . .

In addition, board of directors awards "for ingenuity, courage and quality" went to ABC Television Network for its "Afterschool Specials," and to Children's Television Workshop for its 17 years of producing "Sesame Street" . . .

The winners were chosen from 104 entries. The festival will be held on alternate years in the future. And a tape of the awards ceremony, hosted by Jackie Cooper, has been sent to PBS stations . . . Believe It

CBS management has sent word to the CBS News division to cool it . . .

The palace coup having failed, the position of CBS News President Ed Joyce is necessarily stronger, in management's eyes, than it's been in months. But he's going to have a tough job restoring morale in the faction-ridden shop . . .

CBS management is acutely aware that much of the network's reputation over the years comes from the News division. When some top executive says "it's the jewel in the CBS crown," he means it . . .

That reputation will undoubtedly survive the bizarre stories of this week . . .

But the notion of two high-powered employes like Dan Rather and Don Hewitt, however pristine their motives, even asking whether the division might be available for sale and then going public with the story has to alter, ever so slightly, some of the public's perception of what news means to the more junior partners in Murrow, Cronkite, Leonard, Sevareid & Associates . . .

And CBS management knows it . . .