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Communications 1984 September-Oci-Ober $2.50 the Critical Review of the Electronic Media

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Communications 1984 September-Oci-Ober $2.50 the Critical Review of the Electronic Media What Do Women nt? ÿ Walter Karp CDC 00415 C A NN O F COMMUNICATIONS 1984 SEPTEMBER-OCI-OBER $2.50 THE CRITICAL REVIEW OF THE ELECTRONIC MEDIA SPECIAL PULL-OUT SECTION HAPPY- BIRTHDAY; A SEARCH FOR COMMUNICATIONS EXCELLENCE ACT CHANNELS SALUTES: The Best Television Company in the World The Deregulation Super Superstation Revolution Radio's BY NORMAN BLACK The Cable Service That Really Serves 11, The Pay Channel That No One Disconnects } The Local Broadcaster the People Rely On Also-A Critics' Circle Picks the Year's Best www.americanradiohistory.com www.americanradiohistory.com AMS IN THE ITIOMQ5ee of excellence. with setting a standard There's only one problem it. Not Maintaining upliftingg entertainment. turn to Disney p Families o f hettime just some of the time.All commitment. challenge. And our our That's our months, y subscribers In the coming Disney will see more yor library. And morelegendaryreea the to keep delivering programming Channel: promise of The Disney an inspiring, Love Leads the Way, drama of aman true -life n for a lifetimese_ sight and finds a mi Black Arrow, a castles-and-swordsLcuis adventure film based Stevenson classic. intimate Family Album, an Disney d creative g loos at the blithe spirits the Disney a from -adventure Bay, an action Irt\'IF II 11 -AUS Danger in the Pacific series shot on location 1111 it WAY Northwest. dramatic of the critically-acclaimed Thirteen new episodes Five Mile Creek. series, sponta- Allen's Comedy Room, Steve with comedy neous conversations t, C11111111 Carl Reiner ,-.111111.33313 greats like Milton Berle, IMME- and many more. It's The Disney Channel. deliver. wants. And only yyou isrep family THE DISNEY CHANNEL Family Album The Commitment MCMLXXXIV Walt Disney, Productions www.americanradiohistory.com H A SEPT-OCT 1984 VOLUME 4, NUMBER 3 What Do Women ISSUES & REPORTS Want? To judge by the talk shows LETTERS PAGE 4 aimed at them, women don't feel quite at home, at home. CROSSCURRENTS BY WALTER KARP Ideas and Observations PAGE 8 COMMENT & CRITICISM Sitcom Domesticus The broad base for broad PRIVATE comedy has split asunder, EYE along with the nuclear family. "TV and My Vast Waistband" BY SUSAN HOROWITZ by William A. Henry III PAGE 65 PROGRAM NOTES "When PBS Chose Docudrama over Documentary" HAPPY BIRTHDAY, COMMUNICATIONS ACT! by John J. O'Connor PAGE 68 The Deregulation Why Deregulation Revolution Won't Last "To Err Is Human, If Not Insisting the days of media Politicians haven't grasped Necessarily Funny" scarcity are over, the FCC what it means to liberate by James Traub PAGE 70 is chopping off rules broadcasting. adopted during the last BY LES BROWN half -century. PAGE 61 ON AIR BY NORMAN BLACK "The Political Ad: A Necessary Evil" PAGE 52 by Edwin Diamond and Stephen Bates PAGE 71 A Spectrum of Views on Deregulation COVER ILLUSTRATION BY HOVIK DILAKIAN l'ACE 55 CARTOONS BY PATRICK McDONNELL A SEARCH FOR EXCELLENCE SPECIAL PULL-OUT SECTION-Page 25 The Best Television Company in the World by Regina Nadelson 26 Radio's Super Superstation by Eric Zorn 30 Cable's Own Public Television Network by Brooke Gladstone 33 The Pay Channel That No One Disconnects by Lee Margulies 38 The Local Broadcaster the People Rely on by Nick Coleman 41 A Critics' Circle Picks the Year's Best 44 Sponsored by Mobil 2 Channels SEPTEMBER/OCTOBER '84 1 www.americanradiohistory.com WHEN YOU NEED TO KNOW WITH TWO MINUTES TO GO. «.) .\\ CHECK NEXIS. You've just been handed a late publications. You also get the full In the intensely competitive breaking story. It's almost airtime. text of Reuters, UPI, the AP and world of news gathering and broad- lbo late to research the facts. Tbo seven other newswire services. casting, NEXIS enables you to get late to dig up background material. How do news gathering orga- a leg up on the competition- Or is it? nizations and corporations use without the legwork. Not if you have NEXIS', the NEXIS today? It has set us apart from our largest single source of news, busi- Last year, when a Korean air- competition. It could set ness and general information in liner was suddenly downed you apart from yours. the world. over Soviet airspace, the For more informa- Millions of articles, stories and Sakhalin Islands meant tion write Jack W. facts that can flesh out the barest nothing to the world. But Simpson, Presi- bones of any story. All of it instantly when NEXIS sub- dent, Mead Data and easily available. The average scribers entered the Central, Dept. search takes about 20 seconds. islands' name into CC784, PO. Box With NEXIS you get the com- the database, 261 1830, Dayton, OH plete text of The New York Times, stories were found 45401. Or call The Washington Post, Newsweek, and immediately us toll -free at Time, Forbes and over 100 other available. 1-800-227-4908. NE1ZIS 1984 mead Corporation Who. What. Where. When. Now. www.americanradiohistory.com C H A NN E L S %IN EDITOR-IN -CHIEF Les Brown PUBLISHER George M. Dillehay pCT MANAGING EDITOR Audrey Berman SENIOR EDITOR Steve Behrens ASSOCIATE EDITORS James Traub Savannah Waring Walker 011oill801404 LTh ASSISTANT EDITORS Richard Barbieri Lisa Moss shows might have tuned in, but other peo- Promos Unbound CONTRIBUTING EDITORS ple, who might have liked the show but Mark Edmundson, Walter Karp. I READ "THE HOT SELL" [by JIM MINTZ, saw from the promo that it was more Martin Koughan, Michael Pollan, Michael Schwarz May/June] with more than pedestrian in- empty-headed soft porn, did not. Those EDITOR-AT-LARG E Everett C. terest. As ABC -TV's vice president in looking for a sexy show would not tune in Parker INTERN charge of creative services from 1976 to a second time; all others never got a Elisa Guarino 1982, I was responsible for on -air and chance to "discover" the show on their other promotional services. own. DESIGN DIRECTION In today's on -air promotion, the only This might help explain why NBC has Mark Borden differences among the networks are sty- so many shows that are loved by critics Marian Chin listic. Some messages are high -style, yet die in the ratings. Sohmer makes the VICE PRESIDENT, ADVERTISING SALES some low. Madison Avenue might call it mistake of assuming that all viewers will Paul D. Jampolsky hard -sell vs. soft -sell. But labels, and ar- watch shows loaded with sexual innu- ADVERTISING ASSISTANT ticles such as Mr. Mintz's, are too often endo-he assumes that everyone's inter- Marirose Erskine misleading. ests in entertainment are the same as his. ADVERTISING SALES OFFICES New York: West The primary objective of TV promo- Current promotional policies will always 304 58th St., New York, NY 10019: 212-315-2030. Southeast: Casey & Shore, 320 West is tion usually to generate sampling of a result in the sex -interested viewers tun- Wieuca Rd., N.E.. Atlanta, GA 30342.404-84 2432. show, but in the case of Steve Sohmer's ing out after one try and all other viewers West Coast: Gwen Campbell Winthrop. I5167 -E promos at CBS in the late '70s and now at never tuning in. Magnolia Blvd., Sherman Oaks, CA 91403, NBC, it appears sampling was a second- HERBERT J. ROTFELD 213-784-3493. ary priority. Generating enthusiasm Assistant Professor of Advertising CONTROLLER within the network, among the affiliates, Pennsylvania State University Joseph E. Edelman and in the rest of the industry was far University Park, Pennsylvania Media Commentary Council, Inc.: Lloyd N. more important. Steve Sohmer's promo- Morissett, Chairman; Laurel Cutler. Jerry Della Femina, Arthur Lipper Ill. Mary C. Milton. Thomas tion gave the network and the stations A Sharper Irony B. Morgan, William J. Ryan. something far more valuable than 30 sec- CHANNELS of Communications (ISSN 0276-1572) onds on a program. It gave them electric- IN THE. ARTICLE "DAN RITCHIE. TVs MORAL is published bimonthly by the Media Commentary Council, Inc.. a not ity during a brown -out. Minority" [May/June], 1981 is given as -for-profit corporation. Volume 4. Number 3, Sept/Oct, 1984. Copyright © 1984 by the I wonder if Mr. Mintz would have writ- the date for Group W's acquisition of Media Commentary Council. Inc. All rights ten about TV promotion had there been WPCQ-TV from Ted Turner. West- reserved. Subscriptions: $18 a year. All foreign no sex in the story. Or does sex in maga- inghouse actually entered into a contract countries add $6 per year. Please address all zine articles not attract as much attention to buy the station in 1979 and took active subscription mail to CHANNELS of Communications, Subscription as sex in TV promotion does? Service Dept., Box 2001, Mahopac, NY control of it in early 1980. 10541, or call 914-628-1154. SYMON V. COWLES Ted Turner borrowed the money to Postmaster: Send address changes to CHANNELS Vice President and Director start CNN against the sale of WPCQ in of Communications, Subscription Service Dept.. International Development Westinghouse. So, to sharpen the irony, Box 2001, Mahopac, NY 10541. No part of this magazine may ABC Video Enterprises the money received by Turner from West- be reproduced in any form without written consent. For information, call New York City inghouse went not "to keep CNN in Universal Press Syndicate, 1-800-255-6735. business" but rather to start CNN. I IT IS INTERESTING THAT YOUR ARTICLE ON PRO - think it is fair to say that Westinghouse A NOTE TO OUR SUBSCRIBERS motion of network TV shows focused on financed the start of both news networks, Channels took a summertime break this year Steve Sohmer, the "promotions wizard" CNN and SNC.
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