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TIME: Almanac 1990
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1990 Time Magazine Compact Almanac, The (1991)(Time).iso
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1990-09-22
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VIDEO, Page 91Days of Distress at CBSThe network hires a new programming chief but needs a miracle
By Richard Zoglin/Reported by William Tynan/New York
HELP WANTED: Head of network programming. Experience in
creating hit shows and rejiggering prime-time schedules preferred.
Must be willing to work long hours in an almost hopeless cause.
It was the most awkwardly protracted job opening of 1989. On
the last day of November, after two years of trying unsuccessfully
to boost the network's sagging ratings, CBS Entertainment president
Kim LeMasters resigned. His departure was not unexpected, but CBS's
delay in naming a successor was. For a time the network dickered
with Marcy Carsey and Tom Werner, producers of The Cosby Show and
Roseanne, but negotiations fell through. Finally, late last week,
the network completed a deal with Jeff Sagansky, 37, a former NBC
program executive who heads Tri-Star Pictures, which produced this
fall's hit movie Look Who's Talking.
The two-week vacancy at the top was a painful symbol of the
network's mounting woes. Dethroned from its No. 1 spot in the
Nielsen ratings by NBC during the 1985-86 season, CBS has lately
sunk to a feeble third place. Its ratings for the November "sweeps"
were the lowest for any such period in its history. The ten
prime-time shows CBS introduced this fall were a conservative lot,
and none has been a ratings hit. Just two CBS series, 60 Minutes
and Murder, She Wrote, finish regularly in the Top 20, and both are
getting old.
Even more devastating to the network's pride, if not its bottom
line, is the sinking status of the CBS Evening News, which has been
overtaken in popularity for the past two months by ABC's World News
Tonight. Some network executives blame the decline on weak lead-in
programming on local CBS stations around the country. Others cite
ABC's widely praised coverage of the San Francisco earthquake, a
bonus of its presence at the World Series.
Slumps, of course, are made to be broken. ABC jumped from
nowheresville to first place in the mid-'70s, and NBC was a sorry
No. 3 before Bill Cosby helped boost it to No. 1 in the mid-'80s.
But CBS may be in more desperate straits than either of them was.
For one thing, its low ratings are compounded by poor demographics:
its audience is not just smaller but also older. What's more, cable
and other viewing choices have siphoned away much of the network
audience and made it tougher for a weak network to revive itself.
If one drops too far behind, there may be no bouncing back.
Not all the news is bad for CBS. The network still ranks No.
1 in daytime. In addition, it has grabbed the TV rights to several
major sports events, including the baseball play-offs and World
Series, the NCAA basketball tournament and the 1992 and '94 Winter
Olympics -- though for sums that have been criticized as
exorbitant. Some industry watchers contend that CBS, under
president Laurence Tisch, is flailing for direction. But Broadcast
Group chief Howard Stringer insists that the big sporting events,
along with a push for more adventurous programming, will help
recapture an audience that has grown rather jaded. "You cannot
anymore launch shows that simply repeat yesterday's viewing
patterns," says Stringer. "That's something we learned the hard way
this year." Any other lessons will have to be learned quickly by
Sagansky, the man about to fill the toughest job in network
television.