Desert Sun June 5 1981
NBC hunting for daytime viewers
By TOM JOHY Associated Press Writer NEW YORK (AP)
With ratings on the tumble and affiliates threatening to jump ship, NBC canceled that bold experiment in daytime TV, “The David Letterman Show,” last Oct. 20, and began a steady climb toward respectability. NBC’s share of the audience has increased since ‘Letterman’ left the air from 16 percent of the folks watching TV during the day to 20 percent. ABC, in the meantime, has lost three points, from 31 percent of the audience to 28, while CBS’ share has dipped from 28 to 26. No one blames Letterman himself for NBC's near-disaster. The talented comic recently won an Emmy as outstanding host of a daytime variety series “Obviously, there’s been some sort of mixup,” Letterman quipped as he accepted the award and remains under contract to the network. “The pressure the stations put the network under was enormous," said Irv Wilson, an NBC vice president responsible for daytime programming “If we hadn’t canceled the show, the stations might have canceled out on us.”
It was the kind of headache NBC’s president, Fred Silverman, didn’t need. Silverman has had his hands full since taking the job in the summer of ’7B, trying to lift the network from the prime-time cellar. But that’s another story. “I think it was a terrific idea to do that kind of show,” Wilson said in reflection “I just don’t think Letterman’s appeal was to the morning audience. But you don’t know until you try.” NBC tossed a couple of new game shows, “Las Vegas Gambit” and “Blockbusters,” into the Letterman’ void, and the two have been at least moderately successful. In the meantime, Wilson and the people who work for him were determined to upgrade the remainder of the daytime schedule. “We hit a low point when Letterman’ was canceled,” Wilson said. “The two games that we put in there are sound, interesting programs and seem to be doing well. "We felt that the best thing the network could do was let the schedule settle in, then try to make the shows better improve the writing, improve the production.”
Among other things, NBC dumped Bill and Joyce Corrington as head writers for “Texas,” the daytime serial introduced with fanfare last August opposite the ABC supersoap, “General Hospital.” “Texas” recently has shown some sign of vitality, though “General Hospital” remains tops in the afternoon field with 37 percent of the audience in the 3-4 p m. slot to 15 percent for the NBC soap “Days of Our Lives,” 1-2 p.m., is NBC’s highest-rated afternoon show, with nearly a quarter of the audience in its time period. “I think what we have is better today,” Wilson said, “and I think the ratings show that the tactic is beginning to pay some dividends.” Now, with momentum clearly a factor, NBC will test something new, a program called “Wedding Day,” in which couples will exchange marriage vows and share other events like the bridal shower, bachelor party and reception with the TV audience. “Wedding Day” will be broadcast in the “Password Plus" timeslot, 11:30 a.m.-noon EDT, June 8-12. “I think the show plays exactly to the audience we are looking for,” Wilson said, “and it’s going to be an interesting trial.”
By
Paul Raven ·
