NBC's Pump and Dump can become ABC's American Dream

I'm a former '70's ABC Radio Top 40 Program Director. In my heart that's where my roots are and what has guided these past 22 years of RBR & TVBR. Programming is a creative, work in process phenomenon. Part research, part common sense - - but the biggie is Gut Instinct, followed by commitment. If it feels good inside the gut, go with it and stand the ground. NBC, you have, or had, a hit on your hands - - but not the commitment or gut instinct to see it through - - just research or numbers to tell you what is working or not. You somewhat pumped it - - now your common sense says "no numbers," so dump it.

ABC pick up the ball - - the content, programming, the established brand of American Dreams - - There is that word again - - American.

Bob Iger: take advantage of the established Content, Presentation, and the biggie - the Brand (American Bandstand -AB) with the built-in audience. And the plus is: ABC was the home of AB for 30 years. American Dreams airs snippets of AB though many of its episodes. You will have three generations that can connect and communicate with quality content. A great opportunity to cross-promote through the generations.

Iger, you just have to use common programming sense and commitment to a slot like Sunday night and even have Dick Clark intro each episode, if he's up to it. Look at the programming technology - - ABC and AB brand is all over that program and NBC was doing the work for 'ya!

History: ABC picked up Bandstand in 1957 under one condition, that Clark add "American" to the brand and you had - - American Bandstand (AB). The show went national because of Clark's pestering and helped bring a youthful energy to then unknown network referred to as the Almost Broadcasting Company, ABC. AB pumped energy into a nothing ABC network and kept that energy flowing for 30 years.

Now think like a radio Program Director: Content is King and the Brand (American Bandstand) has a 30 year history and has been reborn at the expense of NBC where American is not a part of their logo.

ABC: the hard work has already been done - - just take it. Listen to an American Dreams advertiser, Ford, as TVBR reported 11/30/04 TVBR #230.

Or speak with JWT/Detroit Co-President Tom Cordner who spoke on American Dreams' Mustang film 12/01/04 TVBR #233 and don't forget Campbell Soup with the American essay contest - - Ah. there's that word American again.

While we in the broadcast businesses are being cut to ribbons because of indecent programming, FCC fines and screaming for family values and entertainment, American Dreams is as "family value" as you can get, and entertaining without content being bleeped out. Educational values of history like the Vietmam era, which kids today only hear about from the baby boomers. But American Dreams is recalling it then for today and is as All American as Apple pie.

ABC: pick up the ball if or when NBC drops it and while you are at it, do something NBC wouldn't or couldn't do - - cross-market with local oldies-formatted radio stations around the county to drive listeners into your programming. I'm sure the actors of American Dreams would be more than glad to work with 'ya. Pick up the past episodes as well and see if they can run on ABC Family as well (given the proper daypart).

Last piece of programming advice from a former ABC Top 40 '70's radio program director: ABC, you have something NBC doesn't have: Radio stations, Radio Networks, you have radio to cross-market and program the American Dreams Brand. Content is King. Remember Dick Clark is a radio guy and is American Bandstand, American Dreams and American Broadcasting Company. They all go together like apple pie because it is All American.

[Editor's note]: Watch for the May Issue of Radio & Television Business Report Magazine - - The 2005-2006 Upfront Examined. If you have not revalidated, do so at www.rbr.com to ensure the delivery of your May issue.]