It was a critical time for Nick-at-Nite in the early 1990s. Fred/Alan’s innovation had already defied all odds by running just “reruns” and become one of the top rated cable networks. Better yet the channel was “branded,” which meant that advertisers would pay more for their commercials. But there were only so many ways to re-package and re-present old shows, and we’d pretty much used them all.
We tossed around a lot of stuff, mainly variations of what we were already doing. But more marathons (“See all the black & white “Bewitched” episodes in order!”) or stunts (“The Nick-at-Nite String-a-thon!”) weren’t going to cut it; NAN was already the best in the business at that. Nick-at-Nite needed to do something bigger!
I’d always loved The Dick Van Dyke Show, and we were about to debut it, bringing one of the great classics back to TV for the first time in a long while. It was funny (and 12 year old me had a crush on the young Mary Tyler Moore).
For a long while, I felt like an oldies channel needed a personality. We’d accomplished a lot with packaging and promotion, and over at HA! I tried like crazy to get then to make a deal to use Lucille Ball as “the patron saint of TV comedy,” but no go.
Now, I had a bright idea. Why don’t we actually hire Dick Van Dyke as the Chairman of Nick-at-Nite? He certainly looked the part, with a executive mane of gray hair and an authoritative mustache.
Programming head Herb Scannell (soon to be CEO) upped the ante. He did a little back of a napkin math and realized the idea could be even bigger. “We’ll announce it as a million dollar deal.” Back in the day, there were no big deals being done with name talent, just little hosting gigs here and there. ”Salary, promotion, and programming production commitments, we can swing it.”
Sure enough, the announcement made headlines across the business, and then further, in newspapers across the country. Nick-at-Nite (and cable) was starting to come into its own.
By the way, those people in full dress with Dick up above. A rare clean-up day for the Fred/Alan staff at the industry event announcing Dick’s “promotion” to executive status.
Left to right: Robert Hunter (accounting), Alan Goodman (founder), Bill Burnett (creative director), Dick Van Dyke, Fred Seibert (founder), Bill Horvath (art director), Tom Barreca (account supervisor), Dave Landesburg (account executive), Lou Bauer (media director).
—Fred0 comments Tagged: Dick Van Dyke, NAN, Nick-at-Nite, branding, Bill Burnett,.