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WONDERFUL WORLD


 Thousands of shows… 18 Documentary films…Live Specials..Network hits and in a wink I was well into my ninth year at NJPTV.  I always had a plan in every job I had - if in 5 years I wasn’t promoted I would move on and promoted myself.  After the first five at the network I was ready to move but to my surprise I was promoted to Senior Producer/Director with an excellent raise in my salary.  Near my tenth anniversary I was ready to start looking but I was elevated to Executive Producer for Cultural affairs.  And so I stayed.  And then one day we got an memo announcing that our Chief Engineer Dan Merlo was leaving to head the technical department of a new commercial UHF station in the revitalized by gambling mecca Atlantic City.  At his going away party I wished him well and he said,  “My new boss  is looking to fill a bunch of production department jobs you should come and check it out.  I’ll get you an appointment with the president.”  I had not heard of this but I immediately thought that commercial TV in a new market would be an exciting challenge.  Several weeks later Dan got me an appointment.

I met Mr. Robert Bryan, President of WWAC TV53 at a temporary office on a bright morning in Atlantic City and we talked for about an hour. I described my experience and he talked about the two major Philadelphia UHF stations he managed and some of his programming ideas for this new endeavor. About an hour into our meeting he excused himself and returned and introduced me to Mr. Frank Sirucusa,  "The Owner."  I would later learn Mr. S. was a major business and political figure the hoped for revival of the Nation's Playground.  Mr. S got right to the point with one question quickly followed by another  - "If offered a job with us will you move to the AC? Can you work long days and weekends?”  I replied yes to all.  “How much do you need to be paid?”  (This was a tough one)  I replied, "I know this is a start-up and there are a lot of expenses up front.  I need to be paid what I'm making now and be assured that when I help you make money - I will make money too.'"   "Interesting..., '' he said to Bob.  At that point they both immediately left the room.

Bob returned after only a few minutes and announced, "We like you to be the Program Director for WWAC?"    I answered without a pause, “I would love to!”  He replied, "When can you start?"

I wrote my letter of resignation that night and in two weeks I brgan commuting 94 miles round trip a day.  My new adventure had begun just as quickly as my decision.  As I drove to work on my first day I asked myself a simple question...How am I going to create 7 days a week of commercial television programming...especially since I have only produced public TV shows for the last ten years?   I would learn that first day the learning curve was going to be almost a vertical climb. And I would come to hate the phrase, "What about..." A question that would be posed by the owner after I would report completing a startup task to him and Bob.  After a couple weeks of daily brainstorming with Bob (who was constantly being called into Frank’s office and learning where the best lunch places were) I drew up a simple timeline that ended with a full programming schedule of live and taped programs on the air.  Frank was an insurance man making TV decisions that he imagined from watching television - he had no experience in broadcasting.  But he had experience in making himself a millionaire, so Bob and I accepted his lead without too many questions.  In a couple of days Bob gave me a quick course in commercial broadcasting which was much different than public TV.  The bottom line - Commercials have programs!  A new idea for me.  Bob's final comment after my class on a windy January  - “We have to go on the air Before the 4th of July!”  After I sat staring at the wall and thinking, “What I have got myself into?.  And  so I began.

My programming template evolved each day and it was based on Bob’s two very successful Philly UHF stations - local programs “sell” advertising  therefore, I had to produce a programming that must include:  

Two daily news casts

A line up of a variety of live evening shows 

An array of purchase programs (budget to be decided)

Establish what we need to produce programs (the studio didn’t exist it was a gutted supermarket)

All with the  caveat from Frank  - Programs, logos, themes, promotions must be of professional quality and entertaining! 

 On the commute home that night I keep thinking - this new job at WWAC53 (The Wonderful World of Atlantic City) is going to be a real Herculean Test! And commercial TV may not be as wonderful as I thought it would be!

                                                (To Be Continued)



  

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