PAGE 10, THE HERALD, Thursday, May 14, 1876

Network Buck Battle on

NEW YORK (AP) — With
the 1977-78 television season
barely over, the networks’
battle for the big bucks is on
again, as ABC builds on its
fortress at the top while CBS
and NCB plan major
aasaulls,

ABC was first to unveil its
fai prime time schedule, on
May 1, and the changes
where minimal. In contrast,
CBS’ fall lineup, announced
the next day, and NBC's,
made public Monday, bore
Hittle resemblance to last
season.

It was that way because
ABC was No. 1 in ratings 26
out of the 30 weeks between
Sept. 12-and April 9, CBS
second by virtue of a good
last half of the season, and
NBC not even close.

Ratings transform
themselves into advertising
dollars. In 1976-77, for
example, the last year for
which the figures are
available, ABC made $63
million more in profits than
runnerup NBC, a situation
attributed almost wholly to
ABC's ratings supremacy.

SILVERMAN SWITCHES
Notably, the Fall
schedules at ABC and NBC
were drafted without the
physical presence of Fred
Silverman, the man gernally
credited with engineering
ABC’s rise to the top.

Silverman announced in
January he would feave ABC
te become president and
chief executive of NBc. As
the fall schedules were
drafted, Silverman was
between jobs, still under
contract to the network he
had helped run since 1975.
He'll join NBC in June,

Although Silverman
wasn’t in on NBC’s planning
physically, one of NBC's
seven new entries this fall is
the work of Garry Marshall,
the man who produced for
ABC the two top-rated shows
of last season, Laverne and
Shirley and Happy Days.

ABC said it would add only
3’ hours of new program-
ming in the fall, compared
with 642 hours for CBS and
seven for NEC.

KILLS KOJAK

What may be more

wh

significant, ABC cancelled
only three shows from last
season, while NBC Ipped six
from its lineup and CBS
seven, Amont the causalities
were Kojak on CBS and
NEC's Police Woman.

On the other hand, there
was plenty of reshuffling by
all three networks. ABC
gave new siots to five shows,
and CBS-and NBC four each.

ABC Jeft alone the heart of
its prime-time schedule — B-

9:30 p.m. Tuesdays: Happy

Daya, Laverne and Shirley,

Three's Company.

NBC kept is best, Little
House on the Prairie, at &
p.m. Mondays, and BCS left
its Monday and Tuursday
eveing lineups intact —
M.A.S.H., One Day at a Time
and Lou Grant on Mondays
and the Waltons, Hawaii

Five-O and. Barnaby Jones
on Thursdays,

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