Operation Prime Time
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|Type||occasional Television network|
by Al Masini
|Slogan||Operation Prime Time for better programming|
Operation Prime Time (OPT) was a consortium of American independent television stations to develop prime time programming for independent stations. OPT and its spin-off syndication company, Television Program Enterprises (TPE), were formed by Al Masini. During its existence, OPT was considered the de facto fourth television network. OPT was also called an occasional television network and occasional program alternative.
Opposite of the standard network advertising split, the stations got the bulk of the ad time with the collective network only received one or two minutes of the dozen minutes available to sell. The OPT ad time would be sold at 1/3 of network rates or about $40,000 per half minute with the profits going back to the stations.
With primarily only Big Three television networks providing new programming to TV stations in the 1970s, the unaffiliated stations had little network level quality programming to offer to advertisers. Producers of TV programs were also looking for an alternative to the standard network set up that paid the producers about three fourths of the production costs thus the show would only make money for the production company if it made enough episodes to place into rerun syndication. Advertisers were looking for new advertising outlets due to rising network ad costs with a 30% increase in 1977. Networks' income increased 143% from 1969 to 1974 while network payments to affiliates decreased by 2%.
Al Masini, who represented 18 stations for advertising sales through his company TeleRep, discussed the independent stations' problem with other independent stations after a broadcast media meeting in February 1976. Determined to offer an alternative, Masini rounded up a steering committee to form the new venture. Initial members of the committee included Shelly Cooper, General Manager of WGN-TV Chicago, Rich Frank of KCOP-TV Los Angeles, and representatives of KTVU, WPIX and KSTW. At the next broadcaster convention, the committee met to develop the details. The OPT committee then contacted Frank Price of Universal Television for the first program. Price offered Taylor Caldwell's novel Testimony of Two Men as a miniseries with Universal taking on a fifth of the production cost. The committee was initially able to get 22 independent and 53 network-affiliated stations to sign on to OPT. Advertisers like General Foods and Bristol-Myers abandoned the rival potential fourth network, Metromedia's MetroNet, for OPT, based on Metromedia's near Big 3 network cost per thousand viewers advertising cost and OPT reaching 80% of the country. Masini eventually lined up 93 stations, 73 of which were affiliates of ABC, NBC or CBS; of those affiliated with a network, these affiliates had to preempt part of their regular network prime time programming to make room for specials from OPT. KCOP's broadcast of Testimony of Two Men's first installment got a 16 rating and the second installment got an 18, well over their standard 4 rating, but in May, a traditional rerun period for the networks.
List of programs produced by OPT
Its initial programs were miniseries including adaptations of Testimony of Two Men and Son of the Captains and the Kings, the sequel to the 1976 NBC miniseries Captains and the Kings, also adapted from a novel by Caldwell. OPT also distributed the animated Christmas special Yogi's First Christmas (now owned by Warner Bros. Television).
The most successful program from both OPT and TPE was, and still is, Entertainment Tonight, now produced and distributed entirely by CBS Television Distribution. Other programs included Solid Gold, Star Search, and Lifestyles of the Rich and Famous.
- Testimony of Two Men (1977)
- Son of the Captains and the Kings
- The Key to Rebecca (1985)
- Jenny's War (1985)
- Sadat (1983) (produced by Columbia Pictures Television)
- Blood Feud (1983)
- A Woman Called Golda (1982)
- Goliath Awaits (1981)
- Solid Gold Hits (1984)
- Solid Gold (1980–1988) (produced by Paramount Television)
- Yogi's First Christmas (1980) (produced by Hanna-Barbera Productions)
- Tourist (1980)
- The Dream Merchants (1980)
- Top of the Hill (1980)
- The Seekers (1979)
- The Rebels (1979)
- The Immigrants (1978)
- Evening in Byzantium (1978)
- The Bastard (1978)
- Mom, the Wolfman and Me (1980)
- MarketWire via Yahoo! Finance, December 1, 2010
- Nadel, Gerry (1977-05-30). "Who Owns Prime Time? The Threat of the 'Occasional' Networks". New York Magazine (New York): 33–36. Retrieved 2009-10-04.
- Sharbutt, Jay (March 9, 1977). "Lively Arts Operation Prime Time' Begins". The Free Lance-Star. Retrieved 27 June 2012.