About
"I felt that if the government can tell us what to put in a program, they can tell us what not to put in a program. And if they can tell you to put one thing in a program, they can propagandize. You had to be very careful, even though the message was worthwhile, that we do not become a surrogate for government propaganda."
In his two-and-a-half-hour interview, Alfred Schneider (1926-2016) talks about his early career working for ABC shortly after the formation of the network. He discusses his early role in business affairs at ABC and his subsequent move to CBS in 1955, where he became the assistant to President Louis G. Cowan. He details his role in dealing with Standards & Practices at the network as well as his return to ABC, where he became head of their Standards & Practices department. He discusses the fallout of the Quiz Show and Payola Scandals and the legislation created in their wake. He talks about his role in establishing the National Association of Broadcasters' (NAB) Code of Standards as well as network reaction to government legislation. Schneider discusses The Untouchables, That Certain Summer, The Day After, and Soap as well as other television programs. Karen Herman conducted the interview on July 22, 2004 in New York, NY.
Highlights
Alfred Schneider on working with Producer Leonard Goldberg on his TV movie Something About Amelia, which dealt with incest
Alfred Schneider on writer/producer Susan Harris's response to being told that a scene in Soap where women were discussing sex had to be cut
Alfred Schneider on the role of the government in regulating television content and President Nixon's attempt to encourage anti-drug messages in television programs
Alfred Schneider on his pride in his work on The Day After
Alfred Schneider on advice to aspiring Standards & Practices professionals
Full Interview
Chapter 1
On his childhood and early influences; on his service during World War II; on how he came to work in ABC's legal department
On the early days of ABC; on the founder of ABC, Leonard Goldenson; on the first time he saw television
On creating, with ABC Executive Jim Stabile, what may have been the very first television package deal -- for The Danny Thomas Show; on his move to CBS as Assistant Director of Business Affairs and negotiating the contract for The Phil Silvers Show; on working on contracts for Peter Falk and Barbara Walters
On the Hollywood Blacklist; on working as Executive Assistant to the President of CBS, Louis G. Cowan
Chapter 2
On the Quiz Show and Payola Scandals and his part in writing legislation in response to the scandals; on the Kefauver Congressional Committee's investigation of violence in television; on the networks' decision to create Standards & Practices departments
On the establishment of the Television Code and its contents; on working in Standards & Practices at ABC; on his greatest contributions to the TV movies and miniseries Something About Amelia, The Day After, and The Winds of War
On how the Italian-American reaction to The Untouchables led to ABC agreeing to not use the term "mafia"; on how a controversial episode of Bus Stop ("A Lion Walks Among Us") led to the demise of ABC President, Oliver E. Treyz, as well as further inquiries into the effects of violence on television
Chapter 3
On an episode of Howard K. Smith: News and Comment ("The Political Obituary of Richard M. Nixon"); on the difference between how news and entertainment are handled in terms of censorship; on the Kennedy Assassination
On why ABC passed on All in the Family; on why ABC was able to take a risk on Soap and how the network dealt with the show's depiction of controversial topics; on the decision to not allow two men to kiss on Thirtysomething
On the power of advertisers in decisions made by Standards & Practices; on the Family Viewing Hour; on That Certain Summer; on Multiplication Rock, Super Friends, and Wonder Woman; on meeting with special interest groups and handling their concerns
Chapter 4
On ABC Afterschool Specials and docudramas; on sit-in protests in response to Marcus Welby, M.D. and other ABC shows; on regulating portrayals of violence in Roots versus S.W.A.T. and The Six Million Dollar Man
On regulating Standards & Practices for Roots and Baretta; on Producer Danny Arnold throwing him off the set of Barney Miller; on Happy Days; on Three's Company
On working with Steven Bochco versus working with Aaron Spelling; on changes in the power of Standards & Practices with the rise of cable television
On the setup of the department of Standards & Practices at ABC; on overseeing the editing of feature films for television; on the television rating system and the V-chip; on how views of what is acceptable on television have changed over time
Chapter 5
On how and when sexuality and other controversial topics became acceptable on television; on Standards & Practices and the presidency; on Chair of the Federal Communications Commission, Newton N. Minow's "Vast Wasteland" speech
On Standards & Practices and the Vietnam War; on the role of government in regulating television content; on criticism he received over the years
On his legacy; on advice to aspiring Standards & Practices professionals; on advice to show creators in dealing with Standards & Practices professionals; on his book, "The Gatekeeper: My 30 Years as a TV Censor"
Shows
All in the Family
Alfred Schneider on why ABC passed on All in the Family
Barney Miller
Alfred Schneider on Producer Danny Arnold throwing him off the set of Barney Miller
Bus Stop
Alfred Schneider on how a controversial episode of Bus Stop ("A Lion Walks Among Us") led to the demise of ABC President, Oliver E. Treyz, as well as further inquiries into the effects of violence on television
Danny Thomas Show, The aka Make Room for Daddy
Alfred Schneider on creating, with ABC Executive Jim Stabile, what may have been the very first television package deal -- for The Danny Thomas Show
Day After, The
Alfred Schneider on his pride in his work on The Day After
Herman Wouk's The Winds of War
Alfred Schneider on allowing nudity to be shown in The Winds of War
Howard K. Smith: News and Comment
Alfred Schneider on an episode of Howard K. Smith: News and Comment "The Political Obituary of Richard M. Nixon"), and how it led to the formulation of a policy to protect news departments from the interference of sponsors
Marcus Welby, M.D.
Alfred Schneider on sit-in protests by the gay community in response to Marcus Welby, M.D.
Phil Silvers Show, The aka You'll Never Get Rich aka Sergeant Bilko
Alfred Schneider on negotiating the contract for The Phil Silvers Show as Assistant Director of Business Affairs at CBS
Roots
Alfred Schneider on regulating portrayals of violence in Roots versus S.W.A.T. and The Six Million Dollar Man
S.W.A.T.
Alfred Schneider on regulating portrayals of violence in Roots versus S.W.A.T. and The Six Million Dollar Man
Six Million Dollar Man, The
Alfred Schneider on regulating portrayals of violence in Roots versus S.W.A.T. and The Six Million Dollar Man
Soap
Alfred Schneider on why ABC was able to take a risk on Soap and how the network dealt with the show's depiction of controversial topics
Something About Amelia
Alfred Schneider on working with Producer Leonard Goldberg on his TV movie Something About Amelia, which dealt with incest
That Certain Summer
Alfred Schneider on negotiating the depiction of the controversial subject matter of That Certain Summer
Thirtysomething
Alfred Schneider on the decision not to allow two men to kiss on Thirtysomething
Untouchables, The
Alfred Schneider on how the Italian-American reaction to The Untouchables led to ABC agreeing to not use the term "mafia"
Topics
Advertising and Sponsorship
Alfred Schneider on how an advertiser's displeasure with an episode of Howard K. Smith: News and Comment ("The Political Obituary of Richard M. Nixon") led to the formulation of a policy to protect news departments from the interference of sponsors
Alfred Schneider on the power of advertisers in decisions made by Standards & Practices
Advice
Alfred Schneider on advice to aspiring Standards & Practices professionals
Alfred Schneider on advice to show creators in dealing with Standards & Practices professionals
Censorship / Standards & Practices
Alfred Schneider on the difference between how news and entertainment are handled in terms of censorship
Alfred Schneider on why ABC was able to take a risk on Soap and how the network dealt with the show's depiction of controversial topics
Alfred Schneider on the decision not to allow two men to kiss on Thirtysomething
Alfred Schneider on the power of advertisers in decisions made by Standards & Practices
Alfred Schneider on negotiating the depiction of the controversial subject matter of That Certain Summer
Alfred Schneider on meeting with special interest groups and handling their concerns about portrayals of certain groups and depictions of controversial topics on television
Alfred Schneider on regulating portrayals of violence in Roots versus S.W.A.T. and The Six Million Dollar Man
Alfred Schneider on Producer Danny Arnold throwing him off the set of Barney Miller
Alfred Schneider on working with Steven Bochco versus working with Aaron Spelling
Alfred Schneider on how and why portrayals of sexuality and other controversial topics have become more acceptable over time on television
Alfred Schneider on the role of the government in regulating television content
Alfred Schneider on the criticism he received over the course of his career and being the "conscience of the company"
Alfred Schneider on the establishment of the Television Code and its contents
Alfred Schneider on working in Standards & Practices at ABC
Alfred Schneider on working with Producer Leonard Goldberg on his TV movie Something About Amelia, which dealt with incest
Alfred Schneider on his pride in his work on The Day After
Alfred Schneider on allowing nudity to be shown in The Winds of War
Alfred Schneider on a controversial episode of Bus Stop ("A Lion Walks Among Us") and how it led to further inquiries into the effects of violence on television
Criticism of TV
Alfred Schneider on regulating portrayals of violence in Roots versus S.W.A.T. and The Six Million Dollar Man
Alfred Schneider on how and why portrayals of sexuality and other controversial topics have become more acceptable over time on television
Alfred Schneider on Chair of the Federal Communications Commission, Newton N. Minow's "Vast Wasteland" speech
Alfred Schneider on a controversial episode of Bus Stop ("A Lion Walks Among Us") and how it led to further inquiries into the effects of violence on television
Historic Events and Social Change
Alfred Schneider on the decision not to allow two men to kiss on Thirtysomething
Alfred Schneider on writer/producer Susan Harris's response to being told that a scene in Soap where women were discussing sex had to be cut
Alfred Schneider on negotiating the depiction of the controversial subject matter of That Certain Summer
Alfred Schneider on meeting with special interest groups and handling their concerns about portrayals of certain groups and depictions of controversial topics on television
Alfred Schneider on sit-in protests by the gay community in response to Marcus Welby, M.D.
Hollywood Blacklist
Alfred Schneider on dealing with the Hollywood Blacklist as an executive at CBS
Industry Crossroads
Alfred Schneider on dealing with the Hollywood Blacklist as an executive at CBS
Alfred Schneider on the Quiz Show and Payola Scandals and his part in writing legislation in response to the scandals
LGBTQIA+
Alfred Schneider on the decision not to allow two men to kiss on Thirtysomething
Alfred Schneider on negotiating the depiction of the controversial subject matter of That Certain Summer
Alfred Schneider on sit-in protests by the gay community in response to Marcus Welby, M.D.
Quiz Show Scandals
Alfred Schneider on the Quiz Show and Payola Scandals and his part in writing legislation in response to the scandals
Representation on Television
Alfred Schneider on the decision not to allow two men to kiss on Thirtysomething
Alfred Schneider on writer/producer Susan Harris's response to being told that a scene in Soap where women were discussing sex had to be cut
Alfred Schneider on negotiating the depiction of the controversial subject matter of That Certain Summer
Alfred Schneider on meeting with special interest groups and handling their concerns about portrayals of certain groups and depictions of controversial topics on television
Alfred Schneider on sit-in protests by the gay community in response to Marcus Welby, M.D.
Richard M. Nixon
Alfred Schneider on an episode of Howard K. Smith: News and Comment ("The Political Obituary of Richard M. Nixon"), and how it led to the formulation of a policy to protect news departments from the interference of sponsors
Alfred Schneider on the role of the government in regulating television content and President Nixon's attempt to encourage anti-drug messages in television programs
Sex & Violence
Alfred Schneider on regulating portrayals of violence in Roots versus S.W.A.T. and The Six Million Dollar Man
Alfred Schneider on how and why portrayals of sexuality and other controversial topics have become more acceptable over time on television
Alfred Schneider on a controversial episode of Bus Stop ("A Lion Walks Among Us") and how it led to further inquiries into the effects of violence on television
Television and the Presidency
Alfred Schneider on an episode of Howard K. Smith: News and Comment ("The Political Obituary of Richard M. Nixon"), and how it led to the formulation of a policy to protect news departments from the interference of sponsors
Alfred Schneider on the relationship between Standards & Practices and the presidency
Alfred Schneider on the role of the government in regulating television content and President Nixon's attempt to encourage anti-drug messages in television programs
Television Industry
Alfred Schneider, Standards & Practices executive, on how an advertiser's displeasure with an episode of Howard K. Smith: News and Comment ("The Political Obituary of Richard M. Nixon") led to the formulation of a policy to protect news departments from the interference of sponsors
Alfred Schneider on the difference between how news and entertainment are handled in terms of censorship
Alfred Schneider on why ABC was able to take a risk on Soap and how the network dealt with the show's depiction of controversial topics
Alfred Schneider on the decision not to allow two men to kiss on Thirtysomething
Alfred Schneider on the power of advertisers in decisions made by Standards & Practices
Alfred Schneider on negotiating the depiction of the controversial subject matter of That Certain Summer
Alfred Schneider on meeting with special interest groups and handling their concerns about portrayals of certain groups and depictions of controversial topics on television
Alfred Schneider on regulating portrayals of violence in Roots versus S.W.A.T. and The Six Million Dollar Man
Alfred Schneider on Producer Danny Arnold throwing him off the set of Barney Miller
Alfred Schneider on working with Steven Bochco versus working with Aaron Spelling
Alfred Schneider on how and why portrayals of sexuality and other controversial topics have become more acceptable over time on television
Alfred Schneider on Chair of the Federal Communications Commission, Newton N. Minow's "Vast Wasteland" speech
Alfred Schneider on the role of the government in regulating television content
Alfred Schneider on the criticism he received over the course of his career and being the "conscience of the company"
Alfred Schneider on advice to aspiring Standards & Practices professionals
Alfred Schneider on advice to show creators in dealing with Standards & Practices professionals
Alfred Schneider on creating, with ABC Executive Jim Stabile, what may have been the very first television package deal -- for The Danny Thomas Show
Alfred Schneider on dealing with the Hollywood Blacklist as an executive at CBS
Alfred Schneider on the Quiz Show and Payola Scandals and his part in writing legislation in response to the scandals
Alfred Schneider on the establishment of the Television Code and its contents
Alfred Schneider on working in Standards & Practices at ABC
Alfred Schneider on working with Producer Leonard Goldberg on his TV movie Something About Amelia, which dealt with incest
Alfred Schneider on his pride in his work on The Day After
Alfred Schneider on allowing nudity to be shown in The Winds of War
Alfred Schneider on a controversial episode of Bus Stop ("A Lion Walks Among Us") and how it led to further inquiries into the effects of violence on television
Women
Alfred Schneider on writer/producer Susan Harris's response to being told that a scene in Soap where women were discussing sex had to be cut
Professions
Executives
Alfred Schneider on the criticism he received over the course of his career and being the "conscience of the company"
Alfred Schneider on advice to aspiring Standards & Practices professionals
Alfred Schneider on advice to show creators in dealing with Standards & Practices professionals
Alfred Schneider on creating, with ABC Executive Jim Stabile, what may have been the very first television package deal -- for The Danny Thomas Show
Alfred Schneider on working in Standards & Practices at ABC
Television Executive
Alfred Schneider on the criticism he received over the course of his career and being the "conscience of the company"
Alfred Schneider on advice to aspiring Standards & Practices professionals
Alfred Schneider on advice to show creators in dealing with Standards & Practices professionals
Alfred Schneider on working in Standards & Practices at ABC
Genres
Classic Anthology Series
Alfred Schneider on how a controversial episode of Bus Stop ("A Lion Walks Among Us") led to the demise of ABC President, Oliver E. Treyz, as well as further inquiries into the effects of violence on television
Comedy Series
Alfred Schneider on why ABC passed on All in the Family
Alfred Schneider on why ABC was able to take a risk on Soap and how the network dealt with the show's depiction of controversial topics
Alfred Schneider on Producer Danny Arnold throwing him off the set of Barney Miller
Alfred Schneider on negotiating the contract for The Phil Silvers Show as Assistant Director of Business Affairs at CBS
Cop/Detective/Mystery Series
Alfred Schneider on regulating portrayals of violence in Roots versus S.W.A.T. and The Six Million Dollar Man
Alfred Schneider on how the Italian-American reaction to The Untouchables led to ABC agreeing to not use the term "mafia"
Drama Series
Alfred Schneider on the decision not to allow two men to kiss on Thirtysomething
Alfred Schneider on how a controversial episode of Bus Stop ("A Lion Walks Among Us") led to the demise of ABC President, Oliver E. Treyz, as well as further inquiries into the effects of violence on television
Medical Dramas
Alfred Schneider on sit-in protests by the gay community in response to Marcus Welby, M.D.
News and Documentary
Alfred Schneider on an episode of Howard K. Smith: News and Comment ("The Political Obituary of Richard M. Nixon"), and how it led to the formulation of a policy to protect news departments from the interference of sponsors
Sci-Fi/Supernatural Series
Alfred Schneider on regulating portrayals of violence in Roots versus S.W.A.T. and The Six Million Dollar Man
TV Movies/Miniseries/Dramatic Specials
Alfred Schneider on negotiating the depiction of the controversial subject matter of That Certain Summer
Alfred Schneider on regulating portrayals of violence in Roots versus S.W.A.T. and The Six Million Dollar Man
Alfred Schneider on working with Producer Leonard Goldberg on his TV movie Something About Amelia, which dealt with incest
Alfred Schneider on his pride in his work on The Day After
Alfred Schneider on allowing nudity to be shown in The Winds of War
People
Danny Arnold
Alfred Schneider on Producer Danny Arnold throwing him off the set of Barney Miller
Steven Bochco
Alfred Schneider on working with Steven Bochco versus working with Aaron Spelling
Louis G. Cowan
Alfred Schneider on working as Executive Assistant to the President of CBS, Louis G. Cowan
Leonard Goldberg
Alfred Schneider on working with Producer Leonard Goldberg on his TV movie Something About Amelia, which dealt with incest
Leonard H. Goldenson
Alfred Schneider on the founder of ABC, Leonard Goldenson
Alfred Schneider on the founder of ABC, Leonard Goldenson's testimony before Congress in response to the Payola Scandals
Alfred Schneider on working on issues of Standards & Practices with founder of ABC, Leonard Goldenson
Jim Haggerty
Alfred Schneider on an episode of Howard K. Smith: News and Comment ("The Political Obituary of Richard M. Nixon"), which led head of ABC news, Jim Hagerty to formulate a policy to protect news departments from the interference of sponsors
Susan Harris
Alfred Schneider on writer/producer Susan Harris's response to being told that a scene in Soap where women were discussing sex had to be cut
Nat Hiken
Alfred Schneider on negotiating the contract for The Phil Silvers Show with writer Nat Hiken as Assistant Director of Business Affairs at CBS
Newton N. Minow
Alfred Schneider on Chair of the Federal Communications Commission, Newton N. Minow's "Vast Wasteland" speech
Richard M. Nixon
Alfred Schneider on an episode of Howard K. Smith: News and Comment ("The Political Obituary of Richard M. Nixon"), which led head of ABC news, Jim Hagerty to formulate a policy to protect news departments from the interference of sponsors
Alfred Schneider on the role of the government in regulating television content and President Nixon's attempt to encourage anti-drug messages in television programs
Howard K. Smith
Alfred Schneider on an episode of Howard K. Smith: News and Comment ("The Political Obituary of Richard M. Nixon"), which led head of ABC news, Jim Hagerty to formulate a policy to protect news departments from the interference of sponsors
Aaron Spelling
Alfred Schneider on working with Steven Bochco versus working with Aaron Spelling
Jim Stabile
Alfred Schneider on creating, with ABC Executive Jim Stabile, what may have been the very first television package deal -- for The Danny Thomas Show
Brandon Stoddard
Alfred Schneider on his pride in his work with ABC Executive Brandon Stoddard on The Day After
Oliver E. Treyz
Alfred Schneider on how a controversial episode of Bus Stop ("A Lion Walks Among Us") led to the demise of president of ABC, Oliver E. Treyz
Herman Wouk
Alfred Schneider on allowing nudity to be shown in Herman Wouk's The Winds of War