Alfred Schneider

Executive, Standards & Practices

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The Academy of Television Arts & Sciences Foundation Presents

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About

About this interview

In his two-and-a-half hour Archive 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.

All views expressed by interviewees are theirs alone and not necessarily those of the Television Academy.

"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."

People Talking About ...

Alfred Schneider

Highlights

Alfred Schneider on working with Producer Leonard Goldberg on his TV movie Something About Amelia, which dealt with incest

01:52

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

00:51

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

01:29

Alfred Schneider on his pride in his work on The Day After

01:24

Alfred Schneider on advice to aspiring Standards & Practices professionals

00:43

Full Interview

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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

02:44

Barney Miller

Alfred Schneider on Producer Danny Arnold throwing him off the set of Barney Miller

01:10

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

04:13

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

02:25

Day After, The

Alfred Schneider on his pride in his work on The Day After

01:24

Herman Wouk's The Winds of War

Alfred Schneider on allowing nudity to be shown in The Winds of War

00:43

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

04:01

Marcus Welby, M.D.

Alfred Schneider on sit-in protests by the gay community in response to Marcus Welby, M.D.

01:28

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

03:44

Roots

Alfred Schneider on regulating portrayals of violence in Roots versus S.W.A.T. and The Six Million Dollar Man

01:55

S.W.A.T.

Alfred Schneider on regulating portrayals of violence in Roots versus S.W.A.T. and The Six Million Dollar Man

01:55

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

01:55

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

03:03

Something About Amelia

Alfred Schneider on working with Producer Leonard Goldberg on his TV movie Something About Amelia, which dealt with incest

01:52

That Certain Summer

Alfred Schneider on negotiating the depiction of the controversial subject matter of That Certain Summer

01:43

Thirtysomething

Alfred Schneider on the decision not to allow two men to kiss on Thirtysomething

01:34

Untouchables, The

Alfred Schneider on how the Italian-American reaction to The Untouchables led to ABC agreeing to not use the term "mafia"

03:46

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

04:01

Alfred Schneider on the power of advertisers in decisions made by Standards & Practices

02:19

Advice

Alfred Schneider on advice to aspiring Standards & Practices professionals

00:43

Alfred Schneider on advice to show creators in dealing with Standards & Practices professionals

00:32

Censorship / Standards & Practices

Alfred Schneider on the establishment of the Television Code and its contents

05:58

Alfred Schneider on working in Standards & Practices at ABC

03:11

Alfred Schneider on working with Producer Leonard Goldberg on his TV movie Something About Amelia, which dealt with incest

01:52

Alfred Schneider on his pride in his work on The Day After

01:24

Alfred Schneider on allowing nudity to be shown in The Winds of War

00:43

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

04:13

Alfred Schneider on the difference between how news and entertainment are handled in terms of censorship

02:31

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

03:03

Alfred Schneider on the decision not to allow two men to kiss on Thirtysomething

01:34

Alfred Schneider on the power of advertisers in decisions made by Standards & Practices

02:19

Alfred Schneider on negotiating the depiction of the controversial subject matter of That Certain Summer

01:43

Alfred Schneider on meeting with special interest groups and handling their concerns about portrayals of certain groups and depictions of controversial topics on television

02:15

Alfred Schneider on regulating portrayals of violence in Roots versus S.W.A.T. and The Six Million Dollar Man

01:55

Alfred Schneider on Producer Danny Arnold throwing him off the set of Barney Miller

01:10

Alfred Schneider on working with Steven Bochco versus working with Aaron Spelling

02:48

Alfred Schneider on how and why portrayals of sexuality and other controversial topics have become more acceptable over time on television

01:49

Alfred Schneider on the role of the government in regulating television content

01:29

Alfred Schneider on the criticism he received over the course of his career and being the "conscience of the company"

01:19

Criticism of TV

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

04:13

Alfred Schneider on regulating portrayals of violence in Roots versus S.W.A.T. and The Six Million Dollar Man

01:55

Alfred Schneider on how and why portrayals of sexuality and other controversial topics have become more acceptable over time on television

01:49

Alfred Schneider on Chair of the Federal Communications Commission, Newton N. Minow's "Vast Wasteland" speech

01:25

Historic Events and Social Change

Alfred Schneider on the decision not to allow two men to kiss on Thirtysomething

01:34

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

00:51

Alfred Schneider on negotiating the depiction of the controversial subject matter of That Certain Summer

01:43

Alfred Schneider on meeting with special interest groups and handling their concerns about portrayals of certain groups and depictions of controversial topics on television

02:15

Alfred Schneider on sit-in protests by the gay community in response to Marcus Welby, M.D.

01:28

Hollywood Blacklist

Alfred Schneider on dealing with the Hollywood Blacklist as an executive at CBS

02:36

Industry Crossroads

Alfred Schneider on dealing with the Hollywood Blacklist as an executive at CBS

02:36

Alfred Schneider on the Quiz Show and Payola Scandals and his part in writing legislation in response to the scandals

05:11

LGBTQIA+

Alfred Schneider on the decision not to allow two men to kiss on Thirtysomething

01:34

Alfred Schneider on negotiating the depiction of the controversial subject matter of That Certain Summer

01:43

Alfred Schneider on sit-in protests by the gay community in response to Marcus Welby, M.D.

01:28

Quiz Show Scandals

Alfred Schneider on the Quiz Show and Payola Scandals and his part in writing legislation in response to the scandals

05:11

Representation on Television

Alfred Schneider on the decision not to allow two men to kiss on Thirtysomething

01:34

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

00:51

Alfred Schneider on negotiating the depiction of the controversial subject matter of That Certain Summer

01:43

Alfred Schneider on meeting with special interest groups and handling their concerns about portrayals of certain groups and depictions of controversial topics on television

02:15

Alfred Schneider on sit-in protests by the gay community in response to Marcus Welby, M.D.

01:28

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

04:01

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

01:29

Sex & Violence

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

04:13

Alfred Schneider on regulating portrayals of violence in Roots versus S.W.A.T. and The Six Million Dollar Man

01:55

Alfred Schneider on how and why portrayals of sexuality and other controversial topics have become more acceptable over time on television

01:49

Television Industry

Alfred Schneider on creating, with ABC Executive Jim Stabile, what may have been the very first television package deal -- for The Danny Thomas Show

02:25

Alfred Schneider on dealing with the Hollywood Blacklist as an executive at CBS

02:36

Alfred Schneider on the Quiz Show and Payola Scandals and his part in writing legislation in response to the scandals

05:11

Alfred Schneider on the establishment of the Television Code and its contents

05:58

Alfred Schneider on working in Standards & Practices at ABC

03:11

Alfred Schneider on working with Producer Leonard Goldberg on his TV movie Something About Amelia, which dealt with incest

01:52

Alfred Schneider on his pride in his work on The Day After

01:24

Alfred Schneider on allowing nudity to be shown in The Winds of War

00:43

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

04:13

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

04:01

Alfred Schneider on the difference between how news and entertainment are handled in terms of censorship

02:31

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

03:03

Alfred Schneider on the decision not to allow two men to kiss on Thirtysomething

01:34

Alfred Schneider on the power of advertisers in decisions made by Standards & Practices

02:19

Alfred Schneider on negotiating the depiction of the controversial subject matter of That Certain Summer

01:43

Alfred Schneider on meeting with special interest groups and handling their concerns about portrayals of certain groups and depictions of controversial topics on television

02:15

Alfred Schneider on regulating portrayals of violence in Roots versus S.W.A.T. and The Six Million Dollar Man

01:55

Alfred Schneider on Producer Danny Arnold throwing him off the set of Barney Miller

01:10

Alfred Schneider on working with Steven Bochco versus working with Aaron Spelling

02:48

Alfred Schneider on how and why portrayals of sexuality and other controversial topics have become more acceptable over time on television

01:49

Alfred Schneider on Chair of the Federal Communications Commission, Newton N. Minow's "Vast Wasteland" speech

01:25

Alfred Schneider on the role of the government in regulating television content

01:29

Alfred Schneider on the criticism he received over the course of his career and being the "conscience of the company"

01:19

Alfred Schneider on advice to aspiring Standards & Practices professionals

00:43

Alfred Schneider on advice to show creators in dealing with Standards & Practices professionals

00:32

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

04:01

Alfred Schneider on the relationship between Standards & Practices and the presidency

01:47

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

01:29

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

00:51

Professions

Executives

View Profession

Alfred Schneider on creating, with ABC Executive Jim Stabile, what may have been the very first television package deal -- for The Danny Thomas Show

02:25

Alfred Schneider on working in Standards & Practices at ABC

03:11

Alfred Schneider on the criticism he received over the course of his career and being the "conscience of the company"

01:19

Alfred Schneider on advice to aspiring Standards & Practices professionals

00:43

Alfred Schneider on advice to show creators in dealing with Standards & Practices professionals

00:32

Television Executive

View Profession

Alfred Schneider on working in Standards & Practices at ABC

03:11

Alfred Schneider on the criticism he received over the course of his career and being the "conscience of the company"

01:19

Alfred Schneider on advice to aspiring Standards & Practices professionals

00:43

Alfred Schneider on advice to show creators in dealing with Standards & Practices professionals

00:32

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

04:13

Comedy Series

Alfred Schneider on negotiating the contract for The Phil Silvers Show as Assistant Director of Business Affairs at CBS

03:44

Alfred Schneider on why ABC passed on All in the Family

02:44

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

03:03

Alfred Schneider on Producer Danny Arnold throwing him off the set of Barney Miller

01:10

Cop/Detective/Mystery Series

Alfred Schneider on how the Italian-American reaction to The Untouchables led to ABC agreeing to not use the term "mafia"

03:46

Alfred Schneider on regulating portrayals of violence in Roots versus S.W.A.T. and The Six Million Dollar Man

01:55

Drama 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

04:13

Alfred Schneider on the decision not to allow two men to kiss on Thirtysomething

01:34

Medical Dramas

Alfred Schneider on sit-in protests by the gay community in response to Marcus Welby, M.D.

01:28

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

04:01

Sci-Fi/Supernatural Series

Alfred Schneider on regulating portrayals of violence in Roots versus S.W.A.T. and The Six Million Dollar Man

01:55

TV Movies/Miniseries/Dramatic Specials

Alfred Schneider on working with Producer Leonard Goldberg on his TV movie Something About Amelia, which dealt with incest

01:52

Alfred Schneider on his pride in his work on The Day After

01:24

Alfred Schneider on allowing nudity to be shown in The Winds of War

00:43

Alfred Schneider on negotiating the depiction of the controversial subject matter of That Certain Summer

01:43

Alfred Schneider on regulating portrayals of violence in Roots versus S.W.A.T. and The Six Million Dollar Man

01:55

People

Danny Arnold

View Person Page

Alfred Schneider on Producer Danny Arnold throwing him off the set of Barney Miller

01:10

Steven Bochco

View Interview Page

Alfred Schneider on working with Steven Bochco versus working with Aaron Spelling

02:48

Louis G. Cowan

View Person Page

Alfred Schneider on working as Executive Assistant to the President of CBS, Louis G. Cowan

04:39

Leonard Goldberg

View Interview Page

Alfred Schneider on working with Producer Leonard Goldberg on his TV movie Something About Amelia, which dealt with incest

01:52

Leonard H. Goldenson

View Interview Page

Alfred Schneider on the founder of ABC, Leonard Goldenson

01:36

Alfred Schneider on the founder of ABC, Leonard Goldenson's testimony before Congress in response to the Payola Scandals

01:40

Alfred Schneider on working on issues of Standards & Practices with founder of ABC, Leonard Goldenson

01:34

Jim Haggerty

View Person Page

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

04:01

Susan Harris

View Person Page

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

00:51

Nat Hiken

View Person Page

Alfred Schneider on negotiating the contract for The Phil Silvers Show with writer Nat Hiken as Assistant Director of Business Affairs at CBS

03:44

Newton N. Minow

View Interview Page

Alfred Schneider on Chair of the Federal Communications Commission, Newton N. Minow's "Vast Wasteland" speech

01:25

Richard M. Nixon

View Person Page

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

04:01

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

01:29

Howard K. Smith

View Interview Page

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

04:01

Aaron Spelling

View Interview Page

Alfred Schneider on working with Steven Bochco versus working with Aaron Spelling

02:48

Jim Stabile

View Person Page

Alfred Schneider on creating, with ABC Executive Jim Stabile, what may have been the very first television package deal -- for The Danny Thomas Show

02:25

Brandon Stoddard

View Interview Page

Alfred Schneider on his pride in his work with ABC Executive Brandon Stoddard on The Day After

01:24

Oliver E. Treyz

View Person Page

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

04:13

Herman Wouk

View Person Page

Alfred Schneider on allowing nudity to be shown in Herman Wouk's The Winds of War

00:43