"We had a number of successful shows, established a terrific base, built a full-fledged network that was profitable. But nothing is forever. The very definition of television is it's here today and it's gone tomorrow and it just leaves its memories. Or it shows up on TV Land as a rerun."

    About This Interview

    In his three-hour interview, Frederick S. Pierce talks about how he first came to work at ABC in 1956 and his initial work as an analyst in the television research department, under Julius Barnathan. He discusses several of the series that ABC had on the air at the time and how the department collected data. He describes his move up the ladder at the network from vice president to president of ABC Television in 1974. He speaks in great detail about several of the notable executives at the network, including Leonard Goldenson, Elton Rule, Fred Silverman, and Roone Arledge. He explains how he reinvented the ABC primetime schedule, shepherding such shows as Happy Days, The Love Boat, and Baretta, which brought the network to the top of the ratings. He talks about some of the notable programming on ABC in these years, which included the creation of the miniseries. Lastly, he discusses ABC's buyout by Capital Cities in the mid-1980s and his retirement from the network after a three-decade tenure. Karen Herman conducted the interview on May 5, 2006 in New York, NY.

    All views expressed by interviewees are theirs alone and not necessarily those of the Television Academy.
    People Talking About ...
    Thumbnail of Frederick S. Pierce

    Frederick S. Pierce on the advent of Monday Night Football

    03:54
    Thumbnail of Frederick S. Pierce

    Frederick S. Pierce on Roone Arledge's contributions to ABC News

    09:18
    Thumbnail of Frederick S. Pierce

    Frederick S. Pierce on Fred Silverman's departure from ABC

    03:26
    Thumbnail of Frederick S. Pierce

    Frederick S. Pierce on working for Leonard Goldenson 

    04:53
    Thumbnail of Frederick S. Pierce

    Frederick S. Pierce on "block programming"

    02:17
    Play Full Interview

    Chapter 1

    On his early life and influences; on early television he watched and his interest in business

    13:37

    On going to work for ABC in the research department; on where ABC stood in comparison to CBS and NBC in the '50s; on how research affected programming at ABC and different methods of research; on the Nielsen ratings system

    14:18

    Chapter 2

    On ratings sweeps periods and the programming and news departments; on ABC's coverage of the Kennedy assassination and other big news stories of the day; on becoming a Vice President at ABC and gravitating toward the sales department

    15:08

    On working for Leonard Goldenson; on ABC executive Julius Barnathan; on ABC President Elton Rule

    13:21

    Chapter 3

    On Elton Rule's accomplishments at ABC; on the advent of Monday Night Football; on becoming President of ABC and the structure of the network

    15:45

    On the shows he brought to ABC as President of the network; on bringing in Fred Silverman to run ABC programming; on his working relationship with Fred Silverman

    12:49

    Chapter 4

    On his managerial style and the importance of having the right executives; on Roone Arledge's contributions to ABC News; on the successful miniseries during his tenure at ABC

    17:53

    On "block programming"; on spin-offs and working with Carsey Werner; on his philosophy on TV promotions

    10:41

    Chapter 5

    On network ownership of series and movies; on how he was regarded by ABC; on Fred Silverman's departure from ABC; on the formation of ABC Video and ABC's acquisition of ESPN and other cable networks

    19:09

    On Capital Cities buyout of ABC and leaving the network; on his legacy at ABC

    08:07

    Chapter 6

    On founding and running the Frederick S. Pierce Company; on his proudest achievements and his family; on his opinion of the then-current state of ABC and the networks in general

    09:19

    On television's responsibility to its audience; on advice to aspiring television executives; on how he'd like to be remembered 

    10:11

    On B-roll of pictures from Frederick S. Pierce's career; Trade paper announcements from his career; standing next to an ABC art exhibit; on the cover of Broadcasting Magazine; with Elton Rule and Leonard Goldenson; on the cover of CableVision Magazine; with Leonard Goldenson; The  Winds of War Time Magazine cover; ABC's 25th Anniversary Celebration; Newspaper article about Capital Cities acquisition of ABC; with his wife Marion

    06:10

    Cosby Show, The

    Frederick S. Pierce on spin-offs and working with Carsey Werner

    04:26

    Day After, The

    Frederick S. Pierce on his relationship with ABC Standards and Practices 

    02:16

    Monday Night Football

    Frederick S. Pierce on the advent of Monday Night Football

    03:54

    Advice

    Frederick S. Pierce on advice to aspiring television executives 

    06:03

    Censorship / Standards & Practices

    Frederick S. Pierce on his relationship with ABC Standards and Practices 

    02:16

    Historic Events and Social Change

    Frederick S. Pierce on ABC's coverage of the Kennedy assassination and other big news stories of the day

    03:01

    JFK Assassination and Funeral

    Frederick S. Pierce on ABC's coverage of the Kennedy assassination and other big news stories of the day

    03:01

    Media Consolidation

    Frederick S. Pierce on network ownership of series and movies

    00:55

    Frederick S. Pierce on the formation of ABC Video and ABC's acquisition of ESPN and other cable networks

    12:20

    Frederick S. Pierce on Capital Cities buyout of ABC and leaving the network

    06:16

    Television Industry

    Frederick S. Pierce on how research affected programming at ABC

    02:18

    Frederick S. Pierce on the Nielsen ratings system

    00:53

    Frederick S. Pierce on becoming President of ABC and the structure of the network

    06:40

    Frederick S. Pierce on his relationship with ABC Standards and Practices 

    02:16

    Frederick S. Pierce on network ownership of series and movies

    00:55

    Frederick S. Pierce on the formation of ABC Video and ABC's acquisition of ESPN and other cable networks

    12:20

    Frederick S. Pierce on Capital Cities buyout of ABC and leaving the network

    06:16

    Frederick S. Pierce on his opinion of the then-current state of ABC and the networks in general

    02:05

    Frederick S. Pierce on television's responsibility to its audience 

    02:33

    Frederick S. Pierce on advice to aspiring television executives 

    06:03

    Frederick S. Pierce on ratings sweeps periods and the programming and news departments

    05:11

    Executives

    Frederick S. Pierce on his managerial style and the importance of having the right executives

    03:56

    Frederick S. Pierce on his promotion philosophy

    01:38

    Frederick S. Pierce on advice to aspiring television executives 

    06:03

    Television Executive

    Frederick S. Pierce on his managerial style and the importance of having the right executives

    03:56

    Frederick S. Pierce on his promotion philosophy

    01:38

    Frederick S. Pierce on advice to aspiring television executives 

    06:03

    News and Documentary

    Frederick S. Pierce on ABC News

    09:18

    Roone Arledge

    Frederick S. Pierce on Roone Arledge's contributions to ABC News

    09:18

    David Brinkley

    Frederick S. Pierce on Roone Arledge's contributions to ABC News

    09:18

    Marcy Carsey

    Frederick S. Pierce on spin-offs and working with producers Marcy Carsey and Tom Werner

    04:26

    Bill Cosby

    Frederick S. Pierce on spin-offs and working with Carsey Werner

    04:26

    Leonard H. Goldenson

    Frederick S. Pierce on working for Leonard Goldenson 

    04:53

    Harry Reasoner

    Frederick S. Pierce on Roone Arledge's contributions to ABC News

    09:18

    Elton H. Rule

    Frederick S. Pierce on Elton Rule's accomplishments at ABC

    01:54

    Frederick S. Pierce on ABC President Elton Rule

    04:34

    Fred Silverman

    Frederick S. Pierce on bringing in Fred Silverman to run ABC programming

    04:09

    Frederick S. Pierce on his working relationship with Fred Silverman

    03:17

    Frederick S. Pierce on Fred Silverman's departure from ABC

    03:25

    Barbara Walters

    Frederick S. Pierce on Roone Arledge's contributions to ABC News

    09:18

    Tom Werner

    Frederick S. Pierce on spin-offs and working with producers Marcy Carsey and Tom Werner

    04:26

    All Interviews

    Loading Interviews...