Lee Rich

Executive / Producer

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The Academy of Television Arts & Sciences Foundation Presents

02:26

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About

About this interview

In his three-and-a-half-hour interview, Lee Rich (1927-2012) talks about starting out in television at the advertising agency Benton & Bowles, where he worked to package and sell The Dick Van Dyke Show and The Danny Thomas Show. Largely serving as an additional producer on the shows during those early days of television, when advertising agencies enjoyed almost total control over programming, Rich recounts how he left the agency in 1965 to form his own production company, Mirisch-Rich Productions, which produced television programs including The Rat Patrol and one of the first Garry Marshall/Jerry Belson shows, Hey, Landlord. Rich discusses in detail the formation of the hugely successful production company Lorimar in 1969, which generated television hits The Waltons, Dallas, Eight is Enough, Knots Landing, and numerous television movies including Sybil and Helter Skelter. Jeffrey Glaser conducted the interview on April 12, 1999 in Los Angeles, CA.

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

"Providing a home for creative people and people to be happy and enjoying coming to work everyday. That gave me a great deal of joy."

People Talking About ...

Highlights

Lee Rich on how his production company, Lorimar, got its name

01:00

Lee Rich on the "House Divided" episode of Dallas which generated the question, "Who Shot J.R.?"

01:50

Lee Rich on the Hollywood Blacklist

01:47

Lee Rich on the control that advertising agencies had over programming in the early days and how the Quiz Show Scandals changed things

00:43

Lee Rich on Fred Silverman's plan for airing Roots

00:42

Full Interview

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Chapter 1

On his childhood and early influences

On his first jobs after college; on his time in the Navy; on getting into the advertising business

On his impressions of television; on heading the media department of advertising agency, Benton & Bowles

On the involvement of advertising agencies in early television programming and shows that he packaged

Chapter 2

On working with Grant Tinker at Benton & Bowles

On his involvement with The Dick Van Dyke Show

On leaving Benton & Bowles to create production company, Mirisch-Rich Productions; on the Hollywood Blacklist

On joining the Leo Burnett agency; on his involvement with the shows The Rat Patrol and Hogan's Heroes

Chapter 3

On his involvement with the shows The Rat Patrol, Hey Landlord, and Sheriff Who?; on returning to the advertising world for one year

On forming the production company Lorimar and on early Lorimar productions

On movies of the week; on movie of the week, The Homecoming: A Christmas Story, which inspired the series The Waltons

Chapter 4

On The Waltons and the series' subsequent TV movies

On Lorimar's television movies and miniseries (The Blue Knight, Sybil, Helter Skelter) and on films

On being an executive producer at Lorimar; on working with the networks

Chapter 5

On departments and procedures at Lorimar; on Eight is Enough

On Lorimar's hit show Dallas

On the Lorimar show Knot's Landing and its comparisons to Dallas

Chapter 6

On Lorimar getting into first run syndication and partnering with Telepictures; on leaving Lorimar for MGM-UA

On selling Lorimar to Warner Brothers; on his time at MGM-UA

On forming his own company, Lee Rich Productions; on movies he's produced

On some of his television favorites; on his respect for writers

Chapter 7

On the impact of cable television; on how audiences have changed

On his regrets and his legacy; on people he's worked with

Shows

Ally McBeal

Lee Rich on shows he likes

00:19

Andy Griffith Show, The

Lee Rich on shows he packaged - The Andy Griffith Show

00:18

Blue Knight, The

Lee Rich on the Lorimar production, The Blue Knight

02:55

Dallas

Lee Rich on getting Dallas off the ground

00:48

Lee Rich on getting Dallas on the air

01:12

Lee Rich on the origins of Dallas

12:16

Lee Rich on the "House Divided" episode of Dallas which generated the question, "Who Shot J.R.?"

04:17

Lee Rich on Patrick Ewing leaving and returning to Dallas - the season was all a dream

01:30

Lee Rich on going on Tom Snyder's show to deal with criticism from a reverend about Dallas

00:51

Lee Rich on staying home to watch TV shows

00:45

Dallas: "House Divided"

Lee Rich on the "House Divided" episode of Dallas which generated the question, "Who Shot J.R.?"

04:17

Dallas: "The Return to Camelot: Part 1"

Lee Rich on Patrick Ewing leaving and returning to Dallas - the season was all a dream

01:30

Dallas: J. R. Returns

Lee Rich on the TV movie Dallas: J.R. Returns

00:29

Danny Thomas Show, The aka Make Room for Daddy

Lee Rich on wanting Danny Thomas to be involved with television

00:29

Detectives, The

Lee Rich on packaging Detectives Starring Robert Taylor

00:50

Dick Van Dyke Show, The

Lee Rich on shows he packaged - The Dick Van Dyke Show

00:18

Lee Rich on his involvement with The Dick Van Dyke Show

09:26

Edge of Night, The

Lee Rich on how the Hollywood Blacklist affected daytime programming

01:14

Eight Is Enough

Lee Rich on producing Eight is Enough

04:00

Gomer Pyle - USMC

Lee Rich on CBS President Jim Aubrey's doubts that Gomer Pyle, U.S.M.C. would ever make it to air

00:25

Guiding Light

Lee Rich on how the Hollywood Blacklist affected daytime programming

01:14

Helter Skelter

Lee Rich on the successful television movie Helter Skelter

04:34

Hey Landlord!

Lee Rich on Hey Landlord!, the first program produced for him by Garry Marshall and Jerry Belson

00:14

Lee Rich on his involvement with the show Hey Landlord!

01:23

Hogan's Heroes

Lee Rich on his involvement with the show Hogan's Heroes

00:51

Homecoming, The: A Christmas Story

Lee Rich on how he kept Lorimar afloat by doing movies of the week like, The Homecoming: A Christmas Story, which inspired the series The Waltons

16:47

Knots Landing

Lee Rich on trying to sell Knots Landing and creating a night time soap opera

01:49

Lee Rich on producing Knots Landing

03:29

NYPD Blue

Lee Rich on shows he likes

00:19

Pink Panther, The

Lee Rich on producing the animated show, The Pink Panther

00:19

Rat Patrol, The

Lee Rich on The Rat Patrol, the first show he produced for Mirisch-Rich Productions

00:38

Lee Rich on his involvement with the show, The Rat Patrol

08:54

Lee Rich on his involvement with the show The Rat Patrol

02:40

Rifleman, The

Lee Rich on packaging The Rifleman

00:50

Roots

Lee Rich on Fred Silverman's plan for airing Roots

00:42

Sheriff Who?

Lee Rich on the cult show, Sheriff Who? - a Belson/Marshall show

00:32

Lee Rich on his involvement with the show, Sheriff Who, in which a sheriff was killed every week

01:48

Sopranos, The

Lee Rich on staying home to watch TV shows

01:11

Sybil

Lee Rich on the successful television movie Sybil

03:56

Lee Rich on his favorite TV show, Sybil

00:38

Waltons, The

Lee Rich on casting Ralph White for The Waltons

01:02

Lee Rich on his involvement with the show The Waltons

05:53

Lee Rich on promising to never give distribution rights away again after doing so with The Waltons

00:20

Lee Rich on Eight is Enough as the modern day version of The Waltons

00:47

Lee Rich on his favorite series, The Waltons

00:32

Topics

Advertising and Sponsorship

Lee Rich on how the advertising agencies worked with the television networks and sponsors during early television

03:18

Classic TV series episodes

Lee Rich on the "House Divided" episode of Dallas which generated the question, "Who Shot J.R.?"

01:50

Lee Rich on Patrick Ewing leaving and returning to Dallas - the previous season was all a dream

01:30

Criticism of TV

Lee Rich on criticism about Dallas

01:29

Hollywood Blacklist

Lee Rich on the Hollywood Blacklist

01:47

Industry Crossroads

Lee Rich on the Hollywood Blacklist

01:47

Lee Rich on the Quiz Show Scandals and the subsequent impact on the networks and advertising agencies

00:56

Media Consolidation

Lee Rich on the changing media landscape and consolidation

02:24

Memorable Moments on Television

Lee Rich on the "House Divided" episode of Dallas which generated the question, "Who Shot J.R.?"

01:50

Lee Rich on Patrick Ewing leaving and returning to Dallas - the previous season was all a dream

01:30

Network Creation

Lee Rich on the network creators: David Sarnoff (NBC), William S. Paley (CBS), and Leonard Goldenson (ABC)

02:00

Quiz Show Scandals

Lee Rich on the Quiz Show Scandals and the subsequent impact on the networks and advertising agencies

00:56

Representation on Television

Lee Rich on the episode of The Waltons that dealt with race

00:28

Technological Innovation

Lee Rich on the 3-camera system used at Desilu studios

00:50

Lee Rich on the advantages and disadvantages of cable

02:48

Television Industry

Lee Rich on how the advertising agencies worked with the television networks and sponsors during early television

03:18

Lee Rich on the Hollywood Blacklist

01:47

Lee Rich on the Quiz Show Scandals and the subsequent impact on the networks and advertising agencies

00:56

Lee Rich on the network creators: David Sarnoff (NBC), William S. Paley (CBS), and Leonard Goldenson (ABC)

02:00

Lee Rich on the changing media landscape and consolidation

02:24

Lee Rich on criticism about Dallas

01:29

Professions

Advertising Executive

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Lee Rich on his path to heading the media and programming departments at the advertising agency Benton & Bowles

15:34

Lee Rich on the role of producer versus that of advertising executive

00:33

Executives

View Profession

Lee Rich on his path to heading the media and programming departments at the advertising agency Benton & Bowles

15:34

Lee Rich on the role of producer versus that of advertising executive

00:33

Producers

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Lee Rich on forming Mirisch-Rich Productions

01:29

Lee Rich on the role of producer versus that of advertising executive

00:32

Lee Rich on forming the production company Lorimar

04:30

Lee Rich on being an executive producer at Lorimar

01:59

Lee Rich on his management style at Lorimar

01:10

Genres

Comedy Series

Lee Rich on his involvement with The Dick Van Dyke Show

09:26

Daytime/Primetime Serials

Lee Rich on Dallas

24:33

TV Movies/Miniseries/Dramatic Specials

Lee Rich on the Lorimar production, The Blue Knight

02:55

Lee Rich on the Lorimar production, Sybil

03:56

Lee Rich on the Lorimar production, Helter Skelter, the Charles Manson story

04:34

People

Aaron Sorkin

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Lee Rich on his respect for writer Aaron Sorkin

00:24

Aaron Spelling

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Lee Rich on Aaron Spelling as a writer over at Desilu Studios

00:50

Andy Griffith

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Lee Rich on Andy Griffith

08:53

Barbara Bel Geddes

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Lee Rich on casting Barbara Bel Geddes in Dallas

01:02

Barry Diller

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Lee Rich on keeping Lorimar afloat by doing movies of the week for Barry Diller at ABC

01:28

Betty Buckley

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Lee Rich on casting Betty Buckley in Eight is Enough after Diana Hyland's death

00:23

Brandon Stoddard

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Lee Rich on Brandon Stoddard

00:07

Brandon Tartikoff

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Lee Rich on Brandon Tartikoff

00:32

Bud Grant

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Lee Rich on Bud Grant writing the first 5 scripts of Dallas

02:34

Carl Reiner

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Lee Rich on his respect for writers

00:59

Lee Rich on writer/show creator Carl Reiner and how Benton & Bowles got The Dick Van Dyke Show

09:26

Lee Rich on Carl Reiner

00:14

Daniel Petrie, Sr.

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Lee Rich on Daniel Petrie directing Sybil

00:56

Danny Arnold

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Lee Rich on Danny Arnold

00:13

Danny Thomas

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Lee Rich on wanting popular people like Danny Thomas to have a television show

00:29

Lee Rich on producer Danny Thomas and how Benton & Bowles got The Dick Van Dyke Show

01:29

Lee Rich on Danny Thomas

00:14

David Jacobs

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Lee Rich on Dallas creator David Jacobs

00:47

Lee Rich on David Jacobs

00:27

David Salzman

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Lee Rich on those who wanted his position at Lorimar once he left for MGM

00:23

David Sarnoff

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Lee Rich on the network creators: David Sarnoff (NBC), William S. Paley (CBS), and Leonard Goldenson (ABC)

03:14

Diana Hyland

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Lee Rich on casting Diana Hyland for Eight is Enough

01:39

Dick Van Dyke

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Lee Rich on actor Dick Van Dyke and how Benton & Bowles got The Dick Van Dyke Show

04:06

Lee Rich on concerns about Dick Van Dyke for The Dick Van Dyke Show

00:28

Lee Rich on Dick Van Dyke

00:56

Dick Van Patten

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Lee Rich on casting Eight is Enough

00:12

Donna Mills

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Lee Rich on the women of Knots Landing

00:45

Earl Hamner, Jr.

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Lee Rich on Earl Hammer, creator of The Homecoming: A Christmas Story, the movie that inspired the series The Waltons

12:51

Ellen Corby

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Lee Rich on Ellen Corbin, Grandma Walton

01:40

Fielder Cook

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Lee Rich on Fielder Cook's direction of The Homecoming: A Christmas Story, the movie that inspired the series The Waltons

00:20

Frank Stanton

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Lee Rich on Frank Stanton

00:14

Fred Silverman

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Lee Rich on Fred Silverman wanting him to cast a big name for The Homecoming: A Christmas Story - the movie that inspired the series The Waltons

03:35

Lee Rich on Fred Silverman's plan for airing Roots

00:42

Lee Rich onFred Silverman

00:20

Garry Marshall

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Lee Rich on his respect for writers

00:59

Lee Rich on Hey Landlord!, the first program produced for him by Garry Marshall and Jerry Belson

00:14

Lee Rich on the cult show, Sheriff Who? - a Belson/Marshall show

00:32

Lee Rich on his involvement with the Garry Marshall/Jerry Belson show, Hey Landlord!

01:23

Lee Rich on Garry Marshall

00:09

George Kennedy

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Lee Rich on the Lorimar production, The Blue Knight

04:00

Grant Tinker

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Lee Rich on working with Grant Tinker at Benton & Bowles advertising agency

01:36

Lee Rich on how Grant Tinker thought he was crazy for starting Lorimar

00:47

Lee Rich on Grant Tinker

00:26

Harold Mirisch

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Lee Rich on producing partner, Harold Mirisch

00:51

James T. Aubrey

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Lee Rich of CBS President Jim Aubrey's doubts that Gomer Pyle, U.S.M.C. would ever make it to air

00:25

Lee Rich on working with Jim Aubrey, President of CBS

00:21

Lee Rich on working with Jim Aubrey to keep Benton & Bowles programming at CBS

01:55

Lee Rich on James Aubrey

00:18

Jerry Belson

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Lee Rich on his respect for writers

00:59

Lee Rich on Hey Landlord!, the first program produced for him by Garry Marshall and Jerry Belson

00:14

Lee Rich on his involvement with the Garry Marshall/Jerry Belson show, Hey Landlord!

01:23

Jim Davis

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Lee Rich on casting Jim Davis in Dallas

00:17

Joanne Woodward

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Lee Rich on Joanne Woodward in Sybil

03:33

John Astin

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Lee Rich on his involvement with the show, Sheriff Who, in which John Astin starred as a villain

00:52

Karl Malden

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Lee Rich on Karl Malden's role in the film Twilight's Last Gleaming

00:45

Lee Rich on Karl Malden

00:23

Larry Hagman

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Lee Rich on casting Larry Hagman in Dallas

01:42

Lee Rich on Larry Hagman's salary on Dallas

00:39

Lee Rich on the TV movie Dallas: J.R. Returns

00:29

Larry White

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Lee Rich on working with Larry White at Benton & Bowles advertising agency

01:38

Lee Rich on the Lorimar production, The Blue Knight

05:07

Leonard H. Goldenson

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Lee Rich on working with Leonard Goldenson, Founder of ABC

00:21

Lee Rich on the network creators: David Sarnoff (NBC), William S. Paley (CBS), and Leonard Goldenson (ABC)

02:00

Lee Rich on Leonard Goldenson

00:23

Leonard Katzman

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Lee Rich on Leonard Katzman taking over for David Jacobs on Dallas

00:31

Lee Rich on Leonard Katzmann writing the famous Bobby's back on Dallas idea: the previous season was all a dream

01:30

Leslie Moonves

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Lee Rich on Leslie Moonves heading Movies of the Week at Lorimar

00:12

Lee Rich on those who wanted his position at Lorimar once he left for MGM

01:49

Lee Rich on Leslie Moonves

00:20

Michael Dann

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Lee Rich on Michael Dann

00:14

Michael Eisner

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Lee Rich on Michael Eisner

00:24

Michael Learned

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Lee Rich on casting Michael Learned for The Waltons

01:02

Lee Rich on Michael Learned leaving The Waltons

00:12

Patricia Neal

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Lee Rich on how he kept Lorimar afloat by doing movies of the week like, The Homecoming: A Christmas Story, with Patricia Neal (the movie that inspired the series The Waltons)

02:09

Patrick Duffy

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Lee Rich on casting Patrick Duffy in Dallas

01:57

Lee Rich on casting Patrick Duffy in Dallas

01:02

Lee Rich on Patrick Duffy leaving and returning to Dallas

01:30

Ralph White

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Lee Rich on casting Ralph White for The Waltons

01:02

Reginald Rose

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Lee Rich on Reginald Rose

00:14

Richard Thomas

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Lee Rich on how he kept Lorimar afloat by doing movies of the week like, The Homecoming: A Christmas Story, with Richard Thomas (the movie that inspired the series The Waltons)

02:09

Lee Rich on Richard Thomas ("John Boy") leaving The Waltons

01:50

Rod Serling

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Lee Rich on the Lorimar production, The Blue Knight, written by Rod Serling

05:07

Lee Rich on Rod Serling

00:14

Sally Field

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Lee Rich on casting Sally Field in Sybil

03:03

Sheldon Leonard

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Lee Rich on wanting trusted people like Sheldon Leonard to work on new television shows

00:29

Lee Rich on producer/director Sheldon Leonard and how Benton & Bowles got The Dick Van Dyke Show

04:06

Lee Rich on his efforts with Sheldon Leonard to prevent The Dick Van Dyke Show from getting dropped by sponsor Procter & Gamble

01:55

Lee Rich on Sheldon Leonard

00:10

Steven Spielberg

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Lee Rich on meeting with Steven Spielberg

01:10

Sylvester L. "Pat" Weaver

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Lee Rich on Pat Weaver

00:18

Tom Snyder

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Lee Rich on going on Tom Snyder's show to deal with criticism from a reverend about Dallas

00:51

Victoria Principal

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Lee Rich on casting Victoria Principal in Dallas

01:57

Will Geer

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Lee Rich on Will Geer's death on The Waltons

00:25

William Blinn

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Lee Rich on bringing in writer/producer Bill Blinn for Eight is Enough

01:39

William Holden

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Lee Rich on the Lorimar production, The Blue Knight

02:55

William S. Paley

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Lee Rich on working with William S. Paley, Founder of CBS

00:21

Lee Rich on William S. Paley's involvement with the movie of the week, The Homecoming: A Christmas Story - the movie that inspired the series The Waltons

02:57

Lee Rich on the network creators: David Sarnoff (NBC), William S. Paley (CBS), and Leonard Goldenson (ABC)

02:00

Lee Rich on William S. Paley

00:08