"We had a slogan for the Tribune properties: 'Quality, Integrity, Responsibility, Performance.' And for WGN we added- 'the most respected call letters in broadcasting.' To this day no one has ever questioned that. I'm proud of that."

    About This Interview

    In his three-hour interview, Ward Quaal (1919-2010) describes his lifelong association with Chicago television station WGN, including his beginning as an announcer and working his way up to station manager and later president of the WGN Continental Broadcasting Company. Quaal describes the programming on WGN through the years as well as the evolution of television technology. He outlines WGN's conversion to a "superstation" and the station's subsequent financial success. He speaks about working closely with government agencies in matters regarding the broadcast industry (allocation of stations, the Fairness Doctrine, etc.) as well as the government's role in regulating the industry. Quaal passionately advocates the need for local stations to provide their communities with relevant programming. He also talks about writing the textbook Broadcast Management, and its usefulness to aspiring station managers. Karen Herman conducted the interview on October 12, 2004 in Chicago, IL.

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

    On his duties at WGN and getting WGN on the air; on the first day of programming at WGN, and on the eventual switch over to color; on going to work for Crossley Broadcasting Corporation

    12:14
    Play Full Interview

    Chapter 1

    On his early life and influences; on his style as an announcer, and on studying broadcasting in college;

    11:20

    On how he came to work at WGN, and on his early duties there; on the country entering Word War II and on announcing the attack on Pearl Harbor; on getting into management at WGN

    16:45

    Chapter 2

    On his duties at WGN and getting WGN on the air; on the first day of programming at WGN, and on the eventual switch over to color; on going to work for Crossley Broadcasting Corporation

    12:14

    On Louis Caldwell, and on the Hoover Commission Executive Broadcasting Task Force; on his responsibilities at Crossley Broadcasting Corporation; on religious programming and on news programming at WGN

    16:15

    Chapter 3

    On early sports programming at WGN; on talk shows and programming for women at WGN and programming for minorities; on the Hollywood Blacklist

    10:14

    On the demographics and audience of WGN; on being appointed the head of WGN Continental Broadcasting in 1960, and on his management style in broadcasting

    08:14

    On his relationship with John F. Kennedy; on the assassination of John F. Kennedy, and how it was covered by WGN; on Newton N. Minow

    09:49

    Chapter 4

    On his book "Broadcast Management"; on how television programming had evolved by the '70s and '80s, and programming national shows; on Bozo's Circus, which originated in Chicago

    14:02

    On the establishment of The Ward L. Quaal Company; on his relationship with President Ronald Reagan

    12:34

    Chapter 5

    On his relationship with Ronald Reagan, and on Reagan's attitude toward broadcasting; on working on the initial advisory panel on HDTV in 1987, and on the deadline for analog to digital conversion; on WGN becoming a superstation

    15:54

    On the then current state of Tribune; on the impact of cable and new media on the industry

    12:37

    Chapter 6

    On advertising clutter; on how the internet has impacted television; on role he feels government should play in broadcasting

    07:20

    On media consolidation; on his most important decisions as an executive; on the importance of the NAB and on career regrets

    16:09

    On his family; on advice to aspiring television executives

    06:21

    Bozo's Circus

    Ward Quaal on Bozo's Circus, which originated in Chicago

    01:52

    Advertising and Sponsorship

    Ward Quaal on advertising clutter

    02:15

    Historic Events and Social Change

    Ward Quaal on the country entering Word War II and on announcing the attack on Pearl Harbor

    06:37

    Ward Quaal on the assassination of John F. Kennedy, and how it was covered by WGN

    02:26

    Hollywood Blacklist

    Ward Quaal on the Hollywood Blacklist

    01:31

    Industry Crossroads

    Ward Quaal on the Hollywood Blacklist

    01:31

    JFK Assassination and Funeral

    Ward Quaal on the assassination of John F. Kennedy, and how it was covered by WGN

    02:26

    John F. Kennedy

    Ward Quaal on his relationship with John F. Kennedy

    04:58

    Ward Quaal on the assassination of John F. Kennedy, and how it was covered by WGN

    02:26

    Media Consolidation

    Ward Quaal on media consolidation

    06:28

    Network Creation

    Ward Quaal on WGN becoming a superstation

    02:06

    New Media

    Ward Quaal on the impact of cable and new media on the industry

    02:54

    Ward Quaal on how the internet has impacted television

    02:20

    Ronald Reagan

    Ward Quaal on his relationship with President Ronald Reagan

    06:42

    Ward Quaal on his relationship with Ronald Reagan, and on Reagan's attitude toward broadcasting

    02:31

    Ward Quaal on his lobbying President Ronald Reagan against the Fairness Doctrine

    01:48

    Technological Innovation

    Ward Quaal on working on the initial advisory panel on HDTV in 1987, and on the deadline for analog to digital conversion

    09:27

    Television and the Presidency

    Ward Quaal on his relationship with John F. Kennedy

    04:58

    Ward Quaal on the assassination of John F. Kennedy, and how it was covered by WGN

    02:26

    Ward Quaal on his relationship with President Ronald Reagan

    06:42

    Ward Quaal on his relationship with Ronald Reagan, and on Reagan's attitude toward broadcasting

    02:31

    Ward Quaal on his lobbying President Ronald Reagan against the Fairness Doctrine

    01:48

    Television Industry

    Ward Quaal on getting into management at WGN

    02:12

    Ward Quaal on his duties at WGN and getting WGN on the air

    06:10

    Ward Quaal on the first day of programming at WGN, and on the eventual switch over to color

    03:39

    Ward Quaal on going to work for Crossley Broadcasting Corporation

    02:25

    Ward Quaal on Louis Caldwell, and on the Hoover Commission Executive Broadcasting Task Force

    03:08

    Ward Quaal on his responsibilities at Crossley Broadcasting Corporation

    06:21

    Ward Quaal on the Hollywood Blacklist

    01:31

    Ward Quaal on being appointed the head of WGN Continental Broadcasting in 1960, and on his management style in broadcasting

    06:26

    Ward Quaal on how television programming had evolved by the '70s and '80s, and programming national shows

    03:52

    Ward Quaal on WGN becoming a superstation

    02:06

    Ward Quaal on the then current state of Tribune

    02:43

    Ward Quaal on the impact of cable and new media on the industry

    02:54

    Ward Quaal on advertising clutter

    02:07

    Ward Quaal on how the internet has impacted television

    02:19

    Ward Quaal on role he feels government should play in broadcasting

    02:45

    Ward Quaal on media consolidation

    06:28

    War

    Ward Quaal on the country entering Word War II and on announcing the attack on Pearl Harbor

    06:37

    World War II

    Ward Quaal on the country entering Word War II and on announcing the attack on Pearl Harbor

    06:37

    Executives

    Ward Quaal on the demographics and audience of WGN

    01:48

    Ward Quaal on being appointed the head of WGN Continental Broadcasting in 1960, and on his management style in broadcasting

    06:26

    Ward Quaal on his book "Broadcast Management"

    08:18

    Ward Quaal on the establishment of The Ward L. Quaal Company

    05:52

    Ward Quaal on continuing to work, and on his great success at a television executive

    04:31

    Ward Quaal on what makes a good program and on the then-future of broadcasting

    02:28

    Ward Quaal on his most important decisions as an executive

    07:57

    Ward Quaal on the importance of the NAB and on career regrets

    01:44

    Ward Quaal on advice to aspiring television executives

    01:03

    Station Manager

    Ward Quaal on the demographics and audience of WGN

    01:48

    Ward Quaal on being appointed the head of WGN Continental Broadcasting in 1960, and on his management style in broadcasting

    06:26

    Ward Quaal on his book "Broadcast Management"

    08:18

    Ward Quaal on the establishment of The Ward L. Quaal Company

    05:52

    Ward Quaal on continuing to work, and on his great success at a television executive

    04:31

    Ward Quaal on what makes a good program and on the then-future of broadcasting

    02:28

    Ward Quaal on his most important decisions as an executive

    07:57

    Ward Quaal on the importance of the NAB and on career regrets

    01:44

    Ward Quaal on advice to aspiring television executives

    01:03

    News and Documentary

    Ward Quaal on WGN's news programming, and on the station being part of Tribune

    05:00

    Religious Programming

    Ward Quaal on religious programming

    01:46

    Sports

    Ward Quaal on early sports programming at WGN

    04:50

    Talk Shows

    Ward Quaal on talk shows and programming for women at WGN and programming for minorities

    03:53

    Newton N. Minow

    Ward Quaal on Newton N. Minow

    03:39

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