Risking it All to Form My Own Company...
PRESIDENT &
EXECUTIVE PRODUCER
Early '87 to Late '88
Developed a television news feature, THE SPORTS DOCTOR for syndication. My responsibilities included all research, writing, and field/post production supervision. I got the idea for THE SPORTS DOCTOR in 1984, while I was working for a television station in Sacramento, California. I witnessed growing viewer interest in medically oriented reports, more devotion to sports programming, and the explosive growth of the health and fitness business.
In 1986 I decided to put the knowledge I learned about the syndication business at TARGET TELEVISION to work by developing a news feature that would satisfy the growing viewer appetites for news related to medicine and sports. THE SPORTS DOCTOR was the natural way to combine both.
Our first step was to screen potential talent for the weekly news segment. Among the applicants were a variety of Sports Medicine Specialists, Orthopaedic Surgeons, and General Practioners. Our focus group research indicated an Indianapolis physician would be most appealing to the demographic groups we were hoping to reach.
However, in three days of attempting to shoot two pilot reports, it became apparent that he would not work out. We found him incapable of being able to memorize scripts, as required. We modified our production schedule and methods of field production to compensate for his inability to follow scripts as written, but he reacted saying he would only do it if he could ad lib his copy. Since that would make it impossible to keep extensive animation "in sync," we chose to sever the relationship.
We then began working with a South Bend Doctor who came in second with our focus groups. Dr. David Krissman proved to be a "TV natural," if there is such a thing. He was able to memorize the copy in a short time, and was nearly perfect when it came to taking directions in the field. He was also relaxed on camera, lacking the stiffness shown by the previous talent when tied to a script.
After performing research and writing our first two reports, we contracted Golden Dome Productions at WNDU-TV in South Bend, Indiana for all of our production services. There was absolutely no problem in shooting and post production of the demonstration tape. Nor was there a single problem with the graphics and animation production. In fact, the sole surprise WAS A thunderstorm during a field shoot which briefly stopped the session. However, with Dr. Krissman's flexibility, we used the storm to an advantage: Shooting a promo for a future report on avoiding lightning strikes when jogging or on a golf course.
The completed eleven minute demonstration tape was one of the best I had seen from any syndicator in two decades of work in television news. Despite being a high quality product which targeted the so called, "prime demographics," we tried to launch our sales campaign just as TV news operations across the country were starting to tighten their belts.
Budget and staff cuts precluded acquisition of any new syndicated features in most markets. After a six month marketing program, we were only able to sign eight clients - insufficient to generate the revenue necessary to maintain the high quality we were committed to delivering. Therefore, we ceased operations.
The work didn't pay off as expected, so I went looking for work. Walking along the river, I saw a sign: "Hiring" in a second floor window. Click the LOGO to see what I found at the top of the stairs.
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