MEDIA / KEVIN BRASS : Himmel Quits Channel 39 in Midst of Ratings Woes

Larry Himmel last week walked away from KNSD-TV (Channel 39) and the four months remaining on his contract because he felt management was telling him to “just shut up and be talent.”

Though the station announced Himmel’s departure as a “mutual decision,” it was Himmel who dumped the station, after management wanted to make changes in his poorly rated weekly show.

In a much-publicized attempt to woo young viewers, Channel 39 hired Himmel away from KFMB-TV (Channel 8) last summer, after his five-nights-a-week show was canceled. Besides regular commentaries during news programs, Himmel developed the live, hourlong “The Himmel Show” for Channel 39, which made its debut in November. It went weekly in February.

However, the ratings for February were dismal. The show once drew a 5 rating, but it gradually slid to a 2, beaten by Saturday evening reruns of “Star Trek.”

Last week, station general manager Neil Derrough, who had attended the previous Saturday’s show, decided to let the show’s tryout continue through June, as originally planned, but met with the show’s producers, Doug Dougherty and Barry Martin, to discuss changes.

“There was a clear rejection of something in the show,” Derrough said Friday. “We would be foolish not to address that.”

A few days later, the producers met with Himmel to discuss revisions in the show’s format. Among the changes they wanted in the show: Dropping Himmel’s monologue, sticking to a rotation of five local bands and adding more “interactive” segments with members of the home audience.

Himmel says they were trying to make it more of a “game show.” One idea called for the show’s crew to use the “Himmel van” to drive up to people, who would win a prize if they knew the “secret word.”

When Himmel balked at dropping the monologue, the producers reportedly offered to allow him to do the monologue if they could review it before each show.

Himmel reportedly agreed, but then came in the next day and shocked the production team by quitting the show.

“I feel I was aced out of the creative process,” Himmel said. “They had a meeting behind closed doors without me, and then came back and told me what to do.”

Himmel said he couldn’t accept having “three guys (Derrough, Dougherty and Martin) with no background in comedy” deciding the course of the show.

“My perception is they give you a show, they tell you that you’re a creative guy and you have the name and they want you. Then, they slowly but surely start taking that back from you,” Himmel said. “It was not going to be the show I signed on to do.”

Though he complained about the lack of promotion for the show, Himmel was quick to point out that he holds no animosity toward the station.

“They had all the right in the world to do what they did, because the ratings were poor,” he said. “They were aboveboard the whole way. Neil Derrough is a class act.”

Derrough said he was only a little surprised by Himmel’s decision because, “There was so much sensitivity expressed to any adjustment, particularly with the monologue.

“I don’t think there is an easy way to make that conversation fun for a performer.”

The loss of the show will clearly have at least a small financial impact on Channel 39. It lost one of its biggest names, which the station often invoked in wooing advertisers. Derrough said the station will honor its commitment to Himmel’s staff to keep them on the payroll through June.

Himmel, on the other hand, is unemployed. He cut back his KIFM (98.1) gig to concentrate on the TV show. His deal with Channel 39 for commentaries was tied to the show.

Although Himmel’s show was clearly flawed, San Diego television viewers are also losing out. Without someone with Himmel’s local name recognition, it could be years before a local station tries to do a creative comedy show again.

If Channel 39 does another variety show, “it may have to be done in a more traditional manner,” Derrough said.

Nobody can say new KIFM general manager Bruce Walton doesn’t have a sense of humor. When his group took over the operation of KIFM (98.1) Friday night, after a long application process with the Federal Communications Commission, the new owners announced on the air that the station was going to switch to an “All Rolling Stones” format, and then played 18 hours of Rolling Stones music. Certainly more than one “Lites Out” fan did a double take before realizing Saturday was April Fool’s Day. Walton says there will be no major changes in the station’s on-air product, except some fine tuning, but he promises that the station will now have the budget to compete with “the big boys.”

Lee Mirabal, one of the three women executives who shepherded the station as “interim” operators for the past few years, said she is “proud” of her group’s work with the station. “We did what we set out to accomplish,” she said. “Our goals were to take care of the frequency for the community, earn a living and to show the broadcasting world we could do it.” Mirabal is writing a book, “Wimphood to Womanhood,” and she’s working with partner Mary Sorrentino to syndicate two radio programs, “Jazz Nites” and “Jazz Countdown.” Mirabal also has submitted an application for a radio frequency in the Monterey area.

Simon T, the new general manager of KQLZ-FM (100.3) in Los Angeles, predicts the L.A. radio market will become “the biggest dogfight since the OK Corral.” Although he vacated the KCBQ (Eagle 105) general manager position, he maintains his part ownership and president title with the local station. A licensed pilot, he plans to fly to San Diego three days a week. . . . Jeff Apredan is the new vice president-general manager at Eagle 105, and Lynda Buck has been promoted to national sales manager.

Former Channel 39 reporter Rory Bennett has signed on with Robert Chang Productions as a producer. . . . KGTV (Channel 10) sports producer Troy Mills is leaving the station to take an on-air job in Louisiana. . . . Although Channel 39 Sports Guy Bobby Estill has improved his delivery since joining the station last year, and he seems more comfortable in the job, he continues to reinforce his image as a Professional Sports Guy who knows nothing about sports. He mispronounces names, gets scores wrong and often asks inane questions. Last week, he ranted about the lack of notoriety of the four head coaches in in the NCAA Final Four. Estill said nobody had ever heard of the coaches. Maybe he should read newspapers or Sports Illustrated, or watch ESPN.

Beginning this morning, Channel 10’s morning news expands to a full half hour, begining at 6:30 a.m. . . . Steve Fiorina, the co-host of Channel 10’s morning show, has signed a two-year contract with the station.