Viewers’ Quest for Quality Can Make a Difference, Producers Say

It started with “Cagney & Lacey,” but Dorothy Swanson’s activism has outlasted the first show she helped resurrect.

Her insistence that television viewers deserve quality shows has since become a force in Hollywood. Actors, producers and network presidents gathered to address the recent convention of Viewers for Quality Television, the group she founded in 1984.

“ ‘Cagney & Lacey’ changed the way I watched TV--after that, I expected things to be that good,” Swanson said between panel discussions. “I couldn’t watch ‘Dynasty’ anymore--it seemed so inferior.”

The message her group heard from actors and producers was: If you want quality, you have to fight for it.

“It was a constant battle,” said Ken Wahl, recalling his three-year run as federal agent Vinnie Terranova on “Wiseguy.”

“The producer wanted the show to be more visceral rather than cerebral, which is a fancy way of saying they wanted more shootouts,” said Wahl, who left the show last year. It was subsequently canceled.

Writing is important to television, agreed Jill Eikenberry.

“It was all there on the page when I read the pilot script,” said the actress who portrays attorney Ann Kelsey on “L.A. Law.”

The producers also had stories of struggle--and words of encouragement for VQT’s membership.

“I think you’re the consumers, and you should take your own power,” said Patricia Green, the producer of NBC’s “L.A. Law.”

“It’s in your hands, in a strange way, more than ours,” said Barney Rosenzweig, producer of “The Trials of Rosie O’Neill” and “Cagney & Lacey.” Both of those shows have been vigorously supported by VQT.

“If you really want to see shows like ‘Star Trek,’ ‘L.A. Law,’ you have to take responsibility for that. Find out who sponsors it, write them a positive letter,” he said.

Swanson said her group will continue to protest to the networks when a worthwhile TV show is endangered.

“I would like to have some impact at that time when a show is going to be canceled or renewed,” she said. “I’d like to be that additional positive factor in a show’s ‘yes’ column. That’s in our best interest and in the public’s best interest.”

Both panels agreed that many forces in the television industry work against the kind of shows that actors, producers and VQT members want.

Panelists cited technology, the fractionalizing of TV markets with cable TV’s growth and a general depression in the entertainment industry.

“They’re all scared; the networks are scared,” said Green of “L.A. Law.”

“They look at your ratings,” said “Law and Order” producer Dick Wolf, referring to VQT’s monthly ratings of shows and the twice-yearly endorsements. “It means more to the networks than you realize.”

Swanson said she will keep the pressure on--the kind of pressure that brought four network entertainment presidents to one of her panel discussions.

“I want to be entertained, but I want to be entertained intelligently,” she said. “I want to be able to participate in the viewing and feel drawn in.”

Interested viewers can write to Viewers for Quality Television, P.O. Box 195, Fairfax Station, Va. 22039.