Execs Love the Show, but It Skews Too Old

Our personal experience underlines the truth of Howard Rosenberg’s statement: “Despite an estimated 30 million Americans being over the age of 65, you sometimes get the impression from its programs and commercials that TV is almost exclusively youth oriented” (“That’s Not Gray in Tom Snyder’s Hair, It’s Steel,” Calendar, Aug. 12).

As longtime producers and writers of major network game shows, we created a musical game show for those 50 and above. We pitched it to major production companies--none of them cared to see a run-through.

They weren’t interested in any shows, they told us, that skewed older than 45.

So, we pitched it to a major syndicator, and did a run-through for them. After the run-through a mole in the office gave us a report. Everybody on the syndicator’s staff, including the president, rated the show A+: It entertained and strongly involved the audience and could be produced at a reasonable price. In fact, our mole told us, they all thought it was a terrific show.

There was just one problem. The head salesman said he couldn’t give the show away. It skewed too old. After all, who cares about Cole Porter, George Gershwin or Irving Berlin and all those other dead guys?

(Note: When PBS stations need money, they always feature legendary stars singing the legendary songs of these and other legendary song writers.)

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To bolster Rosenberg’s statement, here’s a quote from a 1989 L.A. Times book review of “Age Wave” by Ken Dychtwald and Joe Flower:

“The 60 million Americans over 50--one-fourth of the total U.S. population--(are) the most powerful and affluent consumer group in American history. (They) currently have a combined personal income of over $800 billion and control 70% of the total net worth of U.S. households--nearly $7 trillion of wealth.”

By the way . . . the show is still available.