ABC Management Questions Linger

ABC sought to shift the focus from ongoing management turmoil at the network to the challenge of rebuilding its weakened prime-time lineup, during a session between senior management and television critics in Pasadena Wednesday.

Programming matters found themselves overshadowed, however, as the discussion centered on 33-year-old entertainment President Jamie Tarses, whose job status has been in question since another executive--network veteran Stu Bloomberg, 48--was installed over her as chairman last month.

With Tarses shunning the press in recent weeks, Hollywood had been eagerly awaiting Wednesday’s event. Still, those anticipating any major revelations were destined for a letdown.

Tarses repeatedly declined to discuss the unflattering July 13 New York Times Magazine profile of her, while denying reports that she and ABC sought to negotiate a severance package that would lead to her exit.

“I am staying at ABC,” Tarses said emphatically. “I am deeply committed to it, and I am very, very excited” about working with Bloomberg.

Though both executives maintained they were enjoying their new partnership, the overflow crowd of more than 200 reporters here to preview the new television season expressed more than a little skepticism: Tarses’ former boss, Ted Harbert, said the same thing a year ago, then left ABC six months later.

As the first woman to head one of the network entertainment divisions, Tarses has been the subject of unprecedented media scrutiny in recent weeks, much of it focusing on her possible leave-taking. Sources have said ABC was open to buying out her contract, which is understood to pay about $1 million a year and has four years remaining.

Fielding most of the questions during Wednesday’s press conference, Tarses said she looked forward to “the prospect of being able to focus on the work” and hoped that “these other [personnel] issues will be put aside” if the network’s new prime-time lineup is successful.

She did address one point in the magazine piece, in which a former ABC executive was quoted as saying that she was “hated” by the entertainment community.

“I don’t feel like ‘the most hated woman in Hollywood,’ ” she said. “We make hard decisions in these jobs. . . . Not everybody’s going to love you all the time.”

As for the volume of press coverage, which has included an ongoing “Jamie Watch” in the New York tabloids and resulted in heightened security at the event Wednesday, she said, “It doesn’t seem warranted. I’m a network programmer. It’s just a job.”

Chronic uncertainty as to who’s running ABC has taken a toll on the network’s dealings with Hollywood’s creative establishment. Sources say producers and writers have been uncertain to whom they should pitch projects and the extent to which Tarses’ authority has been diminished by Bloomberg’s arrival.

Despite the awkwardness of what’s been called an “arranged marriage” between the two (as was the case when ABC brought Tarses in under Harbert), Bloomberg maintained they will collaborate in all phases of running the entertainment division, including decisions on ordering new programs.

“We are focused on the task at hand, and the task is obvious: to improve our performance” in prime time, he said.

ABC’s challenge in that regard is formidable. Not only have its ratings fallen dramatically, but the network will have virtually no established programs returning at 8 p.m., the hour that leads off prime time. Moreover, its competitors have major sports franchises in their corners next season: NBC will televise the Super Bowl and World Series, with CBS to broadcast the Winter Olympics in February.

ABC executives are nevertheless said to be under considerable pressure from their corporate parent, the Walt Disney Co., and Chairman Michael Eisner to begin achieving some sort of turnaround.

After the session, ABC Inc. President Robert Iger told reporters he has “put myself in the line of fire” by assuming a more active role in programming the network, responding to questions concerning whether Tarses will be saddled with the blame if ratings continue to decline. Iger--who brought in Bloomberg as Tarses’ boss--said his presence at the session symbolized his support for her. “What she has gone through is as challenging as it gets,” he said.

When they did get a chance to discuss programming, ABC executives said they expect the lead character on “Ellen”--who amid much hoopla came out as a lesbian last season--to take “baby steps” toward dating and pursuing relationships in the coming year.

“We just look for the same level of quality and sensitivity” as in the coming-out episodes, said Tarses.

In regard to the revised system for rating the content of TV programs, Bloomberg said ABC accepted the new approach of labeling shows for sex, violence and language but will “always be adamantly against any government regulation in terms of content.” He added that ABC will be no more strict in policing program content because of the ratings, echoing an assertion made last week by CBS.

Times staff writer Sallie Hofmeister also contributed to this article.