Roanoke Times
Copyright (c) 1995, Landmark Communications, Inc.
DATE: SATURDAY, January 30, 1993 TAG: 9301300345
SECTION: SPECTATOR PAGE: S-1 EDITION: METRO
SOURCE: GREG BRAXTON LOS ANGELES TIMES
DATELINE: LENGTH: Medium
IN THE FRENETIC WORLD OF THE LATE-NIGHT TALK-SHOW
In the frenetic world of the late-night talk-show host, many a tear has to fall. But it's Hall who's still in the game.Or so says Arsenio Hall, arguing that reports of his demise in the face of declining ratings, the upcoming Jay Leno-David Letterman battle and the potential loss of affiliates that carry his show have been greatly exaggerated.
Speaking in his darkened office at Paramount Studios after the taping of his syndicated show this week, Hall blamed the media for perpetuating what he called "inaccurate and unfair" ratings and for speculating that he would be squeezed out of the late-night arena later this year if CBS and Fox outlets that currently air his program opt to go instead with Letterman or Chevy Chase.
"I've never been a favorite of journalists, and I've never been a prediction for success by journalists," said Hall, playing with a miniature Slinky behind his desk. "But I'm here and I'm going to stay here. I heard somebody say the party's over. Man, the party ain't over till the people who made me what I am say it's over, and that wasn't journalists in the first place."
Hall and Paramount Domestic Television executives also said that, while his ratings have dipped the season, it hasn't been as severe as some media outlets have reported, and the program remains a hit with key demographic groups.
An appearance by a musical performer on his show, Hall said, generates more album sales than on "Saturday Night Live." "I'm proud to say that other than being in the MTV rotation, there is no better way than my show to reach young people and to sell albums. And if you're a young woman, this is your show. I've always been the dark sheep for the huddled masses. I dance to a different kind of music, and that's going to remain the same."
Kerry McCluggage, chairman of Paramount Television Group, said that when all the late-night show dust settles, Hall will be among the survivors.
"There is a more crowded landscape, but our smaller piece of the pie is more distinct and more loyal," said McCluggage. "I think Leno and Letterman will cannibalize each other's audience rather than Arsenio's. We have a lot of faith and confidence in the long-term future of the show."
Hall said that he was not planning any changes on his show in the face of the competition, and that his edgier, more urban blend of established celebrities and youth-oriented talent would provide a viable alternative to Leno and Letterman. "I'm going to keep doing what I'm doing, and they can fight over Alan King," he said, chuckling.
The fist-pumping host appeared to be in an upbeat, though thoughtful mood, and a far cry from the personality who declared that he was "going to kick Leno's (butt)" when Leno took over "The Tonight Show" last May. He said he received "a really nice letter" from Letterman last week, and called him a "cool guy."
He blasted reports that he might be the big loser in the late-night battle because he would be forced to move to weaker stations or to later, less lucrative time slots: "Through providing an alternative, I've succeeded. Now all of a sudden people want to create a war again. But you can't have a war when two people don't show up. There is no war between syndication and network."
Hall said, "I'm an independent businessman in every city, and I can go anyplace I want to. I can end up leaving a CBS affiliate and having Jay Leno as my foreplay on another station. So the bottom line is, this really doesn't affect me as much as people say."
McCluggage said that CBS stations currently carrying "Arsenio Hall" would have to pay a penalty to Paramount if they push back the agreed-upon air time before their contracts run out at the end of next year.
"Frankly, we have a lot of CBS affiliates who are happy with Arsenio right where he is," McCluggage said. "They don't have any desire to change. This deal with Letterman is not going to be a slam dunk with CBS affiliates. It's not an easy decision for them to make."
Hall has more than Leno, Letterman and Chase to worry about. ABC's "Nightline" is the new king of the 11:30 p.m. time slot. And Rush Limbaugh has carved out solid ratings with his syndicated show.
McCluggage said that Hall "may have become a victim of his own success, to a certain extent. He showed there was a lot of money to be made in late-night."
Addressing the erosion of his "white-hot" status over the past four years, Hall said it was inevitable and insisted he was not worried.
"It's like a car accident," he said. "When you first come on and you're a young black host, people slow down and they watch. But these aren't the people who are going to help you, who are going to get out of the car. They're just going to look and then they'll drive away. Then the bleeding stops and you have your true fans. If you look at my numbers now, these are my true fans. And I'm very pleased."