Roanoke Times
Copyright (c) 1995, Landmark Communications, Inc.
DATE: SATURDAY, December 18, 1993 TAG: 9312230001
SECTION: SPECTATOR PAGE: 1 EDITION: METRO
SOURCE: TOM JICHA FORT LAUDERDALE SUN-SENTINEL
DATELINE: LENGTH: Medium
Last year, it was Bill Clinton. Thomason, a fellow Arkansan and long-time friend of the Clintons, became the former governor's top strategist during the 1992 campaign.
This year, Thomason has a new campaign, the salvation of ``Hearts Afire,'' the CBS series he and his wife Linda Bloodworth-Thomason created and produce. Different game, same core strategy.
In a stroke of ingenuity, the Thomasons are bypassing network researchers and show doctors and taking their case right into American households. Each Wednesday night, they make themselves available for an hour or two to the approximately 4 million homes with satellite dishes. (For those with a dish, Telstar 302, Transponder 9H at midnight Eastern time).
This time was carved out to provide publicity interviews for CBS affiliates, but Thomason recognized an opportunity in the down-time between taping of these bits. He knows lots of Americans like to eavesdrop on inside TV business, so he decided to pick their brains. This secret audience is invited to fax in comments about ``Hearts Afire.''
The Thomasons and their stars, John Ritter and Markie Post, discuss the suggestions for the dish crowd, and the input is used in plotting future developments.
This gives these viewers a sense of involvement. If Thomason has to build the audience a few viewers at a time, so be it.
``Hearts Afire'' needs the intensive care. The Nielsen ratings have the sitcom fourth, as in last, in its time period.
Still, Thomason remains unwavering in his belief that there will be a happy ending because of his belief in the quality of his product. ``Linda thinks the shows she is writing are her best work since `Designing Women,' and I agree,'' Harry said.
There is a basis beyond personal pride for this faith. When CBS tests ``Hearts Afire,'' Harry said, it routinely rates as high as any comedy on the No. 1 network. In another unusual move, the Thomasons have asked the network to pre-test every episode. Generally this is done only in advance of new shows.
``We're doing everything we can to make sure that not one clunker gets on the air,'' Harry said. If a test audience turns thumbs down on an episode, it would be either fixed or scrapped, he said. So far, this hasn't happened.
The problem is, CBS tests ``Hearts Afire'' in research facilities, where the audience doesn't have the option of turning to ``Unsolved Mysteries'' or ``Beverly Hills 90210.'' Twice this season, ``Hearts Afire'' also has found itself against specially scheduled episodes of ``Home Improvement,'' the highest-rated comedy on TV.
``We really got nuked on those nights,'' Thomason said. ``Wednesday is one of the few nights that there really are four networks. It's Fox's best night.''
If this requires any disclaimer, it would be the possible omission of CBS. The network of ``Hearts Afire'' has not had a hit series in the 8 o'clock Eastern time hour on Wednesday since ``Good Times'' in 1977.
As disappointing as the ratings are for ``Hearts Afire,'' they are an improvement on what CBS has had in the time period in recent seasons, Thomason said. This and the Thomasons' credentials as hit-makers - ``Evening Shade'' is also theirs - have earned network patience that might not go to another series with similar ratings.
CBS is also moving the series back a half-hour to 8:30, starting Dec. 29 (on WDBJ-Channel 7). With the mature, romantic themes of the program, every minute later that it starts is a boost.
``Come January, we're also going to get a good long run'' without pre-emptions, Thomason said. ``I believe we can whip this one if they stick with us.''
by CNB