Moral Court Tv

In the TV syndication game, shows have a way of coming and going. But the series "Moral Court," hosted by KABC-AM radio personality Larry Elder, has managed to stay on the air in a dozen markets -- in a few cases thriving -- despite production being shut down more than two years ago.

In Chicago, it's the No. 2 show in the 2 p.m. time spot Monday through Friday, after the ABC soap opera "General Hospital," according to Neal Sabin, executive vice president of Weigel Communications, which operates WCIU-TV.

Some 104,000 viewers tune in daily to watch Elder pass judgment on such matters as whether a woman should be forced to attend her terminally ill best friend's cremation.

"Those episodes will run four or five times in a single year, just as often as an episode of 'Friends,' and do almost as well," said Sabin. He even put it on the schedule of WCIU's sister station in Milwaukee.

The show also does well for Philadelphia station WGTW-TV, where it's seen in 30,000 households despite little promotion. "I'm still surprised that they canceled the show in the first place," said Dorothy Brunson, who owns the station and serves as general manager.

The shelf life of a canceled syndicated show tends to be limited, whether because of topicality or shrinking interest. But there are exceptions: Paramount Pictures' "Real TV" continued as a syndicated rerun for two years after getting axed in 2000. It is still seen on cable channel TNN, which like Paramount is owned by media giant Viacom Inc.

But no syndicated show canceled in its first year has ever gone on as a rerun. "When a show gets canceled after its first season, it just ends up as an item on your resume. Nothing more," said Michael Horowicz, former producer of "Real TV" who was also a consultant on "Moral Court."

This isn't exactly what Elder or anyone at Warner Bros. expected in May 2001, when Richard (Dick) Robertson, the syndicator's president of domestic distribution, took Elder out to lunch to drop the bad news.

Robertson had managed to convince Elder -- not a fan of daytime television -- to host a show covering moral issues. "Moral Court" debuted in 135 stations and won its time spots in three cities, including Las Vegas and L.A., where it traded on the talk show host's name recognition.

But it ranked near the bottom of the Nielsen ratings for syndicated shows with a 0.8, less than the 1.2 targeted. That led to the yank by Warner Bros.

"I told Dick, 'This show's becoming a hit just as you're taking it off the air,"' said Elder. "Skycaps would come up to me when I was standing in an airport and compliment the show. People would stop me when I pumped gas and ask to take my pictures."

A group of general managers appealed to Warner. "I couldn't justify taking off a show that was number two in the ratings," said Sabin. So Warner agreed to license the reruns for a nominal fee.

Two years later, some of those outlets continue to stick with "Moral Court." "A bartender in Boston was surprised when I told him my show was canceled. He watches my show at one in the morning. I'm still amazed," said Elder.

But the end finally may be near.

Elder said a syndication deal with powerhouse WNBC-TV in New York couldn't be worked out. While Weigel has signed up for another season, the show has already been dropped locally by KCAL-TV (Channel 9). Brunson, of WGTW, is still on the fence. "I want to know that Warner. Bros. will put some promotion behind it," she said.

Adding to the challenge is that TV station groups are generally owned by media firms that produce their own shows. Warner Bros. doesn't own any stations.

Whatever happens, Elder himself should do just fine. Warner Bros. renewed its contract with him and there are plans to launch a talk show loosely based on 'his radio show. A pilot has already been taped.

COPYRIGHT 2003 CBJ, L.P.
COPYRIGHT 2003 Gale Group

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