Ziv Company

Frederic Ziv, the company's founder, developed his ideas for the company while operating an advertising agency in Cincinnati, Ohio. During the era of old-time radio, "Cincinnati was a surprisingly active regional center for radio production."[1] Two business entities contributed to that situation. First, radio station WLW in Cincinnati was "a major source of radio programming that offered local stations an alternative to network-originated programming."[1] Second, in an era when sponsors produced most radio programs, Cincinnati was the headquarters of Procter & Gamble, one of radio's "most influential advertisers."[1]

Ziv's Juris Doctor degree from the University of Michigan[2] proved useful in his work in syndication. Michael J. Neufeld wrote in his book, Spacefarers: Images of Astronauts and Cosmonauts in the Heroic Era of Spaceflight, "Ziv envisioned every sales pitch as a legal argument, anticipating counterarguments and preparing rejoinders beforehand."[3]

While producing programs for WLW, Ziv met writer John L. Sinn, and in 1937 they began Frederic W. Ziv Company as a program syndication business.[4]

The Ziv Company offered an opportunity to local and regional businesses that could not afford to produce programs whose quality would match that of network programs. Ziv's alternative was the use of transcriptions – programs recorded on discs and offered to local advertisers in each radio market. Charges for the programs were based on the market's size. The result was "affordable quality programming that could be scheduled in any available slot on a station's schedule."[1]

In an interview in Irv Broughton's book, Producers on Producing: The Making of Film and Television, Ziv noted that, although he was often called the "father of syndication," the concept was not original with him. "That's the tag that followed me," he said, "and is still being used. I developed the technique; I didn't originate it. I'm not sure if anyone preceded me. I did expand on it and brought it to what was probably its highest level."[2] Hal Erickson wrote in Syndicated Television: The First Forty Years, 1947-1987, "It was Frederick [sic] W. Ziv who brought sophistication to syndication, turning it into a science, combining modern recording techniques with a masterful sense of merchandising."[5]

Erickson added that Ziv recognized the financial advantage of syndication: "his company would be paid outright for its programs, avoiding the usual percentages handed over to the networks."[5]

Although the company targeted stations without network affiliation, some stations that were part of networks also bought and broadcast Ziv programs. For example, in September 1951, WNBC-AM (the NBC flagship station in New York City) bought Ziv's Bold Venture, Bright Star, Favorite Story and Guy Lombardo Show for 52 weeks each. The station's general manager commented that the programs would help local business to advertise on top-budgeted shows at "realistic prices".[6]

At its peak, Ziv Company had more than 3,000 employees (full-time and part-time combined).[2] In 1950, it took a five-year lease on "a substantial portion of the California Studios, formerly the Enterprise Film lot",[7] and in 1954, it bought the Eagle-Lion Films lot in Hollywood, California.[8] Its property included seven sound stages with related facilities such as projection rooms and cutting rooms.[2]

Frederic Ziv believed, "If a show is properly exploited and promoted, it will go."[9] To that end, Ziv Company went beyond simply selling the programs. A sales-and-service staff made calls on local stations in order to help them promote Ziv programs (both radio and television)[10] with support materials such as "posters, brochures, promotional kits and ad slicks".[11] The goal was to present "one slogan, one point of view."[10] Success was enhanced by Ziv salesmen's never trying to sell more than one program at a time to a station and their willingness to help stations find sponsors after a program was sold.[9]

Stars of Ziv programs also contributed their own efforts to support, such as when Adolphe Menjou, star of the television version of Favorite Story, traveled across the United States in 1953 to promote his then-new program. An article in the trade publication Billboard described Menjou's trip as "part of Ziv's stepped-up merchandising program."[9] A year later, David Brian toured cities in the Eastern United States promoting the radio and television versions of his Mr. District Attorney program.[12]

Frederic Ziv's first effort in syndication came before the company was formed. In 1935, he created a program, The Freshest Thing in Town for Rubel Bakery[11] in Cincinnati, after having first created an advertising campaign that had the same theme. When bakers in other markets heard about the show's success, they contacted the bakery's owner, who referred them to Ziv. That led to his having copies of the transcription made to send to those other bakers for broadcast in their home markets. In a 1998 interview, Ziv estimated that three dozen bakeries eventually used the program. That program lasted about five years.[10] By 1947, the reach of Ziv Company's programming was such that 675 stations carried Ziv programs, some for as much as nine hours per week.[13]

Repackaging

1945 advertisement for syndicated Easy Aces programs originally performed from 1937 to 1941.

In addition to producing successful original programming, Ziv was a pioneer in re-using transcribed series that had already been broadcast on radio. Rather than simply reproducing the programs as originally recorded, Ziv personnel created "repackaged" versions, "usually with new titles and/or formats," Kompare wrote. "For example, the company acquired the rights to Skippy Hollywood Theatre of the Air in 1951, which was retitled Movietown Radio Theatre for syndication."[14]

Ziv Television Programs began in 1948 as a subsidiary of the main company.[1] Erickson described the company's approach by writing, "Fred Ziv tackled the new medium like a man devouring sirloin, setting up a television-film factory of the first calibre."[5]

Ziv called himself "a pioneer as far as television production is concerned." Although he had no guarantee that television would succeed, he felt safe in pursuing that direction because radio had already succeeded. "We felt that television was just the logical next step," he said.[2]

The company's new direction led to expansion of its offices. Although the headquarters remained in Cincinnati, it eventually opened additional offices in Hollywood and New York City.[3]

Initially, "We fought the networks tooth and nail every day," Ziv said, "in Washington, before courts and before the FCC, because they had an unfair advantage" with regard to national advertisers.[10] Ziv's programs were primarily sponsored by companies like Coors Brewing Company and Interstate Bakeries, which distributed products over much of the United States but were not sold in some areas. When those companies sponsored a program, Ziv would sell to other advertisers in the limited markets not reached by the main sponsor.[10]

In August 1948, Ziv added to its library of transcribed programs by buying World Broadcasting System ,[5] with the price reported to be $1,500,000. The trade publication Broadcasting reported, "The deal was the latest in a series of shrewd and boldly-planned business coups that have buttressed the Ziv Company's steady-increasing pre-eminence in the packaged show field."[24] At the time of the sale, 670 AM, FM and television stations subscribed to the WBS library.[24] Besides acquiring WBS's packaged programs, the deal also provided Ziv Company with ""the largest collection of royalty-free recorded music in existence", eliminating the need to pay licensing fees to the American Society of Composers, Authors and Publishers for music used in producing Ziv's programs.[5]

In March 1960, United Artists bought Ziv Television Programs, Inc. for $20,750,000. That amount included a combined $6,750,000 in installment notes and debentures and UA's assumption of approximately $14,000,000 in debt. About eight months prior to UA's purchase, two investment firms – F. Eberstadt & Co. and Lazard Freres & Co. – had purchased about 80 percent of Ziv Company's stock with Frederic W. Ziv and John L. Sinn keeping the remaining 20 percent. Effective with the sale, the former Ziv Company became a subsidiary of United Artists and was named Ziv-United Artists Television Co. Inc. Ziv and Sinn retained their respective positions as board chairman and president.[25]

The Frederic W. Ziv Media Heritage Center in Cincinnati houses an archive related to the Ziv Company as well as other elements of broadcasting from the Cincinnati area.[11]