NBC Talknet
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NBC Talknet was a nighttime programming block on the NBC radio network from the 1980s to the 1990s. It comprised several advice-oriented call-in talk shows, the most notable personalities being Bruce Williams and Sally Jessy Raphael. At a time when talk radio was a mostly local format, Talknet, among similar services, brought the format to a national level.
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[edit] History
Prior to the late 1970s, AM radio was still largely dominated by all-music formats. Many individual radio stations had introduced some talk programming to their lineups, but it was almost universally locally produced. The concept of national talk radio, broadcast over a radio network, had not been tried. In 1978, Larry King began broadcasting six hours of talk programming nightly on the Mutual Broadcasting System. His success in the field proved to radio programmers that there was an audience for both late-night talk programming and national talk radio programming. Both NBC and ABC were quick to enter the late-night talk radio market. ABC launched a nightly block of programming called TalkRadio and NBC launched Talknet.
[edit] Programming
At the time when Talknet was introduced, the Fairness Doctrine was still in place, requiring radio and television stations to, among other things, give equal time to both sides of controversial issues presented on the air. As a result, it would be some time before openly partisan radio hosts such as Rush Limbaugh began to appear and prosper. All of the programming of Talknet was instead advice-oriented, with listeners calling into ask questions and receive help with various issues and problems in their lives.
Talknet premiered on 21 stations nationwide on Monday November 2, 1981. Early affiliates were WRC Washington, WIOD Miami, KXL Portland, WJW Cleveland, KFBK Sacramento, WLW Cincinnati, KOB Albuquerque, WOOD Grand Rapids. Maurice Tunick was creator and Executive Producer.
Tunick: "I came up with the name 'Talknet' and created and developed the 'Dear Abby' format for Sally Jessy Raphael which I tested earlier that year on NBC's WRC in Washington D.C. Prior to Talknet the only radio advice shows were hosted by clinical psychologists. My idea for Sally was 'a friend.' Over the back fence advice. Someone to talk to, someone who cares (as the theme music said). A daring, revolutionary idea at the time. Sally was a well traveled but unknown broadcaster at the time. Sally's TV show would start a couple of years later (1983) - a direct result of her Talknet success."
"Much forgotten is that Bruce Williams originally aired at 10PM Eastern to Midnight, and Sally Jessy Raphael aired Midnight to 3AM Eastern time. That quickly changed. I'm not sure how long, maybe a couple of months, to 7-10PM and 10-1AM. The shows were a hit out of the box and stations asked for an earlier feed time. Weekend programming was added a year later with Bernard Meltzer and Dr. Harvey Ruben."
Bruce Williams answered questions from listeners on issues related to money, personal finance, investments, business and other similar topics. On December 5,1982 Williams crashed while attempting to land his airplane in Princeton, New Jersey.
Tunick: "He was critically injured and nearly clinically dead when he arrived at the Medical Center of Princeton. One week later Bruce was back on the air from his hospital room and did his show from there for a week before he was released and originated his program from home for the next three months. We were told at the time this was the first national radio show to originate from a hospital."
Williams continues to host a similar program to this day on the Lifestyle Talk Radio Network, albeit with news and political items added to the mix. Sally Jessy Raphael hosted the 10 pm-1 am time slot and spoke to callers about issues involving relationships and their personal lives. Her radio show was recently revived in 2006.
Williams was a tentpole of the Talknet lineup and continued with the service until its demise. Raphael, however, remained as host for a total of six years, from 1981-1987. Following her departure, several other hosts filled the 10 pm-1 am slot, dispensing personal and relationship advice. These included Dara Welles and Neil Myers.
[edit] Demise
Tunick: "I left Talknet in late 1985 (November 4, 1985) after being recruited by ABC Radio where I became Vice-President of Programming for the ABC Talkradio Network. I stayed close to Sally during the next year, knowing she had one year remaining on her contract. In late 1986 the radio world was shocked to learn Sally Jessy Raphael was jumping to ABC Radio. I also hired the legendary Tom Snyder to make Sally (7-10) and Tom (10-1) the new bookends of nighttime listening."
In 1986, NBC, along with its parent company, RCA, was purchased by General Electric. GE purchased the company primarily for the NBC television network, and shortly thereafter sold the company's various other assets. The NBC radio network was sold to Westwood One. NBC radio continued as a programming service through 1989. After that date, the NBC brand name continued to be used on some programming, but NBC radio did not exist as a separate programming service. Westwood One continued the "Talknet" programming through the mid-1990s, but eventually dropped the "Talknet" name as well as the 10 pm-1 am personal advice programming.
Bruce Williams remained with Westwood One hosting his own individual program from 7 pm-10 pm for some years more, but eventually moved to the Talk America network in 2001.
