TVSquad

Last time on Saturday Morning we took a look at the ABC schedule for the 1972-73 season. This time around, we are looking at the lineups for CBS and NBC.

As mentioned in the previous post, the way that the Saturday morning schedule shaped-up during 1972 was due, in part, to the way that then Saturday Morning programmer for ABC, Michael Eisner, decided to infuse it with a bit of primetime philosophy. The result for the other two networks was a schedule that featured more movie-like and variety-based cartoons as well as animated fare that emulated the primetime hits of that day. In addition, some primetime talent was brought onto Saturday mornings to help jumpstart the educational fare that had slogged along during the last two years. By combining primetime personality with animated programming the networks introduce a new genre of program into the mix.

With a couple of Osmonds, a few Brady kids, an old Chinese detective, a dog and his mystery-solving friends, and Bill Cosby, the second Saturday Morning Revolution began in earnest in 1972. And, it was a long road to hoe to get to this point. That was thanks to the radical changes that needed to be made to the schedule during the late 60s and first few years of the 70s. Changes that were the result of mounting complaints by citizen action committees as well as nervous network executives.

To review: from 1966 until about 1969 things ran fairly smoothly for the networks when it came to Saturday morning programming. With the popularity of superheroes during that time the schedules were full of programs featuring supermen, batmen, space ghosts and super presidents. As hero worship waned during the last years of the 1960s the networks turned their attentions to an older viewing audience, focusing on shows with a number of teenagers and young adults -- many of them in animated rock-and-roll bands.

But, by 1970, all of that changed. As pressures to air more educational and less violent and vapid fare came from all sides, the networks were unsure what to do. They wanted to continue airing cartoons, but they were so watered down (or imitations of what was already airing) that they weren't as entertaining. They presented a number of live-action educational programs to the schedule as well, but very few of them lasted more than a year. By 1971 it looked like the networks had all but given up on Saturday mornings.