[disneyaholic]

Wed Sep 4, 5:05 PM ET
By GARY GENTILE, AP Business Writer

BURBANK, Calif. (AP) - ABC Television programming chief Susan Lyne was sifting through scripts last January, looking for a hit to lift the ailing network, when she fell in love with a pitch for an hour-long drama.

Any other year, the script would have been made into a pilot. But Lyne held off after consulting with Robert Iger, a former ABC president and chairman who now is president of The Walt Disney Co., which owns the network.

While he agreed with Lyne's creative assessment, Iger believed that a last-place network couldn't afford too many new serial dramas. Rather than ask viewers to make another weekly commitment, he said, ABC should look for some shows they can jump in and out of without feeling they've missed something.

"That's the kind of thing he has been a wonderful resource for me on, as we look at not just whether we like something, but whether it will work for the network," Lyne said.

When ABC's fall schedule debuts Sept. 17, viewers will see a prime-time lineup assembled by Lyne and Lloyd Braun, chairman of the ABC Television Group and Lyne's boss.

But behind each decision is Iger, who has taken a more active role than usual in crafting the network's fall season. In part, that is because Lyne has never developed a prime-time schedule. It also reflects the enormous stakes for Disney.

A lot is riding on ABC having a breakout hit, one solid night in the ratings or, at the very least, stopping the slide that saw ABC go from the No. 1 network just two years ago to third — and fourth behind Fox in the all-important 18-49 age group.

Disney believes it has at least one potential hit in the John Ritter comedy "8 Simple Rules for Dating my Teenage Daughter." It also has high hopes for the comedy "Life with Bonnie," starring Bonnie Hunt.

Other shows, such as the time travel drama "That was Then," may take longer to build a loyal following. ABC also is developing mid-season shows, including "Dragnet" from "Law and Order" producer Dick Wolf.

Iger and Disney chief executive Michael Eisner have said that fixing ABC is their top priority. Over the summer, Disney's stock price has seesawed as investors wait to see how successful that effort will be.

"Most investors understand it takes time to build the network," said Jeffrey Logsdon, an analyst at Gerard Klauer Mattison & Co. "Getting those first improving steps would be helpful for investor confidence."

Iger does not seem overly worried.

"I know a lot of attention will be paid from a variety of sectors to the results of ABC's new schedule," Iger said in an interview. "Does it convert to pressure? Not really."

"We've done everything we possibly could and, by the way, no one is stopping," he said. "Susan and Lloyd are developing aggressively for next season."

Analysts said investors understand that the weak economy is at fault for disappointing results at Disney's theme parks and sales of stuffed dolls at its stores.

But the problems at ABC have been caused in part by poor management, in particular a decision to rely too heavily on the success of its game show "Who Wants to be a Millionaire ( news - web sites)."

The fall season will not only determine the direction of Disney's stock, but could seal the fate of top executives, including Iger.

Does Iger himself see his job on the line?

"It's not really a question I'm comfortable answering," he said. "I come to work every day enthusiastic and focused and dedicated, and I give it my all."

Lyne was promoted to president of ABC Entertainment in January after Stu Bloomberg was forced out as co-chairman because of the ratings slump. Lyne had shown a hot hand in crafting miniseries and specials for the network, but had never developed a prime-time schedule.

Iger had more than 20 years of experience at ABC, approving such shows as "Twin Peaks" and "NYPD Blue ( news - Y! TV)" when he was named Disney president in 2000. Disney acquired the network when it bought Capital Cities/ABC in 1996.

It was natural, then, for Lyne to turn to Iger for advice.

"When he first approached me, I said, 'If I do this, I need to know you will be available,'" Lyne said. "Bob never gets rattled. He's a very steady hand, and that is so important right now for everybody at the network."

In January, Iger increased his involvement at ABC, reading scripts and consulting frequently with Lyne on pilots. As Lyne began to feel more confident in her role, Iger said he scaled back his involvement to weekly meetings and daily phone calls with her and Braun.

Iger said he did not get involved in casting decisions, and allowed Lyne to choose which scripts to tape as pilots.

"I was much more of a business adviser to them than a creative adviser," he said. "We talked about the economics of some of the shows. As it relates to casting, if there were deals to be made that were overly expensive or risky, they ran those by me."

While ABC needs to show signs of improvement early in the fall season, Iger said he has assured Lyne and Braun that shows they really believe in will be given time to find an audience.

"He has said a number of times, 'If you don't believe in a show, get it off quickly. If you believe in it, stick with it,'" Lyne said.

ABC also struck a deal with HBO to have the cable network's independent production arm help develop new programming over the next two years.

Perhaps Iger's most important role has been to insulate Lyne and her staff from the pressure mounting from investors, analysts and the media.

"You can't let outside forces throw you off course," Iger said. "We're on a course to improve ABC. We've put the right people in place to do so and given them the necessary tools and resources to succeed."

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