ownership of U.S. media by becoming a citizen of
the United States.
Murdoch and News Corporation intended to start
a fourth broadcast network to challenge the three
that had dominated U.S. broadcasting for thirty
years. By the mid-1980’s, the traditional broadcast
networks—the National Broadcasting Company
(NBC), Columbia Broadcasting System (CBS), and
American Broadcasting Company (ABC)—had be-
come vulnerable to such a challenge. Their viewers
had recently acquired several viewing alternatives,
including basic cable television, premium services
such as pay TV, and prerecorded material played on
videocassette recorders (VCRs) and other such de-
vices. As a result, Americans’ network loyalties and
viewing habits were in a state of flux.
The communications industry was also in flux. In
1986, Cap Cities Communications acquired ABC.
General Electric acquired Radio Corporation of
America (RCA), the parent company of NBC. By fall
of 1986, the Loews Corporation assumed control of
CBS. While the ownership of the older broadcast
networks changed, their attitudes about a potential
fourth network did not. They were dismissive of
Murdoch’s plans for a FOX network. The initial
FOX network affiliates were weaker, ultrahigh-
frequency (UHF) stations. They reached a mere 22
percent of households with televisions. Moreover,
previous attempts at creating a fourth broadcast net-
work had failed. The old networks did not accurately
assess the changing television marketplace.
Founding a New Network When Murdoch bought
Twentieth Century-Fox Studios, Barry Diller was its
head. Diller had revitalized Paramount Studios with
hit movies such asRaiders of the Lost Ark(1981),Indi-
ana Jones and the Temple of Doom(1984), andBeverly
Hills Cop(1984). As head of ABC in the 1970’s, Diller
had improved the network’s ratings, moving it up
from its habitual third-place standing to first place.
When he moved to Paramount, Diller oversaw pro-
duction of highly rated television comedies such as
Laverne and Shirley,Taxi, andCheers. Diller shared
Murdoch’s commitment to creating a viable fourth
broadcast network, and, with his vast television expe-
rience, he was the ideal executive to build FOX.
Diller put together a team of young executives,
some poached from rival networks. They were eager
to build a new network, and they set about two cen-
tral tasks in that regard. The first task was to expand
the network’s reach by adding affiliate stations. By
the time FOX went on the air in 1986, almost ninety
affiliates had been added to the network. The sec-
ond task was to design a programming strategy that
would attract viewers and cultivate an audience. The
fledgling network’s research indicated that televi-
sion consumers were frustrated with stodgy, familiar
programming. FOX therefore developed a strategy
to produce innovative and edgy shows that would
appeal to a young audience that was no longer
watching broadcast network television. FOX initially
chose a name—the Fox Broadcasting Company, or
FBC—in keeping with the three-letter acronyms of
the older networks.
In 1986, the FOX network made its first foray into
original programming, a late-night talk show hosted
by Joan Rivers. Rivers was a well-known comedian as
the permanent guest host for Johnny Carson onThe
Tonight Show.The Late Show with Joan Riversaired in
September of 1986. Despite initial interest, audi-
ences soon migrated back toThe Tonight Show, and
The Late Show with Joan Riverswas off the air seven
months after its premiere. News Corporation had
lost millions of dollars on FOX, but Murdoch re-
mained determined to find a successful strategy for
the network.
In 1987, FOX aired its first original prime-time
programming, beginning with weekend shows. The
network planned to add one night of new program-
ming with each new season, keeping the total num-
ber of nights below the number beyond which FOX
would officially be designated as a regulated net-
work by the FCC. The low number of hours per week
of programming would also help the network mini-
mize costs for producers, writers, and directors.
The initial Sunday night schedule included
Married...with Children, a vulgar family comedy, and
The Tracey Ullman Show, a variety show starring Brit-
ish comedian Tracey Ullman. Cartoonist Matt
Groening produced an animated segment forThe
Tracey Ullman ShowcalledThe Simpsons. FOX also
airedIt’s the Garr y Shandling Show, an irreverent com-
edy in which a self-mocking Garry Shandling played
the host of a long-running late-night talk show. Vet-
eran producer Stephen J. Cannell provided21 Jump
Street, a police youth drama that focused on young
officers who went undercover in high schools. The
show starred Johnny Depp.
In the next two years, FOX addedAmerica’s Most
WantedandCOPS, early entries in a new format that394 FOX network The Eighties in America