Word: arnaz
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DESILU STOCK, up to now privately owned, mainly by Desi Arnaz and Lucille Ball, will be offered to public at about $10 per share although TV show producers keep control of company. Desilu earnings: $3.54 per share in fiscal 1957, 10? per share last year when company bought RKO studios in Hollywood...
...long, unsponsored night. Like the others, Kraft and Studio One have both been in a long slide downward; both have been subjected to recent, last-gasp transfusions; neither revived. Studio One will be replaced by Desilu Playhouse, a series of 48 hour-long films produced in Hollywood by Desi Arnaz. Westinghouse paid $11 million for the package, claimed to be the largest single deal in TV history. Kraft will cut down to half an hour, which will be occupied by Comedian Milton Berle-his first steady job on television since...
...Omaha. "This coming year," says Tycoon Arnaz, "is going to be probably the most important year in television's history. You might call it the industry's moment of truth. Only quality stuff will draw an audience, so I think only the fittest will survive. We're going...
...first and then go looking for a sponsor." The main project: Desilu Playhouse, which, with Desi as host, will offer weekly hour-long dramatic and musical productions, plus a dozen 90-minute spectaculars, including Don Quixote and six Desi-Lucy comedies. All the shows will be tailored to this Arnaz pattern: "No violence, no psychopaths, no dirtiness. There will never be any need to send the kids to bed when we come...
Will the results please the critics-or confirm a rival's description of Desilu as "a sausage factory"? Snort Producer Arnaz, embracing the code of Hollywood tycoons old and new: "I've never yet made a show for the 21 Club or the Romanoff's crowd, and I'm not going to start now. The viewers have to be able to identify themselves with the characters or you're going to lose them. I've always got the guy in Omaha in mind...