60 Minutes - Broadcast History - Effects From The Prime Time Access Rule

Effects From The Prime Time Access Rule

By 1971, the FCC introduced the Prime Time Access Rule, which freed local network affiliates in the top 50 markets (in practice, the entire network) to take a half hour of prime time from the networks on Mondays through Saturdays and one full hour on Sundays. Because nearly all affiliates found production costs for the FCC's intended goal of increased public affairs programming very high and the ratings (thus advertising revenues) low, making it mostly unprofitable, the FCC created an exception for network-authored news and public affairs. After a six-month hiatus in late 1971, CBS thus found a prime place for 60 Minutes in a portion of that displaced time, 6–7 p.m. (Eastern time; 5–6 Central) on Sundays, in January 1972.

This proved somewhat less than satisfactory, however, because in order to accommodate CBS' telecasts of late afternoon National Football League games, 60 Minutes went on hiatus during the fall from 1972 to 1975 (and the summer of 1972). This took place because football telecasts were protected contractually from interruptions in the wake of the infamous "Heidi Bowl" incident on NBC in November 1968. Despite the irregular scheduling, the program's hard-hitting reports attracted a steadily growing audience, particularly during the waning days of the Vietnam War and the gripping events of the Watergate scandal; at that time, few if any other major-network news shows did in-depth investigative reporting to the degree carried out by 60 Minutes. Eventually, during the summers of 1973 through 1975, CBS did allow the show back onto the prime time schedule proper, on Fridays in 1973 and Sundays the two years thereafter, as a replacement for the regular season's program.

It was only when the FCC returned an hour to the networks on Sundays (for children's/family or news programming), taken away from them four years earlier, in a 1975 amendment to the Access Rule that CBS finally found a viable permanent timeslot for 60 Minutes. When a family-oriented drama, Three for the Road, ended after a 12-week run in the fall, the newsmagazine took its place at 7/6 p.m. on 7 December. It has aired at that time since, for 36 years, making 60 Minutes not only the longest-running prime time program currently in production, but also the television program (excluding daily programs such as evening newscasts or breakfast shows) broadcasting for the longest length of time at a single time period each week in U.S. television history.

This move, and the addition of then-White House correspondent Dan Rather to the reporting team, made the program into a strong ratings hit and, eventually, a general cultural phenomenon. This was no less than a stunning reversal of the previously poor ratings performances of documentary programs on network television, as mentioned above. By 1976, 60 Minutes became the top-rated show on Sunday nights in the U.S. By 1979, it had achieved the number-one Nielsen rating for all television programs, unheard of before for a news broadcast in prime time. This success translated into great profits for CBS; advertising rates went from $17,000 per thirty seconds in 1975 to $175,000 in 1982.

The program sometimes does not start until after 7 pm, due largely to CBS's live broadcast of NFL games. At the conclusion of an NFL game, 60 Minutes will air in its entirety. However, on the West Coast (and all of the Mountain time zone), because the actual end of the live games is much earlier in the afternoon in comparison to the Eastern and Central time zones, 60 Minutes is always able to start at its normal start time of 7 pm Pacific Time (6 pm Mountain Time), leaving affiliates free to broadcast local news, the CBS Evening News, and other local or syndicated programming leading up to 60 Minutes. The show's success has led CBS Sports to schedule the Masters Tournament, the NCAA Men's Basketball Tournament, and other events leading into 60 Minutes and the rest of the network's primetime lineup, thus (again, except on the West Coast) pre-empting the Sunday editions of the CBS Evening News and affiliates' local newscasts.