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June Baldwin

Television executive June M. Baldwin graduated from Stanford University with her B.A. degree in psychology. She went on to receive her J.D. degree from Harvard Law School in 1975.

Following graduation, Baldwin served as clerk for the jurist Luther Swygert on the 7th Circuit Court of Appeals in Chicago, Illinois. She then moved to Los Angeles and was hired as an executive for NBC, where she was responsible for, among other things, the day-to-day business transactions for The Tonight Show and Carson Productions, the television and motion picture production company founded by the late talk show host, Johnny Carson. At NBC, Baldwin became one of the first African Americans to enter the executive ranks of the entertainment industry. She then worked for Norman Lear, Quincy Jones and Aaron Spelling, where she held the position of head of business affairs at their independent production companies.

Baldwin went on to be hired as vice president of business affairs at United Paramount Network. She also worked in a similar capacity at Columbia TriStar Television from 2000 until 2001. In 2004, Baldwin was hired as director of business and legal affairs at KCET, the nation’s largest independent public television station. Then, in 2010, she was promoted to vice president and general counsel of KCET. Baldwin has negotiated a variety of production deals, and has worked on such critically acclaimed productions as Auschwitz: Inside the Nazi State, A Place of Our Own, Los Ninos En Su Casa, Wired Science, and SoCal Connected.  In addition, for seven years she managed business and legal affairs for the PBS late-night talk show Tavis Smiley, and the primetime series Tavis Smiley Reports.

Baldwin has served on numerous boards, including the Hollywood Women's Political Committee, the Hollywood Policy Center, the Academy of Television Arts & Sciences, the California Women's Law Center, Planned Parenthood, the Archer School for Girls, Women in Film, Women in Film Foundation, Artists For A New South Africa, The Coalition for At-Risk Youth, NBC Credit Union, the Minority Health Institute, and the Black Entertainment and Sports Lawyers Association.

June M. Baldwin was interviewed by The HistoryMakers on November 18, 2013.

Accession Number

A2013.310

Sex

Female

Interview Date

12/20/2013

Last Name

Baldwin

Maker Category
Marital Status

Single

Middle Name

Michelle

Schools

St. Madeline Sophie

Ancilla Domini Academy

Shipley School For Girls

Stanford University

Harvard Law School

Search Occupation Category
First Name

June

Birth City, State, Country

Philadelphia

HM ID

BAL04

Favorite Season

Summer

State

Pennsylvania

Favorite Vacation Destination

Anywhere

Favorite Quote

Everything In Its Time

Bio Photo
Speakers Bureau Region State

California

Birth Date

10/4/1950

Birth Place Term
Speakers Bureau Region City

Los Angeles

Country

United States

Favorite Food

Vegetables

Short Description

Television executive June Baldwin (1950 - ) became one of the first African Americans to enter the executive ranks of the entertainment industry when she worked for NBC.

Employment

KCET

Columbia Tri Star TV

United Paramount Network

Spelling Television

Quincy Jones/David Salzman Entertainment

NBC

Favorite Color

Blue, Greens

Timing Pairs
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DAStories

Tape: 1 Story: 1 - Slating of June Baldwin's interview

Tape: 1 Story: 2 - June Baldwin lists her favorites

Tape: 1 Story: 3 - June Baldwin describes her mother's family background

Tape: 1 Story: 4 - June Baldwin talks about her mother's education and profession

Tape: 1 Story: 5 - June Baldwin describes her father's family background

Tape: 1 Story: 6 - June Baldwin talks about her father's young adult years

Tape: 1 Story: 7 - June Baldwin describes her parents' personalities

Tape: 1 Story: 8 - June Baldwin talks about her parents' civic activities

Tape: 1 Story: 9 - June Baldwin describes her early household

Tape: 1 Story: 10 - June Baldwin describes her earliest childhood memories

Tape: 1 Story: 11 - June Baldwin describes the sights and sounds of her childhood

Tape: 1 Story: 12 - June Baldwin remembers the Germantown neighborhood of Philadelphia, Pennsylvania

Tape: 2 Story: 1 - June Baldwin talks about her early education

Tape: 2 Story: 2 - June Baldwin recalls her decision to attend the Shipley School for Girls in Bryn Mawr, Pennsylvania

Tape: 2 Story: 3 - June Baldwin describes her early interest in acting

Tape: 2 Story: 4 - June Baldwin remembers race relations at the Shipley School for Girls

Tape: 2 Story: 5 - June Baldwin describes her religious experiences at the Shipley School for Girls

Tape: 2 Story: 6 - June Baldwin talks about the prominent figures who inspired her

Tape: 2 Story: 7 - June Baldwin recalls developing her racial identity during the late 1960s

Tape: 2 Story: 8 - June Baldwin remembers her teachers and guidance counselor at the Shipley School for Girls

Tape: 3 Story: 1 - June Baldwin reflects upon her time at the Shipley School for Girls in Bryn Mawr, Pennsylvania

Tape: 3 Story: 2 - June Baldwin talks about creating a scholarship at the Shipley School for Girls

Tape: 3 Story: 3 - June Baldwin recalls attending the March on Washington

Tape: 3 Story: 4 - June Baldwin remembers studying psychology at Stanford University in Stanford, California

Tape: 3 Story: 5 - June Baldwin talks about Eldridge Cleaver and Timothy Leary

Tape: 3 Story: 6 - June Baldwin recalls visiting the Black Panther Party in Algeria

Tape: 3 Story: 7 - June Baldwin talks about the Black Power movement at Stanford University

Tape: 3 Story: 8 - June Baldwin recalls her decision to attend Harvard Law School in Cambridge, Massachusetts

Tape: 4 Story: 1 - June Baldwin remembers her classmates and experiences at Harvard Law School

Tape: 4 Story: 2 - June Baldwin remembers her challenges at Harvard Law School

Tape: 4 Story: 3 - June Baldwin recalls clerking for Judge Luther M. Swygert

Tape: 4 Story: 4 - June Baldwin talks about her early legal career

Tape: 4 Story: 5 - June Baldwin describes her experiences at Morrison and Foerster LLP

Tape: 4 Story: 6 - June Baldwin recalls working for Silverberg, Rosen, Leon and Behr

Tape: 4 Story: 7 - June Baldwin talks about joining Women In Film

Tape: 4 Story: 8 - June Baldwin recalls her entry into the entertainment industry

Tape: 4 Story: 9 - June Baldwin describes her initial experiences at NBC

Tape: 4 Story: 10 - June Baldwin recalls working on 'The Tonight Show Starring Johnny Carson'

Tape: 4 Story: 11 - June Baldwin remembers the black television executives in the 1980s

Tape: 5 Story: 1 - June Baldwin talks about Michael Jackson's award at the NAACP Image Awards

Tape: 5 Story: 2 - June Baldwin recalls her proudest moments as a television business affairs executive

Tape: 5 Story: 3 - June Baldwin remembers working at Norman Lear's company, Act III Productions

Tape: 5 Story: 4 - June Baldwin talks about working for Quincy Jones Productions, Inc.

Tape: 5 Story: 5 - June Baldwin recalls working with Aaron Spelling Productions

Tape: 5 Story: 6 - June Baldwin remembers her music publishing venture with George Butler

Tape: 5 Story: 7 - June Baldwin recalls working at United Paramount Network

Tape: 5 Story: 8 - June Baldwin describes her work at Columbia TriStar Television

Tape: 5 Story: 9 - June Baldwin describes her position at KCET in Los Angeles, California

Tape: 6 Story: 1 - June Baldwin talks about the merger of KCET and Link TV

Tape: 6 Story: 2 - June Baldwin describes the growth and changes at KCETLink

Tape: 6 Story: 3 - June Baldwin talks about her board memberships, pt. 1

Tape: 6 Story: 4 - June Baldwin talks about her board memberships, pt. 2

Tape: 6 Story: 5 - June Baldwin shares her plans for the future

Tape: 6 Story: 6 - June Baldwin reflects upon her career

Tape: 6 Story: 7 - June Baldwin reflects upon her legacy in the entertainment industry

Tape: 6 Story: 8 - June Baldwin talks about her dating life

Tape: 6 Story: 9 - June Baldwin describes her family

Tape: 6 Story: 10 - June Baldwin talks about her international travels

Tape: 6 Story: 11 - June Baldwin describes how she would like to be remembered

Tape: 7 Story: 1 - June Baldwin narrates her photographs

DASession

1$1

DATape

3$3

DAStory

1$6

DATitle
June Baldwin reflects upon her time at the Shipley School for Girls in Bryn Mawr, Pennsylvania
June Baldwin recalls visiting the Black Panther Party in Algeria
Transcript
Well, tell us the Shipley [Shipley School for Girls; The Shipley School, Bryn Mawr, Pennsylvania] story.$$So obviously Shipley was a seminal event in my life. And for all of the, the challenges, I developed some wonderful friendships with a few girls there who are lifelong friends, like sisters. And they saw me; they--it didn't matter to them that I came from a different background or that I was black. And so they were my rocks, and we're still very, very close today. Also in 2003, Shipley gave me the distinguished alumna award, which was a huge shock to me because I had not had much contact at all with the school since I left. And I had an opportunity to tell my story, which I had never done. But I wanted them to know that I loved and appreciated the education that I got and that I saw it as a very positive thing. It was very difficult for my mother [Audrey McLaughlin Harris] to decide to send to me to Shipley. That was not something that we did in the black culture. You don't send your daughter off during her adolescent years to be part of a social experiment. And I'd never really realized how much that had weighed on my mother because, of course, that shaped the rest of my life. So they gave me the award, which was very lovely, and they honored and acknowledged my mother. And the school official said, "I don't think I would have had the courage to send my child away like that." And so I was very happy because although it's been my journey it was also my mother's. So fast forward, I ran into a Shipley classmate at Stanford [Stanford University, Stanford, California] whom I hadn't even been friends with at Stanford. Again, when I left Shipley I sort of didn't wanna have anything to do with Shipley. Fast forward, I run into this classmate, and she's a, a writer for The New York Times and she said, "I ha- it's great to see you. I have an idea and I'm wondering if you'd be interested." And the idea was to create a school sca- a class scholarship for an underprivileged girl of color. And she wondered if I thought that was a good idea, and if I would work with her on it. And I said oh, I think that's a great idea. So last May we went to our forty-fifth reunion, and we proposed this to the class, and that is what we're going to do. And sh- they have said that it was because of knowing me, and it was a time when their lives changed that that inspired her to want to do this scholarship. And so it just was so overwhelming for me to come out of the blue after all these years. Because I think when you make personal sacrifices--I mean I did it willingly and gratefully. I appreciated the opportunity. But at some point when you look at where race relations are today, and you say was it worth it--you know, was it worth it? And so this validates that. It was worth it. I mean, I decided it was worth it, but this is a, a, a really gratifying validation.$Now who was in the Panther [Black Panther Party] entourage, I guess, in Algeria besides Eldridge Cleaver?$$The names of the other people I don't know. I don't remember. What--I was very excited to be there. Eldridge Cleaver was extremely nice to me, very respectful. As I said he wanted to--me to stay on because I spoke French and be a translator. And I think as a result of my Shipley [Shipley School for Girls; The Shipley School, Bryn Mawr, Pennsylvania] experience and my own sense of identity, I had the big Afro, very much wanting to claim my identity, and wanting to have a quote, unquote revolutionary experience. I was a big supporter of the Panthers. You know, they were doing wonderful work; they were feeding children; they were educating children; they were providing healthcare services. I mean, they were being portrayed as terrorists, but they were doing many wonderful things. And they were just really seeking social justice for a lot of oppression that was going on. And so I wrote my mother [Audrey McLaughlin Harris]. I also was still interested in being the actor, so I had tried out for 'Hair' ['Hair: The American Tribal Love-Rock Musical']. There was a--in Marseille [France]. And I was finished with school [Stanford University, Stanford, California], and so I was a quarter ahead of myself because I had gone a year straight through. And I didn't wanna graduate early, so I wanted to stay in Europe for another three months. And I thought I'll try out for this play. Maybe I'll get this role. And then I went to Algeria and was asked to be the translator and it--and at first really wanted to do that. And so I said to him, "Well, you'll have to write my mother." And so he did, and my mother still has the letter in pale blue stationary with the Black Panther insignia that jumps out at you. And he wrote her a very nice letter asking permission for me to stay on for a couple of months and be a translator. And by day three, there used to be--everyone would be upstairs in a room and listening, talking, and the--there were concentric circles and I was in the second circle. And someone got up and went down to do kitchen duty, and I--who was in the first circle--and so I moved up to be in the first circle. And then the person came back, and I wasn't aware the person was going to come back, and so I said, "Oh, I'm sorry I took your seat." And he said, "Oh no, sister, you didn't take my seat; it's the people's seat." And in that moment I realized, hm, everything is communal here, and there weren't--there weren't any women. I wasn't seeing any women. And all of a sudden I realized, hm, I might become communal property (laughter) if I didn't affiliate or associate with someone. And of course that wasn't what I was wanting. You know, I was wanting to have this political experience. And so I decided that I didn't wanna stay, and so I did not. Meanwhile, I would have come--had I gone back--I would have still gone back to France and then come back. In the meantime, my mother got the letter, and she and my brother [William James] were quite horrified. And they admired the Panthers. It's not that they, they didn't, but they didn't want their daughter there in Algeria with--$$Now this is--$$--Eldridge Cleaver.$$I mean 'Soul on Ice' [Eldridge Cleaver] had been published in 1960 [1968]--well, I know I read it in '67 [1967], so it was already out. And he was--he made some remarks about women that weren't really very--$$Misogynistic.$$--encouraging.$$Yes, yes, but that's what I'm saying. That's what was so fascinating, because he was not like that at all with me. He was just this amazing gentleman and intelligent and just lovely, lovely. Now I was only there three days, but that was my experience. And when my mother decided--my brother was, "You tell her to get on a plane and come home." And my mother was like, "No, no, I'm just going to use the truth and, and add something." And so she told me she was going to have to have surgery, and she really would like me to be there for the surgery and so would I mind coming home. I still hadn't heard about the play. And she said, "And if you get in the play, then I'll send you back;" so I went home. And she was having surgery, but it wasn't, you know, as serious as I had thought (laughter), and they just wanted to get me home so. And then I did not get into the play so I did not go back.$$Now did you--did you happen to talk to Timothy Leary?$$No, I did not.$$Or see him even?$$I got a glimpse, but no.$$And was he (simultaneous)--$$(Simultaneous) They, they had him in a room. You know, we were staying at a hotel, and we would come over and be there during the days and the evenings.

Marcellus Alexander, Jr.

Television executive Marcellus Winston Alexander, Jr. was born on October 3, 1951 in Austin, Texas to Juanita Smith and Marcellus Alexander. In 1973, he graduated with his B.S. degree in speech and journalism from Texas State University in San Marcos, Texas.

In 1982, Alexander was hired as a general sales manager at the then-American Broadcasting Company owned and operated station WRIF-FM in Detroit, Michigan. In 1984, he was promoted to vice president and general manager of WRIF-FM. Then, in 1986, Alexander helped organize an investor group that purchased WRIF from Cap Cities/ABC, while also serving as chief operating officer of Silver Star Communications in Detroit. From 1987 to 1989, he worked as station manager and acting general manager of KYW-TV in Philadelphia, Pennsylvania. From 1989 until 1999, Alexander served as vice president and general manager of Baltimore, Maryland’s WJZ-TV, where he expanded the local news, brought back the Baltimore Orioles broadcasts, and through a network affiliation change, sustained WJZ’s market dominance. In 1999, Alexander returned to KYW as vice president and general manager, where he served until 2002. While at KYW, he improved the station's news product, revitalized sales and strengthened its ties to the community.

In 2002, Alexander was named executive vice president of television for the National Association of Broadcasters. His responsibilities included growing TV's membership, as well as overseeing the Futures Summit, Small Market Exchange, account executive webcasts and key events and sessions at the NAB Show. In 2004, Alexander was named president of the National Association of Broadcasters Education Foundation (NABEF).

Alexander has served on the boards of numerous organizations, including the Baltimore Urban League, the Advertising Association of Baltimore, the Kennedy Institute, and the Advertising and Professional Club. He has been a member of the National Association of Black Journalists since 1987. Alexander has also received many awards and honors for his work. In 1991, he received both the Distinguished Black Marylander Award from Towson State University, and the Humanitarian Award from the Juvenile Diabetes Association. In 1994, his alma mater presented him with its Distinguished Alumni Award; and, in 1995, he received an honorary doctorate degree from Western Maryland College.

Marcellus Alexander was interviewed by The HistoryMakers on December 2, 2013.

Accession Number

A2013.338

Sex

Male

Interview Date

12/2/2013

Last Name

Alexander

Maker Category
Marital Status

Married

Middle Name

Winston

Schools

Texas State University

Del Valle High School

Lamar Elementary School

Pilot Knob School

Search Occupation Category
First Name

Marcellus

Birth City, State, Country

Austin

HM ID

ALE03

Favorite Season

Spring

State

Texas

Favorite Vacation Destination

Anywhere Near Water

Favorite Quote

Eat An Elephant One Bite At A Time.

Bio Photo
Speakers Bureau Region State

District of Columbia

Birth Date

10/3/1951

Birth Place Term
Speakers Bureau Region City

Washington

Country

United States

Favorite Food

Barbecue

Short Description

Television executive Marcellus Alexander, Jr. (1951 - ) has worked in television and radio for over thirty years. He serves as executive vice president of television for the National Association of Broadcasters and as president of the NAB Education Foundation.

Employment

National Association of Broadcasters

KYW TV/CBS

WJZ TV

WRIF Radio

Favorite Color

Purple

Timing Pairs
0,0:3969,88:7695,160:8505,173:9639,195:10449,204:10854,210:11907,224:16605,291:17658,307:18144,314:19116,329:26826,382:27861,392:28620,406:30345,445:31587,465:32001,472:33519,490:34002,499:34554,508:37752,524:42876,614:43464,623:45144,668:45984,679:50910,709:51845,726:52270,732:53205,751:66962,895:67438,903:67846,910:68390,923:69682,965:70634,983:75515,1020:76194,1030:77067,1043:77746,1052:81141,1102:81820,1111:82499,1119:84245,1148:88416,1203:88901,1213:89289,1218:90356,1237:90841,1243:91714,1254:97190,1263:98410,1269:99238,1278:101336,1294:102506,1314:103130,1324:106718,1391:107966,1413:108824,1427:109136,1432:109604,1440:113243,1451:114944,1479:116969,1513:119318,1566:120533,1582:121829,1610:122639,1622:123611,1640:124016,1646:124826,1658:125231,1664:125798,1672:131210,1700:131990,1712:135812,1781:136436,1791:138464,1828:139946,1847:148180,1904:150250,1933:151150,1946:152320,1962:153130,1972:155690,1979$60,0:810,13:1185,19:2310,43:4035,74:4785,85:5985,94:6885,110:7935,125:8835,133:11750,144:13154,165:13466,170:13934,177:14714,188:15572,201:17756,231:18770,248:20096,274:24573,312:25374,322:26175,332:26798,340:27332,347:27866,355:29023,370:30002,383:30892,398:33651,434:37388,448:37920,456:38452,464:38984,479:40884,518:41796,531:43544,552:44228,563:44532,568:45216,582:51564,666:51872,671:53566,701:54028,709:55029,723:55414,729:57570,764:58032,772:71894,882:72264,888:73448,906:80175,1023:80550,1029:81825,1048:82575,1057:83175,1067:83850,1078:84525,1090:84900,1096:85200,1101:89346,1124:91317,1164:91609,1169:92485,1179:92777,1184:94456,1206:95405,1222:97595,1254:100650,1262:101330,1269:101806,1278:102690,1296:103234,1305:103574,1311:103846,1322:104254,1330:104526,1335:105274,1361:108946,1440:109218,1449:109490,1454:114586,1488:120416,1561:124718,1587:125083,1593:126178,1606:126543,1612:127711,1633:128952,1653:129609,1663:130120,1684:135432,1753:136248,1768:137336,1821:138220,1837:138764,1846:145915,2006:149089,2066:149986,2087:151228,2109:151711,2117:158230,2186:158846,2195:159286,2201:161222,2227:174134,2380:174937,2394:175667,2405:176324,2415:178003,2444:178806,2454:179682,2467:179974,2472:186320,2509:188350,2518:188594,2523:189265,2538:189814,2548:191522,2577:191766,2582:192986,2619:193352,2631:194145,2646:198818,2690:199910,2704:200911,2717:201912,2729:205097,2771:207008,2809:214560,2850:218080,2907:218400,2912:220720,2954:221360,2965:222960,2992:223520,3001:224560,3016:225440,3032:226080,3042:226800,3052:232125,3085:232450,3091:232840,3098:233555,3112:234075,3122:238910,3157
DAStories

Tape: 1 Story: 1 - Slating of Marcellus Alexander's interview

Tape: 1 Story: 2 - Marcellus Alexander lists his favorites

Tape: 1 Story: 3 - Marcellus Alexander talks about his mother's family background

Tape: 1 Story: 4 - Marcellus Alexander describes his maternal grandparents

Tape: 1 Story: 5 - Marcellus Alexander describes how his parents met

Tape: 1 Story: 6 - Marcellus Alexander talks about his mother's family's migration to Austin, Texas

Tape: 1 Story: 7 - Marcellus Alexander talks about his mother's education

Tape: 1 Story: 8 - Marcellus Alexander describes his father's family background

Tape: 1 Story: 9 - Marcellus Alexander describes his father's childhood, pt. 1

Tape: 1 Story: 10 - Marcellus Alexander talks about his parents' relationship

Tape: 1 Story: 11 - Marcellus Alexander describes his father's childhood, pt. 2

Tape: 1 Story: 12 - Marcellus Alexander considers which parent's disposition he takes after

Tape: 1 Story: 13 - Marcellus Alexander lists his siblings and their birth order

Tape: 1 Story: 14 - Marcellus Alexander describes his earliest childhood memory

Tape: 1 Story: 15 - Alexander Marcellus describes his responsibilities on the family farm in Creedmoor, Texas

Tape: 1 Story: 16 - Marcellus Alexander describes his elementary school experience in Creedmoor, Texas

Tape: 2 Story: 1 - Marcellus Alexander describes the origin of Pilot Knob School's name

Tape: 2 Story: 2 - Marcellus Alexander describes the sights, sounds, and smells of his childhood in Del Valle, Texas

Tape: 2 Story: 3 - Marcellus Alexander describes his desire to be a U.S. Navy pilot as a child

Tape: 2 Story: 4 - Marcellus Alexander talks about his strengths in elementary school

Tape: 2 Story: 5 - Marcellus Alexander talks about his extracurricular activities as a child

Tape: 2 Story: 6 - Marcellus Alexander talks about deciding to go to college

Tape: 2 Story: 7 - Marcellus Alexander describes his childhood talents

Tape: 2 Story: 8 - Marcellus Alexander describes television and radio in the 1960s

Tape: 2 Story: 9 - Marcellus Alexander talks about integrating Del Valle Junior High School in 1963

Tape: 2 Story: 10 - Marcellus Alexander recalls two influential grade school teachers

Tape: 2 Story: 11 - Marcellus Alexander remembers an incidence of racial violence in high school

Tape: 2 Story: 12 - Marcellus Alexander talks about his senior year at Del Valle High School in Del Valle, Texas

Tape: 2 Story: 13 - Marcellus Alexander describes his high school graduation night

Tape: 2 Story: 14 - Marcellus Alexander talks about his religious upbringing

Tape: 2 Story: 15 - Marcellus Alexander describes his focus on academics at Del Valle High School in Del Valle, Texas

Tape: 3 Story: 1 - Marcellus Alexander talks about the history of Southwest Texas State University in San Marcos, Texas

Tape: 3 Story: 2 - Marcellus Alexander describes forming Umoja, a student organization at Southwest Texas State University in San Marcos, Texas

Tape: 3 Story: 3 - Marcellus Alexander talks about forming a black student choir at Southwest Texas State University in San Marcos, Texas

Tape: 3 Story: 4 - Marcellus Alexander describes President Lyndon Johnson's legacy at Southwest Texas State University in San Marcos, Texas

Tape: 3 Story: 5 - Marcellus Alexander describes establishing a chapter of the Omega Psi Phi Fraternity at Southwest Texas State University in San Marcos, Texas

Tape: 3 Story: 6 - Marcellus Alexander talks about student body diversity at Southwest Texas State University in San Marcos, Texas

Tape: 3 Story: 7 - Marcellus Alexander describes his leadership roles at Southwest Texas State University in San Marcos, Texas

Tape: 3 Story: 8 - Marcellus Alexander remembers his influential history professor Dr. Poole

Tape: 3 Story: 9 - Marcellus Alexander describes his decision to major in communications

Tape: 3 Story: 10 - Marcellus Alexander talks about his academic focus in college, pt. 1

Tape: 3 Story: 11 - Marcellus Alexander talks about writing for the school paper and yearbook

Tape: 3 Story: 12 - Marcellus Alexander talks about his academic focus in college, pt. 2

Tape: 3 Story: 13 - Marcellus Alexander considers what he would have done differently in college

Tape: 3 Story: 14 - Marcellus Alexander describes working with the American Heart Association

Tape: 3 Story: 15 - Marcellus Alexander talks about the beginning of his broadcast radio career, pt. 1

Tape: 3 Story: 16 - Marcellus Alexander talks about the beginning of his broadcast radio career, pt. 2

Tape: 3 Story: 17 - Marcellus Alexander talks about his work ethic at WRIF radio in Detroit, Michigan

Tape: 4 Story: 1 - Marcellus Alexander explains his sales technique at WRIF radio in Detroit, Michigan

Tape: 4 Story: 2 - Marcellus Alexander recalls a memorable lunch with radio sales manager Ernie Fears

Tape: 4 Story: 3 - Marcellus Alexander describes working as the general sales manager at WRIF radio

Tape: 4 Story: 4 - Marcellus Alexander talks about his promotion to vice president of WRIF radio

Tape: 4 Story: 5 - Marcellus Alexander talks about firing employees

Tape: 4 Story: 6 - Marcellus Alexander describes changes in the radio business between 1980 and 1985

Tape: 4 Story: 7 - Marcellus Alexander describes the culture of Detroit, Michigan in the 1980s

Tape: 4 Story: 8 - Marcellus Alexander describes becoming CEO and part owner of WRIF radio

Tape: 4 Story: 9 - Marcellus Alexander describes his experience working for Group W Television

Tape: 4 Story: 10 - Marcellus Alexander talks about 'The Mike Douglas Show'

Tape: 4 Story: 11 - Marcellus Alexander explains the Group W Television market

Tape: 4 Story: 12 - Marcellus Alexander explains differences between radio and television station managing

Tape: 4 Story: 13 - Marcellus Alexander talks about the introduction of cable in the 1980s

Tape: 4 Story: 14 - Marcellus Alexander talks about the rivalry between local television and cable

Tape: 5 Story: 1 - Marcellus Alexander talks about major league baseball broadcasting on WJZ-TV

Tape: 5 Story: 2 - Marcellus Alexander describes assembling WJZ-TV's news helicopter, pt. 1

Tape: 5 Story: 3 - Marcellus Alexander describes assembling WJZ-TV's news helicopter, pt. 2

Tape: 5 Story: 4 - Marcellus Alexander describes his management style

Tape: 5 Story: 5 - Marcellus Alexander talks about adopting Northern High School in Baltimore, Maryland, pt. 1

Tape: 5 Story: 6 - Marcellus Alexander describes adopting Northern High School in Baltimore, Maryland, pt.2

Tape: 5 Story: 7 - Marcellus Alexander describes WJZ-TV's network transition from ABC to CBS, pt. 1

Tape: 5 Story: 8 - Marcellus Alexander talks about the impact of the FOX television network

Tape: 5 Story: 9 - Marcellus Alexander describes WJZ-TV's network transition from ABC to CBS, pt. 2

Tape: 5 Story: 10 - Marcellus Alexander talks about his colleagues at the WJZ news station

Tape: 5 Story: 11 - Marcellus Alexander explains how television and radio ratings are measured

Tape: 6 Story: 1 - Marcellus Alexander explains the significance of television ratings

Tape: 6 Story: 2 - Marcellus Alexander talks about the longevity of local radio programming

Tape: 6 Story: 3 - Marcellus Alexander talks about returning to KYW-TV in Philadelphia, Pennsylvania

Tape: 6 Story: 4 - Marcellus describes joining the National Association of Broadcasters as Vice President of Television, pt. 1

Tape: 6 Story: 5 - Marcellus Alexander joining the National Association of Broadcasters as Vice President of Television, pt. 2

Tape: 6 Story: 6 - Marcellus Alexander talks about existing issues in broadcast radio and television

Tape: 6 Story: 7 - Marcellus Alexander talks about the National Association of Broadcasters' membership and employees

Tape: 6 Story: 8 - Marcellus Alexander describes his responsibilities as the vice president of the National Association of Broadcasters

Tape: 6 Story: 9 - Marcellus Alexander talks about the National Association of Broadcasters Education Foundation for underrepresented people in media

Tape: 7 Story: 1 - Marcellus Alexander explains the transition from analog television to digital television in 2009, pt. 1

Tape: 7 Story: 2 - Marcellus Alexander explains the transition from analog television to digital television in 2009, pt. 2

Tape: 7 Story: 3 - Marcellus Alexander talks about the potential in digital television programming for minorities

Tape: 7 Story: 4 - Marcellus Alexander talks about the retransmission consent process in television

Tape: 7 Story: 5 - Marcellus Alexander talks about his ongoing enthusiasm for the television industry

Tape: 7 Story: 6 - Marcellus Alexander talks about the internet's impact on television

Tape: 7 Story: 7 - Marcellus Alexander reflects upon his professional legacy

Tape: 7 Story: 8 - Marcellus Alexander considers what he would have done differently in his career

Tape: 7 Story: 9 - Marcellus Alexander shares his hopes and concerns for the black community

Tape: 7 Story: 10 - Marcellus Alexander talks about his children

Tape: 7 Story: 11 - Marcellus Alexander talks about building his parents' home with his siblings

Tape: 7 Story: 12 - Marcellus Alexander thanks his family for helping to map out his family ancestry

Tape: 7 Story: 13 - Marcellus Alexander describes how he would like to be remembered

Tape: 8 Story: 1 - Marcellus Alexander narrates his photographs

DASession

1$1

DATape

3$6

DAStory

15$6

DATitle
Marcellus Alexander talks about the beginning of his broadcast radio career, pt. 1
Marcellus Alexander talks about existing issues in broadcast radio and television
Transcript
Now, at this point in time, were you thinking about sales at all?$$I was thinking about sales, but I've always felt and one of my philosophies has been, do the best you can with the job that you have and other opportunities will open up. So with this job that I just described, I go now to Michigan to the annual meeting of the Michigan Heart Association. Its chapter is probably about 200 people in the audience, and I'm in front of the room explaining what our public relations plan is from the National Center. In the audience, unbeknownst to me at the time, was the HR [human resources] manager for the ABC group of stations in Detroit [Michigan]. There was a television station that was owned by ABC Radio, AM and FM radio stations that were owned by ABC.$$Okay, now, is this WXYZ?$$WXYZ Television, WXYZ AM and WRIF Radio. After my presentation, the HR manager came up to me, and she said, I really enjoyed your presentation. And I have a couple of job opportunities I'd like to talk with you about. And so just some context, I'm based in Dallas [Texas], home of the then American's team, close to home in terms of Austin [Texas], and Detroit was cold and snowy and cold and more cold. In fact, the joke there was there're three seasons in Detroit, June, July and Winter. And it wasn't far off from that as I found out. But I had, with all those thoughts going on, I had the primary tape that was playing in my head from my mother who would say to me on numerous occasions, "Before you pass on an opportunity, at least check it out." So, long story short, the jobs that she had, there was one that was of appeal. It was a sales position, a sales trainee position, and I was, I felt like if you train me, I can do pretty much anything. If you invest the time and energy to train me, I can do anything. And so decided to move to Detroit, and take the sales trainee job at a WRIF Radio, which is a rock station, and that was the beginning of my broadcast career.$What are the major issues today?$$There're several. The keys ones on the television side are maintaining the retransmission consent structure, which is a structure that allows television stations and networks to be compensated by cable and pay TV services for carrying the programs that they do. And that's an extremely important revenue stream when it comes to local stations and networks being able to provide what viewers want. Cable has two revenue streams already. They have advertising revenue and they have subscription revenue. So they're able to in some cases, outbid broadcasters for, let's say the BCS [Bowl Championship Series] Championship Bowl or some sports programming. So to be able to provide that, those types of high-profile programs, we have to protect that retransmission consent structure.$$The retransmission consent structure would make it harder for cable operators to take that kind of programming away from--(unclear) (simultaneous)--$$Well, no, they have to--the way that it works is, at these negotiations, both parties, cable and broadcast, come to the table with something to lose. If you're on the broadcast side, you wanna make sure that your station, your network continues to be carried by the pay-TV providers because that's what you need to make your business model work. You have to have viewers. And you want as many of them as you can get. If you're on the cable side of it, you certainly need the good programming that broadcasters are investing in producing. And whether that's the NFL, the Super Bowl, the Oscars or local news, the cable system wants those channels, wants that programming for its customers because they know if they don't have it, then their customers are gonna go to another pay service to get that. They, they just have--(simultaneous)--$$Yeah, also shows like American Idol, I guess or Homicide and stuff--(simultaneous)--$$Exactly.$$--like that--(simultaneous)--$$Exactly.$$--that's produced by the networks.$$Correct. So both parties come to the table with something to lose, and in 99 percent of the time, there is an agreement reached without any viewer disruption. Of late, there's been an effort for, from the cable side, the pay-TV side, to create problems that then they want to go to congress and help to get a fix. And we've--obviously, are gonna fight that. So, but that's one of the key issues on the television side. We also, on the television side have, are looking at a next generation broadcast platform, a new standard from which we would broadcast television and all that goes into that. There's a lot of conversation around that that has to be discussed and sorted through. On the radio side, the big issue is the Performance Rights Act. This is, formerly, it's also called the Performance Tax. This is, radio stations--or actually, it's record labels wanting to have radio stations pay them when they play records. And that's not a business model that makes sense for radio. It's one that the marketplace is working at in a number of different ways, but those would be the top three issues right now for radio and television in our--in our business.