Jack Sussman does not believe that the new technology age means the death of network television.
Sussman speaks from experience — the 1978 Carolina alum is the executive vice president of specials, music and live events for CBS Entertainment. The radio, television and motion pictures graduate visited UNC Oct. 8 to share his thoughts and advice with students in a Q&A session. While on campus, he also visited classes and met with faculty and students in communication studies, music and journalism.
Networks are using new technologies to their advantage, Sussman told the students. They use social networking sites such as Twitter and Facebook, and they integrate the technology into television, for example, having a live vote while the show is airing.
While technology is constantly changing, everything still relies on the story, Sussman said.
“The question still is: Why am I making the show?” he said. Television has to create a good story, but the story relies on the audience. “If the story is not good enough to gain a wide audience, it will not succeed.”
Sussman traces his career success back to Carolina: One time in Swain Hall, he noticed a sign from NBC, asking for volunteers to help with a golf tournament. Sussman volunteered and met Mike Weisman, then a producer for NBC Sports. He later was scheduled to meet with Weisman at 30 Rockefeller Center in New York City, but he accidently went to the wrong room. Nonetheless, Sussman was offered a job.
Today, Sussman oversees CBS events and specials such as the Grammy Awards, the People’s Choice Awards and the Tony Awards. He serves as the network’s chief liaison to the music industry, working with managers, recording artists, record labels and music suppliers. He also is in charge of live entertainment programming, such as “Survivor” finales and reunion specials.
Sussman presented a montage of clips that showcased CBS specials and live events, including concerts, the Emmy Awards, “America: A Tribute to Heroes,” and campaigns from celebrities for “Stand Up to Cancer.” He emphasized how the entertainment value of television has the power to reach out to people.
Television relies on capturing a large audience, so while a certain program may have a good story, the bottom line is the ratings and how many people watch it.
“Networks can work this to their advantage,” Sussman said. “It’s called sweeping the hour: You put something interesting from 8:58 to 9:02 to get all the channel surfers from going to another show, like ‘American Idol’ at that time. Then, you just hope that your plan works and stays to the schedule.”
In working with live events, Sussman noted the importance of showing up to rehearsals. Without rehearsals, accidents can happen that can affect the entire show. You have to trust everyone involved, from the crew to the celebrities in order to make the program work smoothly, he continued.
In terms of measuring success, Sussman believes that ultimately what matters the most is the ability to come up with a good idea. Sometimes the idea may have too narrow an audience, and may not be suitable for network television, but everything still starts with the story.
His advice to those aspiring to a job in the entertainment industry: “Do anything, because the skills will translate. Telling a story in a commercial translates to telling a story in an hour.”
He also advised students to keep a portfolio of their work.
“Save everything [you do], and make a list of everything.”
Sussman’s presentation was sponsored by Lambda Pi Eta, the communication studies honor society. He was introduced by David Sontag, Wesley Wallace Professor of Communication Studies and the director of the Writing for Screen and Stage Program.
