• by Wayne Friedman , Staff Writer, July 15, 2008

Network TV producers have always complained loudly about two issues:  the selling of their shows to broadcast networks' own cable networks at low prices; and lower-than-expected promotional support.

The key word in all of this is low. The one that is missing is greed.

Dick Wolf says there's been little marketing support for his iconic, long-time NBC franchise "Law & Order," especially compared to the likes of CBS' "CSI," which gets double the promotional time of "L&O" in a typical week.

He also complains--as most other producers have through the years--that NBC has sold his shows to NBC's owned cable networks, such as USA Network, for a lower price than it could have gotten in the open market. This is part of Wolf's ongoing battle with NBC Universal.

Credit Wolf with wringing every possible dollar out of the "Law & Order" franchise. As many as four different versions under the "L&O" name have been on the air at the same time. Wolf and NBC have amassed billions on the franchise.

Wolf thinks NBC is cheap. NBC thinks Wolf is greedy. But let us reflect back a bit.

Wasn't it Wolf, back in the early '90s, who told Warren Littlefield--then president of entertainment of NBC--to fire each of the cast members of "Friends" "one at a time" when they asked for substantial raises?

Wolf's theory was that TV producers and their shows shouldn't be beholden to individual actors. He knew how to run a tight financial TV ship. Wolf is an old time advertising guy, who had worked on the Procter & Gamble business. So listen to Wolf when he uses the word "brand."

In that regard, it's no surprise that the "Law & Order" brand is more identifiable than any of its mostly interchangeable actors. All Wolf wants is to keep his brand going -- as P&G does with Pampers or Swifter or Duracell.

For NBC, now a fourth-placed network looking for lighter, more escapist programming under Ben Silverman, maybe "Law & Order" isn't the sexiest of TV brands - but consumers get some use out of them.

NBC and Wolf ought to find a way to keep "Law & Order " in the supermarket.