Dunn's plan didn't pan out—a rare flop since his rebirth.
The main reason? He didn't want to burn bridges with Steve Jobs.
If he'd leaned on his clout as a major Apple shareholder, Jobs might've caved to avoid another ousting from his own company.
Genius like Jobs was hard to come by. Abandoned by his parents, he'd lived a rough, winding life—even trekking to India as an ascetic monk. Dunn didn't want to pile on more hurt.
Michael Eisner was small fry. If the Pixar route was a bust, Dunn had other ways to take him down!
American Idol, produced by Dick Clark Productions, had just premiered on CBS.
First episode? Over 26 million viewers. Second episode? Average viewership shot to 33 million!
No question—American Idol was set to outshine Who Wants to Be a Millionaire and Survivor as a mega-hit variety show!
In its original timeline, FOX, the fourth-biggest U.S. network, rode American Idol to spring-season dominance. It crushed the NBC-ABC-CBS trifecta, shuffling airtimes across prime slots and still topping daily ratings.
Pure provocation!
And no one could stop it.
American Idol was destined to be the most widespread, influential, and beloved variety show in U.S. history.
Landing on CBS at this moment was a deathblow to ABC!
Disney and Viacom were already locked in a brutal showdown.
Movies were a sideshow—the real war was CBS versus ABC!
In that other timeline, this fight dragged on until 2005.
Both media giants took heavy hits, with Viacom and Disney stock slumping for years.
That year, Sumner Redstone split Viacom and CBS to save the share price, crumbling his empire. Disney, meanwhile, made a big move—kicking Michael Eisner to the curb.
Dog-eat-dog? Dunn was all for it.
Eisner had pissed him off, so it was time for a counterstrike!
Dunn Films' top brass—Bill Mechanic, West Cotton, and Tosca Musk—were gathered in his office.
TV industry norm: new shows start with a trial deal.
Air one or two episodes, gauge the ratings, then decide if it's a keeper.
High ratings? Renew and roll. Low ratings? Ax it.
Especially for something like American Idol, a stage-music talent show with no real precedent.
Trial contracts benefit both sides.
Networks test the waters cheap, cutting risk. Producers can tweak licensing fees based on how it lands.
American Idol aired twice weekly. CBS signed a two-episode trial—$500,000 base fee, 10% ad split.
Now, with the trial up, Dunn Films was set to haggle with CBS over a full contract.
No way it'd stay at $500K and 10%—not anymore.
TV networks… they're even more lucrative than movies!
"This is our chance to teach Disney a lesson! Season one of American Idol stays on CBS!" Dunn laid down the day's agenda.
Sumner Redstone was an enemy. Michael Eisner was too.
But right now, Eisner was the bigger thorn—and Redstone… best not to poke too hard.
TV ops fell to VP Tosca Musk. She chimed in, "Three days ago, CBS sent a negotiation team. I brushed them off—said I was too busy."
West Cotton grinned. "That's a power move! Ha! Episode three airs next Tuesday. If they don't lock a deal in three days, CBS loses a chunk of viewers. The tighter the clock, the more they sweat—and the higher they bid."
Dunn gave him a hard look, sensing West might be sweet on Tosca—a stunner—and trying too hard to impress. "One thing," he said sternly. "No dating among execs. If it happens, resignation's on the table."
West's face flushed. "Boss, I'm married."
Tosca snapped, "Keep talking nonsense, and I'll quit right now!"
Dunn shrugged casually. "Better not be."
Bill Mechanic jumped in to smooth things over, chuckling, "American Idol's success proves we've cracked a new business lane—a fresh profit engine! A hit like this? It's gonna make waves!"
"Obviously," Dunn said, his grin brimming with swagger. "I can churn out blockbuster movies, back hit TV dramas, and now, craft killer variety shows too!"
"I'm busy working on my animated flick Bone Treasure Adventure—no time to hear you brag," Tosca shot back, still miffed.
Dunn laughed. "What's CBS's renewal offer?"
"They're serious—$3 million broadcast fee, 50% ad split," Tosca said, eyes flicking up as she pondered. "That could net us $50 million."
Bill Mechanic, ex-Fox exec with deep TV chops, shook his head. "Nope, $50 million's too low. American Idol runs through June—summer season! February's slow, but come May, ad rates skyrocket."
Dunn, a TV newbie, leaned on Bill's expertise. "So, is this renewal fair?"
"Standard," Bill nodded, adding for clarity, "Without competition, 50% ad split's the ceiling."
Dunn frowned, puzzled. "But I heard Friends' production team takes over 70% of ad revenue. Idol's got 40+ episodes a season—longer legs than Friends."
Bill explained, "Idol's just season one. Friends has years behind it—huge production costs. Cast salaries alone top $80 million. Without a fat ad cut, it wouldn't get made."
Dunn narrowed his eyes. "Good thing we're a variety show. If judges start demanding crazy pay, we swap 'em out!"
Tosca tilted her head, curious. "Mr. President, with CBS's deal, how much do you think Idol could pull?"
Bill raised a finger. "At least $100 million!"
Dunn sucked in a breath. "Damn, variety shows rake in as much as movies!"
Bill shook his head. "This is just the start. As it gains steam, ad rates climb. CBS makes more, we make more. Plus, Idol's music-based—think telecom voting revenue, record deals, concerts, sponsors, international licensing. Ancillary income? At least $200 million! That's assuming 30 million viewers hold steady."
Dunn's face flushed with excitement.
West's eyes popped wide.
Tosca murmured, stunned, "CBS's deal already pays that much… imagine if we licensed it elsewhere?"
No one flinched at that.
American Idol was the past week's hottest U.S. show—top ratings, nonstop buzz in entertainment circles. Audition phase? Total chaos—wacky contestants, constant gags, pure draw.
"What's ABC's offer?" Dunn asked softly. Eisner, spooked by CBS, would surely throw big money to compete.
Tosca replied, "$5 million base, 58% ad split."
Dunn scoffed, dripping disdain. "That Michael Eisner—cheap as hell!"
"True, NBC and FOX both beat ABC," Tosca said, dimples peeking out as she smirked. "NBC's at $3 million and 60% ad split. FOX goes bigger—$10 million base fee, 65% ad cut!"
CBS's deal looked weakest by comparison.
But CBS was America's top network, backed by Viacom's promo muscle. More crucially, Idol had aired two episodes there—they had first dibs, and viewers were hooked.
Switching now? Bad for everyone.
Bill weighed in, "NBC's showing real intent. They've tanked lately—since Jack Welch retired, GE's been itching to ditch them. FOX? Smaller reach. Advertisers and viewers default to the Big Three. So FOX either throws cash or skips trials, buying outright."
Dunn nodded. "In principle, we stick with CBS. But Tosca, hold this line: one-year deals only. Season two Idol rights stay off the table this round—CBS gets priority at matching terms, tops."