Beyond halftime marching bands 'Living Color' throws party


January 24, 1992|By Ed Bark | Ed Bark,Dallas Morning News

The musical performers Color Me Badd were misidentified in yesterday's Today section as stars of the Fox network's show "In Living Color" tomorrow. In fact, Color Me Badd is scheduled to perform with the "In Living Color" stars during a Super Bowl halftime show.

The Sun regrets the errors.

The Fox network will try to munch a bunch of CBS' Super Bowl viewers with its own "Doritos Zaptime-The In Living Color Super Halftime Party."

The title is a lot to swallow, but the idea may be ingenious. Fox can't stop most viewers from watching the Super Bowl Sunday on CBS, but it may be able to lure millions to a hipper, live halftime show featuring a million-dollar prize giveaway sponsored the Frito-Lay company's new Bite Size Doritos.


"The Super Bowl is one of the best events of the year, but we think the traditional halftime show is designed for the stadium audience and it doesn't translate to television," Fox president Jamie Kellner said in a statement. "We thought viewers would like to stop over to Fox for a halftime party featuring the comedy of 'In Living Color,' a top musical artist, a chance to win a million dollars and a promise that we'll get them back in time for the second half, if that's their interest."

The official Super Bowl halftime show on CBS (WBAL-TV Channel 11 in Baltimore) is titled "Winter Magic." Recent shows have had titles ranging from "Be Bop Bamboozled" (partially shown in 3-D) to "A Salute to New Orleans and the 40th Anniversary of 'Peanuts' Characters."

Fox (WBFF-TV Channel 45 locally) will display a "clock inset" on home screens to advise viewers of the time remaining before the start of the second half. There also will be an announcement that the game is resuming.

Doritos will use the halftime show to launch its new Bite Size chips. Game pieces enclosed in 12 million specially marked bags of the product will offer instant cash prizes -- ranging from $5 to $10,000 -- or a letter from the word "Zaptime." The winning letter will be announced during the Fox program, with "In Living Color" executive producer Keenan Ivory Wayans as the host. Members of the show's cast will perform in "football and sports-themed sketches."

"Counterprogramming may have its risks, but big wins demand taking big chances," said Frito-Lay marketing vice president Steve Liguori. "We view this as the ultimate launch pad for new Bite Size Doritos and a chance to make programming history."

The alternative show potentially is hazardous to CBS' advertising rates. Sponsors of the network's halftime show may demand discounts to protect them from the possibility that millions of mostly younger viewers will switch to Fox.

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