Public TV casts musical lures to hook boomer buckss

OK, boomers: How do you know you've become your parents?

When you look at the lengthy lineup of music specials that PBS (and, locally, WHYY-TV12) is tossing out as lures for its March Madness fundraising campaign, and most of 'em make you smile and say, "Wow, they're finally on my wavelength."

As a rule, PBS skews older in demographic appeal than the average TV network, getting the bulk of its fundraising bucks from folks in the 50-plus and even 60-plus demographics. That's why you used to see so many fund-drive specials built around doo-wop acts of the '50s and '60s, or those bubbly Champagne Music Makers of "The Lawrence Welk Show." (Both are still being milked for this March music marathon by 'HYY, Philly's primary public station.)

But today's public-TV contributors prefer a good-old-days soundtrack of classic rock and pop acts that broke out in the 1970s and '80s. So, to pump up the generosity of boomer-generation "viewers like you," this month's prime-time PBS concert lures lean heavily on album rock and pop staples - including, quite prominently, tonight's back-to-back specials, one pairing Carole King and James Taylor, the other starring Harry Connick Jr.

Also blowing out lotsa candles will be Sunday's two begathons with "David Foster and Friends," including boomer-baby notables Chaka Khan, Donna Summer and Earth, Wind & Fire, and then Philly fave Billy Joel's historic last concert stand at Shea Stadium.

TV's music oasis

Stars also court and cooperate because PBS still sells product - CDs and DVDs - like nothing else on the boob tube except "Glee" and "American Idol."

Hang in to the closing credits for this month's top PBS concert specials and you'll note that most have been produced by the artists' companies and record labels. No surprise, then, that extended CD and DVD packages of the King/Taylor documentary and Connick, Foster & Friends and Billy Joel specials are hitting stores this week or next, and that they'll be the primary premium offered during the fundraising breaks.

Because WHYY's membership drive doesn't begin until Saturday, this evening's nationally televised "American Masters" and "Great Performances" specials will be carried blessedly free of interruptions.