CBS AFFILIATES CATCH SPIRIT AS SESSIONS END

The bright new CBS promotional spots for the fall TV season use the phrase: “CBS Spirit . . . Oh, Yes!” and representatives of the network’s affiliated stations who gathered here this week seemed to believe that a new spirit really had taken over at the No. 2-rated network--a spirit that puts it on the path toward the No. 1 spot.

True, some joked during the three-day general conference of network affiliates at the Century Plaza that the word passion peppered executive speeches with comic frequency. Hot, flashy and colorful presentations heralded “bold, daring” new programming with an almost religious fervor . . . Oh, Yes.

But it was the unveiling of nine new prime-time shows--plus assurances from Laurence A. Tisch, CBS president of nine months, that recent financial troubles and bad press were over--that kept everybody happy, hopeful and convinced.

“I think we’re really getting back to the old CBS, which is exciting,” said Jess Mooney, a 33-year veteran of WTOC-TV of Savannah, Ga. “We’re working together, and if we keep doing it, maybe everybody can make a couple of bucks.”

Said Lewis Klein of Gateway Communications of Cherry Hill, N.J., which owns four CBS affiliate stations: “I’ve come to 20 of these (conferences), and this one had the greatest expression of ideas between the network and the affiliates. Things are looking up.”

Not everything is perfect at the new CBS, station managers admitted. At issue were the compensation fees that stations receive from the network for carrying its shows, CBS’ frequent schedule changes and the low-rated “Morning Program.” Most agreed with the network’s position that the show needs more time to find its audience, but not everybody is willing to wait. “The jury is still out, but if I had my say I would sentence it to death,” said frustrated William H. Dilday Jr. of Jackson, Miss., station WJTV. “In February, it went so low it almost killed me.”

Another issue not fully addressed, said J. B. Chase of Cincinnati’s WCPO-TV, was Tisch’s recent suggestion at a congressional hearing that CBS might soon expand its “Evening News” from 30 to 60 minutes a night. “It means they’ll cut our own local news time, and we don’t want that,” he said.

John Von Rueden of KXMB-TV in Bismarck, N.D., said that he and colleagues worried that negative press surrounding recent cutbacks at CBS News--a 10% cut in its $300-million budget and 215 layoffs--would be “damaging to the goals” of CBS.

By the end of the convention, however, Von Rueden was convinced that CBS was back on track. “In the race for No. 1 ranking, CBS is wounded,” he said. “But CBS is a Cadillac, and they have a lot of pride. I talked to Tisch at Chasen’s the other night, and he is committed. I heard it from his own lips.”

Station representatives seemed to believe that CBS had a chance of regaining its long-held crown as the No. 1 network within two seasons. NBC wrested that title away two years ago. “You know something? We’ll either tie or be within one rating point of NBC (in the fall),” Van Rueden said, adding, “Of course, if NBC gets cute and starts moving things around, that could hurt us.”

WCPO-TV’s Chase was more cautious. “There’s no question we’ll be No. 2,” he said. “But we’ll certainly be a stronger No. 2.”

In a radical scheduling move for fall, CBS axed two of its three movie nights along with some low-rated series, to make room for nine new shows (seven dramas and two comedies). Although some station managers complained of too few comedies and too many “law and order” action shows, most remained optimistic about what they called the strongest new crop of shows they’d seen in years. As Gateway’s Klein put it: “When you’re not No. 1, you’d better try new things.”

The most popular new pilot among the affiliates was “Frank’s Place,” a fresh, quirky character-comedy about a Boston college professor (Tim Reid) who inherits a Creole restaurant in New Orleans from his estranged father. Also popular: “The Oldest Rookie,” an action-with-comedy hour starring Paul Sorvino as a middle-aged police chief who decides to return to the streets.

Station representatives had mixed feelings about “Beauty and the Beast,” which one called “that weird show” about the relationship of a young lawyer (Linda Hamilton) and a werewolf-sort of fellow who inhabits a secret world far beneath New York City; some hope it will capture the same audience that once made “The Incredible Hulk” a hit. Others questioned CBS’ counterprogramming of a dark, “Platoon”-style Vietnam show, “Tour of Duty,” against NBC’s happy “Cosby Show” on Thursdays.

Outside the prime-time schedule, the only entertainment-programming complaint came about the animated “Garbage Pail Kids” series for the Saturday-morning children’s lineup. Following recent controversy about the popular Garbage Pail Kids trading cards and other merchandise--a warped takeoff on the Cabbage Patch dolls--some station officials thought Clogged Duane, Elliott Mess, Split Kit and Patty Putty just didn’t fit in at the sophisticated “new” CBS.