[I wrote this a while ago but couldn't think where to submit it. So I
decided to go back to fan roots.]
The catchphrase "Transformers Transform!" is almost unknown, even amongst
Transformers fans in the United Kingdom. When it comes to the various
versions of the Generation 1 story, most fans here have only one preferred
version, the Marvel comic. The cartoon may have found new admirers in this
century, but for a long time it was largely dismissed and ignored.
How this situation came about can be explained by a number of factors
including scheduling, distribution and a one-sided rivalry. The results have
clearly impacted in the long run.
In order to explain the problems with the cartoon's screening, it is first
necessary to briefly sketch the television environment in which it debuted.
The structure of British television, especially ITV, can be quite confusing
to many both abroad but also at home, though a lot of the detail is not
necessary for understanding the Transformers situation. It is, however,
helpful to avoid the terms "network", "affiliate" and "syndication"
altogether.
At the time in the 1984-1989 period the main outlets for children's
television were either the BBC, CITV, TV-AM or Channel 4. The BBC had two
channels and ran children's programmes on weekday afternoons, weekend
mornings and, during school holidays,[1] weekday mornings. Channel 4 have
over the years run some children's programming in the early morning but not
much else.[2] CITV was the umbrella children's programming brand for the
various ITV stations who broadcast from 09:25 [3] until the end of the
day.[4] Like the BBC it ran children's programmes on weekday afternoons,
weekend mornings and, during school holidays.[1] Finally TV-AM broadcast at
breakfast time 06:00 until 09:25 on ITV across the whole of the UK and
produced its own programmes. It showed children's programmes at weekends and
during school holidays.
It's also key to note that television series were almost never transmitted
by more than one broadcaster.[5] Indeed the BBC and the ITV stations had a
gentlemen's agreement to not try to poach popular imported shows from each
other.[6] Nor did series usually migrate from TV-AM to other ITV stations.
Finally a major problem for researching the basic history of a show that
appeared on TV-AM is the limitation of TV listings. Until the 1990s
restrictions on listings meant that they were only available in two places -
either TV Times, the ITV magazine that carried details of the week on ITV
and Channel 4,[7] or else on the day in newspapers. However for whatever
reason details for TV-AM were not always available. On some occasions it was
listed as though it was a single programme. Even when details were given of
its programmes they did not itemise the offerings of magazine shows, let
alone give episode details for cartoons run on them.
Although there are limitations, neither a basic search of listings nor
anecdotal memory suggests that the Transformers cartoon was ever broadcast
on any terrestrial television other than TV-AM. This means that it had
limited opportunities to be screened.
TV-AM's main children's offerings in this era were "Wide Awake Club" on
weekend mornings and the shorter spin-off "WACaday" on school holiday
weekday mornings. Both were magazine format shows (then a common feature of
weekend morning children's television) that crammed a mixture of cartoons,
live action series, music, interviews, games, new reports and other features
into a short space of time, with in camera presenters providing links and
banter. Unfortunately because of the broad range of the audience and the
limited time available (two hours for Wide Awake Club but less than an hour
for WACaday, both including adverts) it was necessary to take some shortcuts
to fit everything in. Cartoons in particular could suffer and it was common
for the Wide Awake Club to cut a circa twenty minute cartoon in half and
either spread the two segments across a show or else split it across both
Saturday and Sunday. WACaday had even more limited time and so often cut
cartoons into five segments and stripped them across an entire week. Such a
practice may have been a necessity and made the supply of new episodes last
a long time, but it also made a series difficult to follow and gain a loyal
audience, especially if the WACaday offerings changed from holiday to
holiday.
Whether the Transformers cartoon appeared only on WACaday or also on the
Wide Awake Club at weekends as well is subject to uncertainty of memory, not
helped by the two shows using the same or a similar set and, initially, both
including Timmy Mallet (as part of the Wide Awake Club ensemble and as the
solo or lead presenter on WACaday). Memories of the show's initial
appearance are focused on the 1985-86 school year in which at least most of
the first season episodes were run and possibly also some second season
ones. A second, and much less remembered run, came in the summer of 1987
when WACaday ran some of the first season episodes again; clips on YouTube
cut out the cartoon itself but the recap given confirms the episodes shown
included "The Ultimate Doom". The catchphrase "Transformers Transform!" was
used by Timmy Mallet as part of the introduction to at least one of the 1987
screenings; it was clearly an adaptation of the phrase "Go-Bots go botty!"
used for when that series had been run.
In the grand scheme of things this was a rather brief run. Not everyone
watches breakfast television and brevity can leave an even slighter mark.
There's also the problem that WACaday had a slightly young pitch and is very
much of its era so as a result many later found it embarrassing to admit to
having watched it, suppressing memories further. As a result the cartoon's
impact was minimal.
In contrast similar shows from around the time such as He-Man and the
Masters of the Universe/She-Ra Princess of Power, Thundercats and Teenage
Mutant Hero Turtles [8] fared much better, being picked up by either the BBC
or CITV and so whole episodes were transmitted in one go at the rate of once
a week. All three also briefly enjoyed the Holy Grail of complete episodes
being transmitted five days a week on school holiday mornings at one stage
or another. Consequently they made a much greater impact.
The Transformers cartoon had two other outlets. In the later 1980s at least
one satellite station picked up some of the later episodes. But these were
the early days of satellite with a low take up. There were also a string of
videos released, starting with "Arrival from Cybertron" (aka "More Than
Meets The Eye") and including variously "Desertion of the Dinobots",
"Megatron's Master Plan" and "The Key to Vector Sigma/War Dawn". Later on
another company picked up the rights and released further tapes. Although
video recorder penetration hit 50% of UK households in 1987, not everyone
would have had the money to accumulate a collection, or the easy opportunity
to hire the episodes that out - or for that matter the ability to watch them
all the time on the household machine. But still it was something.
However none of these were enough to establish the cartoon as a strong force
amongst the developing Transformers fans. For it faced strong competition
from the comic. The British comics market was, and still is, heavily focused
on newsagents in both the high street and suburban corner shops and so the
UK Transformers comic had a very wide distribution even when its US
counterpart was caught up in a market that was ever more sucked into the
ghetto of specialist comic shops. Coming out every week [9] it provided a
strong supply of adventures that could be re-read constantly in a way that
even videos couldn't be watched all the time. Furthermore it was reasonably
up to date with the current toys - during Generation 1 the UK tended to get
most new Transformers toys within months of their US release - whereas the
cartoon was somewhat behind, especially during the 1987 screening featuring
toys from 1984 & 1985. And of course the comic went on right up until
1992.[10]
But also the UK comic was rather strident in dismissing the cartoon. The
differences between the two, particularly the back stories and
characterisation, were a regular theme of letters to the comic. With the
letterspages answered in character by a Transformer it was natural to
dismiss these "incorrect" adventures. This was especially the case when
Grimlock answered the letters and was especially eloquent about his upset at
being portrayed as a simplistic idiot on the cartoon. So authority had
spoken and a whole generation of Transformers fans took to heart which was
"right" and which was "wrong".
In the long run this created a rather one-sided approach to Generation 1 by
many British fans. We had a clear canon and we stuck to it. On the rare
occasions we actually got to see the cartoon we found it unimpressive, a
feeling reinforced by reports of rampant continuity errors and poor
animation in the later seasons, especially if it was hard to check them for
ourselves to see how big a problem they actually are.[11]
Has this distorted our view of the overall franchise? It's always hard to
say from the inside on this. But it's not unusual for a fanbase of any
franchise in a particular country to be focused on one area. US Monty Python
fans spring to mind - they tend to focus on the film Monty Python and the
Holy Grail and overlook both the television series and the film the Life of
Brian, both of which have had their own distribution problems and
consequently this can affect the outlook on just what the group were setting
out to do and achieved. Has there been an omission in the fundamental view
of Transformers amongst British fans? And has it been rectified by the
release of the complete cartoon on DVD, or does it remain a curiosity?
Notes
1. School holidays are not uniform across the UK with much variation between
areas, sectors and individual schools. Children's holiday programming
usually aims for the weeks perceived to be the majority of children's
holidays, but many children can miss out.
2. In Wales Channel 4 was not broadcast and instead viewers could access
S4C - Sianel Pedwar Cymru - which combined Welsh language programming and
some English language programmes from Channel 4. Historically in eastern
Wales a lot of viewers have instead taken the signal from neighbouring
English regions, partially for better reception across the mountains,
partially to access the full English language service.
3. This odd starting time is reportedly due to historic scheduled
engineering tests.
4. In those days television channels used to shut down completely at the end
of the day. They also didn't always broadcast throughout the whole day
either, though the mid 1980s saw a strong expansion in this area.
5. The main exception was S4C who have a long history of commissioning
cartoons that are then dubbed into English and sold to other broadcasters.
6. This had been restated in early 1985 when Thames, the ITV franchise
holder for the London region weekday service, had unilaterally outbid the
BBC for the show "Dynasty". This created a backlash both from the BBC and
within the ITV system, with other ITV stations refusing to take the show and
eventually the series was restored to the BBC with the agreement reinforced.
7. Details of the BBC channels and radio instead appeared in the Radio
Times. Yes if you wanted full listings for the week ahead you had to buy two
separate magazines.
8. Yes, "Hero". That show suffered a lot of censorship due to a backlash
against "ninja". All the related toys and merchandise at the time were also
changed, although the film was left unaltered. By the 2000s the original
name was in use.
9. Except in 1984-5 & 1991-2 when it was fortnightly.
10. And there were also reprint specials that kept going until late 1994.
11. E.G. the Constructicons' origin. When one can actually look at all the
episodes in question it's easy to see their presence in the Five Faces of
Darkness flashback as either a typical animation flub that that story
specialises in or for that matter the same as any number of comic background
cameos by characters who shouldn't be there. And the single line in Heavy
Metal Wars is sufficiently ambiguous to explain away; plus it's contradicted
by the central plot of the Key to Vector Sigma. There are plenty of comic
examples of random dialogue that contradicts what came before or after. But
when one only has the summaries in online reports one could be mistaken for
assuming three separate episodes told full origin stories.
--
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