PECTACULAR
TES!

doubled his Dun and Bradstreet
salary didn't hurt either. In time
he moved up the JCS ranks and
has been president and CEO for
eight years. In this time, JCS has
become not only the home ad-
dress for most foreign networks
and Channel Two, but has be-
come involved in all aspects of
creating television, broadening
its business base so that it is not
completely dependent on the
news business.
To this end, Mr. Rosenberg has
organized the company into three
different divisions: JCS News,
JCS Productions and JCS Post-
Productions.
The production side handles
everything from documentaries
to creating extravaganzas in the
holy places for Christian broad-
cast networks abroad.
JCS Productions is set up so
that "when these guys come to Is-
rael they can concentrate on their
production needs without wast-
ing unnecessary energy and ef-
forts with all of the bureaucratic
and administrative hassles that
can be rather difficult, to put it
mildly, especially in an environ-
ment that doesn't speak your lan-
guage," Mr. Rosenberg says.
He has been making special ef-
forts recently to expand business
with the Christian broadcasters
in the United States, whose com-
panies he has worked with for 15
years. "I've attended a lot of
prayer breakfasts."
With the year 2000 and
Jerusalem's 3000th anniversary
coming up, he sees the opportu-
nity to make that sector of his
business grow. In fact, he's dis-
appointed that the evangelists
have not been broadcasting from
Israel in greater numbers in re-
cent years.
"After the Gulf War and the se-
curity situation thereafter, they
became more reluctant to come.
I had really hoped after the peace
that we would see more evangel-
ical television producers coming
to Israel doing television specials.
But the two incidents in Dizen-
goff and Beit Lid again shook
their confidence."
The JCS studios are continu-
ally abuzz with post-production
activity — editing tape and
adding sound and graphics to cre-
ate a final product. In addition to
using JCS for their news compa-
ny, the three Channel Two fran-
chisees use the companies'
facilities, trucks and post-pro-
duction and graphic animation
expertise to make their product
sparkle. Numerous private inde-
pendent producers also use JCS
facilities for their commercials.
The tricky part is keeping all
of these balls in the air, particu-
larly when a huge story breaks,
like the Machpela Cave mas-
sacre, and all of the foreign and
domestic news networks are in
full swing. "We are geared to pro-
vide all of our clients with all their
requirements simultaneously at

any given moment," Mr. Rosen-
berg says.
Accomplishing this can keep
not only the 125 permanent JCS
employees busy, but causes the
company to draw on its pool of
freelancers. Mr. Rosenberg says
that when a major story breaks,
he is among the first to arrive at
the studios and the last to leave,
"for the clients to know that I am
there and the personnel to know
that I am there.
"But I really think times like
this are the beauty of the busi-
ness: in one room you can see a
crazy news producer cutting his
tape of terrible pictures of wound-
ed people, and blood and shoot-
ings and ambulances and sirens,
while in the next room there is
a creative person with an earring
and a ponytail editing a colorful
commercial frame by frame. This
combination is what JCS stands
for and this is really what gives
me nachas," he says.
None of this, neither the skilled
personnel nor the state-of-the-art
equipment, comes cheap. "They
are the best, but their prices are
incredibly high," a foreign news
producer says of JCS.
But Gerlind Younts, the NBC
bureau chief, is philosophical
about the price. "You get what
you pay for," she says. "And what
can you do? Good television is ex-
pensive.
Ms. Younts praised the "high
level of professionalism" at JCS.
`They've always been there when
we need them. Here for us in Tel
Aviv, and in Jerusalem, on call
seven days a week, 24 hours a
day. They have a very competent
team of young people, their tech-
nicians are smart, and they know
how to deal with the Western
press. And they operate in out-
standing facilities."
Some 85 percent of the com-
pany is owned by Sir Leon Tam-
man of London.
Last year, investment group
Dovrat-Shrem purchased a 15
percent stake in the company
from Tamman. Since the compa-
ny is privately held, Mr. Rosen-
berg is reluctant to talk about
figures, particularly profits. Ac-
cording to published reports, how-
ever, the company's turnover in
1992 was $8 million, and in 1993,
$12 million.
JCS has made initial moves to
branch out further as part of
groups bidding for local radio sta-
tion licenses and the Shopping
Channel license, but it has been
unsuccessful. It stayed out of the
running for a Channel 2 franchise
because a large stake in one of the
franchises would have prevent-
ed it from providing services to
the others.
Mr. Rosenberg is philosophi-
cal. "When you run in the bidding
you have 1,000 reasons why it is
a good thing. When you lose, you
have 2,000 good reasons why it
was good you lost it. We didn't
need it anyway."

Call Today And
Ask About Our IRA
Investments!

"We create solutions."®

BERKLEY
Todd Hegler
(810) 546-2590
BIRMINGHAM
Norm Lining
(810) 646-8787

11N IC

SOUTHFIELD
Robert Chechak
(810) 355-9831
WEST BLOOMFIELD
Greg Kane
(810) 55-6644

SIMPLE INTEREST AT MATURITY ONLY. ANNUAL PERCENTAGE YIELD EFFECTIVE AS OF JUNE 9, 1995. RATES SUBJECT TO CHANGE WITHOUT NOTICE. - PENALTY FOR EARLY WITHDRAWAL
52500 MINIMUM BALANCE REQUIRED. STATEMENT FEES MAY REDUCE EARNINGS IF BALANCE IS NOT MAINTAINED.

Because we appreciate your calls — and understand how busy you are —
we have just installed a new phone system equipped with voice mail to
make it much easier for you to reach your Jewish News account executive.
You can dial (810) 354-7123 and their extension to reach them anytime —
24 hours a day!

EXT.

EXT.

Ann Abrams
Susan Brooks
Kathy Johnson
Betsy Leemon
Lisa Marshall
Patty McMurray

219
220
217
215
211
212

Rick Nessel
Dharlene Norris
Danny Raskin
Danny Samson
Art Shafer

THE JEWISH NEWS

Next time you feed your face, think about your heat.

Go easy on your heart and start cutting back on foods that are high in saturated
fat and cholesterol. The change'II do you good.
WERE FIGHTING FOR YOUR LIFE
tur American Heart Association

213
204
206
214
216

