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"A No-Talent Guy." Though he is the key man charged with producing the answer, Manie (pronounced Manny) Sacks has never created any entertainment in his life, once told an interviewer: "I am strictly a no-talent guy myself." But he probably can commandeer more live talent than anybody in broadcasting. Born and educated in Philadelphia, Manie, who looks like a rough draft of Frank Sinatra, learned show business as an actors' agent (show biz lingo: "flesh peddler") for the Music Corp. of America, then took over bookings for Columbia Records. In that job, he successfully persuaded Dinah Shore, Sinatra, Benny Goodman, Harry James, Xavier Cugat to switch their recording allegiance to Columbia from RCA Victor. In 1950, Manie himself switched to RCA Victor, and brought in his wake a batch of loyal recording stars.
What makes Manie a Pied Piper of stars? He says: "My relations with artists are close. I'm a bachelor. Supper isn't on the table at 6 o'clock. I come and go as I please. So I can devote my time to them and I'm blessed with their confidence." He was best man when Harry James married Betty Grable, gave the bride away when Sinatra married Ava Gardner. In a world of sharkskin-suited man-eaters, he has risen to the top by sheer amiability, consideration and eagerness to please. Once when he was flying to Hollywood with Milton Berle, the comedian exclaimed unhappily that he had forgotten to buy life insurance for the flight. "Have half of mine," said Manie graciously, and endorsed his policy accordingly.
Long an NBC vice president without portfolio, Sacks comes to his new job with frank qualms: "I didn't know I was competent for it." But he plans to do what he does best: woo plenty of new talent (including idea men), and sign up the most promising to long-term contracts. He believes that TV was not meant to be a mere exhibitor of old movies. Says Programmer Sacks: "Our job is creating. If you don't create, you might as well close shop."