Fight Back! with David Horowitz was a weekly consumer advocate show that ran from 1976-1992. The show, hosted by David Horowitz, informed consumers about corporations and other big businesses whose products were of poor quality. The format of the show allowed for some humorous segments, such as allowing people to send in photos of unintentionally funny signs. In 1987 the show was awarded best public affairs series for a network station and Horowitz also received a regional Emmy for host/moderator.
History
''Consumer Buyline''
Fight Back! made its television debut in September 1976. When the show initially premiered it was shown locally on KNBC television in Los Angeles. At its inception, the show was called California Buyline. This weekly show was one of the first consumer information shows to be taped in front of a live studio audience. Topics on California Buyline ranged from sneaky product labels to money saving tips and ideas. In mid-1977, California Buyline changed its name to Consumer Buyline, and was nationally syndicated as of January 1978 through NBC O&O stations such as WNBC-TV. Consumer Buyline continued to run until August 1980.
''Fight Back!''
In February 1980, the pilot episode of Fight Back! With David Horowitz was broadcast. As explained in a news article, Fight Back! was the same show as Consumer Buyline, but with a "larger budget". The pilot episode featured a segment shot in North Carolina, as well as a commercial challenge of a Volkswagen Rabbit. Fight Back! formally replaced "Consumer Buyline" in September 1980. As before with Consumer Buyline, Fight Back! was initially syndicated by Group W Productions, and aired through NBC O&O stations as well as some independent television stations. For the 1984-1985 season, distribution moved from Group W Productions to Paramount Television & King Features Entertainment. As a result, Fight Back! expanded into even more markets, and became an instant weekend favorite.
Radio
After wrapping production of Fight Back! on television, David Horowitz went on to host a weekly radio show of the same name on KGIL 1260AM, a Los Angeles talk station. The radio version of Fight Back! covered many of the same topics covered on his original television shows.
Present
After the television show wrapped, David Horowitz continued work under the Fight Back! banner. Since 2013 the Fight Back! brand has been owned and operated by David Horowitz's daughter Amanda Horowitz, who has continued the work after her father's 2019 death.
Popular segments
Fight Back! was unusual in that it blended hard-hitting journalism with humor. Two of the most popular segments on this show were the "Fight Back! Commercial Challenge" and the "Horror File". The "Commercial Challenge" first appeared on Consumer Buyline on October 10, 1977. The challenge was that of an Imperial Margarine commercial, which stated that people couldn't tell the difference between Imperial margarine and butter. Horowitz went to an LA supermarket, and had 11 people try crackers with each product on it, to see who could tell the difference. In the end, all 11 people picked the butter over Imperial margarine. The following week was a taste test between Coca-Cola and Pepsi. In the 15th anniversary special, it is mistakenly reported that the first commercial challenge aired in December 1977, where David Horowitz decided to challenge a commercial for a Timex watch. Per the commercial, former Timex pitchman John Cameron Swayze strapped a Timex watch to an outboard motor, and raced the motor through a tank of water. At the end of the commercial, the watch was still ticking. Horowitz performed this challenge with two other watches in front of his live studio audience. All three watches passed the test. The Commercial Challenge proved to be so popular, that one particular episode of Fight Back! was devoted to nothing but commercial challenges. Other commercials challenged over the years included:
The "Horror File" segment premiered around the second season of Consumer Buyline. In this segment, viewers would write in with various complaints about companies or customer service, while others would send in confusing and amusing signs, labels, or ads. Starting with the second season of Fight Back!, if Horowitz challenged a viewer's commercial or used his/her letter on air, he'd send a Fight Back! T-shirt and a 45rpm record of the show's theme song. In some instances, the t-shirt would be substituted with a red button that read "Don't Rip Me Off! I Fight Back with David Horowitz!".
Producers
The series was produced by Lloyd Thaxton, a Los Angeles deejay and television personality, who occasionally appeared on camera in such guises as "Dr. Freon" and "Dirty Moore". However, in the first season of episodes, he was not listed in the credits; whether he was with the show or not from the beginning is unknown. He was, however, with California Buyline/Consumer Buyline from its inception. The series also featured actor and wrestler Professor Toru Tanaka as a product tester.
