Walkout by Actors in Radio, TV Commercials Looms, Barring Last-Minute Talks

NEW YORK — Barring last-minute contract talks, two major performers’ unions will strike radio and TV commercial makers Monday in their first such walkout since 1978, a spokeswoman for the unions said Friday.

A strike by the Screen Actors Guild and the American Federation of Television and Radio Artists would be the second this month in the entertainment industry.

The Writers Guild of America struck motion picture producers, studios and the CBS, NBC and ABC television networks March 7. The walkout is still continuing.

Dorothy Spears, a spokeswoman for the two performers’ unions, said no new talks are scheduled this weekend with representatives of the commercial makers, “so it looks like the strike is on for Monday.”

John McGuinn, chief negotiator for management, said the unions turned down a management request for negotiations earlier this week, “so I guess they want to have a strike.”

McGuinn, based in Washington, represents the joint policy committee of the two major advertising groups involved in the dispute: the American Assn. of Advertising Agencies and the Assn. of National Advertisers.

“We have advised our people to continue work with whatever talent is available and willing to work” should there be a strike, he said.

The majority of commercial work is done here and in Los Angeles, but commercial centers in other cities, such as Nashville, Tenn., and Chicago, would also be affected by a walkout.

Members of SAG and AFTRA voted overwhelmingly March 2 to authorize a strike. The guild has jurisdiction over filmed commercials and AFTRA over live and taped productions.

Union and management talks began Jan. 11. Their old contract expired Feb. 6 but was extended during negotiations. There have been no meetings since March 7.