Dick Clark, underdog?

        It's hard to imagine the multimedia mogul, producer of The American Music Awards, The Golden Globe Awards and other TV mega-events, as the Little Guy. But that's how he's been feeling as he readies his 29th American Music Awards (8 p.m. Wednesday, Channels 9, 7).

        “There was a time when a guy in a garage could make hits, put them in the back of his car, take them around. It was truly pioneering times. Guys like (King Records owners) Syd Nathan had these little, independent companies. Now the world is controlled by five companies. They own everything. They own the distribution, they own the independent distribution. There's a stranglehold bottleneck somewhere where Big Brother owns you.”

        His personal Big Brother lately has been the Recording Academy (NARAS), producer of the Grammys. Mr. Clark is suing NARAS for $10 million, charging the group has been demanding that music stars who want to perform on the Grammys not appear on the AMA. Among those who reportedly gave in to NARAS was Michael Jackson, who canceled his AMA appearance.

        This time of year, Mr. Clark doesn't need any added stress. As soon as he finished his New Year's Rocking Eve marathon, he went back to readying his January awards shows.

        “This is damn near approaching impossible,” he says of his workload with a grim chuckle. “One year we did The American Music Awards and The Golden Globes on the same weekend. That was a little challenging.” (This year, the Golden Globes are Jan. 20.)

       @Text:At 72, the first-generation rock pioneer has nothing left to prove. He's been an unprecedented survivor in an industry full of one-hit wonders. So what makes Dick run? Has this guy considered some professional help?

        “No, I've thought about it. It wouldn't help,” he replies. “I fell in love with radio when I was 13. I started working when I was 17. I've been at it ever since.”

        Decades after he helped introduce dozens of rock 'n' roll's biggest stars on his American Bandstand series, he continues to wonder where the next big thing is coming from.

        A new wrinkle on the AMAs is a “best unsigned band” competition, done in conjunction with the College Music Journal (CMJ). A nationwide competition has taken it down to three bands that will compete on Tuesday, with the winner performing on the AMAs' national telecast.

        “To get a showcase in front of millions of people in 156 countries is pretty interesting, a lot better than playing the Holiday Inn for weeks and weeks and weeks. The three finalists are already getting nibbles (from major labels).”

        But to get that new music a spot on prime time TV, the World's Oldest Teen-ager and Biggest Little Guy says he had to battle the Establishment once again.

        “We had to fight to get that on the air. That was not an easy thing. The network didn't think it was worthwhile.”

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