HERITAGE MEDIA CORP
DEF 14A, 1994-04-20
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<PAGE>
                            SCHEDULE 14A INFORMATION

                  Proxy Statement Pursuant to Section 14(a) of
                      the Securities Exchange Act of 1934

   
    Filed by the Registrant /X/
    Filed by a Party other than the Registrant / /
    Check the appropriate box:
    / /  Preliminary Proxy Statement
    /X/  Definitive Proxy Statement
    / /  Definitive Additional Materials
    / /  Soliciting  Material  Pursuant  to  Section  240.14a-11(c)  or  Section
         240.142-12
    

                                       HERITAGE MEDIA CORP.
- --------------------------------------------------------------------------------
                (Name of Registrant as Specified In Its Charter)
                                        HERITAGE MEDIA CORP.
- --------------------------------------------------------------------------------
                   (Name of Person(s) Filing Proxy Statement)

Payment of Filing Fee (Check the appropriate box):

   
/X/  $125 per Exchange Act Rules 0-11(c)(1)(ii), 14a-6(i)(1), or 14a-6(i)(2)
/ /  $500 per  each party  to  the controversy  pursuant  to Exchange  Act  Rule
     14a-6(i)(3)
/ /  Fee   computed  on   table  below   per  Exchange   Act  Rules  14a-6(i)(4)
     and 0-11
     1) Title of each class of securities to which transaction applies:
        ------------------------------------------------------------------------
     2) Aggregate number of securities to which transaction applies:
        ------------------------------------------------------------------------
     3) Per unit  price  or  other  underlying  value  of  transaction  computed
        pursuant to Exchange Act Rule 0-11:*
        ------------------------------------------------------------------------
     4) Proposed maximum aggregate value of transaction:
        ------------------------------------------------------------------------
*    Set forth the amount on which the filing fee is calculated and state how it
     was determined.
/ /  Check box if any part of the fee is offset as provided by Exchange Act Rule
     0-11(a)(2)  and identify the  filing for which the  offsetting fee was paid
     previously. Identify the previous filing by registration statement  number,
     or the Form or Schedule and the date of its filing.
     1) Amount Previously Paid:
        ------------------------------------------------------------------------
     2) Form, Schedule or Registration Statement No.:
        ------------------------------------------------------------------------
     3) Filing Party:
        ------------------------------------------------------------------------
     4) Date Filed:
        ------------------------------------------------------------------------
    
<PAGE>
                           HERITAGE MEDIA CORPORATION
                               ONE GALLERIA TOWER
                          13355 NOEL ROAD, SUITE 1500
                              DALLAS, TEXAS 75240

                    NOTICE OF ANNUAL MEETING OF STOCKHOLDERS
                            TO BE HELD MAY 26, 1994

To the stockholders of
Heritage Media Corporation:

    NOTICE  IS HEREBY GIVEN that the  Annual Meeting of Stockholders of Heritage
Media Corporation (the "Company"),  will be held at  The Westin Hotel  Galleria,
13340  Dallas Parkway, Dallas, Texas, on May  26, 1994 at 9:00 A.M., local time,
for the following purposes:

        (a) For holders of Class A Common Stock to elect seven directors of  the
    Company;

        (b)  For  consideration of  the adoption  of  the Company's  Amended and
    Restated Stock Option Plan; and

        (c) For the  transaction of  such other  business as  may properly  come
    before the meeting or any adjournment thereof.

    Only  stockholders of record at the close of business on March 21, 1994, are
entitled to notice of, and to vote at, the meeting or any adjournment thereof.

    Whether or not you plan to attend  the Annual Meeting and regardless of  the
number  of shares you own, please date,  sign and return the enclosed proxy card
in the enclosed  envelope (which  requires no postage  if mailed  in the  United
States).

                                          By Order of the Board of Directors

                                          WAYNE KERN,
                                          SECRETARY

   
Dallas, Texas
April 22, 1994
    
<PAGE>
                           HERITAGE MEDIA CORPORATION
                               ONE GALLERIA TOWER
                          13355 NOEL ROAD, SUITE 1500
                              DALLAS, TEXAS 75240
                                PROXY STATEMENT
                                      FOR
                         ANNUAL MEETING OF STOCKHOLDERS
                            TO BE HELD MAY 26, 1994

    This  Proxy  Statement  is  furnished  to  stockholders  of  Heritage  Media
Corporation, an  Iowa  corporation  (the  "Company"),  in  connection  with  the
solicitation  of proxies by the Board of Directors of the Company for use at the
annual meeting of stockholders to  be held on May 26,  1994, and at any and  all
adjournments  or postponements  thereof. Proxies  in the  form enclosed  will be
voted at the meeting, if properly executed, returned to the Company prior to the
meeting and not revoked. The proxy may be revoked at any time before it is voted
by giving written notice to the Secretary of the Company.

                       ACTION TO BE TAKEN AT THE MEETING

    At the Annual Meeting,  holders of the Company's  Class A Common Stock  (the
"Class  A Common Stock") will consider and vote for the election as directors of
the Company of Messrs. James S. Cownie, Joseph M. Grant, James M. Hoak, Clark A.
Johnson, Alan R. Kahn,  Joseph D. Mahaffey and  David N. Walthall. Such  holders
will  also consider and vote upon a  proposal to adopt the Company's Amended and
Restated Stock Option Plan (the "Option Plan").

   
    Only holders of record of Class A  Common Stock at the close of business  on
March  21, 1994 (the "Record  Date") are entitled to notice  of, and to vote at,
the Annual Meeting. At the close of business on the Record Date, the Company had
issued and outstanding, and entitled to  vote at the Annual Meeting,  12,634,597
shares  of Class A Common Stock. The  Company also had issued and outstanding on
such date 4,829,728 shares of Class C Common Stock (the "Class C Common Stock").
Holders of record of Class A Common Stock are entitled to one vote per share  on
the  matters to be considered at the Annual Meeting, as to which such shares are
entitled to  vote as  set  forth above.  The holders  of  Class C  Common  Stock
generally do not have voting rights and are not entitled to vote with respect to
the matters to be considered at the Annual Meeting.
    

    The presence, either in person or by properly executed proxy, of the holders
of record of a majority of the Class A Common Stock is necessary to constitute a
quorum at the Annual Meeting.

   
    The  election as  a director  of each nominee  set forth  above requires the
affirmative vote  of the  holders of  record of  a majority  of the  outstanding
voting  power of the shares of Class A Common Stock represented, in person or by
proxy, and entitled to  vote at the  Annual Meeting. The  proposal to adopt  the
Option Plan requires the affirmative vote of the holders of record of a majority
of  the  outstanding  voting  power  of  the  shares  of  Class  A  Common Stock
represented, in person or by proxy, and entitled to vote at the Annual  Meeting.
Accordingly,  abstentions  and "broker  non-votes" are  counted for  purposes of
determining the presence of a quorum. Abstentions will have the effect of a vote
against such proposals but  "broker non-votes" are not  entitled to vote on  the
subject  matter and  consequently, will  have no effect  on the  outcome of such
vote. A "broker  non-vote" occurs if  a broker  or other nominee  does not  have
discretionary  authority and  has not  received instructions  with respect  to a
particular item.
    

    The accompanying proxy,  unless the stockholder  otherwise specifies in  the
proxy,  will be voted  (i) for the election  as directors of  the Company of the
seven nominees set forth  above, (ii) for  the adoption of  the Option Plan  and
(iii)  at  the discretion  of the  proxy holders  on any  other matter  that may
properly come before the meeting or any adjournment thereof.

    Where stockholders have appropriately specified how their proxies are to  be
voted,  they  will be  voted accordingly.  If  any other  matter or  business is
brought before the  meeting, the  proxy holders may  vote the  proxies in  their
discretion.  The directors  do not  know of any  such other  matter or business.
Should any nominee  for the  Board of Directors  become unable  or unwilling  to
accept
<PAGE>
nomination  or election, the proxy holders may vote the proxies for the election
in his stead  of any other  person the  Board of Directors  may recommend.  Each
nominee  has expressed his intention to serve the entire term for which election
is sought.

                             PRINCIPAL STOCKHOLDERS

    The following  table sets  forth certain  information as  to the  beneficial
ownership  of each class of Common Stock of  the Company as of March 21, 1994 by
(i) each person who is known to beneficially own more than 5% of each such class
and (ii) all officers and directors as a group. Unless otherwise indicated, each
of the persons named below has sole voting and investment power with respect  to
the shares of Common Stock beneficially owned by such person.

   
<TABLE>
<CAPTION>
                                                                                         PERCENT
                                                                                        OWNERSHIP
                                      CLASS A                   CLASS C                  CLASS A
       NAME AND ADDRESS(1)           COMMON(2)      PERCENT     COMMON      PERCENT     EQUIV.(3)
- ----------------------------------  ------------  -----------  ---------  -----------  -----------
<S>                                 <C>           <C>          <C>        <C>          <C>
James M. Hoak                          1,030,876(4)       8.0%    --          --             5.8%
 Chairman of the Board
 13355 Noel Road, Suite 1500
 Dallas, TX 75240
James S. Cownie                          321,013(5)       2.5%    --          --             1.8%
 Director
 2600 Grand Avenue,
 Des Moines, IA 50312
David N. Walthall                        158,687(6)       1.2%    --          --              .9%
 President and CEO; Director
 13355 Noel Road, Suite 1500
 Dallas, TX 75240
HC Crown Corp.(7)                        305,555        2.4%   2,430,645       50.5%        15.5%
 Mellon Bank Cntr.
 2nd Floor
 10th & Market
 Wilmington, DE 19801
The Equitable Companies Inc.             986,275        7.7%      --          --             5.6%
 787 Seventh Avenue
 New York, NY 10009
Morgan Capital Corp.                      55,556         .4%     512,987       10.6%         3.2%
 902 Market Street
 Wilmington, DE 19801
Goldman, Sachs & Co.                     456,168        3.5%     550,375       11.4%         5.7%
 85 Broad Street
 New York, NY 10004
Janus Capital Corporation                846,100        6.6%      --          --             4.8%
 100 Fillmore St.
 Suite 300
 Denver, CO 80206
Tele-Communications, Inc.(7)             --           --       1,335,721       27.7%         7.5%
 5619 DTC Parkway
 Englewood, CO 80111
All officers and directors as a        1,771,801(8)       13.8    --          --            10.0%
 group (13 persons)
<FN>
- ------------------------------
(1)   Table includes presently exercisable portion of stock options.
(2)   Excludes  shares allocated  to participants' accounts  under the Company's
      Retirement Savings Plan.
(3)   Assumes conversion of each outstanding share of Class C Common Stock  into
      one share of Class A Common Stock.
(4)   Includes  6,785 shares of Class A Common Stock held by Mr. Hoak's wife and
      children. Mr. Hoak disclaims beneficial ownership of such shares.
(5)   Includes 85,945  shares of  Series A  Common Stock  held by  Mr.  Cownie's
      family. Mr. Cownie disclaims beneficial ownership of such shares.
</TABLE>
    

                                       2
<PAGE>
   
<TABLE>
<S>   <C>
(6)   Includes 17,339 shares held by Mr. Walthall's wife. Mr. Walthall disclaims
      beneficial ownership of such shares.
(7)   HC  Crown Corp. and Tele-Communications, Inc. sold 3,700,000 of the shares
      beneficially owned by  them pursuant  to an  underwritten public  offering
      completed on April 8, 1994.
(8)   Excludes  8,801 shares issuable to directors pursuant to the Heritage Plan
      for Deferral of Non-Employee Director Compensation and Fees.
</TABLE>
    

                        DIRECTORS AND EXECUTIVE OFFICERS

GENERAL

    A brief description of each director and executive officer of the Company is
provided below.  Directors hold  office until  the next  annual meeting  of  the
stockholders  or until their successors are  elected and qualified. All officers
serve at the discretion of the Board of Directors.

    JAMES M. HOAK,  50, has served as Chairman of the Board of the Company since
August 1987. Mr. Hoak has also served as Chairman and Chief Executive Officer of
Crown Media, Inc.  (a cable  television company unaffiliated  with the  Company)
since  February 1991,  and Chairman  of Cypress  Capital Corporation  (a private
investment company) since September 1991. Until December 1990, Mr. Hoak had been
Chairman (since 1987), President (1971 to 1987) and Chief Executive Officer  and
a   director   of   Heritage  Communications,   Inc.   ("HCI"),   a  diversified
communications company.  Mr.  Hoak  is  a  director  of  Airgas,  Inc.,  Midwest
Resources,  Inc., Pier  1 Imports,  Inc., and Sun  Coast Industries,  Inc. and a
member of the Board of Governors of the American Stock Exchange.

    DAVID N. WALTHALL,  48, has served as President, Chief Executive Officer and
a director of the  Company since August  1987. From 1985 to  April 1988, he  was
Executive  Vice President  of HCI and  President of  its Communications Products
Group.

    JOSEPH D. MAHAFFEY,  48, joined the Company in March 1992 as Executive  Vice
President,  Chief Financial Officer and a member  of the Board of Directors. Mr.
Mahaffey served as President  and Vice Chairman  of United Meridian  Corporation
(an oil and gas company) from 1987 to 1992.

    PAUL  W. FIDDICK,  44, has served as Executive Vice President and President,
Radio Group of the Company since August 1987.

    WAYNE W. LOCURTO,   50, has  served as  an Executive Vice  President of  the
Company  and  as President,  Actmedia  since November  1989.  He served  as Vice
President of Glendinning Associates (a  marketing consulting firm) from 1987  to
November 1989.

    JAMES  J.  ROBINETTE,    60,  has served  as  Executive  Vice  President and
President, Television Group of the Company since August 1987.

    WAYNE KERN,  61, has  served as Senior Vice  President and Secretary of  the
Company  since 1987. Since July 1991, Mr. Kern has also served as Executive Vice
President of Crown Media, Inc. Until December 1990, Mr. Kern had been  Executive
or  Senior Vice  President, General  Counsel and Secretary  of HCI  at all times
since 1985.

    JAMES P.  LEHR,    46,  has served  as  Vice  President  --  Administration,
Controller and Assistant Secretary of the Company since December 1987.

    DOUGLAS  N. WOODRUM,   36, has served  as Vice President  -- Development and
Treasurer of the Company since August 1987.

    JAMES S. COWNIE,   49, served as  the President and a  director of HCI  from
August  1987 until  December 1990.  Since March  1991, Mr.  Cownie has  been the
Chairman of the corporate partner of New Heritage Associates (a cable television
firm unaffiliated with the Company). Mr. Cownie was elected as a director of the
Company in July 1989.

    JOSEPH M. GRANT,   55, has  served as  the Senior Vice  President and  Chief
Financial  Officer of Electronic  Data Systems, Inc.  (an information technology
company) since  December  1990. From  1989  to 1990,  Mr.  Grant served  as  the
Executive    Vice   President   and   Chief   Systems   Officer   for   American

                                       3
<PAGE>
General  Corporation  (a  life  insurance,  real  estate  and  consumer  finance
company). Prior to 1989, Mr. Grant served as the Chairman of the Board and Chief
Executive  Officer of Texas  American Bancshares Inc.  (a bank holding company).
Mr. Grant has been a director of the Company since June 1992.

    CLARK A.  JOHNSON,   63, has  served  as the  Chairman and  Chief  Executive
Officer of Pier 1 Imports, Inc. (a specialty retailer of home furnishings) since
1988 and was President of such company from 1985 to 1988. Mr. Johnson has been a
director  of  the Company  since March  1990. He  also serves  as a  director of
Actava, Inc., Albertson's, Inc., AnaComp, Inc., and Intertan, Inc.

    ALAN R. KAHN,   54, is a  business consultant and  private investor and  was
President  of Sun Country Industries, Inc. (a beverage distributor) from 1984 to
1988. Mr. Kahn has been a director of the Company since August 1987.

    The Board of Directors held ten meetings in 1993. No director attended fewer
than 75% of the meetings  of the Board (and  any committees thereof) which  they
were required to attend.

BENEFICIAL OWNERSHIP OF CAPITAL STOCK

    The  following  table  sets  forth  certain  information  as  to  beneficial
ownership of Class A Common Stock of  the Company by the executive officers  and
directors of the Company:

<TABLE>
<CAPTION>
                                                                             CLASS A
NAME(1)                                                                      COMMON      PERCENT
- -------------------------------------------------------------------------  -----------  ---------
<S>                                                                        <C>          <C>
James M. Hoak............................................................    1,030,876       8.0%
David N. Walthall........................................................      158,687       1.2%
Joseph D. Mahaffey.......................................................       13,500        .1%
Paul W. Fiddick..........................................................       66,006        .5%
Wayne W. LoCurto.........................................................       15,456        .1%
James J. Robinette.......................................................      --          N/A
Wayne Kern...............................................................      104,249        .8%
James P. Lehr............................................................        3,878     --    (2)
Douglas N. Woodrum.......................................................       40,895        .3%
James S. Cownie..........................................................      321,013       2.5%
Joseph M. Grant..........................................................        2,000     --    (2)
Clark A. Johnson.........................................................        3,784     --    (2)
Alan R. Kahn.............................................................       11,457        .1%
<FN>
- ------------------------
(1)   Table includes presently exercisable options.
(2)   Less than .1%
</TABLE>

COMMITTEES OF THE BOARD OF DIRECTORS

    The  Executive  Committee, comprised  of Messrs.  Hoak (Chairman),  Kahn and
Walthall, is empowered to exercise all authority of the entire Board, subject to
certain exceptions (primarily statutory) relating  generally to such matters  as
mergers,  sales of assets, sales of  capital stock, bylaw amendments and changes
to the membership  of the  Board. The Executive  Committee met  one time  during
1993.

    The Compensation Committee, comprised of Messrs. Cownie, Grant, and Kahn met
one  time  during  1993.  Reference  is  made  to  the  separate  report  of the
Compensation Committee set forth elsewhere herein.

    The Audit Committee, comprised  of Messrs. Cownie,  Grant, Johnson and  Kahn
(Chairman),  is  empowered to  recommend  to the  Board  the appointment  of the
Company's independent  public accountants  and to  periodically meet  with  such
accountants  to  discuss  their  fees, audit  and  non-audit  services,  and the
internal controls and audit results for the Company. The Audit Committee also is
empowered to meet with the  Company's accounting personnel to review  accounting
policies and reports. The Audit Committee met two times during 1993.

                                       4
<PAGE>
COMPENSATION OF DIRECTORS

    Each  director who is not an officer or employee of the Company receives, in
addition to  the basic  annual fee  of  $12,000, $1,000  per Board  meeting  (or
committee  meeting not in  conjunction with a  Board meeting) held  in person or
$200 if the meeting is held by telephone. Any non-employee director may elect to
defer such fees  for later payment  with an interest  equivalent or invest  such
fees  in  shares of  the Company's  Class  A Common  Stock. When  first elected,
directors who are not officers or  employees of the Company are granted  options
(vesting  in full after  two years of  service and expiring  ten years after the
date of grant)  to acquire  2,000 shares  of Class A  Common Stock  at the  fair
market value of such stock on the date of grant. Thereafter, options to purchase
an additional 2,000 shares of Class A Common Stock are granted annually.

SUMMARY OF EXECUTIVE COMPENSATION

   
    The  following table sets forth  information concerning compensation paid or
accrued by the Company during the three years ended December 31, 1993 to or  for
the  Company's chief  executive officer and  the four  other highest compensated
executive officers of the Company.
    

   
<TABLE>
<CAPTION>
                                                                                             COMPANY
                                                                                COMPANY    CONTRIBUTION
                                                                                 STOCK      TO DEFINED
     NAME AND                                                 OTHER ANNUAL      OPTIONS    CONTRIBUTION
PRINCIPAL POSITION      YEAR        SALARY        BONUS     COMPENSATION(1)   AWARDED(2)       PLAN
- -------------------  -----------  -----------  -----------  ----------------  -----------  ------------
<S>                  <C>          <C>          <C>          <C>               <C>          <C>
Mr. Walthall               1993   $   300,171  $   273,151    $     11,887        50,000    $    4,497
 CEO and Pres.             1992       304,046      136,702           7,200        83,561         7,912
                           1991       241,608       24,895           7,200        --             7,325
Mr. LoCurto(3)             1993       258,889      160,500           9,780        20,000         4,497
 Exec. V.P.                1992       250,732       60,500          13,135        41,823           -0-
                           1991       229,923        9,000          11,580        --               783
Mr. Hoak                   1993       240,923      125,794         --              2,000         4,497
 Chairman                  1992       300,000       34,557         --             75,920           -0-
                           1991       251,923        7,903           1,938        --             1,212
Mr. Mahaffey               1993       222,127      144,263          11,143        16,000         4,497
 CFO and Exec. V.P.        1992(4)     165,385      56,713           5,538        46,782        --
Mr. Robinette              1993       195,089      149,400         115,466        --             4,497
 Exec. V.P.                1992       178,346      110,968           7,477         9,207         7,912
                           1991       161,631       41,367           7,200        --             6,929
- ------------------------
(1)   Includes auto allowance, moving expenses and taxable fringe benefits.
(2)   Reflects options exchanged pursuant to the 1992 Option Exchange Program.
(3)   In 1991, Mr.  LoCurto was granted  10,000 units under  the Actmedia  Stock
      Appreciation Rights Plan of 1990. Pursuant to this plan, certain executive
      officers  of  the  Company's  Actmedia, Inc.  subsidiary  are  eligible to
      receive grants of phantom equity units reflecting the fair market value of
      the common  share equity  of Actmedia.  Persons receiving  grants of  such
      units will generally be entitled to receive in cash the difference between
      the  value per unit on December 31, 1994 and the base value on the date of
      grant with  respect to  all vested  units. Units  vest under  the plan  in
      installments  between  the grant  date and  December  31, 1994.  The units
      granted to Mr. LoCurto in 1991 had a  base value of $9.70 per unit on  the
      date of grant.
(4)   Mr. Mahaffey joined the Company in March 1992.
</TABLE>
    

STOCK OPTIONS

    In 1987, the Company adopted the Option Plan, which was subsequently amended
in  1989 and 1993. Under the Option  Plan, non-qualified stock options for up to
1,500,000 shares of Class A Common  Stock may be granted to officers,  directors
and key employees of the Company and its

                                       5
<PAGE>
subsidiaries  at a  price at  least equal to  fair market  value at  the date of
grant, unless waived by the  Board of Directors. An  optionee may not receive  a
grant  in excess of 100,000 shares of Class A Common Stock in any calendar year.
Options granted under the Option Plan vest in full after two years of employment
and are exercisable for not more than 10 years from the date of grant.

    The following  table sets  forth  certain information  with respect  to  the
options  granted  during  the year  ended  December  31, 1993  to  the executive
officers named in the above compensation table:

<TABLE>
<CAPTION>
                                     INDIVIDUAL GRANTS                                POTENTIAL REALIZABLE
                                    -------------------                                 VALUE AT ASSUMED
                                     PERCENT OF TOTAL                                ANNUAL RATES OF STOCK
                         OPTIONS/      OPTIONS/ SARS                                 PRICE APPRECIATION FOR
                           SARS         GRANTED TO       EXERCISE OR                      OPTION TERM
                          GRANTED   EMPLOYEES IN FISCAL   BASE PRICE   EXPIRATION  --------------------------
NAME                        (#)            YEAR             ($/SH)        DATE        5%($)        10%($)
- -----------------------  ---------  -------------------  ------------  ----------  -----------  -------------
<S>                      <C>        <C>                  <C>           <C>         <C>          <C>
Mr. Walthall...........     50,000            21.0%       $    18.75     12-13-03  $   681,214  $   1,640,032
Mr. LoCurto............     20,000             8.4             18.75     12-13-03      272,486        656,013
Mr. Hoak...............      2,000              .8             18.75     12-13-03       27,249         65,601
Mr. Mahaffey...........     16,000             6.7             18.75     12-13-03      217,988        524,810
Mr. Robinette..........     --              N/A              N/A          N/A          N/A           N/A
</TABLE>

    The following  table sets  forth  certain information  with respect  to  the
options  exercised by  the executive  officers named  in the  above compensation
table during  the year  ended  December 31,  1993 or  held  by such  persons  at
December 31, 1993:

<TABLE>
<CAPTION>
                                                                                VALUE OF UNEXERCISED
                                                   NUMBER OF UNEXERCISED      IN-THE-MONEY OPTIONS AT
                           SHARES                 OPTIONS AT DEC. 31, 1993        DEC. 31, 1993(1)
                         ACQUIRED ON    VALUE    --------------------------  --------------------------
NAME                      EXERCISE    REALIZED   EXERCISABLE  UNEXERCISABLE  EXERCISABLE  UNEXERCISABLE
- -----------------------  -----------  ---------  -----------  -------------  -----------  -------------
<S>                      <C>          <C>        <C>          <C>            <C>          <C>
Mr. Walthall...........      --          N/A         22,023        111,538   $   263,721   $   792,783
Mr. LoCurto............      --          N/A         14,131         47,692       170,170       355,189
Mr. Hoak...............      --          N/A         20,920         57,000       250,071       477,250
Mr. Mahaffey...........      --          N/A         --             62,782           N/A       623,190
Mr. Robinette..........       9,207   $  89,768      --            --            N/A           N/A
<FN>
- ------------------------
(1)   Based upon the closing price of the Class A Common Stock of the Company on
      December 31, 1993, which price was $19.875 per share.
</TABLE>

REPORT OF THE COMPENSATION COMMITTEE

   
    The  Company's  Compensation  Committee  is  empowered  to  review,  and  to
recommend to the  full Board of  Directors, the annual  compensation, long  term
incentive  plans and compensation  procedures for all  executive officers of the
Company.  In  carrying  out  these  responsibilities,  the  Committee  evaluates
numerous  factors including the  Company's financial performance  in relation to
the goals  established  by  the  Board,  the  individual  contribution  of  each
executive  officer, competitive compensation practices  within the industry, and
general economic inflationary  factors. The base  salary component of  executive
officer  compensation  is primarily  determined by  reference to  the individual
contribution of each officer.  The annual cash bonus  component is based  solely
upon  the achievement  of targeted  cash flow  levels by  the Company  or, where
applicable, by specific  operating segments  of the Company.  All targeted  cash
flow  levels  are reviewed  and approved  by the  Compensation Committee  at the
beginning of  each fiscal  year. The  long-term incentive  plan of  the  Company
consists of grants under the Company's stock option plan and (in the case of Mr.
LoCurto) participation in the Actmedia stock appreciation rights plan. The level
of  stock option grants  to executive officers is  based upon their performance,
relative position and responsibilities in the Company.
    

    The base salary levels for executive officers of the Company were  increased
6%  in 1993 over 1992.  During 1993, the Company  achieved approximately 114% of
targeted cash  flows,  which represented  a  26%  increase over  the  cash  flow
achieved  in 1992. As a  result, annual bonuses, which  were based upon specific
formulae relating to  cash flow  levels, represented approximately  37% of  cash
compensation

                                       6
<PAGE>
received by the executive officers for 1993. In 1993 the Company granted options
to  purchase  107,000 shares  of  the Company's  common  stock to  the executive
officers of  the  Company. These  stock  option grants  reflected  the  improved
financial  performance of the  Company and the  achievement of several operating
and financial goals established by the Board.

    In December 1993, the Committee recommended  an increase in the base  salary
of  Mr.  Walthall, chief  executive  officer of  the  Company, from  $300,000 to
$337,000. The increase  was intended  to recognize  Mr. Walthall's  contribution
toward  (i) the 26% increase in cash flow  of the Company in 1993, (ii) the 130%
increase in the Company's common stock price during 1993 and (iii) the  relative
position  of  the  Company's  three business  groups  in  their  industries. The
Committee was also cognizant of the generally higher level of base salaries paid
to chief executive officers of comparable companies. Mr. Walthall's bonus, which
represented approximately 44% of his total cash compensation for 1993, was based
entirely upon the achievement by the Company  of 114% of the targeted cash  flow
level.

                                               Compensation Committee
                                               James S. Cownie
                                               Alan R. Kahn
                                               Joseph M. Grant

CERTAIN FILINGS

    Under  the securities laws of the United States, the Company's directors and
executive officers, and persons  who own more than  10% of the Company's  Common
Stock,  are required to  report their initial ownership  of the Company's Common
Stock and  any  subsequent changes  in  that  ownership to  the  Securities  and
Exchange Commission. Specific due dates have been established for these reports,
and  the Company is required to disclose  in this proxy statement any failure to
file by these  dates. All  of these  filing requirements  were satisfied  during
1993.

                                       7
<PAGE>
                            STOCK PRICE PERFORMANCE

    Set  forth below is a  line graph indicating the  stock price performance of
the Company's  Common Stock  for the  five  years ended  December 31,  1993,  as
contrasted  with (i) the Standard & Poor's 500 Stock Index and (ii) a peer group
of  publicly  traded   companies  with  operations   in  television  and   radio
broadcasting  and in-store marketing with  market capitalizations similar to the
Company's.

[GRAPHIC]
<TABLE>
<CAPTION>
                                           1988   1989   1990   1991   1992   1993
                                           ----   ----   ----   ----   ----   ----
<S>                                        <C>    <C>    <C>    <C>    <C>    <C>
Heritage Media..........................    100     69     78     78     48    110
                                           ----   ----   ----   ----   ----   ----
S&P 500.................................    100    127    119    150    157    168
                                           ----   ----   ----   ----   ----   ----
Peer Group Index(2).....................    100    108     64     63     86    159
                                           ----   ----   ----   ----   ----   ----
                                           ----   ----   ----   ----   ----   ----
<FN>
- ------------------------
(1)   Assumes $100  invested on  December 31,  1988 in  Heritage Media  Class  A
      Common Stock, S&P 500 Index and a peer group Index.
(2)   Companies comprising the peer group index: Catalina Marketing Corporation;
      Clear  Channel  Communications,  Inc.;  Granite  Broadcasting Corporation;
      Great American Communications Company; Osborn Communications  Corporation;
      and Outlet Communications, Inc.
</TABLE>

               ADOPTION OF AMENDED AND RESTATED STOCK OPTION PLAN

    During  1993,  the Board  of Directors  approved  various amendments  to the
Option Plan to reflect certain  changes in the classes  of capital stock of  the
Company,  certain changes necessitated  by amendments to  the federal income tax
laws and certain changes to reflect the grant of options to outside directors of
the Company. In December 1993, the  Board of Directors amended and restated  the
Option  Plan to incorporate these various amendments into one plan document. See
"Directors and  Executive Officers  -- Stock  Options" and  "-- Compensation  of
Directors"  for information regarding the Option  Plan and the granting of stock
options thereunder. The complete text of the Option Plan is set forth as Exhibit
A hereto.

    The Option Plan  provides for officers  and directors who  are also  Company
employees  an exemption from  the provisions of  Section 16(b) for  the grant of
options. Section 16(b) provides for recovery  by the Company of profits made  by
officers   and   directors   on   short-term  trading   in   shares   of  Common

                                       8
<PAGE>
Stock of the Company. The Company requires the approval of the amendment to  the
Option  Plan by the stockholders at the  Annual Meeting in order to continue the
exemption from Section 16(b) for the grant of options.

    Stock options granted under  the Option Plan are  not currently entitled  to
"incentive  stock option" treatment for federal  income tax purposes provided by
Section 422  of the  Internal Revenue  Code. An  optionee, upon  exercise of  an
option  under  the  Option  Plan,  will  realize  taxable  income  equal  to the
difference between the exercise price and the  fair market value at the time  of
exercise,  and  the  Company  is  entitled  to  a  corresponding  deduction. The
foregoing statements  are  based  upon  current  federal  income  tax  laws  and
regulations  and  are subject  to change  if  the tax  laws and  regulations, or
interpretations thereof, change.

   
    As of April  18, 1994 the  Company had approximately  1,300 employees and  a
Board  of Directors  comprised of  seven members,  each of  whom is  eligible to
participate in the Option Plan.  As of April 18, 1994,  the market price of  the
Company's  Class A Common Stock underlying the stock options, as reported on the
American Stock Exchange, was $16 7/8 per share. Messrs. Walthall, LoCurto, Hoak,
Mahaffey and Robinette have  been granted options  to purchase 133,561,  61,823,
77,920,  62,782 and 9,207  shares, respectively. Messrs.  Cownie, Grant, Johnson
and Kahn, have been granted options  to purchase 4,857, 6,000, 5,034, and  4,857
shares,  respectively (an  aggregate of  20,748 shares  as the  group of current
non-employee directors). Options to purchase 429,796 shares have been granted to
all executive officers as a group (13 persons) and options to purchase 1,813,192
shares have been granted to all employees including non-executive officers  (120
persons) as a group.
    

    The  Board of Directors  recommends that stockholders  vote FOR the proposed
amendment to the Option Plan.

                            STOCKHOLDERS' PROPOSALS

    Any proposals that stockholders of the  Company desire to have presented  at
the  1995 annual meeting of stockholders must  be received by the Company at its
principal executive offices no later than March 15, 1995.

                                 MISCELLANEOUS

    The accompanying  proxy  is  being  solicited on  behalf  of  the  Board  of
Directors  of the  Company. The expense  of preparing, printing  and mailing the
form of proxy and the material used in the solicitation thereof will be borne by
the Company. In addition to  the use of the mails,  proxies may be solicited  by
personal interview, telephone and telegram by directors and regular officers and
employees  of the Company.  Arrangements may also be  made with brokerage houses
and  other  custodians,   nominees  and  fiduciaries   for  the  forwarding   of
solicitation  material to the beneficial owners of  stock held of record by such
persons, and  the  Company  may  reimburse  them  for  reasonable  out-of-pocket
expenses incurred by them in connection therewith.

    Representatives  of KPMG  Peat Marwick, the  Company's independent auditors,
are expected to be present at the Annual Meeting with the opportunity to make  a
statement  if  they  desire  and  to  be  available  to  respond  to appropriate
questions.

                                          By Order of the Board of Directors

   
                                          WAYNE KERN,
    
                                          SECRETARY
Dallas, Texas
April 22, 1994

                                       9
<PAGE>
                                                                       EXHIBIT A

                              AMENDED AND RESTATED
                               STOCK OPTION PLAN
                                       OF
                           HERITAGE MEDIA CORPORATION

    WHEREAS,  the Board  of Directors  of the Corporation  deems it  in the best
interests of the Corporation that certain key employees, officers and  directors
of  the Corporation and  its subsidiaries be  given an opportunity  to acquire a
stake in the operation  and growth of  the Corporation, as  a means of  assuring
their maximum effort and continued association with the Corporation; and

    WHEREAS,  the Board believes that the  Corporation can best obtain these and
other benefits  by  granting  stock  options  to  key  employees,  officers  and
directors designated from time to time, pursuant to this Plan; and

    WHEREAS,  the Board  adopted this  Stock Option  Plan in  1987 and  has made
various amendments since the date thereof; and

    WHEREAS, the Board now desires to  amend and restate this Stock Option  Plan
in its entirety;

    NOW,  THEREFORE, the Board does hereby adopt this AMENDED AND RESTATED STOCK
OPTION PLAN and hereby directs the Corporation to obtain the ratification by the
shareholders of the Corporation of such adoption.

1.  DEFINITIONS.

    Wherever used herein, the following terms shall have the following meanings,
respectively:

        (a) "Plan" shall mean  this Amended and Restated  Stock Option Plan,  as
    the same may be amended on and after the date hereof.

        (b)   "Corporation"  shall  mean  Heritage  Media  Corporation,  or  any
    successor thereof.

        (c) "Parent" shall mean any Parent of the Corporation.

        (d) "Subsidiary" shall mean any Subsidiary of the Corporation.

        (e) "Board" shall mean the Board of Directors of the Corporation.

        (f) "Optionee" or "Participant" shall mean any individual designated  by
    the  Board on recommendation by the Committee under Paragraph 4 hereof to be
    Optionees under the Plan.

        (g) "Transferee" means a  person who has succeeded  to the rights of  an
    Optionee under the Option as provided in Paragraphs 5(b) and 7(c) hereof.

        (h)  "Committee" shall mean the Compensation  Committee of the Board, or
    such future committee  as may be  appointed by the  Board to administer  the
    Plan.

        (i)  "Eligible Individuals" shall mean any employee, officer or director
    of the Corporation  or any Parent  or Subsidiary, and  shall constitute  the
    class eligible to receive options under the Plan.

2.  AUTHORITY TO GRANT OPTIONS.

    Under  this Plan, the  Corporation may, from  time to time,  but in no event
after September 1, 1997,  grant to Eligible Individuals  as herein provided,  an
option  or options  to purchase  from the  Corporation specified  amounts of the
authorized and unissued $.01 par value Class A Common Stock of the  Corporation,
but  not  to  exceed in  the  aggregate  1,500,000 Class  A  shares,  subject to
adjustment as provided  in Paragraph 8  below. Shares covered  by options  which
lapse  or otherwise are not  exercised may be the  subject of additional options
granted under the Plan. The Corporation shall at all times while this Plan is in
force reserve as  authorized but unissued  stock such number  of shares of  said
Class  A Common Stock as will be  sufficient to satisfy the requirements of this
Plan with respect to stock subject to being optioned as well as stock subject to
options granted but not exercised.
<PAGE>
3.  ADMINISTRATION OF PLAN.

    (a)  The Plan will be administered by the Committee. No member of the  Board
or of the Committee shall be liable for any action or determination made in good
faith with respect to the Plan or any option granted under the Plan.

    (b)   The Committee shall be appointed  by the Board, and subject to removal
by the  Board with  or  without cause.  Vacancies  on the  Committee,  howsoever
caused,  shall be  filled by  the Board. The  Committee shall  establish its own
rules (not inconsistent with  the provisions hereof), for  its meetings and  the
performance  of its responsibilities, but it shall  select any of its members as
Chairman and one as  Secretary, and shall keep  written minutes of its  meetings
and  actions, a copy of which shall be furnished to the Board not later than the
time of the first  meeting of the  Board subsequent to each  such action by  the
Committee.  Meetings shall be held at such  time and places as the Committee may
determine. A  majority  of the  Committee  shall  constitute a  quorum  for  the
transaction  of business. The Committee shall act by majority vote of the quorum
present, or by written consent of a majority of its members.

    (c)  Subject to the provisions of  the Plan, the Committee is authorized  to
interpret the Plan, to make, promulgate, amend and rescind rules and regulations
relating  to  the  Plan,  and  to make  all  other  determinations  necessary or
advisable for its administration, and for the accomplishment of the purposes  of
the  Plan. Interpretation and construction  of any provision of  the Plan by the
Committee shall  be final  and conclusive,  unless otherwise  determined by  the
Board.

4.  GRANT OF OPTIONS.

    (a)  The Committee shall, from time to time, but in any event not later than
September  1,  1997, recommend  those  Eligible Individuals  whom  the Committee
determines should be granted options under the Plan, and the number of shares to
be  optioned  under  each  grant.  Such  Eligible  Individuals  may  be  persons
previously  recommended to receive options under the Plan, or may be persons not
previously so recommended.

    (b)   The Committee  shall also  determine the  number of  shares to  be  so
optioned (not to exceed the number of shares specified by the Committee for each
such  person, respectively), and  shall determine the option  price at which the
shares are to be offered to the Eligible Individuals selected, provided that the
option price shall not be less than the market price of the Corporation's  stock
at the time the option is granted.

    (c)  Effective January 1, 1994, no Eligible Individual may receive grants of
options  in excess  of 100,000 shares  of Class  A Common Stock  in any calendar
year.

    (d)  Each non-employee  director of the  Company shall, on  the date of  the
Committee  meeting  each  year  during December  (or  the  closest  meeting date
thereto), shall be granted an option effective as of that date to purchase 2,000
shares of Class A  Common Stock at  an exercise price equal  to the fair  market
value of the Class A Common Stock on the date of grant.

5.  OPTION AGREEMENT.

    No  option granted hereunder  shall be effective for  any purpose unless and
until  the  Optionee  has  executed  a  written  agreement  (the  Stock   Option
Agreement), with the Corporation with respect to the terms of the option and its
exercise.  Such  agreement  shall  be  in form  and  content  determined  by the
Committee and Board to be  necessary in order that  the option and its  exercise
will  be  pursuant  and  subject  to this  Plan.  In  this  regard,  but without
limitation thereto, the Stock  Option Agreement shall in  its terms include  the
following provisions, which are hereby made a part of the Plan:

        (a) The option is not exercisable after the expiration of ten years from
    the date the option is granted; and

        (b)  The option  is non-transferable by  the Optionee  otherwise than by
    will or the laws of descent and/or distribution, and is exercisable,  during
    his lifetime, by him only.

6.  EXERCISE OF OPTION.

                                      A-2
<PAGE>
    (a)   The Optionee  shall have remained  in the continuous  employ or in the
capacity of director of the Corporation or a Parent or Subsidiary for two  years
from  and after  the date  on which  the option  is granted,  or such  other and
greater period as may be fixed by the  Board before he can exercise any part  of
the  option. Additionally,  the Optionee  will be able  to exercise  only if the
Class A Common Stock to be acquired  pursuant to the exercise of the option  (1)
has  been appropriately registered  with the Securities  and Exchange Commission
pursuant to the  Securities Act of  1933 and appropriately  registered with  the
necessary  state "blue sky" laws, or (2) in the legal opinion of counsel for the
Corporation, does  not require  registration under  the applicable  federal  and
state statutes.

    (b)   After  the Optionee has  remained in  the continuous employ  or in the
capacity of director of  the Corporation for two  years, and other  requirements
for  the exercise of the option have been met, the option may be exercised as to
all of the shares subject to the option. No option agreement entered into by the
Corporation shall be  considered to  impose upon  the Corporation  or Parent  or
Subsidiary  any obligation to  retain the Optionee  in its employment  or in the
capacity of director for two years or any other period of time.

    (c)  The Committee shall, subject to other provisions of this Plan, fix  the
manner  of  exercising the  option, in  whole or  in part.  The option  shall be
exercised by means of written notice executed by the Optionee or Transferee  and
delivered  to the  Company stating  the number of  shares to  be purchased. Said
notice shall be  accompanied by payment  in cash, or  by certified or  cashier's
check  payable to the order  of the Corporation, of  the full purchase price, in
United States dollars; provided, however, that  in lieu of cash an Optionee  may
exercise  his option by tendering to the  Corporation such shares of the Class A
Common Stock of the Corporation, owned by him, having a fair market value  equal
to  the cash exercise price applicable to his option, with the fair market value
of such stock to be determined in such appropriate manner as may be provided for
by the Committee or as may be required in order to comply with or conform to the
requirements  of  any  applicable  or  relevant  laws  or  regulations,  or  any
combination  of cash  payments and  stock tenders  as may  be acceptable  to the
Committee. No shares shall  be issued to any  Optionee or Transferee until  full
payment therefor has been made; nor shall any Optionee or Transferee have any of
the  rights of a stockholder of the  Corporation under any such Option until the
actual issuance thereunder of shares to the person or person entitled thereto.

    (d)  The notice  of exercise of  the option shall also  be accompanied by  a
representation  and  agreement  in writing,  signed  by the  person  entitled to
exercise the option,  and/or receive  the shares,  stating (1)  that the  shares
being acquired are being acquired in good faith for investment, and not for sale
or  distribution,  and  shall  not  be  pledged  or  hypothecated,  nor  sold or
transferred, in  the absence  of  an effective  registration statement  for  the
shares  under  the  Securities Act  of  1933, and/or  an  effective registration
statement for the shares as required by state "blue sky" laws, or an opinion  of
counsel  of the  Company that  registration is not  required under  said Act and
"blue sky" laws, and (2) that the Company may attach to or imprint on the shares
a legend to that effect.

    (e)  Options may be exercised in whole or in part; however, no option  shall
be exercised for less than 100 shares unless such exercise shall be for the full
number of shares then purchasable under the option.

7.  EMPLOYMENT RELATIONSHIP.

    (a)   Except as provided in Paragraphs (b) and (c) below, and subject to the
provisions of  Paragraph  8 below,  options  may  be exercised  only  while  the
Optionee  is  an employee  or director  of (1)  the Corporation  or a  Parent or
Subsidiary, or (2) a corporation (or a parent or subsidiary of such corporation)
issuing or assuming a stock option  granted hereunder in a transaction  pursuant
to  a  corporate  merger,  consolidation,  acquisition  of  property  or  stock,
separation, reorganization, or  liquidation, and  has been such  an employee  or
director at all times during the period commencing with the date of granting the
option  and ending on the  date of exercise of  the option. Nothing contained in
the Plan or in any  option granted pursuant to  the Plan, however, shall  confer
upon any employee, director or

                                      A-3
<PAGE>
Optionee  any right  with respect to  continuation of employment  or position of
director by the Corporation  or a Parent or  Subsidiary, or any other  employer,
nor  modify or interfere in any way with the right of the Corporation or of such
Parent or Subsidiary or other employer  to terminate his employment or  position
of director at any time.

    (b)  In the event that an Optionee shall cease to be an employee or director
of  the Corporation or  Parent or Subsidiary  by reason of  his disability, such
Optionee shall  have the  right, subject  to  prior approval  of the  Board,  to
exercise  the option at any  time within three months  after such termination of
employment or position of  director (but not after  the expiration of ten  years
from  the date of option  is granted, and only to  the extent the Optionee could
have exercised such option on the date he ceased to be an employee).

    (c)   If  the Optionee  shall  die while  an  employee or  director  of  the
Corporation  or a Parent  or Subsidiary and  shall not have  fully exercised the
option, an option may be exercised, subject  to the condition of ten years  from
the date it is granted, to the extent that the Optionee's right to exercise such
option  has accrued pursuant to Paragraph 6 of the Plan at the time of his death
and had not previously been  exercised, at any time  within 12 months after  the
Optionee's  death, by the executors or administrators  of the Optionee or by any
person or persons who shall have acquired the option directly from the  Optionee
by bequest or inheritance.

8.  TRANSFERS AND CAPITAL CHANGES BY CORPORATION.

    (a)   The  adoption and approval  of this Plan,  and the grant  of an option
pursuant to the  Plan, shall not  affect in any  way the right  or power of  the
Corporation  to  make  adjustments,  reclassifications,  or  reorganizations  or
changes of its capital or business structure or to merge or to consolidate or to
dissolve, liquidate or  sell, or transfer  all or  any part of  its business  or
assets.  Except as  in this Paragraph  8 otherwise provided,  the Optionee shall
have no rights by reason of any subdivision or consolidation of shares of  stock
of  any class or the  payment of any stock  shares of stock of  any class, or by
reason of any dissolution,  liquidation, merger or  consolidation or spinoff  of
assets  or stock  of another  corporation, and any  issue by  the corporation of
shares of stock  of any class,  shall not  affect, and no  adjustment by  reason
thereof  shall be made with respect to, the number or price of shares of Capital
Stock subject to the option. No provision in this Paragraph 8 shall be deemed to
authorize an extension of the  period for the exercise  of an option beyond  the
period of ten years as provided in Paragraph 5(a) hereof.

    (b)   Subject  to any  required action  by the  stockholders, the  number of
shares of Capital Stock  covered by each outstanding  option, and the price  per
share  thereof in  each option granted  under the Plan  shall be proportionately
adjusted (but without  providing an  option for  any fractional  share) for  any
increase  or decrease  in the number  of issued  shares of Capital  Stock of the
Corporation resulting  from a  subdivision  or consolidation  of shares  or  the
payment  of a stock dividend (but only on the Class A Common Stock) or any other
increase or decrease in  the number of such  shares effected without receipt  of
consideration by the Corporation.

    (c)   Subject to any required action by the stockholders, if the Corporation
shall be  the  surviving  corporation  in  any  merger  or  consolidation,  each
outstanding  option shall  pertain to  and apply  to the  securities to  which a
holder of the number  of shares of  Class A Common Stock  subject to the  option
would have been entitled.

    (d)    A  dissolution of  liquidation  of  the Corporation  or  a  merger or
consolidation in which the corporation  is not the surviving corporation,  shall
cause  all options granted hereunder  to terminate, subject to  the right of the
Board of Directors of  the Corporation to accelerate  the time within which  the
option  may be exercised, and except to the extent that another corporation may,
and does, assume and continue the option or substitute its own options.

                                      A-4
<PAGE>
    (e)  In the event of a change in the Class A Common Stock of the corporation
as presently constituted, which is limited to a change of all of its  authorized
share and par value into the same number of shares with a different par value or
without  par value, the shares resulting from any such change shall be deemed to
be the Class A Common Stock within the meaning of the Plan.

9.  AMENDMENT AND DISCONTINUANCE.

    The Board  may, insofar  as permitted  by law,  change, alter,  suspend,  or
discontinue  this Plan, and accept the  surrender of outstanding and unexercised
options under  the  Plan; the  Board  may, without  the  consent of  the  option
holders,  modify the terms of outstanding and unexercised options and may cancel
such options, if such  modification or cancellation is  deemed necessary by  the
Board  in connection  with any  future financing  arrangements on  behalf of the
Corporation; with  the  exception of  the  provisions found  elsewhere  in  this
paragraph,  no action may be  taken or permitted which  will alter or impair the
terms and conditions of any Stock  Option Agreement under the Plan, without  the
written consent of the holders of outstanding and unexercised options.

    Any  amendment to the  Plan that would (a)  materially increase the benefits
accruing to participants under the Plan,  (b) materially increase the number  of
securities  that may  be issued  under the  Plan, or  (c) materially  modify the
requirements of eligibility for  participation in the Plan  must be approved  by
the  stockholders of the Company.  In addition, to the  extent that an amendment
would affect options to  non-employee directors, the Plan  shall not be  amended
more  than once  every six  months, other  than to  comport with  changes in the
Internal Revenue  Code  of 1986,  as  amended, the  Employee  Retirement  Income
Security Act of 1974, as amended, or the rules thereunder.

                                      A-5
<PAGE>

                                      PROXY
                           HERITAGE MEDIA CORPORATION

     This proxy is solicited on behalf of the Board of Directors.

     The undersigned hereby (a) acknowledges receipt of the Notice of Annual
Meeting of Stockholders of Heritage Media Corporation (the "Company") to be
held on May 26, 1994, at 9:00 a.m., local time, and the Proxy Statement in
connection therewith, and (b) appoints David N. Walthall and Joseph D.
Mahaffey, or each of them, his proxies, with full power of substitution and
revocation, for and in the name, place and stead of the undersigned, to vote
upon and act with respect to all of the shares of capital stock (of every
class) of the Company standing in the name of the undersigned or with respect
to which the undersigned is entitled to vote and act at said meeting or at any
adjournment thereof, and the undersigned directs that his proxy be voted as
follows:

ELECTION OF DIRECTORS    / /  FOR nominees listed below except as marked to the
                              contrary below

                         / /  WITHHOLD AUTHORITY to vote for all nominees
                              listed below

James S. Cownie, Joseph M. Grant, James M. Hoak, Clark A. Johnson, Alan R.
Kahn, Joseph D. Mahaffey and David N. Walthall

INSTRUCTION:   To withhold authority to vote for any individual nominee, write
               that nominee's name in the space below.



PROPOSAL TO ADOPT THE COMPANY'S AMENDED AND RESTATED STOCK OPTION PLAN:

     _____FOR            _____AGAINST             _____ABSTAIN

<PAGE>

     Please check the box at right if you plan on
attending the Annual Meeting.                   / /

     If more than one of the proxies listed on the reverse side shall be
present in person or by substitute at the meeting or any adjournment thereof,
the majority of said proxies so present and voting, either in person or by
substitute, shall exercise all of the powers hereby given.

     THIS PROXY WILL BE VOTED AS SPECIFIED ON THE REVERSE SIDE.  IF NO
SPECIFICATION IS MADE, THIS PROXY WILL BE VOTED FOR ALL NOMINEES FOR DIRECTORS
AND FOR THE NAMED PROPOSAL.

     The undersigned hereby revokes any proxy or proxies heretofore given to
vote upon or act with respect to such stock and hereby ratifies and confirms
all that said proxies, their substitutes, or any of them, may lawfully do by
virtue hereof.

                                        Dated:
                                              ----------------------------

                                        ----------------------------------
                                                      Signature

                                        ----------------------------------
                                             (Signature if held jointly)

                                        Please date the proxy and sign your
                                        name exactly as it appears hereon.
                                        Where there is more than one owner,
                                        each should sign.  When signing as an
                                        attorney, administrator, executor,
                                        guardian or trustee, please add your
                                        title as such.  If executed by a
                                        corporation, the proxy should be signed
                                        by a duly authorized officer.  Please
                                        sign the proxy and return it promptly
                                        whether or not you expect to attend the
                                        meeting.  You may nevertheless vote in
                                        person if you do attend.





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