Don Ohlmeyer, the producer who changed the look of sports television before leaving NBC to set up his own company in 1982, has reason to be proud of how his venture has succeeded.

Prized efforts with "The Big O" seal of approval are pouring forth from Ohlmeyer Communications Companies, his joint venture with Nabisco Brands, Inc. A prime example comes up tonight at 9 on ABC with the presentaion of the two-hour television film "Bluffing It."

Basically the film deals with adult illiteracy. Ohlmeyer doesn't see it that way. To him it's "a dramatic picture about a man's life. Dennis Weaver does a terrific job portraying a man in crisis. I'm very proud of what we ended up with."

In "Bluffing It," Jack Dugan (Weaver) tries to hide the fact that he, like millions of adult Americans, cannot read beyond the fourth-grade level. The father of two bright, happy children succeeds until at 47 he is promoted to a position where he can no longer hide his problem, known only by his wife and a grandchild. In the end, love triumphs in a stunning finish befitting the Ohlmeyer touch.

The current list of credits for Ohlmeyer Communications Companies (OCC), in addition to "Bluffing It," includes the "1987 MTV Video Music Awards," which aired Friday on MTV; the 1987 Emmy Awards show next Sunday, and another TV movie, "Right to Die," starring Raquel Welch on Oct. 12.

For next week's Emmy Awards on the Fox Television Network, Ohlmeyer is planning some innovations.

For example, there will be voice-overs to explain who the less-familiar recipients are and what they've done before they arrive at the podium to accept their Emmys. "We'll try to guide the viewer through the ceremony," said Ohlmeyer.

He also plans to station a camera in the interview room, where winners go after accepting their awards.

Innovative production techniques have become part of Ohlmeyer's signature. He started "NFL Updates," created NBC's "SportsWorld," produced a football game without announcers, and was responsible for the first live coverage of Wimbledon's men's finals, downhill skiing and auto racing team events, as well as staking out his cameras in uncharted crannies of sports events.

Ohlmeyer is also the executive producer of a one-hour syndicated weekly talk show, "Howard Cosell: Speaking of Everything," scheduled to begin in late January.

Of next month's "Right to Die" he said: "You'll see Raquel Welch like you've never seen her in your life. She does a terrific job of acting as a successful young woman who is stricken with Lou Gehrig's Disease and then puts up a valiant struggle as she ages and fights to maintain a dignity to the end."

With so many irons in the fire, this sounds like a busy month for Donald W. Ohlmeyer Jr., but it's just business as usual at OCC, where he is the chairman and chief executive officer. The firm does about 400 hours of original programming a year, about half of which is sports. In addition to original entertainment and sports production and programming, OCC services include television syndication, TV media buying, sports marketing, packaging and promotional-marketing support as well as financial and how-to video production.

OCC's blue ribbon productions include: "Special Bulletin," which won an Emmy for Outstanding Television Drama Special; "Under Siege," "Crime Of Innocence" and "Fast Copy." At NBC he was responsible for the "Games People Play" series and a TV movie, "The Golden Moment: An Olympic Love Story," which netted him the Award for Excellence from the National Film Board.

Ohlmeyer tries to stay as close to all of the projects as possible. "If we're shooting a movie, I try to be on the set every day. But we have good people and I try to give them their head. We do 26 golf tournaments on ESPN. {Nabisco owns 20 percent of the sports network; Capital Cities/ABC, Inc. owns the other 80.} I enjoy doing some auto racing, 'The Skins Game' and some consulting work with ESPN. I never want to be divorced from sports. I want to keep doing it, so long as it's fun.

"When we started 'The Skins Game,' we were told we'd lose a million bucks the first time around. We got our hat back in a month," Ohlmeyer said. This novel golf event has been a big winner in the ratings. In January, opposite the Super Bowl pregame shows, Ohlmeyer will introduce "The Seniors Skins Game" from Hawaii.

When he was collecting most of his 11 Emmys, as producer of ABC's "Monday Night Football" and the Munich Olympics and later shaping NBC sports shows, Ohlmeyer, a Notre Dame grad, was called not only "The Big O" but also "King Tut" and "The Ayatollah," as he jetted about the globe in open-necked shirts and designer jeans.

Today, at 42 and often seen in expensive suits, he says, "I've kind of mellowed a little. I'm trying to get a better perspective on life." He said he left NBC because he woke up one morning and it wasn't fun anymore. "I spent my life working hard avoiding having a job. Then it got to be a job. When you work at something for 10 to 12 hours a day, seven days a week, It's gotta be fun. I've been very fortunate doing 'Monday Night Football,' Super Bowls, World Series, Indy 500s, golf, Olympics, collecting those Emmys."