TODAY

Mike Douglas. Any show with Willie Mays and Daniel Elisberg '52 as guests on the same day can't be all bad. Ch. 4, 4 p.m. 1 1/2 hours.

Men Who Made the Movies. Richard Shickel's intelligent documentary series on film directors. Tonight: The work of Alfred Hitchcock, with clips from "Saboteur" (1942), "Shadow of a Doubt" (1943), "North By Northwest" (1959), "Psycho" (1960), "The Birds" (1963), "Torn Curtain" (1966) and "Frenzy" (1972). Ch. 44, 8 p.m. 1 hour.

FRIDAY

Valley of the Dolls [1967]. "Desperate women whose appetite for life was greater than their capacity to live it!" says the CBS publicity department. Ch. 7, 11:30 p.m. Color; 2 hours, 20 minutes.

SATURDAY

The Parent Trap [1961]. Are we seeing double? Nope, It's just Hayley Mills playing identical twins in this explosive Walt Disney laff riot. Hearty guffaws for the whole family. You'll split your sides belly-laughing at this good, clean FUN! Ch. 4, 8:20 p.m. Color; 2 hours, 40 minutes.

The Life of Jack London [1943]. Ch. 38, 10 p.m. B/W, 1 1/2 hours.

The Good Earth [1937]. From Pearl Buck's novel. Ch. 5, 11:15 p.m. B/W, 2 hours, 35 minutes.

SUNDAY

NFL Football. Cowboys vs. Giants. Ch. 7, 1 p.m. Live.

Bus Stop [1956]. Marilyn Monroe was better used as a comedienne than sex star, and she was rarely funnier than in this adaptation of William Inge's play. Ch. 56, 2 p.m. Color, 2 hours.

Monkey Business [1931]. Marx Brothers. Ch. 38, 4:30 p.m. B/W, 1 1/2 hours.

Kojak. Ch. 4, 8:30 p.m. 1 hour.

Columbo. Ch. 4, 8:30 p.m. 2 hours.