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July 2006 - Strategy Magazine
Special Report: Fall TV Preview

New York: The celebrity carnival
This year's NY upfront is big on star power, short on standout hits

by Sylvia Criger
page 60

The big four U.S. networks alternately bored (FOX), underwhelmed (NBC) and entertained (CBS, ABC) audiences at this year's U.S. TV screenings. But there was very little buzz and no palpable hits emerged.

A few notable themes: Sitcoms are back, primarily due to the success of last year's Everybody Hates Chris and My Name is Earl. There were many numbers in titles - (maybe they think this appeals to media buyers?). Reality or "alternative" programming keeps on ticking. And the dreaded

"d" word kept popping up. As if working off the same script, all the nets spoke about embracing digital media, with TV that is on the the go in the form of mobisodes, webisodes and other platforms where viewers can connect. We media buyers, however, are still waiting to see the value to advertisers. It will come, but for now all the talk seems overblown. Meanwhile, on to the shows.

NBC

NBC, in fourth place, has six new dramas. Kidnapped, with Timothy Hutton and Dana Delaney as the parents of a kidnapped boy, was strong. Each intense episode covers one day, but it faces House on Tuesday which could be problematic. Friday Night Lights is a likeable drama about a small Texas town's heroic football team. The Black Donnellys, a highly anticipated drama about an Irish family and organized crime, is from Paul Haggis of Crash fame. It replaces ER when it goes on hiatus. Despite its pedigree, it didn't jump out as something special; mind you, those who have seen the entire pilot say otherwise.

Raines, which stars Jeff Goldblum as a quirky detective who sees dead people, has potential. The same can't be said for Heroes, a slightly hokey show about ordinary people who develop super powers. It isn't likely to survive.

Studio 60 on the Sunset Strip, from West Wing's Aaron Sorkin, features a behind-the-scenes TV show and stars many familiar faces including Steven Weber and Matthew Perry, but the net's expectations may be too high given the night's competition, in the form of CSI and Grey's Anatomy, no less.

In sitcoms: 30 Rock, with Alec Baldwin as a nasty programming exec, was laugh-out-loud. Twenty Good Years has John Lithgow playing...John Lithgow. There were a few funny moments, but it's far too predictable.

With game shows hot again, most nets trotted out their offerings. At NBC, there's America's Got Talent with Regis Philbin and Treasure Hunters from Ron Howard and Brian Glazer. No clips were available, but Philbin's big following should guarantee some success. As for Treasure Hunters, it's neat and has a Da Vinci Code vibe, but how long can you milk that?

ABC

The highlight of this presentation? William Shatner in tails singing "Beautiful Boys" with a parade of ABC's leading men was a big hit.

The net has several comedies. In Case of Emergency with Jonathan Silverman and David Arquette is about a not-so-funny accidental high school reunion and is not so memorable. Big Day is a funny, slapstick view of a wedding day (looking at all the events leading up to the big day) and is slated for Thursdays up against Survivor and My Name is Earl, so likely won't survive. Help Me Help You features group therapy for laughs with Ted Danson. It's a traditional sitcom with a popular TV star, so has possibilities. Let's Rob... is about losers who decide to rob Mick Jagger's apartment. (Mick, the original bad boy, how could you - a sitcom!!) It's goofy and silly...and frankly, I liked it!

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