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July 2007 - Strategy Magazine
Fall TV preview

Media buyer says? So-so upfronts
Scaled-back events meet slim pickings this year in New York

by Lina Alles
page 53

Prior to the networks unveiling their new fall schedules, there was a lot of debate surrounding the upfronts: Specifically, are the events and parties still relevant? Given the thousands of people who showed up to each of the big four's events, the answer is still yes. But this year there was recognition that the days of boring three-hour presentations are long gone. The result: presentations that were all about brevity and business.

So what did we learn? First and foremost, the big nets are finally recognizing that they need to extend their offering into the digital arena. In short, there is serious revenue to be had if they can figure out how to tap into these alternate platforms.

Next insight: Some fairly consistent themes emerged which can be lumped into five categories:

Bringing sexy back: It worked for Justin Timberlake, and the nets are hoping it will work for them as well with a bunch of Sex and the City clones: Cashmere Mafia (ABC), Lipstick Jungle (NBC) and CBS's male offering, Big Shots.

Geeks rule: Witness CBS's The Big Bang Theory and two from NBC, Chuck and The It Crowd.

Sitcoms are dead: A theme that surfaced last fall continues as the nets steer away from the half-hour comedy.

Reality lives: It's unfortunate, but all nets have taken reality TV to a whole new level with more game shows and crazier challenges.

Search for a Hero: Sci-fi is hot and everyone is in search of their Heroes, the hit no one expected. Now, the details...

ABC

This net earns the title of Most Shows Unveiled this Fall, with a whopping 18.

Comedies include Sam I Am, starring Christina Applegate, about a woman who wakes up with amnesia and learns she doesn't like the person she used to be. It was well received and could do well on Monday nights at 9:30 p.m. following Dancing with the Stars. Cavemen, on the other hand, follows three neanderthals living in modern-day Atlanta, and was painful to watch. And Carpoolers, the story of four men with nothing in common other than carpooling to and from work, doesn't stand a chance with Cavemen as its lead-in.

ABC chose Wednesday to launch three of its one-hour dramas, which is pretty risky with no lead-ins. Pushing Daisies, a love story about a young man with the ability to bring people back to life, won't survive in the 8 p.m. timeslot against Deal or No Deal and America's Next Top Model. Private Practice, the Grey's Anatomy spin-off at 9 p.m., should fare better. True, there's no lead-in and tough competition - but some of Grey's' fans are sure to follow Addison to L.A. Dirty Sexy Money at 10 p.m. is the only show with big names this fall (Peter Krause, Donald Sutherland). It follows a New York family driven by power, money and privilege and shows promise. If nothing else, the title caught everyone's attention.

Big Shots - men do Sex and the City - stars Dylan McDermott (The Practice). Although up against ER Thursdays at 10 p.m., it has a great lead-in with Grey's and should attract females. Women's Murder Club, adapted from James Patterson's novels, doesn't have any competition on Friday at 9 p.m., so it could do well.

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