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For 'Community,'
there's always hope


The NBC sitcom is struggling after a strong start

Mar 11, 2010
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In recent years, NBC has been quick to renew critically acclaimed shows that weren't finding much ratings traction.

That partly explains why the network has struggled in fourth place since the 2003-'04 season. Yet it's also a testament to the very thing that kept the network in first place in prior years, a willingness to nurture smart programming in hopes it will find an audience in time. It's a quality media buyers and planners like.

"Community" certainly fits that mold. The new show, which airs at 8 p.m. tonight, received a second-season pickup on Friday despite the fact that it often finishes last in its timeslot among adults 18-49.

The show stars "The Soup" host Joel McHale as a smart-aleck lawyer sent back to community college after his degree is revoked. There he meets a band of misfits including Chevy Chase.

"Community" debuted to good reviews and strong numbers last fall, initially airing behind "The Office." But its ratings plunged when it moved from 9:30 to 8, and it is averaging a 2.7 in 18-49s season to date, according to Nielsen.

Still, NBC sees similar growth potential in "Community," which does lead its timeslot among 18-34s and men 18-34, that it saw in other struggling sitcoms. 

"Office," now the network's No. 1 scripted show, and "30 Rock," winner of three straight best comedy Emmys, were both slow starters that blossomed in their third seasons.

And NBC would rather build on the shows it has now than slate a whole bunch of new ones. It's already had to cobble together an entirely new 10 p.m. weeknight schedule after "The Jay Leno Show" flopped, meaning the fewer spots it has to fill elsewhere in the lineup, the better.


A look at this week’s top TV draws

THURSDAY, MARCH 11

Time

Network

Program

Description

8 p.m.

Fox

“American Idol” (R)

The 12 finalists are revealed when two more guys and two more gals are cut.

9 p.m.

NBC

“The Office” (C)

How will ratings hold up after last week’s baby episode?

9 p.m.

ABC

“Grey’s Anatomy” (D)

Derek ponders whether Richard or Owen should perform an operation.

9 p.m.

CBS

“CSI” (D)

The murder of a young boy might be connected to another case.

10 p.m.

NBC

“The Marriage Ref” (R)

Larry David, Madonna and Ricky Gervais all appear.

10 p.m.

FX

“Archer” (C)

Malory tries to get Archer back after he takes a higher-paying job at another agency.

FRIDAY, MARCH 12

Time

Network

Program

Description

8 p.m.

CBS

“Ghost Whisperer” (D)

Melinda tries to save a child’s ghost who's been trapped in a house.

8 p.m.

NBC

“Who Do You Think You Are?” (R)

Former football star Emmitt Smith looks up his family history.

9 p.m.

Disney Channel

“Phineas and Ferb” (K)

The boys battle a superhero when they’re mistaken for superheroes themselves.

9 p.m.

CBS

“Medium” (D)

A flashback episode looking at Allison and Joe’s wedding day.

10 p.m.

Discovery Channel

“American Loggers” (R)

To make up for lost time the crew tries to cut down 3,000 trees in one week.

10 p.m.

CBS

“Numb3rs” (D)

Season, and likely series, finale. Charlie and Amita help Don find a missing gun.

SATURDAY, MARCH 13

Time

Network

Program

Description

2 p.m.

NBC

“PGA Golf” (S)

Third round coverage of the WGC-CA Championship from Doral Golf Resort in Miami.

6 p.m.

CBS

“College Basketball” (S)

The Pac 10 championship game from Los Angeles.

8 p.m.

Fox

“Cops” (R)

Cops in Florida set up an undercover sting to catch a drug suspect.

9 p.m.

ESPN

“College Basketball” (S)

The Big East title game from Madison Square Garden in New York.

9 p.m.

Lifetime

“Who Is Clark Rockefeller?” (M)

New movie starring Eric McCormack should draw plenty of female viewers.

11:30 p.m.

NBC

“Saturday Night Live” (S)

Jude Law is the guest host and Pearl Jam performs.

SUNDAY, MARCH 14

Time

Network

Program

Description

1 p.m.

CBS

“College Basketball” (S)

The ACC championship game from Greensboro, N.C.

3 p.m.

NBC

“PGA Golf” (S)

Final round of the WGC-CA Championship, won by Phil Mickelson last year.

6 p.m.

CBS

“NCAA Basketball Championship Selection Show” (S)

The 65-team field is laid out so we can finally get our office pools going.

8 p.m.

Fox

“The Simpsons” (C)

Bart gets into trouble for skipping out on his homework.

9 p.m.

HBO

“The Pacific” (D)

Series premiere. First of a 10-part miniseries about the U.S. fighting Japan in World War II.

9 p.m.

NBC

“Celebrity Apprentice” (R)

Season premiere. Sinbad, Sharon Osbourne and Rod Blagojevich are among this season’s contestants.

A = awards show or special, C = comedy, D = drama, DD = daytime drama, G = game show, K = kids, M = movie, N = news/documentary, R = reality, S = sports, T = talk/variety show.


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Louisa Ada Seltzer is a staff writer for Media Life.




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