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NBC's got big hurts Already in fourth place, it has the weakest lineup Dec 4, 2007 With fresh episodes of their top scripted shows running out and the midseason just around the corner, all the networks are at some risk, but NBC has the most to lose if the writers' strike goes into the new year and beyond. Further, it will go into the midseason already in fourth place in the 18-49 demographic and without its No. 1 show, “Sunday Night Football,” which will wrap up early next month. “One big problem for NBC is that it has no big promotional platform to entice viewers to shows they’ll have to plug in. They’re going to lose football, so they don’t have any other big ratings. Also, they don’t have any new-show buzz to entice people watching repeats somewhere else.” The best NBC will have to offer at midseason are returning shows like “The Biggest Loser” and the drama “Medium,” which generate only modest ratings. It also has "Law & Order" and "Law & Order: Criminal Intent" returning back to back Wednesdays. Its one notable new show is the Brooke Shields drama “Lipstick Jungle,” premiering in February to fill in for “ER.” That leaves NBC in a sticky position. It also must fill four hours on Sunday to replace football, which it will do with reality programming. “They’re in pretty poor shape,” says Shari Anne Brill, senior vice president and director of programming at Carat. “Their backup is too reality dependent and, with the exception of ‘Deal or No Deal,’ their [unscripted shows] aren’t big players.” NBC has only a few scripted shows with more than a few unaired episodes, including the low-rated like “Friday Night Lights” and aforementioned “Law & Order.” “They have more shows than anybody else that have major time-shifting,” says Hajny. “They have seven shows where more than 25 percent of their full seven-day program rating is due to time shifting. Three of those shows approach 40 percent, which tells me these [viewers] are fans who’ve caught every episode. If NBC has to run repeats, those ratings are going to plummet.”
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