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NBC upfront: Less
than meets the eye


Today it rolls out its schedule for the entire year

Apr 1, 2008

In some ways, NBC's upfront presentation this afternoon is a big departure, coming a full six weeks before those of the other broadcast networks and unveiling not just its fall programming but a schedule for the entire year as it moves to year-round programming.

Certainly, NBC has been anxious to present it as a break-through event.

But beyond the glitz media buyers don't expect to see much in the way of substantive changes.

NBC is expected to rely on the same programming strategy it has employed the past few years, scheduling a mix of aging dramas and fantasy-action shows with a handful of high-concept, critically acclaimed sitcoms and dramas that will most likely struggle for viewers.

It's a strategy that's not impressed buyers.

“As the role for scripted drama on network television has been diminishing, they have had critically acclaimed shows like ‘Studio 60 on the Sunset Strip’ and ‘Friday Night Lights,’ but they can’t get an audience,” says John Padgett, media director at the Hauser Group in Atlanta. “Everything else they have is so aged, ‘ER’ and all of those other dramas.”

Many of the new dramas will rely on either a fantasy element like “Heroes” or an action-adventure theme like “Bionic Woman.” In all, the network will announce more than a half dozen new shows to be introduced throughout the year.

Also, buyers, while praising NBC's commitment to a 52-week schedule, have yet to be persuaded that the network will stick with it, and they cite the example of Fox, which tried and abandoned it a few years back.

The reality is that schedules go through lots of changes, and NBC will likely revise its after the other networks trot out their lineups next month and as NBC executives gets a better sense of the shows it now has in development.

“The idea that NBC knows, in early April, what will be on the schedule a year later is a joke,” says one media veteran. “The upfront is basically a target ratings point futures market and has been for many, many years. The NBC ploy won't change that at all.”

In any case, this may not be the time for big changes. “In a questionable economy, advertisers may be a bit leery of something truly innovative," says another buyer. “I do think there's some room there for creative executions, but I think we'll have to see how it plays out.”

Much of NBC’s current schedule has already been renewed, and a number of bubble shows also seem likely to return, with the strike hampering the development season.

“Celebrity Apprentice” likely won another season with a strong finale last week. Series star Kyle Chandler said last week that “Lights” is also returning, and there’s even been speculation over the past few days that low-rated “Lipstick Jungle” will get a second chance.

Two of this year’s new shows, “Chuck” and “Life,” were already renewed, while hits such as “The Office,” “Deal or No Deal,” “American Gladiators” and “Heroes” are all safe.

“Las Vegas,” “Bionic” and “Journeyman” have all been canceled.

As has been NBC’s pattern the past few years, many of the network’s new shows are based on old shows, foreign programs or other existing concepts.

They include “Knight Rider,” a revival of the 1980s David Hasselhoff show; “Robinson Crusoe,” an adrenalin-infused drama based on Daniel Dafoe’s classic novel; “The Listener,” a drama about a telepathic man imported from Canada; and comedy “Kat & Kim,” based on the hit Australian show.

All have already received series commitments. Another likely contender for fall is the spa drama “My Own Worst Enemy,” described as a Jekyll and Hyde drama, with Christian Slater in the lead role.



Toni Fitzgerald is a staff writer for Media Life.




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