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in the eyes of buyers At the top of the list: ABC's 'Modern Family' Jul 24, 2009
Most years, after the broadcast networks preview their fall shows, media buyers start counting off the likely bombs, the shows that’ll debut and vanish in a flash. That's less the case this year. Last year there were but a handful of shows buyers thought stood a chance, fewer than normal, and the blame went to the writers' strike, which ended that spring but not before disrupting the networks’ program development for the fall. Come this fall, the one show almost all media people think is a likely hit is ABC’s "Modern Family" with Ed O’Neill from Fox’s old "Married…with Children." The show, airing on Wednesdays at 9 p.m., is a comedy filmed as a documentary about three families. "The pilot was hysterical," says David Scardino, entertainment specialist at RPA in Santa Monica, Calif. The one worry, he notes, is that ABC's Wednesday lineup is all new. "So as good as the show is, that may trip it up." ABC probably also has a hit with "FlashForward," a sci-fi drama where everyone sees a glimpse of their lives six months into the future. It airs at 8 p.m. on Thursdays. CBS’s "The Good Wife" with "ER’s" Julianna Margulies is expected to do well on Tuesdays at 10 p.m. against light competition, NBC’s "Jay Leno" and the new ABC Jerry Bruckheimer drama "The Forgotten." Fox should do well with its summer hit "So You Think You Can Dance" when it returns in the fall to air in the same timeslots "American Idol" airs in during the spring, Tuesdays at 8 and Wednesdays at 9. NBC’s schedule is a bit of a disaster with only two hours of non-Leno shows each night, and media buyers say most its new shows are weak. "‘Community’ looks pretty good, although it may have a tough time leading off the night," says Brad Adgate, senior vice president and corporate research director at Horizon Media. And the CW is expected to do well with its shows, which are increasingly zeroing in on its young female audience, including a new version of "Melrose Place" and the new "Vampire Diaries." "The CW is smart with their laser-focus on their demo, and dipping into the vampire trend is a no-brainer," says Don Seaman, vice president and director of communications analysis at MPG. But, of course, not all the networks’ new shows will be hits. Topping the list of likely bombs are the CBS sitcom "Accidentally on Purpose" with Jenna Elfman, the Fox sitcom "Brothers" and the ABC reality show "Shark Tank." And almost no one thinks NBC’s "Jay Leno" will pull big numbers every weeknight at 10 p.m., certainly not compared to ratings for original scripted dramas that aired at 10 for decades.
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