‘Golden Boy,’ CBS playing it safe
The latest in a long line of procedurals on the network
February 26, 2013
One in a series of Media Life previews of new midseason shows.
CBS’s “Golden Boy”
Fridays at 9 p.m.; premieres Feb. 26
Walter William Clark Jr. (Theo James) is a smart, hard-working cop who will one day go on to become New York City’s youngest police commissioner, as an early flash-forward shows. Right now, though, he’s just been promoted to homicide detective, becoming the youngest guy in the department.
He’s been paired with Don Owen (Chi McBride), a veteran who’s two years shy of retirement and proves a valuable mentor to Clark.
Clark clashes with other co-workers, like the morally questionable Christian Arroyo (Kevin Alejandro), while trying to maintain a sane home life that includes caring for his younger sister, Agnes.
Greg Berlanti (“Everwood”) and Nicholas Wootton (“NYPD Blue”) are the show’s executive producers.
Friday has been a brutal night for new CBS shows this season, with two new programs being canceled after just two episodes.
“Golden Boy” seems like a better quality program than “Made in Jersey” or “The Job,” the two previously axed shows. But “Boy” will have to show ratings potential to earn a spot on the schedule next fall, where it would presumably replace the fading “CSI: NY.”
“Boy” is getting a tryout in the “CSI: NY” timeslot after the latter aired an early season finale last week.
The show fits the traditional CBS mold. It’s a procedural with a male protagonist, and like “Blue Bloods,” the show it will air before on Fridays, it’s got a family aspect lacking from many cop dramas.
The problem is that “Boy” could be too generic to draw a following on Fridays, when TV viewing is minimal to begin with.
CBS is attempting to drum up interest in the show by airing two sneak preview episodes on Tuesday at 10 p.m. this week and next. It will get a sizeable lead-in from “NCIS: Los Angeles” that should lead to good sampling.
But keeping up that momentum on Friday will be the real test of whether “Boy” returns next spring or if “CSI: NY” comes back for a 10th and likely final season.
“CSI: NY” has averaged a 1.4 adults 18-49 Nielsen rating this season. If “Boy” can do better, it should get renewed.
What media people are saying
Buyers are most concerned about “Boy’s” tough timeslot. Friday night scripted series are always a dicey idea, and already this fall CBS has had a legal drama fail on the night, “Made in Jersey,” which lasted only two outings.
Plus the network was forced to bring back “Undercover Boss” from hiatus earlier than expected after its midseason replacement, “The Job,” flopped.
“Boss” is “Boy’s” lead-in, and its early return means that CBS may not have enough original episodes of the reality show to avoid airing repeats, which would result in a weaker lead-in for the new drama.
Still, media people applaud CBS for continuing to schedule scripted dramas on Friday.
“I think it’s an interesting concept and sounds like it would fit in as a lead-in to ‘Blue Bloods.’ The night and time period, however, are just generically tough, so I think a lot could depend on whether or not the network will be running original or repeats of lead-in ‘Undercover Boss,’ particularly as they had to bring it back sooner than expected,” says David Scardino, entertainment specialist at the Santa Monica, Calif., agency RPA.
Our TV critic’s take
“Fans of CBS’s usual procedure-heavy procedurals will likely tire of all the personal drama, while fans of the psychologically complex series that this show is trying to imitate will probably find it too straightforward.”
— Tom Conroy, Media Life
Tags: berlanti, blue bloods, cbs, clashes, dramas, episodes, male protagonist, media life, midseason, midseason shows, new midseason shows, people, ratings, repeats, season finale, timeslot, undercover boss
Smaller crowd for this year’s Super Bowl
Readers: Super Bowl ads were pretty ho-hum
Big Super Bowl ad trend: Humor, again
Rising stink over Peyton Manning’s beer quips
Catch the next big wave: Hispanic media
Big question: Can ‘The Muppets’ be saved?
Don’t miss this: The new face of radio
Super Bowl commercials get a big lift online
Fewer ads go viral this Super Bowl
Post-Super Bowl Colbert draws 21.1 million
‘Pitch Perfect’ tops the non-Super Bowl ratings
This week’s top movies, songs and books
Super Bowl 50 by the numbers
- Scripps Networks Interactive CFO Joseph NeCastro retiring
- Alvaro Palacios becomes COO at IBT Media
- Kevin Koenig becomes executive editor at Yachting
- Darren Murph becomes global editor in chief at TechRadar.com
- Ian Puente becomes SVP of business affairs at Epix
- Roy Meyeringh rises to VP of business development at beIN SPORTS
- Joe Earley becomes president at The Jackal Group
- Annabeth Gish joins the cast of ABC's 'Scandal'
- Andy Richter hosting ABC game show 'Big Fan'
This week’s top movies, songs and books
This week’s daypart ratings
This week’s broadcast ratings
This week’s cable ratings
This month’s new media traffic data
This week’s younger viewer ratings
Digital content manager opening in Atlanta
Senior media planner wanted in Des Moines
Media planner/buyer position in Cincinnati
Looking for a media strategist in Cincinnati
Opening for a marketing communications manager