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Viacom's
clout may be
best hope for 'Gary & Mike'
Art of
cross-promotion to bolster UPN newbie
By Andrew Wallenstein
The distinctive
animation in the new UPN series "Gary & Mike" (Fridays,
8-8:30 p.m., beginning this Thursday at 9:30 p.m.) will probably
remind viewers of the "foamation" style seen on the WB's "The
PJs."
But as one series debuts and the other declines, they also
share another, deeper similarity.
If those troubled by media monopolies are looking
for a silver lining to the CBS-Viacom merger, consider its impact on these
two clever cartoons.
"Gary" may actually have a chance to
survive now that Viacom is flexing its synergistic muscle for UPN, and the
corporate behemoth may also come to the rescue of the endangered "PJs."
The beginning of 2001 is quietly becoming a turning
point for the animation genre, which reached its primetime peak several
years ago but still hangs in there.
This past week, Fox announced the
renewal of "King of the Hill" and "Futurama" and its
intention to bring back "The Simpsons" for another year as well.
But while WB is ready to introduce a new cartoon, "The Oblongs,"
sometime during the midseason, the future of "PJs" is reportedly
in doubt.
It seems that while the WB and production company
Imagine Television are satisfied with the series' so-so performance,
co-production partner Warner Bros. TV wants to discontinue the program
because the WB only wants 13 episodes of "PJs" next season.
That's where Paramount comes in. The Viacom-owned
studio has expressed interest in taking over for Warner Bros. in order to
steer its eventual syndication to BET, another Viacom subsidiary.
Warner
Bros. won't have a problem with that as long as it retains a cut of
syndication profits, though speculation has it that the studio is
really parting with "PJs" because of skepticism over its
back-end potential.
Negotiations are going to be rough, but let's
hope Paramount hangs in there.
Created by comedian Eddie Murphy, "PJs" is an
under-appreciated series about life in the projects. The series got its
start on Fox, where it never quite found its groove, and then moved to the
WB this season.
Paramount needs to show the same patience Fox showed
with "King," which foundered when it was briefly moved to Tuesday. If
a deal can't be worked out, "PJs" is probably history.
Like "PJs," "Gary" is a
product of Will Vinton Studios, which has been churning out quirky "claymation"
creations like the California Raisins commercials. The series chronicles
the misadventures of two slackers on a never-ending road trip all over
America. Every city they stop in Gary and Mike wreak unintended havoc; in
one episode about their jaunt to Washington D.C., one destroys the career
of a popular senator while the other has an affair with a female Supreme
Court justice (whether it's Sandra Day O'Connor or Ruth Bader Ginsburg is
unspecified).
"Gary" is a funny satire, although not quite
on the level of "Simpsons" or "South Park." But can it
survive on UPN?
This network doesn't seem capable of cultivating new
programs outside of "WWF Smackdown!" or sci-fi dramas like
"Star Trek: Voyager" and "Seven Days."
"Freedom," the canceled action hour that used to inhabit the
"Gary" time slot, barely broke a 1.0 rating.
UPN's chronic failure to jumpstart any Friday
programming is particularly galling considering its tentpole program,
"Smackdown!" is on the previous night. And yet the halo effect
that should come from promoting programs on the following night just isn't
doing the trick.
But in 2001 the tide may finally be turning for UPN,
now that Viacom has a plan to harness its vast media empire to spread the
word on "Gary."
The series is being promoted on sister network
MTV and Viacom's Infinity radio stations, including Howard Stern's morning
show. Viacom is even allowing UPN to rerun episodes of MTV's
"Celebrity Deathmatch" after "Gary."
The compatibility
is perfect because both are claymation satires. MTV is even considering
rebroadcasting "Gary" this weekend, which would further expose
the series to the young male demo UPN craves.
UPN has smartly chopped 30 minutes off of this week's
edition of "Smackdown" to make room for the premiere episode of
"Gary," whose target audience will be WWF fans. A clay version
of "Smackdown" star Chyna appears in a future episode of
"Gary," another smart way to link the two series in the public
imagination.
Friday is a notoriously difficult night to launch new
programming, particularly among young viewers who probably have better
things to do because it's not a school night. But with the
backing of Viacom, "Gary"
represents UPN's best chance to launch a new show. If not, it will likely
join "PJs" in animated oblivion.
-Andrew Wallenstein is the television
critic for Media Life.

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