|
|
the ills of syndication
Viewers
deserve innovation, not more big names
By
Andrew Wallenstein
When syndicators
convene in New Orleans next week for NATPE 2001, the stink from "Dr.
Laura" will still be in the air from last year. But if the next wave
of first-run programming is any indication, attendees better keep a hold
onto their noses.
Being hailed as the salvation of syndicated talk shows
is Ananda Lewis, a beautiful MTV personality that King World is grooming
as Oprah Jr.
But why Lewis is garnering messianic estimations (King World
pasha Roger King on Ananda: "I think we have something that happens
once every five years") is inexplicable.
Lewis is certainly a competent interviewer, whose youth
should help King World attract younger demos of both sexes, but she is
bland with a capital 'B.' MTV has at least three on-air hosts worth
raiding before Lewis.
Another Oprah Jr. in the wings is Iyanla Vanzant, a
self-help guru who is a frequent guest on "Oprah." Buena Vista
Television's "Iyanla" will have Barbara Walters as an executive
producer as well, but that's not going to cut it.
Vanzant may be vastly more palatable than Schlessinger,
but the audience doesn't respond to know-it-alls no matter how sweet (see
"Dr. Joy Browne").
Paramount, meanwhile, is busy developing
"Caroline," a talk vehicle for comedian/actress Caroline Rhea.
For those of you who don't recognize her name, she plays one of the aunts
on "Sabrina the Teenage Witch" and one of the squares on
"Hollywood Squares."
We're talking real breakthrough comedy here.
In syndication last year, familiar names didn't make the grade.
"Dr. Laura" was a bomb of atomic proportions; its 1.2 average
during November sweeps pretty much nailed its coffin shut, though
Paramount is letting it finish
the season. "Men Are From Mars, Women Are From Venus" is
expected to boot host Cybill Shepherd (See story 4).
In the past, Howie Mandel and Martin Short also tanked with
talk shows of their own.
But it should already be conventional wisdom in the TV business
that celebrity does not equal success. Look at the new fall crop in
primetime.
Marquee names like John Goodman, Michael Richards and Bette
Midler flopped, with the ratings registering an initial flicker of
interest followed by a flat line. Year after year, the networks refuse to
learn the lesson that viewers aren't about to mindlessly tune in to a
program just because its star has already enjoyed a hit show.
What should really be driving syndicators is a lust for
innovation, not celebrity.
The talk show genre, which has been mostly stagnant for
several years, needs to have its formula shaken up. Instead, the same old
format serves as a revolving door for very uninteresting personalities.
Some of the male contenders in the talk genre are a tad
more interesting.
"The Other Half" is the inevitable follow-up to
"The View," featuring four men talking turkey instead of women.
By themselves, co-hosts Dick Clark and Danny Bonaduce (along with two
newcomers) would be unimpressive, but there's been a need for a
"View" counterbalance since its inception.
Although it may technically be considered a talk show,
my dark-horse pick is "Crossing Over With John Edward," Studios
USA's recycle of the Sci-Fi Channel's cult hit.
Edward is a psychic medium who talks to dead people while the
deceased's astonished relatives marvel at his intuition. Horse pucky or
not, "Crossing" is a late-night delight deserving of the greater
exposure it's about to get.
Smartly, there are no new court-genre entries
this year. With 10 active entries, six of which are in decline,
syndicators have maxed out viewer interest. This kind of restraint across
the board is worth congratulations.
As for innovation, the genre to watch is dating shows.
Hot on the heels of the always inventive "Blind Date" are a bevy
of unconventional offerings like "The Fifth Wheel," which is
something like "Temptation Island" in a
car, and "Rendez-View," which crosses "Politically
Incorrect" with, well, "Blind Date." These strange hybrids
sound just quirky enough to have legs.
My favorite syndicated offering: Pearson Television's "Colosseum,"
featuring Andrew Dice Clay being sent back in time to ancient Rome as a
booker for gladiator events. If Clay wants to preside over a real
slaughter, he can just tune in to contemporary daytime programming.
-Andrew Wallenstein is the television critic for Media Life.
Cover Page | Contact Us
© 2001 Media Life
