Is Cable the Savior of Television?
By: Mark Runyon | Category: PM Television Commentary | 03/21/05 | 04:44 PM
The major networks are starting to wear their lack of innovation like proud scar. It was recently announced that the Law & Order franchise would be spinning off again into a new series "Trial by Jury". That makes 4 active Law & Order shows that seem to be competing with CSI to see how finely they can slice their success before it disappears completely.
For a while now, television has been sliding precariously down a slippery slope. The witty comedies and original dramas just weren't materializing for the studios like they had in the past. They were riding the vapors of yesterday's successes, "Friends" and "Frasier" to name a few, trying to piece together a strategy for the days when their cash cows were put out to pasture. The success of "Survivor" gave birth to the truly ugly thing known as reality TV that is actually anything but. The inkling of their success has spawned a crop of shows ("American Idol", "The Apprentice", "The Bachelor") that prompted the creation of posers ("the Benefactor") and spin-offs ("the Bachelorette") ultimately birthing this 40-headed hydra we can't seem to kill.
It appears that the general public is finally growing weary of reality, which means that the studios are going to have to start getting creative and pushing smart comedies and compelling dramas again. Not really their strong suit. ABC showed it has more than a few tricks up its sleeve this past Fall introducing us to the clever "Desperate Housewives" that has stepped in to fill the void that "Sex in the City" left and "Lost" which sprouted from JJ Abrams success with Alias. Yet these few successes come at the price of being forced to sift through a lot of crap: "Joey", "North Shore", "the OC". Oops, now how did that get in there?
Cable is proving to be the saving grace of television as they consistently gravitate towards smart dramas that flush all the conventional formulas like "Nip/Tuck" and "Six Feet Under". I understand that cable doesn't have the viewer requirements to meet like the majors, which affords them the flexibility to take more chances, but it looks like they would perk up their ears and take notice of this simmering success. NBC, in such hard straights, folded one of its sister network's success, Bravo's "Queer Eye for the Straight Guy", into its own fold for a while. Cable is consistently outdoing its big brother when you look at programs like the fresh, laugh riot of Dave Chappelle's Show in comparison to the incredibly stale "Saturday Night Live". Why should we celebrate 25 years of "SNL" when the last 5+ have sucked? I think they should get docked those years. "The Daily Show" has become the most watched news oriented program by 18-24 year olds. Now I'm not suggesting Peter Jennings (assuming he's even still around) start supporting his breaking news segments with a furry punchline, but it shows you that the unthinkable, getting college kids to care about the news, can done. It took Comedy Central thinking outside of the box to take a chance on Jon Stewart's revolutionary program.
Another problem is the network's inability to stick with shows that rest on the ratings bubble, constantly dangling the threat of cancellation before the cast and producer's noses. One of the most innovative comedies on television, "Arrested Development", finds itself in the cross hairs as it steadily works to find its audience. I'd hate to think what would happen if "Seinfeld" were released today. It took three seasons before one of the greatest comedy of all time caught on with mainstream audiences. What is that current "Seinfeld" sitting on the studio's chopping block as they wave the ax of impatience?
So what is the answer to this growing dilemma? Ditch any non-essential reality programs and quit queuing up new ones. You are just getting yourself further in the hole. Focus on smart dramas and comedies that take chances; breaking the existing, tired molds. Also let acclaimed shows have space to grow. You can't expect a show to catch on instantly, which nurtures migraines among the marketing department. These shows tend to find their footing through grass root followings that slowly muscle their way into the mainstream. The studios time horizon can't be set at one season. They have to foster promising shows by allowing the writers creative freedom to take chances without standing over them with the cancellation noose. Also you must align these shows with similar programs that will create a synergy flowing through one another. 'Must See Thursdays' weren't that long ago, were they? The studios hold their collective fate in their own hands. Will they decide to reverse these frightening trends by rising up as fiesty competitors or will they continue to see their viewership devoured by cable and other media outlets like the Internet and video games. Only time will tell.
PM will be reviewing the first tastes of two promising new series, the medical drama "Grey's Anatomy" and the Americanization of the BBC hit "the Office", in the weeks ahead so be sure to check back in for these features.
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