There are so many problems with television today that I couldn’t possibly begin to enumerate all of them here. Instead, I’m going to talk about the one that I find the most troubling – or rather, the most annoying – that is, why networks are so quick to pull the trigger on cancelling new shows.
I can understand the reasons behind it. Shows with low ratings or the wrong demographics for the network lead to fewer advertisers vying for the ad spots in those time blocks, which, in turn, leads to lower ad revenue for the network. The economics of it, though a bit course, make sense to me. Networks want to increase the revenue for their parent company and their shareholders benefit.
Each week there are ads for a new, and admittedly horrible, reality show staring some schmuck looking for his fifteen minutes of fame. It doesn’t cost the network much because they don’t need to pay out huge amounts to, say, the cast of Friends, to film one episode. Like in
Age of Love, a new reality show that is, according to several publications, the “summer’s guiltiest pleasure,” they provide the house and the amenities, but they aren’t paying each individual hundreds of thousands of dollars per episode, in addition to an expensive crew, and more. It’s a reality show where the people are competing to essentially be on the show and so the competition reduces the cost to virtually nothing.
One problem with the cut and run technique is that advertisers are privy to these mindsets. Advertisers want to put their weight behind the premiere episode for new series, but then don’t want to touch the show until there is an established following. Sure the networks make a boatload of cash with the premieres, but there is more cash to be made by the established series that have consistently high advertising draw. Advertisers want to discover the demographics, find out whether the show’s morals line up with their corporate morals, and then determine whether it is reasonable to put their money into nationwide ads during that slot. With established shows, the data is more plentiful and makes these decisions easier.
In an age of “I want it now” attitudes and more short-term viewpoints, networks are jumping on the easiest, lowest cost, and highest revenue fads that hit the market rather than coming up with the long-run strategies to win the ratings game. New shows hit networks each season – or in some cases, it seems like each week – to try to appeal to the ever-changing consumer psyche. It’s understandable from the network’s point of view, but it’s annoying and frustrating as a viewer.
From a viewer’s perspective, we want quality shows over quantity of shows. I don’t want to sit through the gluttony of fifteen crappy shows when I can watch two or three excellent shows that are well thought out, well put together, and provide great entertainment. I want to see a show that brings you into the characters’ lives and makes you care about the characters rather than believing they are expendable. That is the sign of a quality show. If the network is cranking out mediocre television and new shows of the same quality each season, it makes the network look like an overpriced discount shoe store that can’t make up it’s mind whether it wants to be high-class or play to the lowest common denominator. It also shows that the network is looking more at filling its schedule with pointless drivel rather than putting any sort of effort into a new series.
Another point that isn’t stressed enough is that shows mature as they continue. The writers begin to notice the quirks of the actors and write those into the characters. The teams working on the project begin to meld and work together in ways that are just not possible during the first six or seven episodes of a series. In some rare instances, everything clicks and the show just works from the first moment (while I’m a little biased, I like to think that was the case with
The West Wing). In those other cases, the first episodes get through the ratings game and are allowed to develop into stronger shows. Like in any office, you have the first few days when someone new starts, a new project begins with an eccentric group of people, or a new department is put together, where there are kinks that need to be worked through. A few weeks or a few months later, things start to click and the office runs smoother. The same can be said as a show matures. The show, typically, only gets better with age (no cheesy wine joke here).
As a corollary, viewers cannot get into shows if they think they are going to be cancelled (Bill Simmons, ESPN columnist
has a great bit about this in his mailbag while talking about
Friday Night Lights). I’m not going to start watching a show on, say, NBC that’s starting in the spring if I feel like it’s just filler until the fall schedule comes out. This was the main problem over the last few years with NBC – especially this past year.
Heist, a show with an
Ocean’s 11 feel, was on NBC in spring of 2006, but only ran for seven episodes. The show was created with an ending in site – the crew was going to rob a chain of jewelry stores in Hollywood at the same time – just before awards season. The first episodes dealt with a few minor thefts to get set up for the bigger heist. Unfortunately, the show was cancelled after seven episodes – or more accurately, was just taken off the air without much notice from NBC – so we never got to the jewelry theft. Similarly,
Black Donnellys from this past spring ran for only a handful of episodes before being dethroned after strong reviews but low ratings.
I watched both shows and felt totally used at the end of each. It’s like dating a girl for the weeks leading up to prom, only to take her to prom and leave you sitting in the limo. You’re stuck. You want to start watching a show that’s going to require at least a season because of the longer term plotlines, but you don’t because odds are it is going to be cancelled. An interesting dichotomy, but more accurately, it’s the reason we don’t watch as much television. I’m hesitant to get into shows that build over more than one episode because I don’t want to be left in the limo again.
Another point about shows maturing is that people become more attached to the characters. The stories of the characters start to make more sense than the individual episodes that only give you a brief glimpse into their lives. This attachment leads to an almost insatiable desire to watch each week and follow the stories. For the networks, it leads to higher ratings and alas, higher revenue.
One other point that we’ve seen in recent years is the art of the spinoff. CBS and NBC have perfected it with their different flavors of CSI (
Vegas,
Miami, and
New York) and Law & Order (
The Original,
SVU, and
CI), respectively. ABC is working on it this season with a new take on
Grey’s Anatomy, called
Private Practice. These spinoffs not only lead to new plotlines, new character development, and new paths, but also allows the network to build on the strength of the already created brand. ABC describes
Private Practice as a show with “exciting new faces in a sun-drenched new city to create a show with a whole new vibe” centered around Dr. Addison Montgomery from
Grey’s. There is already a built-in audience awaiting the show’s arrival. There is little need to brand it initially, as the show will take on a life of it’s own and differentiate itself as the season progresses. Allowing a show to mature beyond six episodes can be a great addition to revenue.
Looking for the quick hit for ratings booms may be profitable in the short run, but letting shows mature can pay huge dividends. And after all, isn’t that what the network is looking for?