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'Ugly Betty': Will Wednesdays be its high or where it'll die?
Last week, "Ugly Betty" was granted a pardon from the cancellation guillotine and given another chance at life on Wednesday nights.What will it take to get the show to its fifth season? We believe it needs three important things if it's to go on: ABC's support, much higher ratings and positive media response.
Here's how "Ugly Betty" is currently faring in those areas:
ABC's support: It's generally accepted that the network voiced its support of "Ugly Betty" by moving it to Wednesday nights from the Friday night death slot.
Yesterday at the TCA press tour, ABC Entertainment President Stephen McPherson briefly discussed the show.
"We still love that show," says McPherson. "Friday has been a struggle. I don't think many people were aware about the move [to Wednesday]. Hopefully we can do better with that."
It's big of ABC to admit their marketing around the move was not effective. McPherson goes on to say that that they'd like "Ugly Betty" to remain in the Wednesday night block, but he'd like to see it grow. That, of course, brings us to...
Ratings: ABC marketing blunder or not, the numbers still speak volumes. "Ugly Betty" didn't exactly make a splash in its new Wednesday night slot.
First, the (sort of) good news. According to Media Life and Broadcast Newsroom, the dramedy averaged a season-high 1.6 rating among adults aged 18-49 after last week's first airing on Wednesday. That beat its numbers from its last Friday airing, but only slightly. It did, though, beat the final airing of "Eastwick," which had the slot before "Betty," by 60%. That's good if you ignore the fact that the "Eastwick" audience probably gave up watching after news of its cancellation.
The rest isn't so pretty: "Ugly Betty" lost about 40% of the audience from "Cougar Town," it's lead-in at 9:30 PM. Ouch. In our estimation, "Ugly Betty" is going to have to almost double its audience in the next few weeks to stay viable. If ABC decides that it's too much of a ratings ball and chain, we believe they'll either move it to another night (which most definitely will mean its demise) or cancel the show outright.
Media reception: "Betty's" exec producer, Silvio Horta, told Zap2it that the move to Wednesday nights was influenced by fan pressure and positive critical reviews for this season. The reviews still seem positive (though scarce).
Entertainment Weekly, though, has really thrown its influence at the show: It continues its weekly "Ugly Betty Bites" feature. They recently urged readers to give the show another chance with an "'Ugly Betty' PSA." And scoopster Michael Ausiello dedicated one of his 2010 resolutions to influencing the show's renewal.
Yet, with only one of the three factors for renewal going in "Ugly Betty's" favor, it doesn't look good.
Maybe they can get Adam Lambert to take Betty's braces off while Lady Gaga holds her hand and sings "Paparazzi"? Needless to say, something has to draw viewers back if the show is to survive. What do you think it'll take?
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Related:
'Ugly Betty' exclusive: Ana Ortiz and Tony Plana on a new start, new love and a musical episode [VIDEO]
'Ugly Betty' exclusive: EP Silvio Horta on the show's missteps, the media and surviving Fridays
TV Show Rehab: 12 steps to a better 'Ugly Betty'
All 'Ugly Betty' show recaps
Photo Credit: ABC
[UPDATED: "Ugly Betty" lost about 40% of "Cougar Town's" 18-49 audience.]
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They should get Taylor Lautner to guest star ;D
Every body at ABC should take a step back, breathe and give the show some time.
This seems to be because some 'genius' first moved UB to Friday then was embarrassed by the mistake and ratings plunge and now wants to justify the original decision because the FIRST episode of its return to Weds didn't do blockbuster numbers.
Give a few episodes and stop panic!
They need a huge star. But you know what...you never know. ABC has made some strange choices like renewed Scrubs and Better off Ted when they had these kinds of ratings that Betty had last season.
I really hope Betty does a lot better...I'm been the best season ever.
Wednesdays at 10 everyone
I'm sorry but are we adding and subtracting in an alternate reality? Cougar Town Had about 8 million viewers. Ugly Betty was in the high fives. That's not even close to "over half" Are we talking the 18-49s?
i just recently became a fan of ugly betty and would hate to see its demise. abc really needs to give it some time. meanwhile, they've got crappy shows going like the bachelor and extreme makeover needs to retire...and what about find my family? i mean seriously. ub just needs more attention. i really think its a great show!
I think that the show should have new storylines and better and they should bring back the old music from season 1-3.
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They can help the show grow by 1-DO NOT KEEP MOVING THE TIME PERIOD
AROUND ! ! ! -- 2-LESS SPECIAL GUESTS. They do nothing for the story line. They only show off they the show can get some really important celbs. -- 3-GIVE BETTY A REAL LOVE INTERST. How can I possible care about a relationship she is having knowing that the last few boyfriends have gone in and out of her life before I the viewer had a chance to care if it works. This goes for her father and sister also. It seems like they are mere time fillers. -- 4-Have Betty continue to try to build her career. - 5-Have everyone working toward the SAME STORY LINE... SAME ANYTHING ! ! ! They each seem to be running in to many different directions. – 6-GET THE BRACES OFF ! !
KEEP IMPROVING HER WARDROBE. She can not possible work in her field for this long and not pick up some pointers on how to dress. Anyone she interview for an article would not take her seriously and give her the time of day.
I'M 67 AND HAVEN'T MISS A SHOW UNTIL SOME STUPID PERSON DECIDED TO PUT IT ON AT 1O PM.[BED TIME] PUT IT BACK ON THURSDAY WHERE IT STARTED. THERE IS NOTHING ON THAT NIGHT ANYWAY
Ugly Betty is a unique and very good show it is different than any other 1 hr series there ever has been or is on tv at the time. ABC is not being fair to the show by moving it 3 times to a new night in one season it should at least get a 5th season so people can see it moved to a new night and build its audience again isnt it sad when people would rather watch jay leno or supernany over ugly betty come on people wow