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'Undercovers': NBC's first step toward redemption?
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NBC has a lot of work to do for next season, so it makes sense that the network would get started early with the pickup of its spy drama "Undercovers." As much as getting a piece of its 2010-11 schedule in place, though, the pickup is sending a message that NBC is a safe place to play again for people who make scripted dramas. That alone won't reverse a six-year ratings slump, but it's a start.
Following the short-lived and strange Ben Silverman era and the hot mess that was Jay Leno in primetime -- both of which caused grumbling and in some cases outright hostility in the creative community -- NBC signaled early this year that it was jumping back into scripted drama in a big way with shows like "Undercovers" (from J.J. Abrams and Josh Reims), a "Rockford Files" remake from "House" creator David Shore and shows from David E. Kelley, "Sex and the City" writer Cindy Chupack and producer Jerry Bruckheimer.
Yes, the boatload of drama pilot orders (10) and the four to six new series pickups that will likely come out of that crop were necessary, given the huge hole NBC dug for itself with the Leno experiment. But Angela Bromstad, who oversees scripted programming for NBC, her boss Jeff Gaspin and other network executives probably also had to do a serious sales job to convince high-profile producers that they were once again welcome.
Of course, having well-respected creators making shows for you is no guarantee that any of them will be hits. NBC already has several critical hits on its schedule -- "Chuck," "Parenthood," its Thursday comedies -- but none of them draw especially big audiences. ("The Office" is in the top 20 in adults 18-49, which is NBC's benchmark, but that's it among its scripted shows.)
The way the network TV business has changed and audiences have fragmented even since the last time that NBC was on top in 2004, it would be foolish to predict that "Undercovers" and whatever else picks up will turn the network around the way "Desperate Housewives," "Lost," "Boston Legal" and midseason show "Grey's Anatomy" did in 2004-05. ABC had fallen hard and fast by overpopulating its schedule with "Who Wants to Be a Millionaire," but it hadn't been down for nearly as long as NBC has been now.
NBC will probably do a lot of managing expectations at its upfront, talking about rebuilding and re-establishing itself as the home of quality drama (it's a familiar song). The early pickup for "Undercovers" means NBC can also start the hype train now -- if we were running the network, we'd get promos on the air this week and show more than just a trailer for the series at the upfront on May 17.
Then, you know, make sure the show and everything else it picks up for next year are good.
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J.J. Abrams' 'Undercovers' gets green light from NBC
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WOW
sounds like CHUCK
This new show is a good first step, but they're still two steps backwards by renewing garbage like P&R and Marriage ref and thes eoher idiot reality shows they have on there. One scenario is to remove Bromstad from her position and put someone in there who has a vision and is not a YES person to Zucker as she is. THEN we might see a slight uptick in the ratings for next season and to give shows a chance to gel and to stop CXLing shows like they did to Vegas with To be Continued on them. You listening NBC?!
so, ERICinHB asks if NBC is listening, and I, fortunatly for Eric, am convinced they are. Clearly Comcast/NBC are running Zap2it. With Comcast buying NBC and Comcast products (Fancast) plastered all over this website, I am not surprised Zap2it is now promoting NBC.
You failed to mention that they're taking a chance on a show with two black leads, something they haven't done in years.
All of the networks are working to grab the attention of the same 18-49 year olds. Some one should take a step back and look to see who might be still watching broadcast TV. They should be spreading that age group a little further and include the baby boomer generation. The 18-49 year olds have busy lives with working and raising a family. They are more likely to be more tech savvy using the new advances in technology. They tend to use computers, game systems, cell phones and alike for entertainment and have little time to sit to watch television. Where the baby boomers do not depend on these other devices to entertain themselves and do not live as busy lives. Maybe if one station (like one that is already at the bottom of the ratings) could try some programming for the older generation they may find their ratings go up long term. I know it’s all advertising money that moves TV but isn’t money just money? It’s the same if it comes from dish detergent ads or all term health care insurance.
It's a nice thought you have, LINM, but the people who run networks these days are like recalcitrant children who insist on doing the same thing over and over, expecting a different result (which is also the definition of insanity, as it happens). They (and advertising execs, who are just as stupid and stubborn) will not change their pattern, because they are just so, so sure that they're right, even if recent trends have shown otherwise. Older folks (say from around 35 and up) tend to watch more scripted programs, while younger people tend to prefer easily-digested pap such as American Idol, which requires no real thought or commitment.
Yes, networks and advertisers should be going after the folks who actually have money to spend on all the crap commercials try to sell, but trying to change the minds of the modern executives is like attempting to experience tantric sex with a eunuch.