NBC’s ideas for fall ’09: year-round scheduling, advertiser underwriting and more optimistic escapism.
Let other networks get complex (think ABC’s “Lost”), grisly (CBS’s “CSI”s), and let cable win awards for layered dramas (AMC’s “Mad Men”). NBC is steering middlebrow and upbeat while banking on deals with advertisers and massive events like the Super Bowl and the Olympics.
Unveiling its programming plans earlier than usual, the beleaguered network last week promised relaxing, escapist shows for tough times — and more of them — coming and going through the next 65 weeks.
This sort of year-round scheduling tactic was touted by Fox some years ago and, really, is just a smoother way of saying, as Dorothy did in Oz, “My, shows come and go so quickly here!” They come, they go and they avoid the logjam that used to be premiere week in September.
Advertisers may care about NBC’s bold new year-round initiative and opportunity to put their names on the marquee, like the old “Texaco Star Radio Theatre.” Viewers will be more interested in finding decent entertainment.
On the upside, the audience will be invited to regard specific time slots as grown-up- drama real estate or early-to- bed, family-friendly (at 7 p.m. locally) real estate, rather than mixing up the genres, so that fans don’t know where to find favorite program types.
On the downside, the network is still picking shows based on what worked in test runs rather than stretching for creativity. Exhibit A: “Knight Rider,” which clocked strong ratings as a movie, will be a regular hour on NBC this fall.
Last year’s buzz-heavy action show, “Bionic Woman,” was dumped going forward. So was the idea of a “Heroes” prequel. The low-rated but critically endorsed “Life” will be back, with Donal Logue joining the cast. And “ER” has its last hurrah.
Newcomers on NBC’s fall schedule include Christian Slater’s “My Own Worst Enemy,” about a guy who is part dull Everyman and part superspy, and Australian import comedy “Kath & Kim,” starring Molly Shannon and Selma Blair.
Also upcoming: a new version of the Robinson Crusoe saga; the life of Merlin as a teenager; a crack at Dr. Jekyll and Mr. Hyde; and a new take on David and Goliath called “Kings” (starring Ian McShane of “Deadwood”). Don’t think of them as literary classics; think of them as opportunities for mythic heroism and escapism.
An as-yet untitled spinoff of “The Office” will be launched in the post-Super Bowl slot. Why? Because the original is working. NBC is going to require so many episodes of “The Office” plus four padded, hour-long episodes, that everyone should be burned out on Dunder Mifflin well before the spinoff emerges.
Summer ’09 will bring “reality”: “American Gladiators,” “Shark Taggers” (taking a cue from cable’s ratings bonanza in shark programming) and a cooking show called “Chopping Block.”
In a throwback to early TV and radio, NBC is inviting advertisers to sign on as underwriters. For starters, a movie franchise will be called “Liberty Mutual Presents.” The insurance company is also a partner on the midseason drama “Kings.”
Clever idea, and more tolerable than product placements: You won’t see King David bragging to Goliath about his new liability policy. Of course the sponsorship deals say nothing about the quality of the projects under those banners.
Letting advertisers put their names on projects may be a way of spreading the cost of failure.
Clearly, letting satellite have first crack at “Friday Night Lights” is a cost-saving move that also lets NBC avoid bad press. “FNL” returns with 13 new episodes beginning Oct. 1 only on DirecTV, with a second run on NBC in winter 2009. A win-win.
Aiming to get out of fourth place in primetime, NBC has struggled for several years to reinvent itself and is now banking on high-profile events — the Olympics, the Super Bowl — to promote and launch shows it hopes will appeal to the masses. Like “Knight Rider,” the goal is to be popular, not inspired.
The schedule itself is less than revolutionary. And, as always, subject to change.
Joanne Ostrow’s column appears Tuesday, Friday and Sunday: 303-954-1830 or jostrow @denverpost.com.
