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28 March 2008
New TV shows take a beating

 
It's been a midseason muddle for the broadcast networks in the US.

 
Most of the 10 comedies and dramas launched in the last three months, such as NBC's high-profile Internet pickup quarterlife and Fox's Julianna Margulies drama Canterbury's Law, struck out with viewers.

The resumption of regular programming, as the industry slowly ramps up production following the 100-day writers strike, cannot come soon enough for the networks.

The walkout, which ended six weeks ago, transformed the TV schedule into a barren landscape of low-rated reruns and reality shows, not the best platform to promote new scripted offerings.

Midseason often is reserved for rolling out questionable shows that didn't make the networks' cut for fall. Some shows do find an audience, such as ABC's Grey's Anatomy, NBC's Medium and CBS' Rules of Engagement. And Fox has regularly held off promising new entries to launch around midseason heavyweights American Idol and 24.

This season, the midseason scripted batting average has been modest: CBS took one bite at the apple with the February comedy Welcome to the Captain. Airing amid repeats of its Monday night comedy block, Captain was sunk after five episodes. ABC debuted Miss Guided after Dancing With the Stars. The sitcom averaged 9.3 million viewers, losing 7.7 million from its lead-in. When moved to its regular Thursday slot, the series dropped to a 6.3 million viewers. The drama Eli Stone, which airs against Lipstick, has given lukewarm returns with a 8.6 million viewers. Still, ABC is creatively pleased with the show, and Stone looks likely to return next season.

But the network with the worst, and best, track record is Fox.

Currently a lock to win the season, Fox's January-launched Terminator: The Sarah Connor Chronicles remains the highest rated of the midseason scripted flock with an average of 10.8 million viewers and is likely to return next fall.

On the downside, Fox recently threw four other shows against the wall that have largely failed to stick: the comedies The Return of Jezebel James and Unhitched and the dramas Canterbury's and New Amsterdam. "I didn't want to have anything left in the cupboard in case something surprised us," said Preston Beckman, executive vp strategic programme planning at Fox. "In the case of New Amsterdam, we have evidence the show is catching on among viewers and we hope to see that translate into ratings."

Of course, With Idol powering the network to weekly ratings victories, Fox can shrug off the missteps. And Beckman likewise noted the amount of reality programming on the air gave scripted shows an uphill battle.

"As all the nets put on more unscripted, it's not the right environment to promote scripted shows," he said. "It's a different audience."

With scripted shows like CBS' Monday night comedy block returning to above-average ratings, networks are anticipating an influx of scripted TV fans as fall shows resume their runs. But whether any of the struggling midseason efforts will benefit from the on-air revival remains to be seen.


 
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Article: from Reuters
Image: Reuters
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