Foxs strategy this season of staggering the launch dates
of The O.C., 24 and other shows as part of a year-round
programming schedule is an idea that looks good on paper.
Then again, so did Skin and girls club.
The challenge for Fox will be in how it reacts to the inevitable early-season
bumps, as when a heavily hyped show like Skin bombs after one or two airings.
Will Fox stick to its plan, or will it panic and accelerate the return of
24, rest of the season be damned?
For a year-round programming schedule to work, Fox needs to find ways to fill
in the gaps that are bound to emerge in October without weakening itself in November and
January. For that reason, the network has a number of short-run series in reserve, such as
Renovate My Family with Jay McGraw (son of Dr. Phil).
But Fox should also consider tapping another resource, one that's readily at
hand: the hour-long dramas on sister cable network FX.
Utilizing FX would not only be cost-efficient, it would be sound programming
strategy.
Here are three reasons why it should do so and why it may have to. (1) Foxs schedule is again laden with reality shows, which often
have fickle fates.
Reality shows may be here to stay as a genre, but individual shows
can be pretty unpredictable, and that's true not just for new shows but for returning
series as well. The gimmick that snagged viewers in the spring can easily become a turnoff
when the show returns in the fall.
Witness the spectacular failure of Joe Millionaire 2 last fall,
and of course there's this season's poor start for NBC's The Apprentice. It's
certainly possible that "Apprentice" will recover, and it has shown some signs
of doing do. But it's pretty clear the show has lost the huge buzz factor of its initial
season.
Then there's The Next Great Champ, the Richard Branson
Appentice knockoff The Billionaire, and the second coming of
The Swan. Should one or more of those shows tank, and "Champ"
already has, the network will be left with sizeable holes in the schedule that could
easily be plugged with the help of FX.
(2) FXs dramas are better than almost any scripted drama
Fox has to offer.
The early buzz says that Fox has a hit in House, the
CSI-meets-ER drama with British actor Hugh Laurie
(Blackadder) as an acerbic doctor with a knack for solving medical mysteries.
Fox is also counting on The O.C. to challenge NBC on Thursday nights.
Problem is, House and the second season of The O.C.
arent set to begin until November, while perennial hit 24 wont
return to the schedule until January.
That leaves North Shore as the only scripted drama presently on
Foxs lineup. While Shore at least seems to revel in its frothy premise,
it has not demonstrated any capacity to draw an audience. Even The O.C., for
all its youthful appeal, became ponderous late in its freshman year.
Neither of these series has the kind of edginess that has driven the success
of The Shield, Nip/Tuck and Rescue Me on FX.
One might argue that The Shield and Nip/Tuck
would be too intense and shocking for the tastes of many network viewers. But they could
be snipped for language and nudity without losing any of their effect as compelling
dramas. And even if some of it were left in, would it matter that much? As a
network, Fox has always prided itself on its penchant for taking chances. It would not be
the first time it ruffled viewers.
(3) Splicing in hit FX shows would be a win-win for Fox.
As stop-gap measures go, primetime reruns of established series are a pretty
safe bet. The core audience of a show is liable to tune in, even if theyve already
seen it. And as shrewd programmers know, reruns are a good way to build a shows
audience.
In the case of shows like The Shield, Rescue Me and
Nip/Tuck, encore showings on Fox would give those programs an opportunity to
pick up new viewers who havent seen them yet because they do not have FX or aren't
in the habit of watching it.
Both Fox and FX would gain.
Can it work? Sure.
ABC employed this strategy two years ago with Monk, airing reruns
of the USA hit on Thursday nights after Dinotopia crashed and burned.
Monk helped ABC plug a hole, while the reruns helped Monk expand
its audience. Monk continues to be one of the strongest dramas on cable.
NBC also aired Bravo's "Queer Eye for the Straight Guy" during the
slow summer months last year, giving the cable show a boost and pumping up its own
ratings. |