The Exit Strategy

Networks need an exit strategy. And right now, NBC just doesn't have one.
It's been a play practiced to precision at NBC. As shows ends, new ones-for NBC, hit ones-need to take its place. The network has always been the face of television: Its history alone speaks for itself. From Brandon Tartikoff to Warren Littlefield, then to Scott Sassa: All these men left their successor with programs to keep the network afloat while replacements are developed.

In this fashion, Jeff Zucker kept on Friends for one more year -- not just to give it the creative conclusion it needed, but to buy time to find its replacement. This is the "exit strategy" at its finest: While the hit show keeps viewers invested in the network, the replacements are being developed behind the scenes. Sometimes, these replacements hit the airwaves while the "original" is still on. If the replacement is a hit, the original can fall into a safe retirement. If not, the network must scurry around to develop a show more suitable.

When Ben Silverman entered the equation, NBC fell into what can only be called an impasse, churning out programming without achieving much success. This leaves Bob Greenblatt (Silverman's eventual successor) in a bit of situation. So far, what he had hoped would be hits has only been flops -- Whitney has been less than stellar, Mario Bello's cop-drama Prime Suspect essentially replaced, and mid-season replacement Are You There Chelsea? -- a title that makes sense as much as the show is funny -- premiered to only "OK" reviews and ratings.

Mr. Greenblatt said earlier this year, "We made comedy an important goal for us this season ", giving Up All Night (a freshman show staring Christina Applegate and Will Arnett) and "Whitney" full-season pick-ups, almost undoubtedly prematurely. Which begs the question, why? Comedy is the strongest suit of NBC, with the Thursday line-up a formidable opponent for other networks. Was it a PR move after their new drama The Playboy Club became the first show axed this season? Or was it because NBC had essentially put its reputation on the line for Whitney and refused to accept anything less than praise? It's not like NBC doesn't have another comedy waiting; Community, inexplicably, was benched mid-season to make room for the Chelsea Handler vehicle. Though critically loved, this probably has hurt the chances of Community being huge in the long run.

This denial of Whitney's failure certainly isn't going to help -- and spending millions on promoting a show that's only semi-decent could be better spent in the development of quality television. ABC has surged ahead because of its uncanny ability to pick programming that is not just appealing to masses, but is executed in a professional, artistic way. Lost, Desperate Housewives, Grey's Anatomy and Modern Family are all examples of this. Instead, NBC graced us this season with shows that are boring, clichéd, and borderline unwatchable.

There is no two ways about it: NBC is in huge trouble. Already slipping from first place to fourth in the ratings, there's a solid chance that it might just fall to fifth. Mr. Greenblatt needs to go back to the basics of NBC and focus on development, or else the hit shows on it's last legs now will not have the necessary exit strategy to even keep NBC afloat.

 

 

 

Follow Bethany McHugh on Twitter: www.twitter.com/bmchugh22

Comments

[Katharine Saavedra]

08:33 PM on 04/07/2012

Nobody cares what network carries a given show. The only things audiences care about are good shows. No one is out here thinking, "Gee, I want to watch something funny so I'll check NBC because they have the best comedies." We turn on the set, scroll through the guide and pick the first thing that looks good. Yes, we note the time and day so as to know where to look first at a given moment but our favorite shows get DVR'd so even "Appointment TV" is a thing of the past for an ever increasing number of us. The only time a particular network or cable channel registers in the mind is in the case of "narrow casting" such as Comedy Central or Cartoon Network/Adult Swim or niche programming such as Bravo. USA, A&E and FX, known for distinctive, and far more limited, programming. Even in these cases, though one may make an initial choice to watch or skip a new program based on prior experience with the network, they don't generally do this with the big four, CBS, NBC, ABC and Fox. Experience tells us that, at any given time, these channels may or may not be offering something to a particular viewer's taste and when they do they watch. I understand trying to build a brand. The problem is that doing so is directly at odds with pleasing everyone which is what NBC and the others are trying to do.

[ydrittmann]

11:54 PM on 04/06/2012

Whitney is not borderline unwatchable. It is absolutely unwatchable.

[George Otwori]

01:41 AM on 04/06/2012

Bent was their best new comedy this season most critics gave it positive reviews. Hopefully NBC gives it a second season sampling. Awake has also been pretty good but already lost a third of it premiere by the 5 episode. It should also be renewed so NBC keep what left of it fractured core audience.

NBC need to take a hard look at it's competitors show try do something way different. CBS also providing bland crime procedural and outdated sitcoms.

ABC has it's average soaps and couple good comedies in Modern Family, Happy Endings, and Suburgatory.

Fox look like it's in beginning of dilemma when it comes to scripted shows. After it's cancellation bloodbath in May 2011. When let go of it complex crime drama The Chicago Code and season 2 misfire of Human Target.In the fall 2011 Its expensive family sci-fi show Terra Nova never creatively found itself. While Alcatraz was just too half baked a concept. Now Touch is starting it's slip in the rating due Tim Kring creative touch. The Finder just couldn't find the audience Fox wanted on Thursday 8pm slot. I actually enjoyed that show.