MediaMeek
2002
ABC's fall prospects
Yes, we all know what a mess ABC is in. Drew Carey is down, Millionaire
may be out, Dharma & Greg and Spin City are waiting for the axe to swing
-- you know the drill. But instead of immediately focusing on the
negative, let's take a look at what's working. Monday Night Football is a
given, NYPD Blue is holding up better than anyone probably expected, My
Wife and Kids is promising and Sunday is -- thankfully -- not in disarray.
Add time period Band-Aid America's Funniest Home Videos, marginal
According to Jim and potential keeper Philly to the mix and that's the
good -- err, pretty good -- on ABC.
Now it's time to face reality. Even if Millionaire returns after a summer
hiatus the once killer game show is all but over. Although Monday Night
Football has the male audience locked up in fourth quarter, 8 p.m. Monday
is weak and the network will need to think about what to do in first
quarter after football ends. The lead-off Tuesday hour must be fixed,
Drew Carey is killing Wednesday from 9-10 p.m., 20/20 is off
across-the-board, Friday is a veritable ghost town and the Saturday Movie
is time period filler.
What to do? Well, as hard as it will be for ABC to pick up steam,
patience and promotion -- lots of series promotion -- are the tools the
network needs to get back on the map. Instead of scheduling shows and
immediately pulling them (think The Chair, The Mole, What About Joan), ABC
must choose the new series they believe in and let the audience eventually
find them. And while you can't fault the network for giving a show like
Once and Again three seasons to attract an audience, constantly moving it
put the final nail in its coffin. If ABC can look past the erosion and
find the right vehicles, patience and promotion might get them out of this
hole. Of course, that's a big if.
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