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HBO: It's Just TV Now -- And That's The Problem
by Wayne Friedman, Tuesday, March 18, 2008, 3:30 PM

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When will HBO find its programming mojo again?

HBO brass has been wondering that, too. They recently decided that Carolyn Strauss, the company's president of entertainment, should consider hiring a "lieutenant" to help her find it -- another way of saying "Please look to hire your eventual replacement."  No dummy, Strauss then wanted HBO to review her entire situation at HBO.

And you know what that means.

So Strauss leaves her position (possibly getting another HBO spot), which means others are tasked with figuring out how to get back some of the ground-breaking glitz shows like "The Sopranos" and "Sex in The City" brought the network. Showtime has seemingly stolen some of that HBO patina recently with "Dexter," "Californication,"  "Weeds," "The L Word" and others.

Is HBO in a rut? Perhaps hits -- edgy pay-TV, foul-mouthing hits -- are harder to come by. Blame the rise of digital entertainment, or the writers' strike, or too many Starbucks yet too few overcaffeinated writers.

Recent HBO efforts like "In Treatment" and "Flight of the Conchords" have attracted ho-hum audiences. But to HBO's credit, both have gotten decent reviews. The same can't be said of the highly touted "John of Cincinnati," which debuted right after "The Sopranos" ended -- and got neither good audience numbers nor notices.  

Everyone has said it:  It'll be almost impossible for HBO to outdo itself against its incredible run of programming in recent years. Now it's left with nice-sized, crowd-pleasing but aging hits like "Curb Your Enthusiasm" and "Entourage."

Perhaps HBO has walked too close to the programming fringe for too long -- which isn't a bad thing. But that's more an Internet thing these days. Grabbing mass audiences is increasingly difficult.

Typically one show can define a network -- especially in cable, increasingly on broadcast. So ask yourselves this: What defines HBO right now?

If you took longer than five seconds to think about it, that's just the problem -- why HBO executives want some big splashy new programming that'll live up to its self-anointed marketing line: "It's not TV. It's HBO."

Right now HBO is just TV -- and that's the problem.

10 comments on "HBO: It's Just TV Now -- And That's The Problem"

  1. Kristin Conner from LexisNexis
    commented on: March 19, 2008 at 4:50 PM
    It's not just Showtime that's getting better programming, it's also AMC that took up Mad Men when HBO passed it over and Breaking Bad (maybe AMC likes titles that have two words that begin with the same letter). FX is also bringing sexy, provocative shows to the frontlines as well.

    HBO also needs to spruce up it movie lineup since so many of them are so stale and boring. I'm not a sports fan so that doesn't really interest me, but Bill Maher seasons are way too short.

  2. robert hegyes from THE VENICE WALK PRODUCTIONS
    commented on: March 19, 2008 at 5:50 AM
    Let's get real... it's still all about the "Deal". Mega Agency (CAA. ICM,UTA, WMA, ETC) + ShowRunner "A" List Producer/Client = Buyers (HBO, ABC, NBC, ETC) Green Light --- Consequently, as long as the "Creative Gene Pool" is mutated by Entertainment Division Executive's who mandate "exclusionary creative politics" in order to justify their insanely inflated, overpriced above-the-line spending to expose 120 minutes of film to The Corporation (GE, ETC)... behold, the dinosaur that we know as Cable/Network Television continues to trudge ever so closer to extinction... Go Internet... Creative Freedom's new petrie dish of artistic growth, not breeding off monetary old-school waste, but rather flourishing from the "inclusionary concept" that anything is possible when you start with a good idea, rather than a good deal!

  3. george m from Self Employed
    commented on: March 19, 2008 at 3:19 AM
    "In Treatment" and "John Adams" are two of most amazing new programs on tv. In Treatment takes patience to fully appreciate while John Adams is a very well thought out look into one of the most important times in our history. Unfortunately they will not entice the shallow masses that like their entertainment of cheap thrills that numbs the mind. HBO gets it. I hope many more do also. BTW I'm not some older blowhard. I'm 33 and frustrated with the lack of solid inspiring programs.

  4. Steven Donahue from Strategic Business Consultants
    commented on: March 18, 2008 at 5:39 PM
    W

  5. Vonn Butler from DIALECT PROPERTIES, LLC.
    commented on: March 18, 2008 at 5:14 PM
    How could you forget "The Wire" in your list of groundbreaking HBO series?

  6. Jim Reinl from Time Warner Media Sales
    commented on: March 18, 2008 at 5:04 PM
    Just TV? Apparently you haven't tuned in to Sunday night's premiere of "John Adams." It is undoubtedly THE best television on TV, broadcast OR cable (oops, forgot about that mind-blowing blockbuster Fox Television series "American Idol!).

    I'll ride out the current low tide of regular series as long as great shows like this come along every few months. In the meantime, I'll be "In Treatment."

  7. Tim Rank from HRP
    commented on: March 18, 2008 at 4:57 PM
    I agree, Wayne. I'm moving this weekend and while scheduling cable service decided against the packaged "movie channels." When original content was available the premium servie seemed worth it...no longer.

    The programming is so memorable, even one as talented as Wayne Friedman can't properly recall "John From Cincinnati" :)

  8. Dave Robinson from O'Leary and Partners
    commented on: March 18, 2008 at 4:29 PM
    HBO has shown real leadership in sports journnalism. Real Sports with Bryant Gumbel, Costas Now, the occasional specials (UCLA Basketball Dynasty, Michigan/Ohio St. Rivalry, the baseball retrospectives) have all been outstanding.

    It would be intersting to see them go in-depth in other areas; politics (imagine Bill Moyers with a budget!), entertainment (not "making of", but more like Hollywood Shootout), and other areas.

    And, of course, they should continue to shine in mini-series, and made for tv movies....

  9. T Y from cdc
    commented on: March 18, 2008 at 3:54 PM
    Well yes, but no.

    I pay for HBO to get creative, well written programs that make you think. That list includes their mini-series, series, comedy specials and documentaries. Usually, HBO delivers and I grant you that the pickings are slimmer than usual this spring but I don't think they're failing.

    BTW, "All in the Family" took a while to catch on.

    Personally, I like "In Treatment" with the lack of violence and intelligent, adult (mature) oriented dialogue concerning adult issues and content.

    If you're going to rail on anything, keep pounding broadcast tv with childish, 5th grade targeting. It's become one big talent show, reality show, grotesque violence/autopsy cesspool.

    Just my opinion.

  10. Khalid Low from Prudential Financial Advertising
    commented on: March 18, 2008 at 3:54 PM
    FYI, HBO is also facing stiff competition from Showtime's boxing which is having some stellar line up of good match-up fights. It's not just the shows only.

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WAYNE FRIEDMAN
  • Wayne Friedman is West Coast Editor of MediaPost.



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