Two TV critics sound off on the plusses and minuses of NBC's new prime-time schedule, just revealed in full. According to Entertainment Weekly's Ken Tucker, NBC is "trying to build a bridge between what works on NBC now, and starting to create a new identity for the network's future. But what is that identity? Based on its new shows, NBC wants to do interesting work in mostly familiar genres." Meanwhile, Hitfix's Alan Sepinwall also analyzes the schedule day by day, adding some highlights from a conference call with network entertainment chairman Bob Greenblatt, who, Sepinwall notes, "tried to establish …

It's the reshuffling of the senior vice presidents! Starting June 1, Hearst Magazines Valerie Salembier, who was previously senior vice president/publisher, Harper's Bazaar , will now hold that position at Town & Country (also adding the title of chief revenue officer). Salembier will be replaced at Bazaar by Carol A. Smith, former senior vice president and chief brand officer of Elle .

A long piece in Ad Age discusses ad industry reaction to Newsweek and its merger with the Daily Beast, which may not, despite the company's hopes, actually be creating a "stronger sell for advertisers," writes Edmund Lee. "There's some crossover potential here," Stephen Colvin, CEO of the Newsweek Daily Beast Co. tells Lee. Colvin also admits that, according to Lee, "the two publications have separate advertising ambitions, which may be a function of the fact that, for all the talk about integrated ad buying and breaking down the so-called silos between media, advertisers still set their budgets by discrete categories... …

In the wake of launching a European print edition of Forbes magazine, Forbes Media Chairman and Editor in Chief Steve Forbes also discusses the company's profitability from its online strategy, noting that "digital revenues from Forbes.com now account for 50% of Forbes magazine's total revenues," according to the British newspaper The Telegraph. Forbes said that the company may also experiment with paywalls and micro-payments in the future.

Ok, "Two and a Half Men" is gross and kinda misogynistic -- though the excellent Holland Taylor and Conchata Ferrell both play strong but flawed women who consistently best the men. Still, we have to admit that we're part of the female audience for the show. So we were intrigued to hear that it won't be Hugh Grant but Kutcher who will be taking on a role similar to the one Charlie Sheen played on "Men." Television critic Alan Sepinwall explains why this is a very good choice.

In a TVGuide.com study, 20% "of respondents said they are now watching more live TV to avoid plot and reality 'spoilers' that may be revealed in real time by members of their social networks." Other survey results were more predictable -- sure, 77% say they discuss shows on social networks "to tell friends what shows they like to watch" -- but the study also found the 10 "most social" shows that viewers were discussing most frequently on Twitter and Facebook. The list was headed by "NCIS" and "American Idol."

Satellite provider Dish Network could be joining competitor DirecTV in offering a premium VOD service releasing movies eight weeks after theatrical release, thus pissing off movie theaters. Dish is currently talking to Hollywood studios about such a program where videos would be priced at about $30 apiece. Cable provider Comcast is also at the table with negotiations for a similar deal.

"We are excited to report that we're getting a totally new audience in our tablet editions," notes Gregg Hano, VP-group publisher at the Bonnier Technology Group (whose pubs include Popular Science and Popular Photography), in a Q&A with Ad Age's Nat Ives. In fact, adds Hano, "something on the order of 95% of the iPad subscribers are new to subscribing to Popular Science." Very good numbers indeed.

Initially, publishers were hesitant to accept Apple's rules for iPad magazine subscriptions, but more are coming round -- because their fears that they wouldn't be able to get subscribers' data turned out to be mostly unfounded, writes Forbes' Jeff Bercovici. Roughly 50% of consumers have opted in to allow Apple to share personal data with publishers. "To me, this makes a real statement about how much trust Apple customers place in the company's ability to create user experiences that are safe and enjoyable," writes Bercovici. "Can you imagine 50 percent of people opting in to anything out there on the …

Veteran journalist Jim Lehrer will step down from his regular role in the daily host rotation on 'PBS NewHour" on June 5. Lehrer, who spent 36 years at various incarnations of "NewHour," will still be involved in the editorial direction of the show, and will appear on some Friday broadcasts as well.