Commentary

TV's Riskier Program Gamble: Will Advertisers Still Participate?

by Wayne Friedman , Staff Writer, May 10, 2010

Is this TV summer a case of how to lower one's programming risk -- or a mindset of "why the hell not?"

Comedy Central is developing a show called "JC," an animated show about Jesus Christ finding himself in New York City, looking to get out of the shadow of his father -- a man who seemingly just wants to play video games and not focus on his son.

Seems crazy. This network already has issues with throwing around the name of Prophet Muhammad on "South Park." How does one sell this to advertisers?

Here's one approach: It's comedy, which means the bigger the subject, the bigger the laugh -- in theory. People have been making fun of big institutions, including religion, for hundreds of years.

Whatever you think about Comedy Central, give it its due. At least it continually tries to come up with something new, which is exactly what advertisers want. Marketers have complained about too much copy-cat programming in recent seasons. But how far should networks go?

The summer is traditionally the time for riskier programming ventures. Remember the summer of 2000? That was when CBS senior executives had to be charmed into taking a chance on a little show where people would be stranded on a Pacific island for 30 days, forced to eat bugs, bicker and compete with other contestants, and maybe win $1 million.

"Survivor" is still around a decade later -- once again in first place on Thursday night. "Survivor" started a new genre for TV: the low-cost reality-TV program (which soon yielded another category, higher-cost reality shows.)

Don't expect much this summer. It might be hard to squeeze out another programming category. A more modest goal: mixing different elements, getting quirkier, might be the rule. Right now there are more networks looking to combine comedy and drama, giving viewers more for their money.

TNT, for example, has "Memphis Beat," with "My Name is Earl" star Jason Lee in a George Clooney-produced show playing a cop who lives with his mom and is a musical impersonator at night.

TNT got into this kind of genre a couple of seasons ago with "The Closer" and then "Saving Grace." FX, of course, has been on the edgier side of TV drama for some time, with "The Shield," "Rescue Me," and "Damages." Advertisers were at first resistant, but have come around.

Here's the historical ongoing problem: Networks need to find the next big thing soon, especially with ratings of even the highest-rated TV shows drifting ever southward.

What does one head now this summer? Into safety? Into risk? Into the pool? Or into the pool of risky comedy featuring historical/religious figures?

5 comments about "TV's Riskier Program Gamble: Will Advertisers Still Participate?".

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Douglas Ferguson from College of Charleston, May 10, 2010 at 2:23 p.m.
You left out one tantalizing question: What network head is looking for eternal damnation?
Maybe there's a bigger audience to had by bear-baiting or live executions. Nothing seems too over the top when the almighty dollar is at stake.
Reply

Dave O'Mara from Logan Marketing Communications, May 10, 2010 at 3 p.m.

If there was any doubt that television has sunk to the cultural slime pit, the very suggestion of Comedy Central's plans ought to end it.

Paula Lynn from Who Else Unlimited, May 10, 2010 at 3:06 p.m.

Religion is entertainment (besides the power and control factors leading from fear and varying psychosis). The poorer and less educated, the more entertaining. Look at the die hard social network believers. Go ahead and try to take away their electronic connections.

Aaron B. from AnimationInsider.net, May 10, 2010 at 3:27 p.m.

Creating a series with Jesus and his experiences in contemporary NYC will be easy, and probably with less pushback than a few rolling of the eyes. Parker and Stone have already had Jesus curse numerous times and even kill people on occasion.

That said, I don't entirely agree with Comedy Central being in the boat of doling out originals. Just about every property they announced last week in their development slate could only be described or explained as the combination of two relatively unrelated other programs, from a similar genre. That isn't what I would call original, just laziness.

David Thurman from Aussie Rescue of Illinois, May 10, 2010 at 4:15 p.m.

Since they censored on Mohammed and probably when you get down to it were afraid of finding a car bomb in front of their studio or losing a head or 2, figure that the Christians won't do a thing, and they can reuse the skit there. repurposing with no purpose. Brilliant!