• by November 19, 2003

VIEWS AS WE SAY, NOT AS WE VIEW - That appears to be the contradictory mantra of TV programming executives who gathered recently for an IRTS panel discussion on the state of television programming. Those attending the seminar overwhelmingly believed "reality TV" had the best chances of any programming genre of succeeding in the current TV environment. But if the genre is successful, the executives said it would probably be without their help. Fewer than half of the TV industry insiders said they actually watch reality programming on a regular basis. "We seem to have witnessed a 'do-as-I- say-but-not-as-I-do' moment that may reflect the insecurity and angst of media insiders regarding what will work in this current environment-they're talking-the-'reality genre'-talk but maybe their hearts aren't in it," says Ted Valand, president-CEO of The VBS Group, a market research that conducted the on-site poll during the IRTS event. The only question the Riff has is whether any of those TV execs are men who happen to be between the ages of 18 and 24?

WANT TO REACH YOUNG GUYS? JUST GIVE 'EM A SMACK - Add Vince McMahon to the list of industry executives trying to find those missing young lads. McMahon's World Wrestling Entertainment, long a bastion for young men, is kicking off a $2 million ad campaign in an effort to attract more of those elusive young male viewers to its flagship UPN program "WWE SmackDown!" But the aptly themed "Smack Your TV" ad campaign may not sit well with the suits at the major TV networks - especially UPN's big brother CBS. The network- formerly-known-as-Tiffany has recently been scoring a surprising number of young male viewers, thanks in large part to its reality fare, not to mention its ultra hot "CSI: Miami." And if McMahon has his way, he'll try to take smack at CBS' Thursday night champ "Survivor." The campaign, from Seattle hot shop Wong Doody, includes on-air promos, print ads in Entertainment Weekly and Sports Illustrated, online ads on AOL and TV spots on Cartoon Network, TBS and TNT aimed directly at CBS' and NBC's dominance on Thursday nights. It's "the perfect antidote to the Thursday night primetime line-up of blah, blah," claims WWE marketing chief Kurt Schneider.

A MEDIUM YOUNG MEN DEFINITELY ARE NOT USING. OR, COULD THEY? - Living up to its reputation of fully formed figures, Figure magazine appears to be expanding after just one issue. The pub written for the zaftig set, sold out all 400,000 copies of its premiere issue and may surpass that figure with its second edition, thanks in large part to a new retail distribution deal with Wal-Mart stores. Ninety-two percent of 3,500 readers of the debut issue said they would buy the magazine again and 82 percent said they planned to subscribe. And just who are these gals? The research indicates they range in age from 20 to 54, are mostly married, college educated, employed, self- confident and, of course, tend to wear larger-sized attire (18W -24W).