Commentary

Why 'Commander-In-Chief' Died

What pushed "Commander-In-Chief" mysteriously out of office?

It wasn't all the voting and viewing public.

"Chief," ABC's big effort at the start of this season, began as the best new show of the year, winning its time period with big 4 to 5 ratings points in adults 18-49. It looked like the show was on its way. But now, in a head-scratching moment for the programming executives at ABC, "Chief" won't even make it through the May sweeps.

The show seemingly had everything going for it: a resurgent network; an interesting long-term angle--that of the first woman U.S. president; continued interest in all things White House from viewers of "The West Wing"; and a marketing launch pad of other hour-long dramas, "Desperate Housewives" and "Grey's Anatomy."

But there were problems almost from the start. Executive producer Rod Lurie was late in coming up with scripts. Then TV legend Steven Bochco was brought in to create some semblance of order. Then the show's executive producer, Dee Johnson, took over for the final episodes. All those big level changes for a brand-new show weren't good signs.

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Marketing-wise, ABC hit a snag--from an overall network level--which may have in part helped "Chief"'s demise. Media executives say the network's agency, OMD USA, was fired in a huff because it didn't get the best outdoor and radio media plans. Weiden & Kennedy, noted for its creative work for another Disney network, ESPN, took over.

But another side of the story says OMD must have done a good job at the outset--it opened the show to top ratings. In marketing-speak, that's what TV and theatrical film marketing executives look at a lot--if they can open the show; the show is then left mostly to a program's creative minds.

Much of the "Chief" storyline centered around Geena Davis' character, Mackenzie Allen, juggling her presidential life with the demands of her family and children. But critics say while the woman president story line was intriguing, it didn't have the comic, self-deprecating flair of "West Wing." Viewers expect some comedy from Geena Davis, given her previous work. Without this, the storyline didn't move past the usual standard dose of White House emergencies.

Of course much of this was a metaphor for the show's TV life: "Chief" seemed to be in crisis mode almost right from the start.

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