• by Wayne Friedman , July 17, 2006

PASADENA, CALIF.--The broadcast part of the Television Critics Association kicked off Saturday, CBS' day, with one pressing question: Why are there so many serialized dramas on network TV? CBS President of Entertainment Nina Tassler says the simple answer is that the network chooses the best stories regardless of format.

"I don't think the average viewer says this is a close-end show, should I watch it?" says Tassler. "They are excited about the content. We don't preclude development of one form or another. You have to allow a writer, an artist, to see their vision."

Serialized dramas have a continuing story line, some with seemingly final conclusions, such as Fox's "Prison Break." Critics question whether CBS or any network should have a limit on serialized dramas--the argument being that serialized dramas require a higher viewer commitment every week. Tassler says there are no set requirements. "It's about the story--and what best facilitates telling that story to the audience."

But are networks in danger of alienating viewers when serialized dramas are canceled, such as last season's "Invasion" from ABC and CBS' "Threshold"? Viewers can be left hanging on story lines and characters.

"No one wants to piss off the audience," says Tassler. "We are creating and building viewer loyalty. In this climate, there may be other platforms to find resolutions if programs don't continue on broadcast TV."

As for the growing programming genre of telenovelas, Tassler says CBS is still working on programming details. "The business model hasn't taken shape yet," she says. Telenovelas shows can run two or three times a week, similar to a daytime soap opera. Programmers are required to find ways to save on production costs, versus traditional big-budget prime-time series.

The upcoming season will put CBS to the test when ABC runs its powerful "Grey's Anatomy" against CBS' top show, "CSI," Thursday at 9 p.m. Tassler repeated what CBS Corp. Chairman Les Moonves has previously stated. She expects "CSI" to get "dinged," but believes the two hit shows can survive running against each other.