• Media Life, Tuesday, September 12, 2006 11:30 AM

When the new TV season begins next week, it will be notable for its risk-taking, not usually a strong suit for the broadcast networks. While past seasons have been known for copycatting, as networks launch shows nearly identical to existing series, this season could stand out for a willingness to embrace new themes and approaches. "This is positive because there aren't a whole bunch of programs that look alike," says Steve Sternberg, evp of audience analysis at Magna Global. For John Rash, svp and director of media negotiations at Campbell Mithun, it is the best new season in years because the networks "are taking risks in storytelling techniques and subject matter. They have given viewers credit for an ability to follow multiple characters and fast-moving story lines."

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