Editor's Letter

Brandweek,  May 29, 2000  

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Network television is like one gigantic laboratory for market economics. Either that, or it's the world's biggest crap game. Not that there's much difference between the two.

Every year at about this time, the various network programming executives announce their schedules for the fall. The networks listen to hundreds of pitches every year, and out of those, dozens of pilots are filmed--many of which are subsequently discarded--so merely surviving the creative minefield to earn a timeslot is a tremendous achievement.

Broken down to its most basic elements, the game played by the brass at Black Rock and 30 Rock is no different than the guy who opens a hamburger joint in some small town in Middle America. Both are betting that they know what the public wants and that they can provide a better product than the competition. But, of course, the entrepreneurial frycook doesn't have to worry about make-goods. Just bankruptcy.

In order to find an audience, the networks must understand the viewers and what they want. You might have the best filet mignon in the world, but if the world wants hamburger, you can either adjust your menu or watch the world beat a path to McDonald's.

And let's face it: Sometimes the suits don't have a clue.

For decades, men have dominated the business of showrunning, and women writers have long lamented the "disconnect" in television characterization. But that's slowly changing. In our cover story, beginning on page 22, Megan Larson and John Consoli look at the growing number of female executives and how they are bringing a different perspective to the process.

Because television occupies such a hallowed place in the culture--and, perhaps more important, because so many advertisers link their fortunes to the networks' ability to capture the public's attention--the new shows are scrutinized much more than the latest innovation in, say, shampoo technology. We're not immune to this temptation.

So, in the best traditions of handicapping, Eric Schmuckler analyzes the networks' prospects for the coming season and John Consoli picks 10 new shows which, in his expert opinion, will connect with viewers.

Luckily, none of us bet the house.

Keith Dunnavant,

Editor, Special Reports

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