DVD Talk Forum

ABC Details their plans for Fall Schedule

BC Execs Detail Fall Schedule Plans

Marc Berman

APRIL 14, 2003 -

ABC plans to dramatically increase the number of comedies on its prime-time schedule this coming fall season, its
top entertainment executives told Mediaweek last week. Lloyd Braun, ABC Entertainment Group chairman, and
Susan Lyne, ABC Entertainment president, said they also expect to develop several relationship-themed dramas for
the 9-11 p.m. hours, as the network tries to reduce its reliance on reality programming. ABC will announce its fall
2003 schedule in New York on May 13.
< BR clear="none">Last year at this time the future was a blur for ABC. The network was wallowing in self-inflicted
uncertainty: too much of Who Wants to Be a Millionaire; no new hits; declining comedies like Drew Carey, Dharma &
Greg and Spin City; and not enough planning elsewhere. As a result, the network's average age increased and ratings
plummeted from first to fourth among key adults 18-49. On every night of the week, in virtually every time period,
erosion from the comparable year-ago period hit double-digit proportions. Arrogance and a lack of vision led to ABC's
collapse.

"We lost our way, we made mistakes -- it was a mess," admitted Braun. "Our goal this season was to plant seedlings
that would develop into a new comedy foundation. And the operative theme for our schedule next year is comedy,
comedy, comedy, comedy and more comedy. We won't have branding like this year's 'Happy Hour' drive the schedule.
We'll set up the schedule first, then see if there is a smart way to brand it."

"We looked into our past to learn about the future, and what we saw were family comedies and relationship-driven
dramas," added Lyne. "Since we went into scheduling this season with very few shows to work with -- My Wife and
Kids, According to Jim, NYPD Blue, The Practice, Alias, that was it -- we limited our focus to Tuesday and
Wednesday, and the 8 p.m. hour. Next year we'll make a concerted effort to introduce new dramas from 9 to 11 p.m."

ABC's ratings this season have been inching upwards. Season-to-date and versus the comparable period last season,
396,000 more viewers are tuning in (a 4 percent gain). The network's median age (43.7 -- 1.6 years younger than last
season) is the lowest of the Big Three networks. Ratings among adults 18-49 are up 5 percent (3.7/10 to 3.9/10), with
that growth evident five of the seven nights of the week (except Thursdays and Saturdays).

"ABC did what they said they would and stopped the audience bleeding," said Shari Anne Brill, vp/director of
programming at Carat USA. "The new comedies are promising, and The Bachelor/Bachelorette is a good tourniquet.
But without the benefit of new hit dramas, their overall schedule is considerably soft."

"If we were talking about fourth quarter only, I would really be praising ABC," said Laura Caraccioli-Davis, vp/director,
SMG Entertainment. "Monday was solid, Tuesday was fixed, Wednesday was on the map. But once first quarter hit,
the arrival of too much reality and Fox's competing American Idol stalled the momentum."

"In hindsight, we made a mistake putting on as many reality shows when we did," explained Braun. "You won't see a
lot of it next season. The Bachelor will be back, and we're considering another edition of I'm A Celebrity ... Get Me Out
of Here!, All American Girl and Are You Hot? The Search For America's Sexiest People will not be returning, and we
will relaunch The Family this summer. Celebrity Mole will also be back -- that's a great show to have in your pocket."

The network's main emphasis this fall will be on comedies (Braun and Lyne said the lineup will feature as many as 12
sitcoms), but relationship-driven dramas are also a vital element to the formula. "This year we shot 11 drama pilots, 10
of which are targeted to either 9 p.m. or 10 p.m.," said Braun.

The two executives provided a night-by-night breakdown of ABC's plans.

On Monday, the biggest challenge for ABC remains programming the night after football ends. "As much as football is
a blessing, it's also a curse; and starting from scratch in first quarter is always a challenge," said Braun. "Although we
were hoping to successfully launch two new dramas on Monday around The Practice, the results have not been
satisfying. Veritas: The Quest and Miracles have been canceled, and the future of The Practice is uncertain."

"By moving The Practice to Monday, ABC prematurely killed the series," said Lyle Schwartz, managing partner,
research and marketplace analysis, Mediaedge:cia. "Now they are really under the gun to find new dramas."

ABC already has committed to two dramas for next season-crime drama Lines of Duty and a new series from Stephen
King, Kingdom Hospital, which is slated for midseason (and could fall right into a Monday opening). Other dramas
include Karen Sisco, John August's Alaska and John Grisham's Street Lawyer.

"Since we knew that most of our new shows this year would have to launch without the benefit of a lead-in, we went
for dramas that were conceptual, that had some easy marketing look," explained Lyne. "When that didn't work, we
went back and looked at where ABC really had strength in the past. And it was character-driven dramas like NYPD
Blue, thirtysomething and Family. These are the type of scripted hours we would like to introduce."

Tuesdays, it is safe to say, will showcase a two-hour comedy block, led by 8 Simple Rules for Dating My Teenage
Daughter. According to Jim, recently relocated to 9 p.m., will probably stay there. "Jim beat Frasier by seven-tenths of
a rating point among adults 18-49 in their first head-to-head battle," boasted Braun. "Who would have ever thought this
little comedy could beat a show like Frasier? We are absolutely thrilled, and we think According to Jim is one of our
key building blocks for the future."

Life With Bonnie, which recently ended its season, will likely move elsewhere, and Less Than Perfect could also
relocate if recently launched 9:30 p.m. sitcom Lost at Home clicks (after two episodes, that's looking unlikely).

And NYPD Blue is more or less a lock at 10 p.m. "ABC realizes moving NYPD Blue to 9 p.m. was not in their best
interest last season," said John Rash, senior vp of negotiations for Campbell Mithun. "After the lesson they learned
from The Practice, I doubt they'll relocate NYPD Blue again."

Comedies will also remain intact on Wednesdays, with the return of My Wife & Kids at 8 p.m. more or less a sure
thing. And with The Bachelor at 9 p.m., a platform is set for a new drama at 10. "We didn't have a suitable show to put
on after The Bachelor this season because we spent too much time focusing on 8 p.m.," acknowledged Braun.

One established series that floundered this season but will return to its old Wednesday 9 p.m. slot for a summer run
(a fall slot has not yet been determined) is The Drew Carey Show. "Yes, the show did not work for us this year,"
admitted Lyne. "We tried it in three different time periods, and nothing clicked. If the audience rediscovers the show
this summer, we'll figure out a way to get it back on the schedule at some point next season."

Thursdays pose one of ABC's bigger challenges-competing with NBC and CBS' juggernaut lineups. With year-to-year
ratings on Thursday off 7 percent among adults 18-49 (2.9/7 to 2.7/7), the ABC executives actually see some chance
to regain ground. "We are not going to be afraid of putting scripted programming on Thursday," said Braun. "With
Friends winding down next season, this is an opportune time for us to make inroads." Despite being regularly
trounced by NBC's ER and CBS' Without a Trace, only Primetime Thursday at 10 p.m. is likely to remain intact. "The
news area is not for Susan and me to get into," said Braun. "I have every expectation that you will continue to see
Primetime and 20/20 on the schedule."

On Friday, Braun and Lyne have yet to find a suitable companion to run after America's Funniest Home Videos and
into 20/20 at 10.

ABC's other problem night, Saturday, will remain a work in progress, featuring a potpourri of movies, sports and
specials. "Maybe we'll do scripted programming on Saturday as we get further in the season, but right now there are
plenty of other time periods we need to concentrate on first in midweek," said Lyne.

On Sunday, although The Wonderful World of Disney and Alias will return next season, not all agency executives are
convinced both shows should stay there. "I would definitely consider moving these shows to other nights," said
Mediaedge's Schwartz. "As much as the critics love Alias, few people watch it, and neither show is attracting much of
an audience on Sunday. If ABC can fix the 7-9 p.m. block, 9-11 p.m. could be a launching pad for new dramas. As it
stands now, Alias is not much of a lead-in."

At 10 p.m., if current occupant Dragnet does return -- and that's a 50-50 proposition according to Lyne -- the show will
have some creative changes next season. "Although the story-telling on Dragnet has been great, the mistake we
made was underpopulating the show and not putting any female characters into it," she said. "If it comes back, you
can expect to see some new characters, females in particular."

If Dragnet doesn't come back, chances are slim The Practice will get back its old time period, considering the dramas
ABC has in the hopper. "With so much drama development, Sunday at 10 p.m. is a real opportunity," said Braun.

With upfront season just a month away, Braun and Lyne remain cautiously optimistic. "The statistic we are most
encouraged about going into May, recognizing that we have a ton of issues left, is that we are now either first or
second among adults 18-49 on five of the seven nights of the week," said Braun. "Although we don't have a top
10-rated monster show like Fox that is driving their rebound this year, the seeds we have planted are starting to grow."

Buyers sound a similar note of confidence the network can continue to improve but warn it should proceed carefully.
"ABC has made inroads from 8 to 9 p.m., and now they have to work on improving 9 to 11 p.m.," said
Caraccioli-Davis. "And they must avoid spiraling downward with too much reality. Reality is filler, scripted
programming is substance."

"Slow growth is better than no growth, and I give ABC credit for what they have accomplished this season," added
Rash. "But the process of rebuilding has only just begun."

Looks lame if they are going to rely on their comedy blocks to build ... but I guess ABC does have to start somewhere.
Is According to Jim really a winner? Life with Bonnie. Come on. You keep this slop but cancel a promising show like Miracles. Whatever. Lamers.