Peacock takes stock
As ad buyers prepare to shell out at upfronts, NBC lays out plan to fix its fall performance
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The Peacock has taken a beating in the past nine months, falling from first to fourth in the ratings virtually overnight. Losing "Friends" hurt more than anyone expected, while a seemingly promising crop of fall fare fizzled quickly.
Fortunately for NBC, do-overs are allowed in the game of network TV.
In a little more than a month, Peacock entertainment prexy Kevin Reilly -- along with all the other net toppers -- will get a chance to sell advertisers on a whole new lineup. The sins of the past season will be forgotten as Reilly and his colleagues lay out fresh sitcoms, dramas and reality shows.
And as ABC's revival this season proves, rapid ratings resurrections aren't impossible.
Reilly has been honest about the challenge facing NBC.
"We can do better," he said last month at a pre-upfront powwow with ad buyers. "I'm acutely aware we need a new generation of hits."
To that end, Reilly and his team have been readying one of NBC's most eclectic slates of pilot contenders in years.
Not surprisingly, the net's focus is on comedy, with 13 of the Peacock's 19 pilots falling into the half-hour category.
In an attempt to cast a wide net to find its next signature laffer, Peacock developed every variation imaginable in the half-hour world.
There's the quirky single-camera "My Name Is Earl," a show about an ex-con, which wouldn't feel out of place at Reilly's former home, FX. On the flip side is a four-camera buddy comedy "Lies and the Wives We Tell Them To."
Also: An improv-esque entry, "The Weekend," as well as the unscripted Dan Mazer project. NBC's spin on the trend of stars parodying themselves, in this case the Tori Spelling starrer "NoTORIous."
Peacock is even developing one of the few comedies starring a standup this season, a Sony TV vehicle for comedian Larry Miller. (Sony retains the rights if NBC passes, however.)
On the hourlong side, Peacock already has a sure thing in the Bruckheimer pilot "E-Ring," a Pentagon drama being directed by Taylor Hackford. "NY-70," a popcorn actioner based on "The French Connection," and the sea monster thriller "Fathom," are also contenders.
Once NBC figures out which shows to greenlight, the biggest headache will be figuring out where -- and when -- to launch them.
Webheads have learned the hard way that audiences can take only so much change in a single season. While NBC has many holes to fill, it will have to be careful about not making wholesale shifts.
Says one net vet: "The ratings for all of the networks (over the past five years) are down, so your promotional base is lower. You have to pick your battles."
Fortunately, while NBC has weaknesses on almost every night of the week, it also has solid assets in place across its lineup -- including "Medium" on Mondays, "Law & Order: SVU" on Tuesdays and "ER" on Thursdays.
Because so much of NBC's strength is at 10 p.m., the net may have to move one of its tentpoles in order to launch series. One prime contender for a move is "The Apprentice," which next season will come in two flavors: Original recipe Donald Trump and extra spicy Martha Stewart.
NBC could temporarily move Trump's show to Tuesday or Wednesday night at 8, using it to pump up its best new drama ("E-Ring"?) or launch comedies. The Stewart version would keep the "Apprentice" slot warm on Thursday nights.
Such a plan makes even more sense if "Revelations," bowing this week, is a hit and returns next fall. It could then shift to Fridays at 9 p.m. (the old "X-Files" timeslot) and suddenly NBC would have a Tuesday-Friday schedule that's relatively stable, but potentially stronger than this season.
NBC also has to give strong consideration to moving "Will & Grace," the strongest comedy on the net's lineup (and the oldest).
While "Joey" is no smash, 8:30 p.m. Thursday is still the best place to launch a laffer on NBC. What's more, "W&G" has a loyal fan base that could help pump up numbers on Tuesday (or Wednesday, if NBC chooses to try comedies on that night once again).
Whatever NBC does, Reilly said last month he still believes the Peacock will improve its standing come fall.
(Michael Schneider contributed to this report.)
