TELEVISION
'Desperate' works wonders
ABC is ready to take risks and build on success in the fall season.
By Hal Boedeker | Sentinel Television Critic
Posted May 17, 2005
A year ago, Disney-owned ABC was the network most in need of an extreme makeover.
A year later, the first surgeries have gone far better than expected. Desperate Housewives, Grey's Anatomy and Lost have lifted a sagging has-been into a much-discussed contender. ABC has gone from fourth to second in total viewers, enjoying 12 percent growth and trailing only CBS.
The next phase in the overhaul starts today as ABC reveals its fall lineup to advertisers in New York. As ABC's top prime-time programmer, Steve McPherson will share those plans for the second year.
Last year, he did it just 29 days into the job. This time will be different.
"We really wanted to come into the year with more assets," says McPherson, 40. "We had some real strengths. It's easier."
ABC has re-entered the national consciousness in a big way. Desperate Housewives lands on magazine covers and inspires Laura Bush's jokes. Grey's Anatomy turns Patrick Dempsey into a heartthrob. Lost absorbs fans with offbeat characters and way-out mysteries.
ABC made those series known through strategic marketing on billboards, the Internet and dry-cleaning bags. The network's rebound has contributed to the health of parent Walt Disney Co., which last week posted a 30 percent jump in earnings for the fiscal second quarter.
CBS' Les Moonves and NBC's Jeff Zucker would strut and quip about such a comeback. That's not McPherson's style.
"I believe this is a beginning," he says. "You won't see any chest pumping from us. Let the work speak for itself."
That's a wise way to go because McPherson faces more challenges.
"The stunning success of Desperate Housewives and Lost has eclipsed the significant slide with their entire comedy lineup," says John Rash, who analyzes television as a senior vice president at Campbell Mithun advertising agency in Minneapolis. "They deserve the audience and advertiser accolades for breakthroughs. They need to work extra hard to establish a strong sitcom block in the ABC tradition."
ABC was the network of Roseanne and Home Improvement. Its strongest comedy today, According to Jim, places No. 45 among total viewers. But McPherson isn't turning away from sitcoms.
"I think we're taking some chances in development," he says. "When you get a challenged genre, people swing for the fences. This could be an exciting time for comedy. There will be some misses. That's better than same-o, same-o."
McPherson won't discuss any series candidates. But two comedy possibilities are Sons and Daughters, a quirky look at adult siblings, and Hot Properties, with Gail O'Grady and three other women running a real-estate business.
In drama, one strong candidate is Commander-in-Chief, which casts Oscar-winner Geena Davis as the first woman president of the United States and Donald Sutherland as her main political foe. Another drama should be of special interest to the Sunshine State: Invasion with Eddie Cibrian (Third Watch) depicts the weird happenings after a hurricane goes through a Florida town.
McPherson downplays the idea that ABC will repeat itself with copies of Desperate Housewives and Lost.
"You can do another cop or medical show," he says. "I'm not sure what a variation on Lost would be unless it's people stuck in another environment. Desperate Housewives is such a distinct point of view from [series creator] Marc Cherry."
The serial emerged as the most popular new series this season, and its female stars generated media coverage that has ranged from adulatory to catty. But reports of backstage turmoil have been overblown, McPherson says.
"Any show that explodes on the landscape the way this has, there are pressures," he says. "People want to tear things down and sell magazines and make as much scuttlebutt. Everyone would acknowledge growing pains. Marc Cherry went from not getting work to one of the 100 most influential people on Time's list."
McPherson says he doesn't know about the reported pregnancy of Alias star Jennifer Garner. Such a development would affect the action series and its high-kicking star. Could a desk-bound Alias work?
"We'll deal with it at the time," McPherson says. He calls series creator J.J. Abrams "an amazingly talented guy -- I'm not concerned one way or another."
Abrams tells Access Hollywood that the pregnancy will affect shooting: "I'm sure kick-boxing is probably out."
Among McPherson's disappointments were the poor showings of the freshman dramas life as we know it and Eyes. But he stresses the successes, which include the legal drama Boston Legal with James Spader and the reality series Extreme Makeover: Home Edition.
"It defines our reality brand," he says of Home Edition. "It's a great statement about America. People love to experience it each week."
The same could be said for ABC, where a little desperation turned things around.
Hal Boedeker can be reached at 407-420-5756 or hboedeker@orlandosentinel.com.
'Desperate' works wonders
ABC is ready to take risks and build on success in the fall season.
By Hal Boedeker | Sentinel Television Critic
Posted May 17, 2005
A year ago, Disney-owned ABC was the network most in need of an extreme makeover.
A year later, the first surgeries have gone far better than expected. Desperate Housewives, Grey's Anatomy and Lost have lifted a sagging has-been into a much-discussed contender. ABC has gone from fourth to second in total viewers, enjoying 12 percent growth and trailing only CBS.
The next phase in the overhaul starts today as ABC reveals its fall lineup to advertisers in New York. As ABC's top prime-time programmer, Steve McPherson will share those plans for the second year.
Last year, he did it just 29 days into the job. This time will be different.
"We really wanted to come into the year with more assets," says McPherson, 40. "We had some real strengths. It's easier."
ABC has re-entered the national consciousness in a big way. Desperate Housewives lands on magazine covers and inspires Laura Bush's jokes. Grey's Anatomy turns Patrick Dempsey into a heartthrob. Lost absorbs fans with offbeat characters and way-out mysteries.
ABC made those series known through strategic marketing on billboards, the Internet and dry-cleaning bags. The network's rebound has contributed to the health of parent Walt Disney Co., which last week posted a 30 percent jump in earnings for the fiscal second quarter.
CBS' Les Moonves and NBC's Jeff Zucker would strut and quip about such a comeback. That's not McPherson's style.
"I believe this is a beginning," he says. "You won't see any chest pumping from us. Let the work speak for itself."
That's a wise way to go because McPherson faces more challenges.
"The stunning success of Desperate Housewives and Lost has eclipsed the significant slide with their entire comedy lineup," says John Rash, who analyzes television as a senior vice president at Campbell Mithun advertising agency in Minneapolis. "They deserve the audience and advertiser accolades for breakthroughs. They need to work extra hard to establish a strong sitcom block in the ABC tradition."
ABC was the network of Roseanne and Home Improvement. Its strongest comedy today, According to Jim, places No. 45 among total viewers. But McPherson isn't turning away from sitcoms.
"I think we're taking some chances in development," he says. "When you get a challenged genre, people swing for the fences. This could be an exciting time for comedy. There will be some misses. That's better than same-o, same-o."
McPherson won't discuss any series candidates. But two comedy possibilities are Sons and Daughters, a quirky look at adult siblings, and Hot Properties, with Gail O'Grady and three other women running a real-estate business.
In drama, one strong candidate is Commander-in-Chief, which casts Oscar-winner Geena Davis as the first woman president of the United States and Donald Sutherland as her main political foe. Another drama should be of special interest to the Sunshine State: Invasion with Eddie Cibrian (Third Watch) depicts the weird happenings after a hurricane goes through a Florida town.
McPherson downplays the idea that ABC will repeat itself with copies of Desperate Housewives and Lost.
"You can do another cop or medical show," he says. "I'm not sure what a variation on Lost would be unless it's people stuck in another environment. Desperate Housewives is such a distinct point of view from [series creator] Marc Cherry."
The serial emerged as the most popular new series this season, and its female stars generated media coverage that has ranged from adulatory to catty. But reports of backstage turmoil have been overblown, McPherson says.
"Any show that explodes on the landscape the way this has, there are pressures," he says. "People want to tear things down and sell magazines and make as much scuttlebutt. Everyone would acknowledge growing pains. Marc Cherry went from not getting work to one of the 100 most influential people on Time's list."
McPherson says he doesn't know about the reported pregnancy of Alias star Jennifer Garner. Such a development would affect the action series and its high-kicking star. Could a desk-bound Alias work?
"We'll deal with it at the time," McPherson says. He calls series creator J.J. Abrams "an amazingly talented guy -- I'm not concerned one way or another."
Abrams tells Access Hollywood that the pregnancy will affect shooting: "I'm sure kick-boxing is probably out."
Among McPherson's disappointments were the poor showings of the freshman dramas life as we know it and Eyes. But he stresses the successes, which include the legal drama Boston Legal with James Spader and the reality series Extreme Makeover: Home Edition.
"It defines our reality brand," he says of Home Edition. "It's a great statement about America. People love to experience it each week."
The same could be said for ABC, where a little desperation turned things around.
Hal Boedeker can be reached at 407-420-5756 or hboedeker@orlandosentinel.com.
