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‘Enemy’ Failure Hurts NBC on Multiple Levels

by brian on November 15th, 2008

My Own Worst Enemy wasn’t just a heavily-hyped poor performing show for NBC, it is a microcosm of some strategies the network had hoped would pull it out of last place. Sadly for NBC, it’s also a snapshot of how those strategies are working about as well as Doctor Who’s sonic screwdriver on a deadlock seal.

Big Stars Do Not Equal Big Viewers: Admittedly, this first asks us to accept NBC execs’ contention that Christian Slater is a big movie star. But that’s exactly the stance NBC was trying to sell critics on while talking about the steps the network took to “lure” Slater to episodic TV. NBC Entertainment Co-Chair Ben Silverman said he even took Slater’s mother to lunch in efforts to bring the actor on board. 

Despite NBC’s contention that Slater was an awesome get for the network, it’s not like they were bringing Tom Cruise on board here. What else did Slater have on his plate, another Alone in the Dark sequel? The same week Enemy bit the dust, NBC also pulled the plug on Brooke Shields’ vehicle Lipstick Jungle. After Suddenly Susan and cameos on That 70s Show, Shields could easily be considered as a TV star as much as a movie star.

Pictured: Christian Slater as Henry Spivey/Edward Albright — NBC Photo: Chris Haston

As Portfolio notes, NBC isn’t shying away from its celebrity driven strategy, even talking up a potential Sarah Palin appearance on 30 Rock.

Viewers Don’t Like 60 Minute Commercials Anymore Than 30 Second Ones: While NBC officials try to figure out what happened to Enemy, perhaps they shouldn’t look at it as an expensive and flashy spy drama. The correct view may be to look at it as another failed project from two struggling companies.

NBC is bringing up the rear in TV ratings and General Motors, currently seeking government help to avoid bankruptcy, signed up for product placement in Enemy. The new Chevy Camaro convertible was the vehicle of choice for Slater’s Edward Albright, while suburban alter ego Henry Spivey drove the Traverse SUV. The cars featured prominently in commercials and even in the show’s plotlines. In the premiere, Albright chided Spivey for driving his car as if the other personality had made off with James Bond’s Aston Martin.

Spokespeople for both companies told the New York Times they will continue doing similar partnerships. The Times cites the GM/NBC partnership as one of the reasons NBC will air the five remaining episodes of the now canceled spy drama. The Knight Rider remake that earned a surprising pickup in light of lackluster ratings is backed by Ford, as the new KITT is a Ford Mustang. Ford wields so much influence on the Rider set that NBC was forced to recast Will Arnett’s voiceover role as KITT because the actor does GMC commercials.

Escapist TV Still Has to Be Good TV: With the economy struggling, NBC  banked heavily on people wanting fantastic fun in their nightly TV viewing. In addition to the unique concept of Enemy, the network’s fall lineup includes the Rider remake and a re-imagining of Robinson Crusoe. TV Guide Critic Matt Roush calls NBC’s fall lineup the worst he’s ever experienced. He did call Enemy the best of the bunch but said even it was impossible to endorse because it’s too hard to follow.

Enemy was also supposed to benefit from having getting some of Heroes’ viewership. The problem there is this year Heroes hasn’t been able to benefit much from its own viewership. Former fans, including several on our boards, have decided to stay away. They cite too much time travel and too many superfluous characters among the reasons. While sci-fi fans are always hungry for more programming, they won’t watch just anything. NBC should know this better than most due to its Bionic Woman experiment.

Ironically, while NBC’s fall fantasy lineup is crashing, reality standbys like Dancing With The Stars continue to pull in big numbers. A show like Dancing is the complete opposite of NBC’s current strategies. There’s no special effects budget and Cloris Leachman is one of the biggest stars you’ll find over there.

With Enemy gone, the axe hovering near Crusoe and the dreaded “jump the shark” phrase being used in connection with Heroes, it could take a superhero to get NBC out of this mess.

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