'Moonlight' Fades from CBS
Staking vampire drama was tough call, network says


Sophia Myles and Alex O'Loughlin of 'Moonlight'NEW YORK -- CBS Entertainment chief Nina Tassler chuckled Wednesday when a reporter asked if she's prepared for the onslaught of mail from "Moonlight" fans upset about the show's cancellation.

"It had a very passionate fanbase, and that's a good thing," Tassler said. "We just had to make a lot of tough calls."

One of those calls was not renewing "Moonlight," the rookie drama about a vampire (Alex O'Loughlin) and his star-crossed relationship with a mortal woman (Sophia Myles). The show performed OK in its Friday home this season, averaging a shade under 7.5 million viewers per week. It was, however, the weakest performer in CBS' Friday lineup; "Ghost Whisperer" drew 8.7 million viewers and "Numb3rs" 9.1 million.

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Tassler says the fact that "Jericho" failed to improve its ratings this year following a massive fan campaign to un-cancel it influenced the network's decision to some degree.

"It was a factor, obviously," she acknowledges. "But the nice thing [about 'Moonlight'] is that it did have a loyal fanbase. ... But it's hard to judge the actual numbers" of those who are actively trying to save the series.

"We had to make a very tough decision," she adds. "I loved that vampire -- what can I tell ya?"

Tassler also put the kibosh on a report that The CW is interested in picking up the show as part of its farmed-out Sunday schedule, which is being programmed by independent producer Media Rights Capital. "Probably not, no," was Tassler's response to a question about the rumored move.

The CW unveiled the titles of two comedies and two dramas for Sunday night at its upfront party Tuesday night; "Moonlight" wasn't among them.

Man this is terrible news, I'm a fan of Moonlight too. This has been the worst season for tv shows ever. I'm about ready to give up on network tv & just watch dvd's.

That news really sucks (pardon the pun)! I was starting to actually like
Moonlight more than Ghost Whisperer,

I love those shows together, it's not fair.

The fight is not over everyone!! We need people to call/write/email CW, USA, Sci-Fi and FX networks. The fans are not giving up!!

Prioritized Contact List:

1. Call, email, or snailmail the following contacts:

Let them all know that if CBS won't air Moonlight, that you want WB to find a home for Moonlight elsewhere. Let them know that you'll follow the show...and take your money with you.

CW Viewer Comment Line at (818) 977-6878!!! Leave a nice message if the mailbox isn't full.

Go to Feedback@CWTV.com and leave a message asking them to pick up the show (it would be their highest rated show!)

Email Paul.McGuire@cwtv.com AND john.maatta@cwtv.com.

Email user@fxnetworks.com

President/GM: John Landgraf
SVP, FX Productions & Original Programming: Eric Schrier
VP,Series Development: Matt Cherniss
Main Phone: 310-369-1000

Sci Fi and USA Networks are co-located at the address below.

SCI FI Channel (same address for USA Network)
21st Floor
30 Rockefeller Plaza
New York, NY 10112

Please Note: Fans wishing to write SCI FI Channel about picking Moonlight up should NOT use the scifiwire@scifi.com since this is their News Department. According to their website, the correct e-mail address for suggestions to their Programming Department is feedback@scifi.com.

USA Network feedback at http://www.usanetwork.com/feedback/#Contact.

Postcards are readily available to download and print at http://www.moonlight-united.com Here are the addresses to use for postcards:

Dawn Ostroff
President
The CW Network
4000 Warner Blvd., Blg 168
Burbank, CA 91522-0002

Peter Roth
President
WB Television
4000 Warner Blvd.
Burbank, CA 91522

SCI FI Channel
21st Floor
30 Rockefeller Plaza
New York, NY 10112

USA Network
21st Floor
30 Rockefeller Plaza
New York, NY 10112

FX Network
2121 Avenue of the Stars
19th Floor,
Los Angeles, CA 90067

^ Great info! Maybe one of the other networks will pick it up , I sure hope so.

Here's the new email address they created for this:

the101@direcTV.com

Lees

So, this is the Big Announcement.

We have been noticing the threads suggesting that the fans could subsidise the remaining funds for the production of Moonlight. While that is a wonderful thought in theory, for many reasons it would not be likely to happen. Instead we may have found another option.

As most are aware, NBC recently sealed a deal with DirecTV to bring Friday Night Lights back to life, NBC’s critically acclaimed but ratings starved Friday night high school melodrama. The deal struck allows for DirecTV to air new episodes of Friday Night Lights in October, 2008, most likely on its High-def channel 101. NBC and its affiliates such as Universal HD would air the episodes starting in January, 2009.

We believe that a campaign to solicit DirecTV interest in pursuing a similar arrangement could be beneficial and profitable to the satellite provider, as well as the WB and Silver Pictures. However, our efforts will differ in that it is not the network or studio that is approaching DirecTV, but rather the fans.

Recently, DirectTV has undertaken an aggressive marketing campaign to heighten public awareness. They are trying to distinguish themselves from its rival on content as well as price and seem to be willing to spend the money to do it. Our approach will definitely be different in that NBC approached DirecTV. Since this would be a grassroots fan campaign, it will have a different marketing spin for DirecTV. How many satellite companies can say that they’ve got fans approaching them about saving their show?

It has come to my attention that financing is a big stumbling block in the potential pickup of our show. The show costs about 2.6 million +/- to make and networks are only willing to pony up about 1.5 million of what is needed. That's not good. To get the quality show we have come to expect, 1.5m isn't going to do it. Not by a long shot.

Thus, we are starting a grassroots fan campaign to get corporate sponsors to come on board and make a financial commitment to support Moonlight.

We are going at this much in the same way that NBC approached DirecTV to support their show "Friday Night Lights", though instead of a corporate contact, we're doing this as fans. DirecTV came through with financing to help out that show.

Be polite, thoughtful and encouraging when you contact these people. Stress the numbers: this show has 7.5 to 8 million viewers, that the show reached the desired 18-49 demographic, that it consistently helped CBS to win Friday nights and that loyal fans will go to/remain with any advertiser that supports their favorite show.

Right now, SciFi is definitely showing interest in our show. Let's show them how much we love it!

Important Note: Please try to use email addresses whenever possible.

Jon Gieselman
Senior Vice President, Advertising and Communications
jtgieselman@directv.com

Darris Gringeri
Vice President, Public Relations

Robert Mercer
Director, Public Relations

Jade Ekstedt
Manager, Public Relations

Caley Cronin
Manager, Public Relations

CA Office:
2230 East Imperial Highway
El Segundo, CA 90245

NY Office:
1211 Avenue of the Americas
6th Floor
New York, NY 10036

---

If you have other ideas for corporate contacts for this grassroots campaign, please contact me either by phone or private message (let's keep this particular thread as tidy as possible) with your ideas/information.

In other very cool and exciting news, we have had the offer of two billboards to advertise our efforts to save Moonlight. We are working to get the message for those two billboards worked out. We are being careful with the wording, as we need to get our message across in as few words as possible, but as effectively as possible. When one is speeding by at lightspeed, one doesn't have the time to read anything involved.

Thanks, guys...you ROCK!

In vampire solidarity,

Lees