Advice for Greenblatt on rebuilding NBC

Tim Goodman
Friday, February 18, 2011

If NBC's new entertainment president, Robert Greenblatt, hasn't already seen "The Thin Red Line," he ought to rent it and pay particular attention to Sean Penn's jaded soldier, who says to a newbie, "What difference do you think you can make - one man in all this madness?"

Of course, running a broadcast network isn't like being in a war - unless the one you're running is NBC. There must be something in Greenblatt's DNA that makes him want to take on problems others consider disastrously unsolvable because the challenge ahead as he seeks to reverse NBC's long, sad decline is enormous.

He's got a fourth-place network in a five-network race (assuming you consider the CW a network). NBC has been the butt of more jokes than the past three presidents combined. There appears to be no plan, and the brand has been diluted to the point where the cable components of the NBC Universal deal Comcast bought into were considered the real gems. And there is, unquestionably, institutional morass.

That said, Greenblatt reversed Showtime's fortunes impressively and quickly. He had a vision for the pay cable channel - steering it away from original movies and toward original series - but that was the easy part. What merits praise is the way he went about it: landing big stars to practice their craft in ambitious, risk-taking premises.

Greenblatt now turns his attention to the ultimate reclamation project. There are any number of reasons NBC was a risky choice, but there's certainly one great reason to take it on: If he succeeds, he's going to be the king of the television industry. Nobody has truly stepped up to take the crown from Les Moonves at CBS, the last person who won a revolution.

Some advice:

1. Evaluate the infrastructure. Sounds boring, but you can't underestimate the damage the Jeff Zucker era had on the Peacock, even when he wasn't entertainment president. From orchestrating the Kevin Reilly ouster and the Ben Silverman coronation to taking scripted off of 10 p.m. to the Jay Leno/Conan O'Brien debacle, his dirty fingerprints are everywhere. And the people who were doing his bidding - if they haven't been dumped already - need to be evaluated. Somebody let "Harry's Law" onto the schedule. A collection of people are responsible for one of the most buzz-free schedules in years. Were they working in fear? Or do they really have taste and a sense of quality?

2. Reach out to the creative community (again) and tell them you want their best work to reinvigorate the brand. Greenblatt has already proved that he's quite adept at this. The difference is that artistic ambition doesn't always result in hits. Which brings us to the next area.

3. Find the balance between running what amounts to a boutique cable channel and the Walmart of big-tent entities, a broadcast network. That means getting name stars, creators and writers involved so that "The Biggest Loser" isn't the only thing you can brag about, but at the same time understanding that what they produce might not get half of "Loser's" ratings. Getting the balance right is more magic than science, and any number of quality executives - from Peter Liguori to Doug Herzog to Peter Roth - have had trouble. Reilly, at Fox, has probably had the best luck in that area, and the jury will be out during Paul Lee's tenure at ABC as well.

4. Define the brand. Do people really think of NBC as the home of upscale single people who live in cities? What's the identity here? Such big-eyed flops as "The Event" and "The Cape"? Aging franchises like "Law & Order"? Cult comedies? Spark-free reality series? It's nice that "Parenthood" is still being given a chance, to say nothing of "Chuck" or much of the Thursday-night lineup, but at some point you need series that define the brand in other ways than "supporting the underachievers."

5. Make haste. True, NBC won't show Greenblatt's stamp until next fall, or maybe even midseason. But that comes along awfully fast, and he'll have to do his best to sell talented people that NBC is going to turn around. There are real questions about seminal shows: the "Law & Order" franchise, "The Office," "Dateline," "The Apprentice." The people who love the Thursday comedies might also love them on another night, freeing him up to make some money on Thursdays. And Sundays, wow - that's a dirty garage.

But hey, he took the job. It's time to push the rock. And, sincerely, good luck with that.

http://www.sfgate.com/cgi-bin/article.cgi?f=/c/a/2011/02/17/DDVH1HLIHR.DTL#ixzz1EbZKHh2o

Interesting article. I've been saying for quite some time that NBC should split their comedies up, and even consider getting rid of Thursday night comedy night, which has meant nothing ratings-wise since the days of Friends and Fraiser. It's also time to stop programming Mondays with scripted content until they have a hit. Move a show such as "The Biggest Loser" or "The Sing-Off" to Mondays from 8-10, and put an established drama on at 10 such as "SVU", to at least have a shot at beating FOX and possibly ABC when they aren't up against Dancing with the Stars.

Take "Office", and pair it with another comedy on Tuesdays. Take "30 Rock" and pair it with another comedy, and keep it on Thursdays in the 9pm hour... this way, CBS won't be a problem/NBC won't be up against "Big Bang Theory". There's no way in hell NBC can manage to beat CBS Monday comedies, ABC Wednesday comedies, or CBS Thursday comedies, so program your own wisely!

Move CHUCK to Fridays for a final 22-episode season, thus letting it hit the cherished 100-episode mark so you have at least one show in the last few years that isn't a half-hour comedy that you can sell into syndication.

Cancel THE CAPE, THE EVENT, PERFECT COUPLES, OUTSOURCED, THE APPRENTICE. Save PARENTHOOD, COMMUNITY and PARKS AND RECREATION for midseason, because while both are critically-acclaimed and fan favorites, there aren't as many fans watching as the network needs.

they need to get more new sitcoms commissioned. sick of all this reality crap. NBC is one major network, which used to be great, but now its glory years are over.

they need to get more new sitcoms commissioned. sick of all this reality crap. NBC is one major network, which used to be great, but now its glory years are over.I agree.Back in the 1950's,1960's,1970's,1980's and 1990's,NBC had good comedy shows,like "Get Smart","I Dream of Jeannie","Diffrent Strokes","The Facts of Life","The Golden Girls",etc.And as for dramas,they were good,too"-The Rockford Files","Columbo","Quincy","Matlock",etc(none of these shows -both comedies and dramas that I mentioned -should be rebooted).Instead of crappy sounding reboots of old classic NBC TV shows,like the ones I mentioned ,NBC should try something new.And you're right:NBC's glory days ARE over.

And remember in the "good old days"of NBC,they aired "NBC Saturday Night at the Movies".?Maybe instead of all this reality stuff,and crappy reboots of its classic shows,they should go back to having movie nights again.ABC and CBS have gone back to occasionally airing movies in prime time,,and it's working.So why not NBC?After all,it worked with "NBC Saturday Night at the Movies",which aired from 1961 to 1980(?),why wouldn't movie nights on NBC work again?That might help.

some very good points made- of course other main networks are accountable for the state of U.S TV right now, not just NBC themselves.

but it seems that NBC are supposed to be the 'king' of TV networks, or be it leading network, especially for sitcoms. they set the benchmark for others to follow their lead.

to tell you the truth, i have not seen one major NBC show since frasier ended in 2004- and that was 7 years ago. they and the likes of CBS, fox etc have jumped the shark. though it doesn't help when all they are interested in are single camera sitcoms, dramedies, drama shows ;i.e. greys anatomy, glee, desperate housewives.

and of course, reality shows, which aren't as interesting and entertaining as sitcoms.

whatever happened to commissioning and airing quality sitcoms like they did in the 60s- 90s?

Back in the 80's Thursday nights on NBC was the place to be the Cosby Show, A Diffrent World, Cheers and Wings
And On Saturdays you had The Golden Girls and Empty Nest...those where the days.

NBC just can't catch a break. Most of their freshmen shows premiered to decent numbers (The Event was the second highest premiere for a hour-long show in this season if I recall well) but viewers are not staying at all. Even the comedies are in trouble now, Parks & Recreation fell a whole % in one month even though it has the best possible slot. Compared to the other networks, 30 Rock, P&R and Community are like pity-renewals. Their biggest drama L&O: SVU is probably too expensive by now for a ~2.5 as well. It's easy to say "they need good shows" but as The Event proved it, you can't even achieve that by ripping off other networks' hits. It seems like they just gonna have to premiere and promote a lot of new shows and hope at least one or two works and viewers stay for more than just the premiere...

When it comes to dramas, NBC should focus more on making good serialized dramas. They tried with The Event but that hasn't really worked out because the writing on that show is really bad. NBC at some point will have to phase out procedural dramas. Procedural dramas on different networks still get good ratings but little by little many people are watching them less and they are becoming outdated in a way.

^I don't think serialized is the way for NBC at the moment. People don't seem to be wanting to follow serialized shows from September through May. The writing can be blamed for The Event but it's just as easy to say people didn't want to invest time in it. They work in smaller chunks on cable but at the moment some of the worst performer dramas on broadcast are serialized (The Cape - though I never watched it, I assume it's more of a serialized, Fringe, No Ordinary Family, even The Good Wife now...), Desperate Housewives, another serialized show constantly bleeds viewers in the Spring, each time it goes against a big one-off show, people miss one episode and they don't come back. They could try what Lost and 24 had and only run for half of the season (which didn't help The Cape but it did premiere decently). Otherwise procedurals are doing better, because they are able to bounce back (Castle is the best example). Hawaii Five-0 wouldn't have survived this long if it was serialized and just built around one elaborate case.

On the other hand, there are many out-of-gate flop procedurals like The Whole Truth, because it can be argued that there are so many and people would think "why should I watch this new procedural when I've been following another one for years" if the show can't offer anything new. This was the problem with Chase (and that it went against 2 procedurals) and to a lesser extent, Law & Order: Los Angeles. So it is a very difficult situation, not just for NBC but for the other networks because apart from H5-0, none of the current dramas caught on (and H5-0 itself is kind of an 'underperfomer' considering the numbers CBS used to get in that slot). And that's why now ABC is planning to have a 2nd sitcom block. I guess NBC will need to have 8 sitcoms next Fall and hope 3-4 will do as well as ABC's current comedy block.

I think NBC can be fixed. They need to find someone who can scope out good actors with good shows. Almost like a person who scouts for an MLB team to make the team better. You know, as someone who really didnt mind the whole Jay Leno 10 pm thing, I think you cant just make that decision the blame. There are some decent shows on NBC but if Im running NBC now, I want to hire someone(s), who has a good vision and get people talking.


I might be in the minority here but I also think that maybe if NBC got some of there sports back, the network would grow. Sports does play a big part in ratings and even though they got the NFL, that isnt enough. I think they need the MLB or NBA because NBC used to be good covering it and the seasons last longer than the NFL, so more games equal better ratings.

I think NBC can be fixed. They need to find someone who can scope out good actors with good shows. Almost like a person who scouts for an MLB team to make the team better. You know, as someone who really didnt mind the whole Jay Leno 10 pm thing, I think you cant just make that decision the blame. There are some decent shows on NBC but if Im running NBC now, I want to hire someone(s), who has a good vision and get people talking.


I might be in the minority here but I also think that maybe if NBC got some of there sports back, the network would grow. Sports does play a big part in ratings and even though they got the NFL, that isnt enough. I think they need the MLB or NBA because NBC used to be good covering it and the seasons last longer than the NFL, so more games equal better ratings.i agree about getting more sports back and besides im tired of the nba being treated as an afterthought by abc anyway

Here's my advice:

START TAKING THE PARENTS TELEVISION COUNCIL SERIOUSLY!!!!!!!!!!!!!

It could be fix but they just need to cancel 90% of what they currently have on the air. I mean the keep shows that only get 3 million viewers on the air. They are not the CW those are horrible ratings for them.

I am a viewer and fan of NBC's Thursday comedies (well, most of them anyway). Community, P & R, 30 Rock and The Office are still among my favorites programs each week. However, I cannot deny that the ratings are not there. If NBC is going to turn around its numbers (and reputation) they have to get some buzzworthy programs on the air. Long-term, they can invest in some high quality programming (which sould be the ideal always), but short-term, they need something that will get the public's attention. I hate to suggest it, but that might need to be something in the reality TV vein. I wonder how the upcoming THE VOICE will do. I agree with the earlier suggestions that NBC breakup the Thursday night comedy block and spread them throughout the week. At this point in time, people either watch the Thursday night comedies or they don't....Will Ferrell might give a temporary bump to THE OFFICE but I don't see anything suddenly sending the numbers across the Thursday night comedies upward in any significant or competitive way. Re-branding the night altogether makes the most sense to me. NEW viewers are more likely to stop by and visit Thursday night programming if it is something different. If they already don't want to watch the "Thursday night comedies" it makes no difference how much NBC tinkers with the order the shows air, etc.

It must be frustrating for the network....It would be incredibly risky to cancel EVERYTHING and esentially start fresh, but the alternative is having to hang on to the best rated shows (for them) and needing to rely on them as their strengths. They are tied down by too many of these "soft hits".

With a new vision at the top, I am really curious and excited to see what the lineup looks like at the May upfronts for Fall.

Here's my advice:

START TAKING THE PARENTS TELEVISION COUNCIL SERIOUSLY!!!!!!!!!!!!!

I don't know, James. I've said some pretty disparaging things about the PTC in the past, but I'm now a lot more conservative than I used to be on social issues. That said, I still think the PTC is unnecessary. Isn't it parents' job, and not that of the network, to police what their children watch?

I'm expecting my first kid in July. Maybe I'll feel different when he's old enough to watch TV. But my wife and I already have a pretty strict idea of what we will and won't let our kids watch.

Here's my advice:

START TAKING THE PARENTS TELEVISION COUNCIL SERIOUSLY!!!!!!!!!!!!!
:rofl: Haha, good one! :rofl:

The day a network listens to this joke group is the day pigs fly.

...a few good suggestions on how NBC might be "fixed" (or, at least improved immediately):

1) Cut "THE BIGGEST LOSER" to one hour.

Every week the network is wasting its time trying to "cover" two hours on Tuesdays with this bloated {no pun intended} reality competition, they're losing a golden opportunity to fill one of those hours with a decent drama or two half-hour comedies, and build upon the evening's schedule, from "LOSER" to "PARENTHOOD".

2) In fact, declare a moratorium on all "reality shows", and develop more "scripted" series.

3) Restore "DATELINE NBC" to its original magazine format, and eliminate the "true crime" hours that have virtually strangled it these days.

4) Banish Dick Wolf from producing any further "LAW & ORDER" sequels.

5) Stop trying to produce virtually all of the network's shows "in-house", and allow more independent producers and studios to furnish programs again.

Ever since the broadcast networks were allowed to produce and own their own series since the mid-'90s [for potential syndication, cable, and DVD profits], most TV schedules, including NBC's, look too "familiar"; nothing but "the same old" crime dramas and sitcoms on the networks, allowing "innovative" series to flourish on cable. This is why most viewers are slowly deserting network television in droves. IF NBC could produce one or two "different" series that isn't just a "cookie-cutter" version of one of their other programs, then the "breakthroughs" will occur...and ratings will increase.

6) Tell Jay Leno to leave "THE TONIGHT SHOW", once and for all.

I realize Jay is now responsible for at least 20% of the network's profits (as Johnny Carson was in 1979, around the time Fred Silverman was appointed NBC's president, trying to "save" the network's overall schedule and profit margin [they were #3 back then], failing miserably enough to resign in 1981), but let's face it: "familiarity breeds contempt". And Jay is as contemptible in his current format as ever: how many times can you sit through "Jay-Walking", or his inane and idiotic "field reporters on assignment" before you holler, "ENOUGH!!!!"? And the sad truth is, Jay is funnier in person in his night club and concert engagements than he is on his own show! You're being cheated!!!!! And he's supposed to be the face of "NBC Late Night"???
A fire hydrant would make a better late night host than Leno, so use that!!! Or someone that can actually attract the kind of audience the network wants for its "big ticket" advertisers....

7) You'd like to drag the Parents Television Council into programming decisions, James? Okay, call 'em on it: ask them directly, "What kind of series would YOU like to see on NBC next fall?". If they have constructive ideas, let them work with the network to create at least one series along their guidelines, give it a chance, and see what happens...

8) Stop scheduling "SATURDAY NIGHT LIVE" retrospectives in prime-time for a while, and allow Lorne Michaels to produce a prime-time series instead.

9) Bring back "----DAY NIGHT AT THE MOVIES"- any day, so long as there's a good feature film to watch for two hours....and some new made-for-TV movies as well.

10) Schedule more sitcoms that don't just appeal to "twentysomethings" and jaded, cynical viewers [how many variations of "THE OFFICE" and "30 ROCK" can one stand??]. How about a good "old fashioned" family comedy....or two? Or more?


These are but a few suggestions. You may have other ideas.


:tv:

I really have to disagree on Jay Leno. While not perfect, he is easily my favorite talk show host. Conan the barbarian is the one who was never funny.

What NBC really needs is someone with vision, another Brandon Tartikoff. His contributions to NBC (and TV in general) can never be underestimated.

What NBC really needs is someone with vision, another Brandon Tartikoff. His contributions to NBC (and TV in general) can never be underestimated.i agree but unfourtunley i dont think there will ever be another brandon tartikoff alought warren littlefeild turned out to be quite good after a rough start and unlike some other nbc entertaiinment heads jeff zucker cough cough littlefeild was man enough to admit when he screwed up

...a few good suggestions on how NBC might be "fixed" (or, at least improved immediately):

1) Cut "THE BIGGEST LOSER" to one hour.

Every week the network is wasting its time trying to "cover" two hours on Tuesdays with this bloated {no pun intended} reality competition, they're losing a golden opportunity to fill one of those hours with a decent drama or two half-hour comedies, and build upon the evening's schedule, from "LOSER" to "PARENTHOOD".

2) In fact, declare a moratorium on all "reality shows", and develop more "scripted" series.

3) Restore "DATELINE NBC" to its original magazine format, and eliminate the "true crime" hours that have virtually strangled it these days.

4) Banish Dick Wolf from producing any further "LAW & ORDER" sequels.

5) Stop trying to produce virtually all of the network's shows "in-house", and allow more independent producers and studios to furnish programs again.

Ever since the broadcast networks were allowed to produce and own their own series since the mid-'90s [for potential syndication, cable, and DVD profits], most TV schedules, including NBC's, look too "familiar"; nothing but "the same old" crime dramas and sitcoms on the networks, allowing "innovative" series to flourish on cable. This is why most viewers are slowly deserting network television in droves. IF NBC could produce one or two "different" series that isn't just a "cookie-cutter" version of one of their other programs, then the "breakthroughs" will occur...and ratings will increase.

6) Tell Jay Leno to leave "THE TONIGHT SHOW", once and for all.

I realize Jay is now responsible for at least 20% of the network's profits (as Johnny Carson was in 1979, around the time Fred Silverman was appointed NBC's president, trying to "save" the network's overall schedule and profit margin [they were #3 back then], failing miserably enough to resign in 1981), but let's face it: "familiarity breeds contempt". And Jay is as contemptible in his current format as ever: how many times can you sit through "Jay-Walking", or his inane and idiotic "field reporters on assignment" before you holler, "ENOUGH!!!!"? And the sad truth is, Jay is funnier in person in his night club and concert engagements than he is on his own show! You're being cheated!!!!! And he's supposed to be the face of "NBC Late Night"???
A fire hydrant would make a better late night host than Leno, so use that!!! Or someone that can actually attract the kind of audience the network wants for its "big ticket" advertisers....

7) You'd like to drag the Parents Television Council into programming decisions, James? Okay, call 'em on it: ask them directly, "What kind of series would YOU like to see on NBC next fall?". If they have constructive ideas, let them work with the network to create at least one series along their guidelines, give it a chance, and see what happens...

8) Stop scheduling "SATURDAY NIGHT LIVE" retrospectives in prime-time for a while, and allow Lorne Michaels to produce a prime-time series instead.

9) Bring back "----DAY NIGHT AT THE MOVIES"- any day, so long as there's a good feature film to watch for two hours....and some new made-for-TV movies as well.

10) Schedule more sitcoms that don't just appeal to "twentysomethings" and jaded, cynical viewers [how many variations of "THE OFFICE" and "30 ROCK" can one stand??]. How about a good "old fashioned" family comedy....or two? Or more?


These are but a few suggestions. You may have other ideas.


:tv:
Those are great suggestions. NBC is probably too dumb to do them though.

Those are great suggestions. NBC is probably too dumb to do them though.

That's basically it in a nutshell!!!