Some ABC Affiliates Still Want Network to Stop the 'Bitch'-ing

[AKA]

Some ABC Affiliates Still Want Network to Stop the 'Bitch'-ing

New comedy getting good reviews prior to Wednesday night's bow, but title still causes some hesitation

By Michael Malone | 4/11/2012 5:15:39 PM
Broadcasting & Cable


Critics and ABC execs seem very positive about the network's new comedy, Don't Trust the B---- in Apt. 23. But some station execs predictably aren't thrilled about the name.

Debuting on ABC at 9:30 Wednesday night, the barely-veiled reference to "bitch", coupled with sister ABC comedy GCB (which is based on a book called Good Christian Bitches), has sparked some unease in a small minority of the affiliate community.

A vocal handful of ABC affiliates suggest the network might clean up its language. "It causes problems with advertisers, and we get phone calls from advertisers and viewers," says Mike Lee, vice president and general manager of KXXV Waco. "Viewers are mad at the network, so they're mad at the station because we are ABC in Waco."

Networks face the daunting task of their programs appealing both to the coasts and the heartland. Some on the ABC affiliates side say less provocative show titles might make everyone happier.

"I'd prefer more mainstream names," says Michael J. Hayes, president and general manager of WTAE Pittsburgh. "And I think that's what the public wants."

But most ABC affiliates say the title is not an issue and have not heard from significant numbers of upset viewers in advance of Don't Trust the B----'s premiere. "The concern level has been very low," said Bill Hoffman, ABC affiliates board chairman. "Let's see what happens as the show gets some weeks under its belt."

If issues did arise, ABC enjoys one of the more productive, and less acrimonious, relationships with its partner stations; the affiliates board and the network meet in Vegas April 16.

The ABC network did not comment on the ‘B' shows. According to an AP story, Paul Lee, president of ABC Entertainment, said in January of the word "bitch" that "on broadcast television, as it turns out, that isn't a word you want to use in the title."

Advertiser unrest has been mostly quiet for Don't Trust the B---- in Waco, but Lee notes that, of course, change. "It may be too new to garner attention yet," Lee says.

Good Christian Switches

GCB was known in development as Good Christian Bitches, before ABC made the B stand for Belles, and ultimately named the show GCB. That program caused a much bigger stir than Don't Trust the B---- due to perceived slights from the religious community. One GM in the Deep South says he got a series of calls, presumably from the same church after a pastor brought up the new show to the congregation, the callers rhetorically asking if anyone would create a similar show about Muslim women.

Local TV general managers say the firestorm over GCB mostly subsided after the name was changed. "I'm surprised by how light the criticism has been," says Mike Devlin, president and general manager of WFAA Dallas, where GCB is set. "People are amused by it more than anything else."

Joe Pomilla, president and general manager of WSOC Charlotte, says GCB sparked some hesitance in advertisers, though that's perhaps more about a program being new as it's about being risqué. "Often with a new show, advertisers will take a wait and see attitude," he says. "They want to see if it pulls numbers, more than about it being controversial."

GCB debuted last month to a 2.2 rating in the 18-49 demo, according to Nielsen, down 29% from Pan Am's premiere in that slot in the fall. It was up a tenth of a point a week later.

One ABC general manager says he tells viewers unhappy about the "B" shows the same thing: If you don't watch it, there's a better chance of the show going away.

So-called "hit lists" in stations' sales departments are not uncommon. More formally known as a "not preferred list," it's a lineup of advertisers who've asked not to air their spots in a certain show. Marketers may avoid the daytime conflict shows, citing questionable taste, and some have even asked out of hit sitcom Modern Family, for language or lifestyle reasons. For their part, Desperate Housewives and Wife Swap were often hit-listed for some ABC affiliates during their runs too.

Multiple ABC affiliates cited NYPD Blue, which frequently pushed the boundaries of risqué content, while discussing ABC's current provocative pair, though they note that the controversies around the "B" shows are far tamer than they were for the cop drama.

KXXV's Lee says he has a list "as long as my arm" for GCB -- primarily national and regional advertisers, which are the station's typical primetime clients, with local advertisers going in news and syndication. He said he was not comfortable sharing their names.

[Nyan]

Yet for years there has been a musical titled Damn Yankees and no one complained.

[mets82]

Im going to watch "Dont trust the B...". It looks pretty funny. I dont think they've used the actual word Bitch in the promos leading up to the show. I've heard GCB was Good Christian Bitches and now its Good Christian Belles. If its going to be a problem, may I suggest "Dont trust the bimbo in Apt. 23"?

[TVFactFan]

ABC needs to air this show at midnight-lol


Too trashy

[Pavan]

Originally Posted by TVFactFan

ABC needs to air this show at midnight-lol


Too trashy

Watch the next few episodes. Not trashy, just very funny.

[Brian Damage]

Originally Posted by TVFactFan

ABC needs to air this show at midnight-lol


Too trashy

That's ABC

[TVFactFan]

Originally Posted by Pavan

Watch the next few episodes. Not trashy, just very funny.

The show did take a fast spin after she said...I just turned 26, have a new job, a new apartment and then BAMMM! lol