July 21, 2011

THE SKED: Broadcast Network On-Air Promotion July 20

>Last night we had our first look at CBS’s current promotional priorities in the one-hour Big Brother at 8:00 pm.  With a fairly light on-air promo load, dramas got the lion’s share of time: Unforgettable (one :30 spot) and Person of Interest (one :20).  2 Broke Girls was given one :10.  The rest of the time went to the new summer show Same Name (one :20 and one :10), a series in which a celebrity and average person with the same name swap lives and learn important lessons.  And there were two :15 promos with Julie Chen reminding us that we can get a live feed from the Big Brother bubble 24/7 on, one of the most triumphant uses of the Internet to date.

Over on FOX, the two-hour So You Think You Can Dance was used effectively to support its current priorities, New Girl (one full minute of promo time in the form of two :30 spots) and Terra Nova (45 seconds — one :30 and one :15).  Also appearing Wednesday was X-Factor in a glossy :45 spot.  FOX also supported its broadcast of the Emmy Awards with a :30 highlighting Jane Lynch as host and a :15 congratulating the FOX nominees in the show.  The Monday cooking line-up was also supported with three spots totaling 1:10.  Finally the network gave 20 seconds to In the Flow, a new summer sketch comedy.  From the look of the promo, this series should come and go quietly.
Finally on NBC, the one-hour America’s Got Talent results show split the time between Playboy Club (one :30), Prime Suspect (one :30) and Hank Azaria’s Free Agents (:35 — one :30 and one :05).  Clearly NBC is being fair to this comedy and is rotating the emphasis on one or two of the three new comedies by night.  Whitney got a fair amount of promotion last night (20 seconds total — one :15 and one :05), while Up All Night was the one comedy shut out last night (all of five seconds in the hour). 
Next week, we will look at ABC’s priorties in The Bachelorette, the anchor of its successful Monday night.

About the Author

Mitch Salem
MITCH SALEM has worked on the business side of the entertainment industry for 20 years, as a senior business affairs executive and attorney for such companies as NBC, ABC, USA, Syfy, Bravo, and BermanBraun Productions, and before that, at the NY law firm of Weil, Gotshal & Manges. During all that, he has more or less constantly been going to the movies and watching TV, and writing about both since the 1980s. His film reviews also currently appear on and In addition, he is co-writer of an episode of the television series "Felicity."