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It’s a challenge to launch an original series after two months of wall-to-wall repeats — and the CW experienced that last night. The network’s lone home-grown original summer series, Plain Jane didn’t get traction in its premiere, averaging 979,000 viewers and a 0.4 rating/1 share in adults 18-49. The makeover reality series’ performance matched that of the America’s Next Top Model rerun preceding it.
At the other nets it was pretty much status quo from last week, with CBS Big Bother (2.2/8) and NBC’s Minute to Win It (1.8/6) holding steady at 8PM and Fox’s two-hour So You Think You Can Dance (2.0/6) and NBC’s America’s Got Talent (2.5/8) at 9PM both down a tenth. The rest of the lineups were stuffed with repeats. Fox and NBC tied for the nightly win in 18-49 with a 2.0/6.
TV Editor Nellie Andreeva - tip her here.
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Maybe the CW should have launched “Plain Jane” right after the end of the “official” TV season in late May.
Having two months of nothing but reruns greatly hampered the chances to promote the show.
Had “Plain Jane” launched in late May, it probably would have premiered to at least twice the number of viewers it actually did.
i loved the show – hope it gets a good chance to grow.
Well, I guess I have to tell The CW how to schedule their shows. First off, Dawn & Co., when you “went dark” at the end of May, you lost your audience. So no one knew you were starting an original reality series…oh, two months later (!) in the heart of the summer vacation season. Oy.
You’ll notice the other (read: successful) networks roll out their summer reality franchises IMMEDIATELY at the end of May sweeps. That way, they can PROMOTE them during heavily-watched sweeps shows and transition the audience right into summer viewing.
It does you ZERO good to produce a show, and debut it the last week of July. That’s just Scheduling 101. Too bad, because Plain Jane actually has/had some potential. So before you go blaming the viewers for lack of support, I suggest you gather your honchos around the board table and ask: “Whose bright idea was it to stick a first-run show smack dab in the middle of an entire 3-month lineup of drama and reality repeats that no one will ever, ever watch?”
(Yeah, that’s my post for another day, CW. You put all your eggs into Tyra reality and soaps that might get viewers the FIRST time around….but will never repeat well or sell in the syndie or DVD market. It’s time to re-focus all your energies on shows like Supernatural, Smallville, Vampire Diaries, etc., which have both repeat and DVD-sales value.)
agree- also some billboards, posters transport, and general advertising – P and A might have helped. spend money to make money