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It Wasn’t The Marketing: FX Chief John Landgraf On Why ‘Terriers’ Didn’t Work

Nellie Andreeva

FX president John Landgraf did something network presidents rarely do – he got on the phone with reporters today to discuss the reasons behind FX’s decision to cancel the Shawn Ryan/Ted Griffin praised but low-rated series Terriers after one season. A lot had been said about the marketing campaign for the show, with some complaining that the billboards featuring the gnarling dog may have been misleading and thus responsible for the buddy detective show’s low-rated launch. Landgraf said that those billboards were only used in Los Angeles and New York, and, 3 weeks into the series’ run, he ordered a study with 600 people who had not seen the show that examined the effectiveness of Terriers‘ TV promos that had dominated the series’ marketing campaign. The testing showed that the promos “represented the show extremely well and explained very well what it was about,” Landgraf said. “From my standpoint, the marketing department of FX has taken a little bit  of unfair knocks for the lack of performance of the show. I don’t think there is anybody to blame. It’s hard to explain why people didn’t watch.” One of his theories is Terriers‘ “subtle charm,” which certainly “doesn’t describe pop content” in today’s era of laud shows like Jersey Shore, Sons of Anarchy and The Walking Dead. Landgraf said that he parsed through the show’s ratings (Even if it had doubled its numbers for the first season, Terriers would still … Read More »

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TV Drama ‘Terriers’ Makes Quiet Exit On FX

By | Thursday December 2, 2010 @ 4:02pm PST
Nellie Andreeva

FX’s drama Terriers ended its disappointing freshman run last night with 784,000 total viewers tuning in for the season finale, 405,000 of them in the adults 18-49 demographic. That was the third most-watched episode of the season and the fourth highest-rated in adults 18-49 despite the fact that the finale of the Shawn Ryan/Ted Griffin series had the show’s highest-rated lead to-date, the broadcast premiere of Tropic Thunder, which posted 1.1 million A18-49 in the 9:30-10PM half-hour leading to Terriers.

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