Putting Breaking Bad on Netflix is credited for the ratings surge the AMC series has experienced this season as more viewers discover the serialized drama. ABC is hoping for a similar bump for the second seasons of its returning serialized dramas Once Upon A Time, Revenge and Scandal. In a unusual move so early into series’ runs, the complete first seasons of the three ABC shows are being made available for U.S. members to watch instantly on Netflix and will become exclusive to Netflix at the end of the month. The move is timed to get the three series out just days before their second-season premieres. READ MORE »
Another fan favorite recurring character on ABC’s Once Upon A Time is being made regular for next season. Emilie de Ravin, who played Belle in three episodes of the series’ first season — …
“Storytelling itself has changed because our viewers have changed,” ABC Entertainment Group president Paul Lee said this morning at his opening presentation for the Banff World Media Festival in Canada. ”Smart is the new mainstream….If the message of 20 years ago was famously never over-estimate the intelligence of the public, I think the message of today should be never under-estimate the intelligence of the public.” ABC has responded by promoting shows such as Once Upon A Time, Revenge and Suburgatory. They worked while “the not-so-smart shows that I did? Well, I needn’t mention Charlie’s Angels anymore….I like to call my brand ‘smart with heart’.” He says that while television has long offered smart shows, in the past “they were the exception, now they’re the rule.” With Once Upon A Time, he says the producers effectively straddle the demands of high and low culture. It’s also helped by green-screen technology that enables producers to use computers to generate a cinematic look without the need for extravagant sets and location shots. ABC initially ran into trouble when it promoted the show as a procedural. But when it began to sell it like a movie, “awareness shot through the roof.” ABC took a chance to build interest by putting the show online ahead of the TV premiere. “We found that presampling the whole show online can actually create enough buzz, enough conversation, enough excitement to drive higher, not lower linear numbers at launch.”
The first Sunday of the May sweep was a quiet one, with most series staying within a tenth of a demo rating of their most recent originals. ABC’s Once Upon A Time (2.9/8 in adults 18-49) was even with its fast national from last week, down a tenth from the final, to rank as the No.1 program of the night among adults 18-49. Desperate Housewives (2.5/6) was down a tenth from its last new episode four weeks ago as the veteran dramedy returns for its final four episodes. GCB (1.9/5) was up 27% from its last original, which followed the low-rated Titanic mini-series and flat with its last outing after a new Desperate Housewives. ABC won the night in 18-49.
RATINGS RAT RACE: ‘Napoleon Dynamite’ Premiere Boosted By Football; ‘Once Upon A Time’, ‘Desperate Housewives’ Down
A huge primetime overrun from the Giants-Packers NFC Divisional playoff game easily won the night for Fox and lifted the network’s animation block. NBC is on track to finish second with the Golden Globe Awards, which were on par with last year in the metered markets. Fox’s football coverage ended at 8:12 PM, scrambling the ratings for the network’s comedies. From 8-8:30 PM, NFL/The Simpsons drew a 6.8/16. It is hard to tell what The Simpsons‘ final rating will be (mid 5s is probably a good guess), but it is expected to more than double the veteran comedy’s performance last week (2.3/5). From 8:30 PM-9 PM, The Simpsons and the series premiere of Napoleon Dynamite posted a 4.6/11. In the finals, Napoleon Dynamite is expected to be adjusted to about 4.5 to rank as the third-highest-rated new comedy premiere this season behind 2 Broke Girls and New Girl. The adaptation of the cult indie movie almost doubled the debut of the now-defunct Allen Gregory (2.4/6) in the 8:30 PM slot earlier this season. (Napoleon Dynamite‘s lead-in was about 40% higher than Allen Gregory‘s.) At 9 PM, Napoleon Dynamite/Family Guy averaged a 4.4/10, up from Family Guy‘s 3.1/7 last week, and at 9:30 PM, Family Guy and a second original episode of Napoleon Dynamite logged a 3.6/8.