'Baywatch' creator will stay in Hawai'i

In a press conference at "Baywatch Hawaii’s" Diamond Head Studio headquarters yesterday, series creator and executive producer Gregory Bonann said that sinking ratings, not escalating local production costs, were the key factor in the program’s cancellation by London-based owner Pearson Television last week.

"Baywatch" creator Gregory Bonann blamed low ratings for the series’ cancellation. Richard Ambo • The Honolulu Advertiser

"We weren’t making money," said Bonann, following the conference. "(But) it’s not because the costs (locally) went up, but because the ratings went down. The costs exceeded our ratings. I was really surprised when we got a second year (in Hawai‘i),"

Ratings for the program had taken "huge" dives in both of "Baywatch’s" Hawai‘i seasons, Bonann said. The series’ most recent drop from a 2.8 average to a 2.1 average was the largest in the program’s history.

"You can’t really blame Pearson for saying, ‘No more,’" he said.

Using the conference to address continued criticism of state financial support for a show that brought little benefit to the Islands, Bonann spent most of his time discussing costs and benefits. He said that in return for the $2.75 million in state financing over the past two years, Hawai‘i received the equivalent of $29 million in annual advertising exposure in U.S. markets, and $40 million in actual production spending in-state. And he contends that "Baywatch Hawaii" reruns will continue to benefit state tourism.

Bonann thanked the state and "Baywatch Hawaii’s" numerous local sponsors — many of whom ponied up money and merchandise to the production in return for prominent product placement — for "leveling the playing field for us."

Bonann and his partners sold their "Baywatch" ownership rights to Pearson three years ago for an amount in "the hundreds of millions of dollars," so he has been a largely hired gun here, albeit a well-paid one. He said he would not benefit financially from "Baywatch’s" potentially lucrative global rerun rights.

Bonann said he would continue to live here while commuting to California for future projects; he is completing training for Hawai‘i lifeguard certification this week. Bonann has kept the California lifeguard’s license he earned more than 31 years ago active, and hopes to be a weekend fixture on O‘ahu beaches.

"I’ve had an enormously good time," Bonann said. "There will be other things."

[back to top]