Posted on: Tuesday, January 15, 2002
CBS leads pack in return to TV classics
By David Bauder
Associated Press
PASADENA, Calif. — Carol Burnett is talking to CBS about doing more specials, part of what one top executive called a "feeding frenzy" for nostalgic television programming.
TV executives have gone on similar binges in the past when something proved popular, buying game shows after "Who Wants to Be a Millionaire" and reality shows after "Survivor." After CBS won the November sweeps period with the help of top-rated specials saluting Burnett and Lucille Ball, the latest trend is toward TV classics.
"Old producers are calling us, and stars," said CBS president Leslie Moonves. "Everybody has called everybody. There was a feeding frenzy, as there usually is. You wouldn't believe some of the calls we've been getting."
Burnett is talking about doing more specials or television movies, Moonves said. Her special, "The Carol Burnett Show: Show Stoppers," drew nearly 30 million viewers on Nov. 26.
CBS wouldn't be specific about additional plans, but is discussing other specials involving old television stars. The network has scheduled a salute to Muhammad Ali later this month.
NBC is celebrating its 75th anniversary with a three-hour live special on May 5. Among other specials NBC has scheduled for May — a ratings "sweeps" month — is a "Cosby Show" reunion with Bill Cosby as host, a two-hour "L.A. Law" reunion movie and a special with clips of old Bob Hope specials.
ABC has similar plans in the works, but wouldn't reveal any specifics.
"Nostalgia? We're 15 years old," quipped Scott Grogin, a spokesman for the Fox network.
Fox does hold a wild card, though: Its affiliated studio, 20th Century Fox, owns the rights to one of CBS' most popular old shows, "M-A-S-H," and is considering a salute to that comedy.
What surprised TV executives was how well some of these nostalgic shows have done with young people. They didn't realize, at first, that many young people were familiar with these old shows because of syndicated reruns.
"We expected 15 million people over 40," Moonves said about the Burnett special. "We didn't expect the 15 million under 40."
CBS is the top-rated network so far this season, although that lead is shaky considering second-place NBC is televising the Winter Olympics next month. Part of the reason for CBS' success is that it is losing some of its gray hair.
Traditionally the broadcaster with the oldest audience, CBS has lowered its median age this season by 1.2 years. Among the advertiser-desired 18-to-49-year-old age demographic, CBS is closer to first place (now held by NBC) than it has been in a decade, Moonves said. "Survivor" and "CSI: Crime Scene Investigation" have been key to that success.
Meanwhile, over at NBC, if you want to watch family-friendly programs, executives suggest you might want to change the channel.
NBC hasn't done well developing such shows and its audience isn't very interested, said the network's West Coast president, Scott Sassa.
That's noteworthy because three years ago, after just taking his job, Sassa made a big point of saying family-oriented programming was a priority. ABC and Fox, have recently made a push in that direction.
NBC currently has no children as regular characters in its prime-time lineup, although Jennifer Aniston's Rachel on "Friends" will soon have a baby — out of wedlock.
NBC will develop shows "that fit the NBC mold — smart, upscale, urban comedies," NBC Entertainment President Jeff Zucker said. "We know what we do well and we're going to continue down that road."
To that end, NBC's priority is persuading the "Friends" cast to stay for a ninth season. And it is offering three new shows: "Watching Ellie" with former "Seinfeld" actress Julia Louis-Dreyfus; "Leap of Faith," about a group of friends in their 30s; and a sketch comedy show.
