'Reality' losing appeal for many advertisers

By David Bauder
Associated Press

Three months ago, it seemed that so-called "reality" had changed the television world forever. Now it's a dirty word.

TV executives nearly trampled each other distancing themselves from the genre as ABC, CBS, NBC, Fox, UPN and the WB revealed their fall schedules to advertisers last week.

It was a telling example of how television does business. No matter how many millions of people watched "American Idol," "Joe Millionaire," "Fear Factor," "The Bachelor" or "Survivor" the past few months, the industry still doesn't trust reality.

The six networks will flood the airwaves with 38 new shows in the fall, including 20 comedies and 17 dramas.

Only one can legitimately be called reality: a talent show with comic Steve Harvey as host. The WB called it a comedy. And a talk show. And a variety show. Anything but reality.

The prevailing mood was summed up by comic Jimmy Kimmel during a short monologue at Radio City Music Hall, where ABC put on its show for the people who will buy commercials.

"We no longer call them reality shows," Kimmel said. "That word is taboo around here. From now on, they'll simply be known as (expletive)."

Reality isn't absent from the fall schedules; all of the above-named shows will be back. But while networks don't hesitate to take a chance with an unproven comedy or drama, they won't do the same with reality to start the season.

The explanation is simple. "It doesn't sell very well," said Lloyd Braun, ABC entertainment chief.

In the next few weeks, advertisers will commit to buying between $8 billion and $9 billion worth of commercials for next season.

Clients are less likely to buy a reality show until it is a proven hit, or they expect the commercial time to be much cheaper.

"We would not give it any kind of significant value or attention because it has no track record," said Harry Keeshan, executive vice president of national broadcasting for PHD, a firm that buys ad time.

The buyers also have time to judge for themselves. Pilot episodes of next fall's shows are already circulating on Madison Avenue; reality series rarely are available that far in advance.

Then there's the "yuck factor." Some advertisers don't want their products shown after a contestant has flexed muscles on "Are You Hot?"