A Look at New Shows and Network Branding 

Margaret Lyons of The New York Times makes an interesting point with the current fall TV season in regards to broadcast networks. She states that each show is becoming more about the brand than the show itself. The big five are looking for a show to fill the roster of what will soon be the demise in the natural rotation of TV sit-coms. For some shows, it may work… “Young Sheldon”, though a one-camera show, is anticipated to be the replacement of CBS’ number one show, “The Big Bang Theory.” “The Mayor” in place of “Modern Family” on ABC and so on. If there is no replacement in place the networks appear to be doing their best to make it like one of their former, very former, successful shows.

So, as mentioned before, “9JKL” is similar to “Everybody Loves Raymond.” But why can’t it simply be “9JKL”?

I don’t believe this is anything new. In TV history if there were successful shows execs tried to re-use that formula, again and again, such as “Friends”. Remember “Two Guys, a Girl, and a Pizza Place”? There were many shows like this, some not as lucky as “Two Guys…” and that ran only three years from 1998 to 2001. Many more unmemorable ones faltered.

So why do the networks keep doing it?

It seems to be an unanswerable question. Because sometimes it does work. You feed the audience’s tastes and you’re golden. But what about something new, original and different? That’s okay, as long as it’s successful and that can’t be guaranteed.

Audiences seemed to be getting fatigued already by “9JKL” as their ratings continue to drop week by week. Audiences have seen it before and even though they may have loved Raymond, they are looking for something new to love and that something new may be on a competing network like Fox. Or they may stick with their tried and true talent shows, “Dancing with the Stars” and “The Voice”, which already has history and known viewership in a similar demographic to “9JKL”.

Audiences gave the funny new kid a shot, but in the schoolyard that is network television, it wasn’t funny enough and even though its name dropping it’s similarity to Ray Romano’s show, it’s simply not Ray Romano and audiences know this. Relations will only take you so far. It will be interesting to see how far it takes “9JKL”.

Images courtesy of CBS