ABC’s Paul Lee: ‘Lead-Ins Matter,’ Despite Time-Shifted Viewing

paul-lee-abc

During his TCA exec session, ABC prez Paul Lee was candid about the success of some of his net’s recent launches: “As you’re reinventing a network, you take a number of swings… and a number of them won’t work.”

Lee spoke specifically about fall drama “Lucky 7,” which failed to take off, in addition to recently yanked mini “The Assets.” “Lucky 7,” the exec remarked, may have done better in the 8 p.m. timeslot, instead of its 10 p.m. slot on Tuesdays, where it was pulled from after two episodes. “We marketed it early, and didn’t get a response from it as an idea… It was an excellent piece of TV and we are sorry to see it go. We thought the notion of doing something that feels different than American TV is a risk worth taking, but it didn’t resonate.”

“The Assets” is also a concept that Lee is proud of creatively, even though it pulled dismal ratings during its debut earlier this month. Lee assured the room of journos that ABC will find a spot for viewers to watch the remaining episodes of “The Assets,” whether it be on network in the coming months, or on ABC’s digital platforms.

Furthermore, Lee announced that modestly rated “Killer Women” will end two weeks earlier than scheduled, allowing “Mind Games” to debut on Feb. 25, where a special edition of “The Bachelor” can serve as a solid lead-in.

ABC trumpeted its latest unscripted effort, the upcoming “Rising Star,” a singing competition that boasts live voting and unparalleled audience engagement with the series. A hit overseas, “Rising Star” however bumps into a circumstantial issue as it docks Stateside: Live voting in the U.S. can be a real challenge, given the time zone differences across America.

Lee emphasized that ABC has not decided how ABC will handle the time zone issue, but nevertheless rattled off some options that the creatives of “Rising Star” are exploring. One prospect is having West Coast auds watch a live feed of the competing singer online during the East Coast broadcast. There, these West Coasters will be able to vote, and then tune into the West Coast broadcast to see results. Another prospect is a rolling voting system where each time zone will have contestants that they specifically can vote on.

Much of the discussion during the exec session focused on scheduling ABC’s primetime lineup. Lee admitted that scheduling “Once Upon a Time in Wonderland” during the fall was a dubious move, and that the fantasy-drama would have better been placed during midseason while “Once Upon A Time” was on hiatus.

As for how lead-ins affect scheduling, Lee remarked that they “matter, though not the way they did in the ’80s.”

“Launching big shows on TV is an incredibly difficult thing to do in a fragmented environment, especially when sometimes 70% of viewers will watch time-shifted. But, [lead-ins] do matter… It’s one of a number of things. You need to resonate in the way you market a campaign, match the brand you’re putting on air, the lead-in needs to be good, and you have to be lucky with competition. I do think lead-ins matter.”

Timeslots Lee thinks need the most work? Tuesday at 8, Thursday at 8 and Sunday at 10.

Of course, it wouldn’t be a 2014 Winter TCA exec session this week without the inevitable pilot season question. Lee called himself a “gradualist,” stating that the net will gradually move away from the focus on pilots and pilot season. Yet, he said he agrees with CBS topper Nina Tassler in that pilot season’s “focus” and “deadlines” have been “extremely successful for American TV for 50 years,” something that Lee — a Brit — has always admired, even when he was living across the Pond.

Filed Under:

Want to read more articles like this one? SUBSCRIBE TO VARIETY TODAY.
Post A Comment 2

Leave a Reply

2 Comments

Comments are moderated. They may be edited for clarity and reprinting in whole or in part in Variety publications.

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

  1. Where in the world is FRED SILVERMAN? says:

    Exactly what is Paul Lee trying to reinvent ABC into, because it appears that even he doesn’t know. His press statement is all smoke and mirrors. The only consistent themes he’s brought to the network since he landed there are “family comedies” with loads of vulgarities, 30 minute segments of extreme boredom where the characters say the most insipid, not funny things, amid acts of perversion; mundane dramas about confused single women, and reality shows stripped of any flow, rational, entertainment value, fun, excitement, or watchability. Give him credit though for having an innate ability to not connect with American audiences. Apparently, he’d rather die first than: buy a reality series that actually works, makes sense, is well designed, and is fun, and entertaining for the entire family; buy concrete dramas especially solid procedurals with a variety of characters, personalities, races, etc. Would a male lead procedural every now and then kill him? And for goodness sake, could he buy some multi-cam sitcoms. He is not in England and not catering to the humor of the Brits. Are ALL of their comedies about the homosexual/lesbian lifestyle? Do they find watching two little 8 year old boys kiss, Back In The Game, a barrel of laughs? A homosexual Asian guidance counselor giving sick and idiotic advice to the male students, a riot (Suburgatory)? A steam of foul language so obscene that you can’t even understand what the conversation is about for all of the censoring going on during the show; Funny ((The Goldbergs)?
    Americans love the one solid, family multicam ABC has, Last Man Standing. It gets more viewers than all of the other comedies except for The Middle and Modern Family, but it’s gaining ground on both of them too, while doing so on a Friday. Another coalescing multi-cam at 8:30 Friday would do miracles for the Friday line-up.
    Lastly, he should have brought in some spinoffs from the returning hits the network had before he arrived. The window of opportunity may have passed now but someone with a working brain could have created big spin-off hits from Modern Family, DWTS, Castle, and Grey’s Anatomy, if they would use the little used background talent that is there. There are hit shows within these four shows just dying to be made using the right characters/personas and settings.

    • Jacques Strappe says:

      Respectfully disagree. Last Man Standing is not loved by many Americans and remains one of the most tedious, predictable “family sitcoms” on television. To Mr. Lee’s credit he has attempted to inject some major creativitiy into the 30 minute sitcom format. Quality/creativity and high television ratings are more often than not mutually exclusive results. Suburgatory, Cougar Town and the now cancelled Happy Endings are just three examples of Paul Lee’s attempt to place creative and inventive comedies on his network. Happy Endings for me represented the best comedy to come along in many years on any network.

More TV News from Variety

Loading