Too Much TV: Your TV Talking Points For Thursday, February 4th, 2021

Here's everything you need to know about the world of television for Thursday, February 4th, 2021. I'm writing this from the Twin Cities suburbs, where AllYourScreens HQ is powered by hot tea and Pad Tai.

THE CHALLENGES OF PROMOTING NETWORK TELEVISION
I suspect anyone who even casually follows the broadcast television space realizes that it is an industry with a number of systemic issues. Declining ratings, pressure from advertisers and difficulty launching new programs. It's challenging to get viewers to sample any new TV series, much less one on networks that increasingly seem old-school to viewers in the prime 18-35 age demographic.

CBS has three new shows premiering in the next few weeks and that network has focused much of its promotional firepower on its traditional media outlets. The shows will receive heavy promotional attention on this Sunday's Super Bowl and the debut episodes of Clarice and The Equalizer will be streaming the day after their linear premiere on YouTube and Pluto TV and will also be streaming in front of the paywall in Amazon's Channel section. I'd argue that is a very safe approach, but given the demos of CBS, that might be enough to help both shows.

But then there is NBC, who has a couple of new high-profile comedies premiering soon, as well as the new Sci-Fi tinged drama Debris. And I'd like to focus on the latter show, which has a premise that is right in my sweet spot for network television.

Here is the logline of Debris, as explained by NBC:

When wreckage from a destroyed alien spacecraft scatters across the Western Hemisphere, it soon becomes apparent the pieces are messing with the laws of physics, changing lives in ways we can’t comprehend. Two agents from different continents, and different mindsets, are tasked to work together to recover the debris, whose mysteries humankind is not quite ready for.

Sounds like an interesting premise, right? It certainly feels like a show that would have an audience among younger viewers, science fiction fans and maybe a comfortable-with-technology audience. And yet as far as a I can tell, NBC hasn't made any real effort to reach out to those audiences or try and get the show in front of people who aren't typically reached by the traditional methods of television promotion.

Running network promos or posting some clips on YouTube is not going to cut it in 2021. Hell, that would been seen as the least possible PR effort in 2011. If you want a show like Debris to find an audience and survive, you need to aggressively fight for promotional bandwidth in a crowded media world. 

So what would I do if NBC asked? I would be relentlessly promoting the series on Peacock. Highlighting the show on the opening splash screen. First with Peacock-only trailers and then in the week before the linear premiere, with a ten-minute sneak preview. I'd make sure that to remind subscribers to add it to their watchlist. I'd find members of the show who are gamers (and believe me, there are some) and organize a Twitch stream for where they can play games and riff about the show. Reach out to niche web sites that have audiences that are a great with the show's premise and offer them exclusive interviews, video and photos. Set up interviews with influential media newsletters discussing the promotional efforts for the show. Create fake clips for TikTok that feature cast members "discovering" the debris and interacting with it. A bunch of this stuff will fail and some of it might be mocked on social media. But that's fine. The goal is to cut through the promotional clutter and get people to tune in. If not live, then before the next episode premieres. Debris is a show that has episodes you have to watch in order. And history suggests that if an audience gets too far behind, they won't even make the effort to catch up. Create ads that ask people to sign up for a once-a-week Debris texts. Which they'll get the morning the new episode premieres, along with a link to a clip from the episode. All of these ideas are marginal adds on the face of it. But in a world where a .07 share is considered a ratings win, it doesn't take much to substantially move the ratings needle.

And while NBC executives would never go for the idea, I love the idea of creating a promo for the show that features one of the network executives sitting in their office and telling viewers: "Look, I know you've been burned in the past by shows that go off the air right after you fall in love with them. I can't promise Debris will run for seven years. But I promise Debris will get a complete first season. And if we don't pick it up for season two, we'll do a special that explains all of the mysteries we didn't have time to reveal." Lean into the transient nature of moist rookie shows. Have some fun with it & get some free media coverage from the various news outlets that will be fascinated by the move.

TODAY'S PREMIERES

1) A Nightmare Awakes (Shudder)
While composing her famous novel Frankenstein, Mary Shelley descends into an opium-fueled fever dream while carrying on a torrid love affair with Percy Shelley. As she writes, the characters of her novel come to life and begin to plague her relationship with Percy. Before long, she must choose between true love and her literary masterpiece.

2) Esme & Roy (HBO Max)
Esme and Roy are best friends – and the best monstersitters in Monsterdale! From Sesame Workshop, this animated series brings viewers into a colorful world where even the littlest monsters can overcome big challenges together. Esme & Roy follows a clever young girl (Esme) and her meatball-loving monster friend (Roy) – two pals who share an impressive skill: they’re great at taking care of monsters. Each relatable adventure is packed with playful learning and musical fun, showing that even monster-sized problems can be solved through mindfulness and play. While Esme and Roy keep their precious charges safe and sound, their warm, infectious humor will have little ones learning through laughter!

3) Fast Foodies Series Premiere (truTV)
The one thing Joel McHale misses the most from his Midwestern childhood stomping grounds is the Chicago-style wiener. Nuclear-neon green relish, poppy seeded bun and all. But today is Joel's lucky day as our three chefs tackle the recreation of the dog of all dogs - the Chicago red hot! Once they conquer the copycat wiener mountain, it's off to the remix round where they'll put a haute cuisine spin on the hot dog classic. Only one chef will walk away with the Chompionship trophy, and Joel's love and approval. The wiener heat is on!

4) Impractical Jokers Season Nine Premiere (truTV)
Four longtime friends compete to embarrass each other with a series of hilarious dares. If they refuse, they lose. At the end, the big loser must endure an epic punishment.

5) Married At First Sight: Australia Season Premiere (Lifetime)
The show details the matching of each couple by experts John Aiken, Mel Schiling and Dr. Trisha Stafford, leading to their weddings and honeymoons, and follows as they settle into their domestic lives together. At the end of the social experiment, each couple must decide if it’s happily ever after for them, or if it’s time to get a divorce and go their separate ways.

6) Married At First Sight: Couples Cam Season Premiere (Lifetime)
Following the couples ongoing stories in real time, in the completely raw and self-shot show, the couples invite viewers into their homes via mounted cameras, diary cams and virtual group chats. The series will also feature never-before-seen footage captured by couples, revealing deeply intimate access to their lives, including births of their MAFS babies, and other personal highlights of their lives, since their time on their seasons. The show will also bring the couples together virtually as they discuss their own hopes, dreams and futures.

7) Mary McCartney Serves It Up Series Premiere (Discovery+)
It’s the most delicious and delectable invite as home cook Mary McCartney invites us into her London kitchen to serve up family favorites and fabulous vegetarian food her friends adore. In each episode, she’ll be joined by a famous friend, including Cameron Diaz and Nicole Richie, Dave Grohl, Kate Hudson, Gayle King, Mark Ronson and Liv Tyler.

8) The Murders Series Premiere (Sundance Now)
The series revolves around Kate Jameson (Jessica Lucas, Gotham, Melrose Place), a rookie homicide detective in Vancouver whose negligence resulted in a fellow officer’s death. Now, she’s seeking redemption in her investigations alongside Detective Nolan Wells (Dylan Bruce, Orphan Black).

This newsletter is called "Too Much TV" because....well, it's hard to keep track of all the new television premiering everyday. To help you prioritize your viewing, click here to see our list of more than 400 upcoming television premieres, movies and finales. You'll find listings from more than 70 networks, as well as streaming services and web shows.

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I'll be back with another one tomorrow. If you have any feedback, send it along to Rick@AllYourScreens.com and follow me on Twitter @aysrick.