YOU ARE HERE: LAT HomeCollections


New Fox hunt: Network seeks shows that appeal to everyone

It hopes 'Back to You' will, like 'Idol,' attract viewers of all ages.

September 19, 2007|Meg James | Times Staff Writer

Veteran television star Kelsey Grammer's new comedy doesn't exactly fit the pedigree of Fox Broadcasting. The network's tastes have long leaned toward the likes of lowly Al Bundy of "Married . . . With Children" or Brian, the sardonic talking dog who downs martinis in Fox's animated hit "Family Guy."

But this fall, Fox is betting big on Grammer's latest sitcom, "Back to You." Comfortably familiar, the show, which debuts tonight, features Grammer as an egotistical local TV news anchor who gets his comeuppance after losing his job in L.A. and returning to his former station in Pittsburgh.

"The edginess is gone," said Peter Sealey, an adjunct marketing professor at the Drucker School of Management at Claremont Graduate University. "Fox started out as a niche player but they have become very mainstream."

"Back to You" underscores Fox's dilemma. Should the network, part of Rupert Murdoch's News Corp. media empire, cast a wide net with traditional shows and established actors that appeal to the populous crowd that flocks to Fox's "American Idol?" Or should it be true to its roots and offer irreverent fare loved by the young viewers that advertisers pay a premium for?

Already, Fox's whiskers are getting a little gray.

Last season, the median age of Fox's audience was 42. Compare that with five years ago, when its median age was 35. To be sure, all of the major broadcasters -- ABC, CBS, NBC and Fox -- are struggling to manage the median age of their audiences, at a time when their core viewers are getting older. Baby boomers, the first generation of Americans who were weaned on TV, are now in their mid-40s, 50s and even early 60s.

The other big networks have older audiences than Fox, but none has aged as quickly.

"It's not so much that Fox has aged up but that Fox has come of age," said Kevin Reilly, president of Fox Entertainment, who joined the company in July. "What you have is Fox truly becoming a broadcast network."

The swift shift in demographics at Fox can be attributed to the No. 1 show in television: "American Idol." For the last three TV seasons, the enormously popular singing contest has lifted Fox to the top of the network heap in ratings among 18- to 49-year-olds, the group that advertisers typically target.

The program last season averaged more than 30 million viewers an episode -- viewers of all ages and from all around the country.

That's more than twice the audience of "American Idol" during its inaugural season in 2002. But as the show's audience has grown, so has the age of its viewers. In the recently completed TV season, the median age of its viewership was 40, up from 32 in its first year.

Long-lasting TV programs rarely attract a younger audience because viewers who stick with a show for several seasons also get older. Fox's terrorist-fighting drama starring Kiefer Sutherland, "24," attracted an audience with a median age of 40 when it launched in 2001. Last season's median age: 46.

TV executives know that older audiences are more loyal, and younger fans are more fickle.

"Networks tend to get older," said David Scardino, an entertainment specialist with Santa Monica-based ad firm RPA. "What happened to Fox was that 'American Idol' came on the air, and all of the sudden they were the top dogs, and they don't want to lose their No. 1 status."

Bingo, said Peter Liguori, Fox's entertainment chairman.

"It's the somewhat soulless goal of being No. 1 in 18 to 49, and then there is the more soulful pursuit of how are you going to get there?" Liguori said.

The trick for Fox is to figure out how to harness the power of "American Idol" without jeopardizing the network's brash and daring image.

Fox must try to duplicate the formula that worked so well for "American Idol," which provides something for everyone. Older viewers love the inspirational nature of the contest as unknown singers get a shot at the big time and blossom before viewers' eyes. Younger audiences delight in the audacity and biting comments of judge Simon Cowell.

"That show brought millions of more customers into the store," Reilly said.

Fox's other recent success story has been "House." The Top 10 show about a crotchety, crippled doctor addicted to painkillers soared in the ratings after being paired with "American Idol." The median age of viewers for "House" is 42, but the drama is also a huge draw for the young.

"House" last season was the No. 2 scripted series among 18- to 34-year-old viewers behind ABC's soapy "Grey's Anatomy." And, among teenagers, it was the No. 1 scripted show.

"Here is a show with a lead actor in his mid-40s, but Dr. Greg House is a guy that youth relate to," Liguori said. "He's a renegade, he's cavalier, he's a rebel, he does things his own way."

Los Angeles Times Articles