I barely even have the energy for a good rant in FOX's direction. I've already discussed their psychotic scheduling decisions. What merits or flaws Dollhouse might have had, the show was being plugged into a system that almost guaranteed failure.
There is No Such Thing as a Commercial Interruption
Myth: Television does not exist to entertain. Or inform. Or enlighten.
Truth: It exists to sell advertising space.
Myth: Television is "free."
Truth: Television is advertising supported. The viewer isn't paying money. The advertiser pays in money. The viewer pays in time and energy watching the ads.
The distributor (FOX) gets ahold of some content (Dollhouse) and wraps it around some ad space. Presuming X number of viewers, it turns around and sells those viewers to the advertisers. "X number of people will see your ads," FOX says. "Pay me."
Yup. FOX pimps us out.
In order to preserve the profit margin, FOX will buy low (cheap content or cheap viewers) and sell high (plump sweeps weeks ratings). That's how the system works. That's the nature of the beast. (Newspapers, magazine, radio? All work the same way.)
But I Already Know This
You are not the average viewer. You read the internet. You follow ratings. You know who Nielsen is. You know what sweeps week means. You blog. You tweet. You HD. You know who the executive producer / creator of your favorite show is. You know what all the buttons on your remote control are for. You TiVo. You iTunes. You Podcast. You Netflix. You Hulu.
You are special. You don't count. Unless you really do have a Nielsen box, in which case you do count and this is likely all your fault.
The Leading Edge
It is my suspicion - completely unsupported by any statistical evidence - that the very people who are most likely to watch sci-fi and fantasy shows are also most likely to be taking advantage of the new technologies to watch them places other than their television set at the time they originally aired. That is why we are seeing genre shows being hit first and hardest.
Our friends the networks don't know how to count the people using these new streams in a meaningful way. "Meaningful" of course in the sense of "how much money are they worth?" Why wonder about DVR+7 or DVR+3? If it was about the show, it wouldn't matter. The show is the show whenever it gets watched. It's the commercials that have an expiration date.
Hulu.com, iTunes, Netflix, DVDs. These are of minimal to zero value to the networks for one simple reason: minimal to zero ad space.
The Butt End
The networks are making vague efforts to adjust to the changing media landscape. Though, let's face it, it hasn't really changed until your grandmother is doing it. (Or you are the grandmother.) In the meantime, they are forging along using the same old business model that has made them such obscene profit margins in the past.
So that means that shows like Dollhouse are going to get canceled. Not for any reason that had anything to do with whether it was a good show or not. Dumber shows stay on the air all the time. And so do smarter ones, for that matter. FOX is a business and they made a business decision.
(If I may give advice to people I don't know, I would suggest Joss Whedon - in the interest of his own business - think twice about trusting FOX to air his programs in the future. But that's probably just me. He's probably just glad when anyone gives him money.)
Best Served Cold
I also suspect - also without proof - that this habit of chasing short term profits will eventually bite them in the butt. They are seeing high ratings, but mostly in comparison to other networks. Not compared to what they were in the past. The pool they are drawing from has been shrinking for decades and that doesn't appear to be changing.
Regularly pissing off part your audience by rubbing their noses in your "business decisions" will not win you any friends. And average viewers who don't think about it much will just as happily not think about it on their iPhones as soon as they get in the habit. Your brand loyalty is tanking, my friends.
We've seen distributor-based advertising-supported business models in newspaper and magazines crash and burn over the past ten years. Other publishing is quietly scrambling for digital distribution. Radio and music streams had to adjust. Now it's hitting higher level media.
It used to be that the sheer infrastructure required to create content and reach a large audience was too costly for anyone but a major corporation. Cost of an entry-level set-up was prohibitive. You'd never make your money back even if you were a "success."
That's changing. Not as fast as we'd like, but probably faster than they'd like. Premium cable channels are pushing artistic boundaries and making money. Lower level nets are getting more popular acclaim and - this is the important part - making mney. We're just starting to see web-based series making the producers enough to survive and thrive. Let's remember that a success looks different to the average actor than to the average network.
More channels equals more possibilities equals the major networks don't get to set the schedule for much longer. Rupert Murdoch will probably die one of the richest men in the world.
My guess is his kids will have a hard time keeping the family farm
going.
What Do I Think?
Hey, look at that. I did have a rant in me after all. Complete with Goodbye Cruel World The End is Coming threat at the close. Go me.