Yesterday morning we heard that The Sci Fi Channel is moving Charlie Jade to a new day and time. Starting next week, it’ll be taking over the coveted Monday 3am slot.
I can’t be too upset by this. Clearly the show was underperforming on Friday nights and the programming wizards at SciFi needed to move it. What impresses me is the depth of analysis they performed to figure out its new home. Who knew Charlie Jade did so well with insomniacs and people who buy Flowbies?
Taking its place on Fridays will be a repeat of the prior week’s episode of Doctor Who. I can’t say anything bad about the great British import other than asking how he keeps his neck warm without a proper muffler.
SciFi made several errors with Charlie Jade, some of them specific to this show and some of them indicative of systemic flaws. I figured I’d use this opportunity not just to look at the ways they went wrong, but also to discuss the future of science fiction television.
Self-fulfilling Programming Prophesy
I watch the SciFi channel for two hours a week. One, now that BSG is done for the summer. But that’s more than enough time for me to have seen dozens of promos for Scare Tactics and Ghost Hunters. I believe I can repeat verbatim the voice overs from the ads for both those shows. The former is a retread of a show from a few years back that no one watched, hoping to garner ratings by riding Tracy Morgan’s coattails. The latter is one of SciFi’s biggest performers. I mean, bigger than Doctor Who. Bigger than BSG some weeks.
I’m not going to take this opportunity to bash Ghost Hunters. If you enjoy watching retards chase moths and fluttering leaves, that’s fine by me. I am going to bash the SciFi promotions department for failing to advertise or promote Charlie Jade in any way. How many ads for Charlie Jade do you suppose SciFi showed during episodes of top-rated Ghost Hunters?
Then again, why should the network have used up valuable ad space promoting a show that had no chance of performing? That doesn’t make fiscal sense. A dark, brooding mystery where the protagonist is an amoral anti-hero, one of your principals is a terrorist, and another a murderous sociopath is NOT going to do well at 8pm on Friday nights. Particularly not when it is taking over the spot of a show targeted at the under-12 set.
The Sarah Jane Adventures, for those who don’t have young children or extreme nostalgia for the Jon Pertwee/Tom Baker era of Doctor Who, is a spinoff of DW featuring the popular companion and a bunch of kids solving mysteries. I suspect when CJ premiered, not a few children tuned in thinking they were going to see their pal Sarah and instead were traumatized for life by Charlie’s stubble, not to mention 01 Boxer’s…unique ways of dealing with conflict.
SciFi had no expectation that Charlie Jade would succeed, so they spent little money promoting it and stuck it in a time slot where it was doomed for failure. But *because* they spent so little and stuck it in an inappropriate slot, they virtually guaranteed its failure.
18To34Tv
SciFi used to be a niche cable channel. We’ve still got one or two of those: FoodTV and…um…QVC? Over the past few years, SciFi has slowly and subtly been repositioning itself, like several other cable properties. Their clear goal is to target the rich demographic bracket of 18-34 year-old males. That demo spends a lot of money on entertainment and big ticket items, and is much prized by advertisers.
Think I’m exaggerating? What does the ECW have to do with science fiction? Or Tracy Morgan’s down-market version of Punk’d? Or Ghost Hunters? I know an argument can be made for the latter, but anyone so doing would have to admit to being one of the retarded fans of the retarded “paranormal investigators”. (Huh, guess I am going to bash that show. A lot.)
Why doesn’t NBC Universal just build a new cable channel from the ground up to attract that demo? Because it’s *hard* to launch a new cable channel. The lineups of cable and satellite providers don’t change very often, and convincing them to add a new feed can take years. If no one offers it, the channel has no viewers, and that in turn makes it hard to convince the providers to offer it. If you think that sounds familiar to the promotion problem I outlined about Charlie Jade, you’re correct. These selection biases abound in entertainment.
Some of you probably have seen the network Spike. I watch it from time to time. It is a network that unabashedly targets that 18-34 male demo. I applaud them for their honesty and marketing savvy. Spike TV has only been with us since 2003, which might seem to shoot holes in my “hard to launch” theory…except of course that Spike used to be TNN, The Nashville Network. It was easier for Viacom to completely re-brand and reposition an existing property in its portfolio than launch one from scratch.
I expect in another year, after BSG has ended its run, NBC Universal will accelerate the niche-drift on SciFi and complete its transformation into a new network Aimed at Men. Then they can compete head-to-head with Spike for dominance: MMA vs ECW, reruns of Star Trek vs reruns of Enterprise. I’ll even offer them the name 18To34, royalty-free.
Science Fiction Mainstream
I find it interesting that the programming and promotions departments at ABC Family have a better idea how to schedule and market science fiction than the folks at SciFi. The Middleman and Kyle XY are both heavily promoted lynchpins in the network’s schedule. Both are as different in tone from each other as they are from Charlie Jade, but ABC Family finds a way to make room for them. And it’s not just on ABC Family. Across the dial you can find science fiction shows.
I’m tempted to argue the time might be past where we even need a niche channel devoted to science fiction. In the last year, the broadcast networks aired Lost, Heroes, Journeyman, Bionic Woman, and Chuck. Some are hits, some bombs. Clearly SF has become more mainstream. Still, there are certain types of SF that just don’t do well with general audiences.
During the WGA strike, NBC aired BSG to fill schedule holes. It got slaughtered. I want to blame NBC’s promotions department for doing as piss-poor a job as their corporate siblings at SciFi; however, only a small part of the blame can be placed on their shoulders. BSG *looks* like science fiction – unlike the castaways on Lost, or the polite nerd on Chuck – and that is a very hard sell. Science fiction, for all its mainstream acceptance, is still fundamentally a ghetto genre.
Just ask the Nobel committee. They, along with some uptight literary critics, had to invent “magic realism” in order to give Gabriel García Márquez the Nobel Prize for Literature.
(No joke. Read “One Hundred Years of Solitude”. Then watch the episode “Cause and Effect” of Star Trek: The Next Generation. I’m not arguing that a piece of pop culture can compare to one of the greatest novels of the 20th century in terms of quality. But in terms of story?)
The Future for the Niche
I believe there is actually room for a true SF channel, one that can attract original voices and give them a chance to create innovative shows. But it’s far too late to do that on cable and satellite. We’ve already seen the lengths Viacom had to go in order to break through the calcification of the lineups. The providers already offered TNN, so Viacom just changed the name and every single show on it in order to create a “new” channel. Unless someone out there has a broadly distributed channel they would be willing to convert, that is not the way. The way lies with New Media.
There are already dozens of niche offerings out there, but no one has tried to create a single forum, a single broadcast channel in which to consolidate them. I’d imagine we’ll see some headway on that front in the next few years. Hell, all we need is for FOX to axe Dollhouse, Fringe, and Virtuality all in the first season and it might happen next year. Think of the possibilities of an Internet-based network founded by Joss Whedon, J.J. Abrams, and Ronald Moore, dedicated to developing and promoting innovative, cutting-edge science fiction.
I almost hope FOX does cancel all three shows, just to see that happen right before our eyes.
What of poor Charlie?
Charlie Jade *is* still scheduled on SciFi. They haven’t canceled it, just buried it. Since I imagine most people are time-shifting with DVRs anyway, it’s really not that big a deal for existing viewers. New viewers, of course, are off the table. No one is going to “discover” this little gem of a show at 3am. But as long as SciFi airs it, and as long as Mike and Jason are willing to give me the space, I’ll be recapping CJ here at Pop Critics.
Of course if SciFi decides they need that primo 3am Monday slot to sell Cortislim or “Hip Hop Abs”, then I guess I’ll give it up.
R.A. Porter is an aspiring television writer who currently toils away in the software mines. He can be found at his personal blog and stalked on Twitter.
Great article Richard, you hit on a lot of great points.
What's sort of funny to me is that they've probably had the ability to actually chase down GOOD shows that other networks dump off and build a nice network. Firefly maybe, Journeyman, Jericho…
I know I heard Fox wouldn't let anyone else have Firefly, and I don't know about Journeyman, but if I was CEO or whatever of Sci Fi, I'd do my best to try and get these discarded gems and put them on my network.
“Starting next week, it’ll be taking over the coveted Monday 3am slot.”
Funny line, but it just sucks overall that it's moving to that time slot. To make up for BSG, it was nice to have a good scifi show on Friday nights.
Great article. Nice sarcasm.
I know it was a hard show to get into – for me as well – but you're absolutely right when you say that they never actually gave it a shot. And to put it on in the middle of the night… That's just lunacy. I mean, even putting it on outside of primetime at 5 or 6 in the evening would be a better choice….the weekend would be a better choice…Sunday morning at 10 AM would be a better choice. Just moronic.
So… I am assuming we will have recaps of CJ by 5am on Monday's? Nice!
Thanks, Mike. I agree. Even with castoffs, there's a really nice little network to be built. Hell, it could be done for medium-cheap and put on shows like Jake 2.0 and Odyssey 5 along with a few more pricey offerings. I just don't see how anyone can get a new channel on the channel lineups anymore.
Absolutely. 5am Mondays.
It's just hard to know how the show might have done if they'd promoted it properly. I think the 8pm slot was a little early for it, personally. But there are plenty of hours on their schedule just filled with reruns. I'm not sure Sunday at 10pm would have killed them. Or part of a second block of SF on another night.
3am is just…well, that's the time you find yourself taking the ugly home girl from the bar. SciFi sees CJ as *that* girl.
R.A.,
I guess you missed the launch of The Classic Science Fiction Channel – an internet based broadcaster currently offering public domain and creative commons movies, televisions shows, serials and radio programs. (http://www.rimworlds.com/theclassicscienceficti…)
I ranted on this subject earlier this month and if the response from BoinBoing is any indication, there are many, many former SciFi viewers who feel the way that you and I do.
Here's a link to the original screed. http://www.rimworlds.com/csfcabout.htm
If I can find a good email for Josh, I'd show him the responses; you don't get to the coveted demographic by showing them what you think they want, you get to them by giving them what they ask for.
Steve, thanks for the links. I'll definitely check that out.
Here's how bad the problem is: I'm pretty plugged in and aware of what's going on both online and in entertainment in general and I *know* there are a ton of things out there of which I've heard nothing. Imagine trying to get that knowledge to people who *aren't* plugged in.
This is why promotion is so very important, and why a budget like the one NBC Uni has for SciFi *could* be helpful.
I have to say first off…. “it’ll be taking over the coveted Monday 3am slot.” LOLOLOL.
Secondly, Richard GREAT write-up!!! You got me interested when this first came out, and of course because the show is highly interesting they are gonna move it to where it'll have no choice but to off it due to lack of viewership. Lovely. you are hitting the nail on the head on the promotion piece, as other than you I've never heard of this (and I'm a mega BSG fan who watches their channel quite a bit), which means this was poorly promoted. How dissapointing…
Thanks for your kind words, Cap'n.
“Think of the possibilities of an Internet-based network founded by Joss Whedon, J.J. Abrams, and Ronald Moore, dedicated to developing and promoting innovative, cutting-edge science fiction.”
It's so true, man. And the audience is totally primed to watch everything online. I'm sure we will see something like this within the next 3-5 years — but only if someone cracks the big issue: how to monetize the site enough to pay for a big-budget project that Abrams, Whedon or etc. would be willing to participate in.
RA
no problem on not finding the site – there's tons of stuff everyone is missing out on simply because of volume.
I'm adding your blog to my blogroll in the hopes that your commentary will help swell the ranks of people who are looking for a real niche SF offering – mine or anyone else's – just as long as we get away from pro-wrestling and the oxymoronish reality shows about the 'spirit realm'
Ah…that's the $64K question.* How to monetize it. If I could answer that I'd be rich, rich, rich!
*Note that it is not actually a $64K question. For that little, J.J. could do it with change from his couch.
Really enjoyed reading this…some great perspectives on the whole situation…thanks for sharing it.
My feeling is that the Scifi channel wanted to look good to us “hardcore” scifi fans so even though they passed on this show months ago they wanted to at least give it a second chance. They know that many of the vocal hardcore fans have DVRs and Tivos so while we don't like the new time slot at least it's still on so we can record and watch it. Not saying I like them doing that but from a cold, corporate point of view it makes sense.
My favorite rant for the last few years has been that Whedon or Abrams (or even Peter Jackson, if he were more small-box inclined) should start a direct-to-consumer project of downloads, subscriptions, direct-to-DVD, whatever it takes to get the wonderful ideas from their heads to our eyes. An internet channel would be awesome, and way overdue. I will have to check out the other classic channel mentioned in the meantime.
The cost is much, much less to go direct to consumer, especially on the net, so let's say bye-bye to the studios and get someone with the money and balls to start this new entertainment model! It can be done; the question is who will be first.
And yes, the SciFi Channel is a sewage pit of imbecility. Other than BSG (which I haven't been watching, sorry!) and Doctor Who, I skate in, see a Ghost Hunter ad (or the weekly “SciFi Original Movie”) and depart quickly. Half an hour of watching SciFi gives me far more than my daily requirement of cheese.
I don't know what else to add that everyone else hasn't already mentioned. I'm just really dissapointed. Pissed off as well. This was suppose to lead to a possible season 2. Now it appears it may not happen. I suppose we have to wait for an official announcement on what's going on.
Other than that, awesome article, spot on. I'm glad you're going to continue with the reviews. That's one of the things I was worried about when I heard the news for some reason. I don't have a Tivo so can't record it and I'm definately not staying up until 4am in the morning to watch it. What an idiotic timeslot. But I'll still look forward to stopping by and reading and commenting on the reviews.
The co-creator for the show (a year ago) talked about trying to get a internet distribution deal. TheWB.com is re-launching their old website for internet distribution for old and new shows this coming fall. I don't know if they would be interested in Charlie Jade though. I really wish they could figure something out to work this out so the show could be greenlit for a season 2. I can't express how dissapointing this is. I really hope we hear from someone soon about what's going on.
I actually like Stargate: Atlantis too.
And I know that most people here will disagree with me, but Doctor Who isn't very good. I can't watch it…at all. It's almost as bad as the Sci-fi movies of the week.
I doubt we'll hear much. If they didn't promote the show before airing it, I doubt they'll promote their reasons for s**t-canning it.
Well the co-creator (Robert Wertheimer) has been doing podcasts (hopefully they continue) so I'm sure we'll hear something. I hope.
Wouldn't that be 3 am Tuesdays? It shows on the Monday schedule, but after midnight. Eg. one would set their recording device for 3 am (EDT) on the 24th (Tuesday) to record Episode 3.
It's enough they have to bury the show but then they screw with you even more on the day and time… It's considered Monday night. But yes, it's Tuesday morning.
Yeah, it's so mind-boggling that the network actually GETS a good Sci-Fi show, but still can do nothing to promote it.
I mean, if they can't promote a SCI FI show, then what good are they?
Tube Bits for 06/20/2007…
Rumors have swirled around the ABC version of Life on Mars, as David E. Kelley was said to have left the show for unknown reasons. Now, it may be that he left to save Boston Legal and not because of……
None.
You've made me so sad. I watched Charlie Jade on AXN year ago and I loved it (I live in Poland). It's a great show with multidimensional characters and interesting premise.
I was hoping Americans will like it and maybe a second season will be made.
Instead SciFi made sure nobody knows its exists.
[...] at 2am. If you like the show, you might want to complain to the Sci-Fi Channel about this move. R.A. Porter wrote about the move and what it might mean for the Sci-Fi Channel over at Pop [...]
Great article. I would only add, along the lines of lack of promotion, SciFi could have gained more viewers by showing the pilot more than once. I heard about the show from you, but by then had missed the pilot. It was slightly hard to follow starting with the 2nd episode but we were willing to keep it going. Glad I have a DVR because I have no problems sleeping.
I agree Stacy…they have so much crappy programming on, they could have
shown it a few more times.
[...] (this recap was posted on Tuesday morning at 4 A.M. EST, just so it appears RIGHT after the show originally aired at 3 AM. Nice job, Sci Fi Channel!) [...]
Let's face it: The “SciFi” Channel hasn't actually been targeting SF since they started airing John “I See Dead People” Edward years ago. They wanted a broader demographic, they say, and they seem to have missed the fact that 9 of the top 10 grossing films of all time are essentially SF/Fantasy genre (3 Star Wars movies, 2 Spidermans, E.T., LOTR, Pirates of the Carribean and Shrek). A high percentage of the top 25 also fit into that genre. Fundamentally, you have an alleged SF channel being run by people who do not “get” — or even like — SF. SF is a niche, yes, but Waldenbooks realized a long time ago, when they set up their first book club as an SF book club, that it's a niche with a lot of money to spend and a lot of willingness to spend it. What they need is somebody who gets that.
Sadly, I don't think this channel will ever get it. NBC-Uni just wants another mass market channel they can use as a place to either incubate shows or dump shows. With USA and Bravo they've got what they want. SciFi just doesn't fit the mold.
Great article.
There is just one thing – the show is at 3 am Tuesday morning.
Try programming your DVR for Monday 3am and see what you get?
I agree totally.I was very irratated when the original Stargate SG1 went away,but I was content with BSG,then oops, that will also soon be gone.So what are we die hard sci-fi fans left with…that really silly Dr.Who(and believe me I tried to like it) oh then Flash Gordon???I agree with starting a network(if the sci-fi channel cant accomadate them) with the throw aways of some really good shows off the prime networks..Hey their loss.I really like this Charlie Jade but since never seen it before..I am alittle lost with the plot line…It needs to be on earlier than 3am…..
Great article!
Very true about the SciFi channel, now I have to go searching for shows I like across the other channels.
I recorded all the episodes of CJ and absolutly loved it. I am sure if SciFi had given it a chance, enough of the American audiance would have liked it.
I hope it will go into a second season. I was reading that the producers had not been given the go ahead for it yet.
By the way, anyone know where I can buy the CJ dvds for region 1?