NBC might have to take a scalpel to ‘Studio 60’ slot

NBC’s “Studio 60 on the Sunset Strip,” the new showbiz satire with Amanda Peet and Matthew Perry, is already turning into a headache.

Ad buyers and agents agree that the network needs to move the much-heralded show from its planned 9 p.m. Thursday berth to avoid competing with ABC’s “Grey’s Anatomy” and CBS’ “CSI: Crime Scene Investigation,” two of TV’s biggest hits. But the network, which apparently did not expect ABC to announce “Grey’s” move to the time period, was banking on selling expensive Thursday ad time to help offset the high costs of its deal with Warner Bros. Television, which will make the show.

If NBC reschedules the series, the network will likely have to adjust ad prices accordingly, one agent notes. But if it leaves the Thursday schedule intact, “Studio 60” may end up failing to deliver promised ratings and NBC could be forced to offer “make-good” ads to cover the shortfall.

This one’s a major dilemma for NBC Entertainment President Kevin Reilly and his bosses. Stay tuned.

‘Content wraps’? It’s all commercial

“You better spend some ... money!,” an expletive-laden Chris Rock bellowed at media buyers Thursday, during the CW’s fall lineup presentation at Madison Square Garden.

Of course, that’s what this week of glorified sales meetings in New York is ultimately about -- the almighty dollar. CW Entertainment President Dawn Ostroff got right down to business, offering advertisers a chance to buy into “content wraps” during shows such as “Gilmore Girls,” just one of the former WB and UPN series that will air on the new network this fall.

And what, pray tell, are “content wraps?” They are “advertising-friendly TV shows that run during commercial breaks,” according to a promotional reel. In other words, they are ... commercials.

This is an idea only an ad sales department could cook up: Brief “stories” -- for example, a couple going out on a date -- that will feature a tie-in with this or that product and air in several chapters throughout a show, in addition to the more conventional 30-second spots.

It’s obvious network execs are doing whatever they can to grab ever more elusive ad dollars. TV series are increasingly bursting with product placements, especially in the unscripted arena, but content wraps are exactly what viewers don’t need. In addition to 15 minutes per hour or so of commercials and promos, everyone will now be assaulted by a new ad scheme that will only further distract from the program. Yes, the shows have to be paid for, but there must be better ways than this.

But of course, as Rock said, it’s all about the ... money.

Channel Island is a blog about the television industry. For the latest posting, go to latimes.com/channelisland. Contact reporter Scott Collins at [email protected]