If you hadn’t heard, the re-imagining of the 80s mini-series V will premiere on ABC next week. Of course, if you hadn’t heard you’re either deaf, in a coma, or haven’t left your house in weeks. ABC’s marketing department has opened its eyes, finally, and thrown out all the stops on their new sci-fi drama about a group of aliens that arrive on Earth playing nice, but who secretly want to eat us (yeah, as in literally eat us). So has ABC finally learned something from past mistakes at marketing a sci-fi drama for television, or have they just gotten lucky?
Its easy to pick on ABC, of course, because they’ve thrown us a lot of science fiction and quasi-science fiction over the last few years, but in reality every one of the broadcast networks have done a terrible job at promoting genre television. Just look Fox and their inability to do much with Dollhouse and Firefly. And NBC’s monumental failure just last fall with Kings. If anything, ABC has done a bit better than most, especially with their quasi-science fiction shows such as Lost and FlashForward. But this summer ABC gave us Defying Gravity, a fantastic, well-written, and fun little summer show that almost nobody even heard about, and those that did had no desire to actually watch it.
The failure of Defying Gravity to grab viewers has been blamed, by many critics and fans alike, by the marketing and promotion of the show before it launched. For the most part, advertising for Defying Gravity was minimal to none on ABC that week. The ads that did air on the network described the show as “Grey’s Anatomy in space” and other similar gimmicky comparisons. ABC, like many networks in the past, seemed to have no idea who their audience was for this show. Granted, Defying Gravity was not a show that was going to appeal to all sci-fi genre fans. At its core, Defying Gravity was a character drama that explored the human condition and had themes rooted deeply in fate and our role in the universe that happened to be set in space. As a science fiction fan it certainly appealed to me, but had it been marketed better it could have easily appealed to many others that don’t consider themselves science fiction fans. In short, their marketing not only drove away their core science fiction viewers, it also drove away their hopeful non-sci-fi audience as well. Gravity’s fate is still unknown, but for the time being it has been pulled off of ABC without finishing its first season episodes. ABC has indicated that they will show the remaining episodes but have given no hint as to when or how this will happen.
V, however, has been a different story entirely so far. Even before this week, commercials for the new series were all over their network, and in the past few days you can’t get through a commercial segment without seeing them. But more importantly has been the content of the commercials. It’s true that V is a different kind of show than Defying Gravity was. V doesn’t appear to be as centered on a serialized episode format, and because it doesn’t happen “in space” it doesn’t seem to be as science fiction centered. But don’t kid yourselves, although it will revolve around very human issues and the human struggle to survive, at its core V is a show about aliens who look like lizards and come to our planet to destroy us. But even knowing that, you can watch the promotions that ABC is airing and not be consumed by the science fiction element. The current promos clearly paint the series as being about manipulation, struggle, and survival. The pleasant and calm face of Anna, the leader of the visitors, is chilling in the commercials when you consider their true intentions of human consumption.
In their promotions for V I haven’t once heard them compare the show to Grey’s Anatomy. Nor have I heard them compare it to Lost or any other successful show on their network. This is a good thing. While some might disagree, it gives V the opportunity to establish itself without any preconceived notions, other than those set by it’s predecessor.
In the end, we won’t know for another week if the positive promotion and marketing of V has paid off, and resulted in strong ratings, and to be honest we don’t even know if the quality of this show is good enough to keep any viewers the promotional marketing brings in. While all genre shows seem to struggle over the long haul, I do predict that V will have a strong debut for a genre show, and ABC deserves all the credit if that happens. If I’m wrong, then I’m sure we’ll have plenty of articles across the web talking about how ABC failed in their marketing once again. Success in television, after all, is fickle
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Sadly beacause of the way ABC treated Defying Gravity I have boycotted there station as well as the new upcoming "V". Sorry but until they bring back DG ABC is on my bad side…now ABC get your act together bring back DG with all the promotion force your giving your remake of "v".Great article!
Sadly beacause of the way ABC treated Defying Gravity I have boycotted there station as well as the new upcoming “V”. Sorry but until they bring back DG ABC is on my bad side…now ABC get your act together bring back DG with all the promotion force your giving your remake of “v”.Great article!
I'm with DGfangirl all the way. Defying Gravity is just about the most original and satisfying bit of Sci-Fi and human drama out there. It is inconceivable to me that ABC want to drop what could be an absolute winner, if they got their marketing together… ABC, you're in my bad books also…'V'? Nice idea, but it's been done before; Defying Gravity was a new concept and, in my mind, the best of it's breed. Bring it back.
I’m with DGfangirl all the way. Defying Gravity is just about the most original and satisfying bit of Sci-Fi and human drama out there. It is inconceivable to me that ABC want to drop what could be an absolute winner, if they got their marketing together… ABC, you’re in my bad books also…’V’? Nice idea, but it’s been done before; Defying Gravity was a new concept and, in my mind, the best of it’s breed. Bring it back.
Well, they've got the advertising for "V" down, I'll give them that. Let's wait and see what they do with the scheduling. If we get four episodes and the series vanishes for weeks or months, I think we'll have an answer to your titular question.
Well, they’ve got the advertising for “V” down, I’ll give them that. Let’s wait and see what they do with the scheduling. If we get four episodes and the series vanishes for weeks or months, I think we’ll have an answer to your titular question.
Defying Gravity was good science fiction in the tradition of Ray Bradbury. It was about human interaction and experience, set in a venue that challenged and stimulated the imagination. But because it didn't have talking lizards or aliens to blast with exotic weapons, ABC didn't know what to do with it. I hear that it's been reported that the sets for DG have been destroyed. pity.
Defying Gravity was good science fiction in the tradition of Ray Bradbury. It was about human interaction and experience, set in a venue that challenged and stimulated the imagination. But because it didn’t have talking lizards or aliens to blast with exotic weapons, ABC didn’t know what to do with it. I hear that it’s been reported that the sets for DG have been destroyed. pity.
"At its core, Defying Gravity was a character drama that explored the human condition and had themes rooted deeply in fate and our role in the universe that happened to be set in space"
If that was the mission statement of the show it sucked at it. Yes it was focused more on the characters than anything else and that can lead to a very good show when the characters are interesting. That wasn't the case here. With it's cliched carboard cutout characters the show had no chance. And advertising for the show was no issue since I don't pay any attention to them. I hadn't even realised 24 was on until after the first season was finished. So I started watching this without hearing the 'Grey's Anatomy in space' description. After the first episode was finished I was 100% sure that it would get cancelled. So I will not blame ABC for cancelling DG. I'll blame them for funding it in the first place.
“At its core, Defying Gravity was a character drama that explored the human condition and had themes rooted deeply in fate and our role in the universe that happened to be set in space”
If that was the mission statement of the show it sucked at it. Yes it was focused more on the characters than anything else and that can lead to a very good show when the characters are interesting. That wasn’t the case here. With it’s cliched carboard cutout characters the show had no chance. And advertising for the show was no issue since I don’t pay any attention to them. I hadn’t even realised 24 was on until after the first season was finished. So I started watching this without hearing the ‘Grey’s Anatomy in space’ description. After the first episode was finished I was 100% sure that it would get cancelled. So I will not blame ABC for cancelling DG. I’ll blame them for funding it in the first place.
Agree with DaveP. Stories exploring the human condition are the basis of great sci-fi and drama stories. LevT obviously missed that. DG’s initial episodes (plural- meaning more than one single episode) are comparable to good wine and needed time to breathe in order for the characterization to make sense to the storyline.
ABC didn’t get it right with DG (the buyers from ABC called it “Grey’s Anatomy in Space”- dear lord) and they will fail with V by putting it into hiatus with four episodes under its belt.
Agree with DaveP. Stories exploring the human condition are the basis of great sci-fi and drama stories. LevT obviously missed that. DG's initial episodes (plural- meaning more than one single episode) are comparable to good wine and needed time to breathe in order for the characterization to make sense to the storyline.
ABC didn't get it right with DG (the buyers from ABC called it "Grey's Anatomy in Space"- dear lord) and they will fail with V by putting it into hiatus with four episodes under its belt.
The problem with Defying Gravity was that it was too smart for ABC, I will go out on a limb and say ………it was much too smart for the reality based show crowd that ABC caters to……period. Defying Gravity required you to think, to keep track of events because it became very important how history made reality on the ship Anteras sink in for the astronauts on board. If you didn’t “get it” with Defying Gravity, you are not really cut out for hard core sci-fi. If you didn’t find the characters interesting enough or the pace of the show fast enough, then you most likely need someone to be voted off the ship every week, or a new couple to learn a dance routine on the forward observation deck, or Wassenfelder to become the next Outer Space Idol.
You had to THINK and watch this show. Not get your boxers in a wad about things that you couldn’t change with a show that was 13 episodes into the series and the air rights sold. People needed to sit back and let the information sink in. The depth of the show was completely lost to many, the gutsy move for the writers to project future society issues and environmental problems were cutting edge. The problem with the US viewers is obvious, a hard core group of around 3 millions were hooked, the rest wanted something that required no chance of brain cells becoming involved.
I won’t blame it all on the downward spiral of TV offerings in general. The obvious attempt and downright smoking gun that ABC holds with Defying Gravity as the victim is apalling. To spell it out, ABC bought this show to kill it, quickly. You do not have to be an advertising executive to understand this: if you do not show a single TV ad for a show 7 days after you air the first episode, then you are killing it. ABC bought this show as a filler, and with full knowledge that they wanted the two garbage shows Flash-crap and V=laughable, to not be upstaged with something that actually was deeper than a 5th grader’s thought pattern.
It television politics at its worst and shown in detail. ABC has just shown millions of viewers that they will cut the throat of competeition even if they have to buy it and bleed it death themselves. I may be just one person, but I dare say that there are several million viewers who are more than fed-up with ABC- and word travels fast amongst loyal fans.
The problem with Defying Gravity was that it was too smart for ABC, I will go out on a limb and say ………it was much too smart for the reality based show crowd that ABC caters to……period. Defying Gravity required you to think, to keep track of events because it became very important how history made reality on the ship Anteras sink in for the astronauts on board. If you didn't "get it" with Defying Gravity, you are not really cut out for hard core sci-fi. If you didn't find the characters interesting enough or the pace of the show fast enough, then you most likely need someone to be voted off the ship every week, or a new couple to learn a dance routine on the forward observation deck, or Wassenfelder to become the next Outer Space Idol.
You had to THINK and watch this show. Not get your boxers in a wad about things that you couldn't change with a show that was 13 episodes into the series and the air rights sold. People needed to sit back and let the information sink in. The depth of the show was completely lost to many, the gutsy move for the writers to project future society issues and environmental problems were cutting edge. The problem with the US viewers is obvious, a hard core group of around 3 millions were hooked, the rest wanted something that required no chance of brain cells becoming involved.
I won't blame it all on the downward spiral of TV offerings in general. The obvious attempt and downright smoking gun that ABC holds with Defying Gravity as the victim is apalling. To spell it out, ABC bought this show to kill it, quickly. You do not have to be an advertising executive to understand this: if you do not show a single TV ad for a show 7 days after you air the first episode, then you are killing it. ABC bought this show as a filler, and with full knowledge that they wanted the two garbage shows Flash-crap and V=laughable, to not be upstaged with something that actually was deeper than a 5th grader's thought pattern.
It television politics at its worst and shown in detail. ABC has just shown millions of viewers that they will cut the throat of competeition even if they have to buy it and bleed it death themselves. I may be just one person, but I dare say that there are several million viewers who are more than fed-up with ABC- and word travels fast amongst loyal fans.