CRAIG: 8:00 Studio City; 9:00 Empire
SHILO: 8:00 Empire; 9:00 Studio City
ACTUAL SCHEDULE: 8:00 Rosewood; 9:00 Empire
SHILO: And here we have what might be our biggest point of contention in the whole upfronts process. I don’t think it’s a wise idea for FOX to hold Empire at 9:00; granted, it’s a big boost to the affiliates, it does damage to stronger competition here, and the show will help its lead-in through a halo effect, but it just feels like a waste to me. It feels like FOX is more concerned about pleasing the affiliates and avoiding chatter about the 9:00 lead-out retention than building up its scripted slate and healing the network as a whole. Empire would’ve had even less competition in the 8:00 hour, while a lead-out holding even 50% of its numbers would still either win the hour or be extremely competitive with/damaging to its own competition. This period of Empire’s existence is likely going to be its ratings peak and to use that on absolutely nothing is a strange choice to me, as is the (extremely cynical) decision to put Rosewood at 8:00 only due to having a black lead.
CRAIG: Dangit, I was hoping Studio City would go.
Regarding Empire’s non-move: I think it was actually a very good thing. Reward your audience who got used to watching on Wednesdays at 9 by not moving it. And, yes, though the broadcast model is changing, I think it is a good idea to keep the affiliates happy, and I don’t think there’s anything that could even come close to Empire’s success that could take the 9PM hour if it would move.
I’m not feeling the Rosewood choice either, and I also hope it’s not just “hey! This show has a black guy! The people who watch Empire will love this!” It’s not about that, for me. Yes, Empire has a group of very talented African-American artists both in front of and behind the camera… but I feel Empire is also so much more than that… it’s appointment television. Rosewood doesn’t really look like it will be, but who knows, maybe it’ll surprise me. Me? I’d rather another salacious soapy thing on to lead into TV’s biggest scripted drama hit in years.
Next: Thursday and Friday!
