Newspaper article St Louis Post-Dispatch (MO)

Viewers Know Rerun When They See One

Newspaper article St Louis Post-Dispatch (MO)

Viewers Know Rerun When They See One

Article excerpt

HOW stupid do we look?

It must be pretty bad.

How else to explain NBC's "It's New to You" campaign in which reruns are being promoted, in effect, as new episodes? "If you haven't seen it," goes the obnoxious and ubiquitous on-air pitch, "it's new to you." Well, thanks for the self-serving heads up. The nerve of these people. As if television isn't bad enough this time of year; as if we weren't all too aware of the fact that there's next to nothing new to view, NBC has to rub it in, to add insult to injury, by selling us second-hand episodes as new and original. Hey, NBC, guess what? When I missed that very special "Caroline in the City" the first time, it wasn't an accident. And if some bizarre twist of fate kept me from catching "Friends" for a week, well, I consider that a good thing. Which is why I find the whole campaign so galling. So unnecessary. What's next? Long-lost reruns? Look, we've all learned to lower our expectations. We know when the weather turns warm, prime time goes cold. We've seen "Entertainment Tonight" enough times to know that television is a very expensive business and that reruns are a necessary part of recouping costs. There's nothing wrong with a little creative packaging, or rather, repackaging. Nick at Nite is testimony to that. But that's more inspired recycling, not carnival-barking huckstering. NBC isn't alone, of course. It's just the loudest and rudest. CBS, in its own dowdy fashion, is pushing "Way-Back Wednesday" - a series of previously seen made-for-TV movies being broadcast Wednesday nights on the network. (The most recent: 1994's Lee Majors and Lindsay Wagner bionic reunion flick "Bionic Ever After.") There's something kind of cute in a kitschy "this is your father's netw ork" kind of way about CBS's approach. It's forgivable. ABC, by comparison, is in such disarray these days it either didn't have the time, the ability, the foresight or the product to do anything special or different with its reruns, and for that, viewers should give thanks. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.