Ben Silverman Changes The Gravity In The Room

IT WAS near the end of Ben Silverman's "via satellite" appearance at the Banff TV festival where he said the thing that made the room full of (mostly) Canadians perk up:

"I have to give a shout out to Little Mosque," he said. Silverman promised that he would come to Banff next year in person. And, he said, "I'm coming up there with a shopping bag. Soon."

Now that's notable. Because not only is Silverman the who ported The Office from the U.K. to these shores, but his company, Reveille, also had one of last season's only breakout hits, Ugly Betty, based on the popular telenovela "I Am Betty the Ugly."

Silverman has always been a bit of a wunderkind. At the age of 25, he helped sell Granada's Cracker to the U.S. The show didn't work, but it was only the first step up a ladder of a career that's relied on doing the thing that Americans don't normally do well: looking beyond their own shores for great ideas. Silverman was in the right place at the right time to watch Reality TV take off in the U.K -- and when the explosion of format sales took off, Silverman was there in the middle of it.

So he's seen first hand the value of pulling in new formats, new ideas from new places.

"There's some wonderful talent in L.A., but they're all eating from the same feed," said Silverman, in response to a question from Bill Carter, this afternoon. He was clear that he was going to be "forcing our executives into an international world view."

He's got a much bigger sandbox to play in now. The reason why Silverman was in Banff only via satellite was that, well, he's a little busy. Over the next thirty days, he'll be wrapping up his involvement with Reveille, and especially with Ugly Betty, cause it's now on a competing network.

The "executives" Silverman will be trying to force into that international worldview are his new coworkers at NBC, where he's just taken on the job of Co-Chairman of both NBC Entertainment, and the NBC Universal Television Studio. NBC, mired in fourth place, could certainly use some sort of big jolt. But when Carter asked if he could realistically be a change agent in a place like NBC, he paused and said, "It's a lot harder than I thought it would be. This is a big ship. I'm in the oil tanker."

Besides spending time abroad, maybe Silverman's internationalist views (and his veneration for the creative) comes from a childhood that saw him spending time in Stratford, Ontario, where his father was the musical director at the Stratford Festival, for a time. His mother, an opera singer, was also an exec with the BBC, based in New York.

The rest of the interview with Carter touched on some forward-looking and interesting views on TV. (Views that pretty much completely jibe with my own.) Silverman doesn't think the sky is falling when it comes to tv. He had an entertaining run when he talked about the person coming home at the end of the day, pummelled by distraction and worries about the war and meetings and coworkers and family and kids and laundry... and how they just want to turn on their TV and escape. He talked about going to dinner in Manhattan last night, and discussing the Sopranos finale, and two people whingeing that they hadn't seen it. "Tough," he said. That water cooler factor -- that's the thing that TV still has....you still want to talk about it.

The problem with that? You have to find the water cooler shows. Silverman's good at that. But the secret, such as it is, isn't rocket surgery: compelling characters, an emotional hook, and situations that entertain and that people respond to.

One of the most interesting points to come out of the exchange with Carter, that feeds into the "maybe the sky isn't falling" point of view? Now that Nielsen has started rating commercial viewing and not just program viewing (a change advertisers demanded) they have found something that could have incredible implications for the short term in TV. Apparently, "upscale" shows like The Office have the highest percentage of people actually watching the ads. Carter pointed out that that was incredibly counterintuitive, and it is. It doesn't seem it should be that way. But Silverman thinks it all has to do with audience engagement. They're more engaged, so they keep watching. And maybe...that means watching the ads, too.

Think about that for a minute. If people who watch good shows watch more commercials because they like the show, then what does THAT do to the advertising model?

In any case, Silverman is clear that he thinks content will go on, even if distribution changes. Eventually that digital world will enhance, not cannibalize, what we now know as TV. "The computer will come to the TV, not the other way around."

As for his own schedule, he's particularly high on Journeyman for the fall. He thinks they've got the right lead, and the right concept with heart. He also likes Bionic Woman and Chuck. We'll see.

My question is, when he comes to Canada with his shopping bag, will we have shows bold enough to interest him? Think about his high concept shout out. Little Mosque is new. It is untrod ground.

Bold.

I hope Silverman gets his chance to be as bold as he's promising. He's talking a good game right now.

"I didn't need this job. I wanted this job." he said today. And I believe him.

Wouldn't it be funny if he turned out to be better for Canadian TV than some of our homegrown movers and shakers?

Put that in your Banff and smoke it.