I THOUGHT A LOT about whether I should write this post or not. I don't really have a desire to go to war with people. I really don't. And you can just tell when someone won't really cotton to a little constructive criticism. So maybe I'll do the thing that you're supposed to do when you're giving big notes on a draft that needs a lot of work. I'll start with the good.
Onscreen,
Jeff Seymour can be a very compelling actor. He has a dark, handsome, brooding look and a great voice and presence. He can play a hero, but he's best playing a kind of opportunistic guy out for his own ends. In any case, he's good on screen. He is.
Seymour emigrated to Canada from the United States when he got one of the leads on
The Eleventh Hour, a
CTV show that ran three seasons, but ultimately didn't really connect with an audience.
After the cancellation of that show, Seymour decided to stay here. Then after he produced a demo for it himself,
CTV gave
Jeff his own series. It was a half-hour, a comedy. Originally it was called
Jeff@Work, and when it went to air, it was called
Jeff Ltd. It ran two seasons on
CTV and the
Comedy Network, and was ultimately canceled due to low ratings. I
wrote about it a few
times.
Since the show was canceled, Seymour has, in increasingly public forums, heavily criticized
CTV for not promoting the show effectively, especially in moving it to Saturday nights.
Last week, I sat through a very uncomfortable
Gemini Awards gala that Seymour hosted. He did a lot of material that didn't connect, and didn't get laughs. And in one segment, he went after CTV again, from the stage. The sound of shifting and shuffling,the sheer uncomfortable vibe in the room was palpable. It practically walked up and smacked you in the face.
A performer can always have an off night. But the general consensus after the show was that this...this was kind of something else.
Now, in the latest issue of
Playback, Seymour
does it again:
The topic of how much broadcasters promote Canadian shows is a delicate one, but Jeff Seymour makes no bones about it - he believes that his comedy Jeff Ltd. died after two seasons due to insufficient support from broadcaster CTV.
The half-hour show, starring Seymour as a conceited advertising exec, premiered in March last year in the plum Wednesday timeslot after American Idol to nearly 900,000 viewers, with subsequent episodes averaging solid audiences of 700,000. But those numbers plummeted quickly to the 100,000s after Jeff was moved to the Saturday 9 p.m. timeslot toward the end of its first season, which is where it remained for its second run, though bumped to 9:30 p.m.
"[CTV] didn't really announce [the scheduling change]. I can't tell you the countless people that assumed my show was over...they couldn't find it," Seymour told Playback, just days before he joked about Jeff's fate as a host of the third night of the Gemini Awards in Toronto...
Jeff was paired on Saturdays with the Vancouver-set comedy Robson Arms, which averaged 311,000 viewers at 9 p.m., compared to Jeff's 176,000 second-season average. Robson Arms has been renewed for a third season.
[CTV VP of Communications Scott] Henderson says Jeff simply did not perform, noting that of the 10 original productions on CTV during the 2006/07 season, Jeff ranked number 10.
"The data that was coming in was showing us that viewers were not coming to the show...We let it take its natural course," he says. Numbers provided by CTV indicate Jeff's audience dropped 65% from the first to the second season.
Now that is truly a precipitous drop. But can it
really all be blamed on a lack of promotion? The article in
Playback goes on to point out that
Robson Arms, the show that was paired with
Jeff Ltd. in that Saturday night death slot,
still managed to pull almost twice the audience.
Here's the thing: in TeeVee, massive promotion can buy you a big first week audience, just as blanket advertising can make for a big opening weekend. But you can't expect promotion to save or bolster a product that people simply don't want to see.
The first CTV show starring Seymour,
The Eleventh Hour, had a similar viewer trajectory. It was heavily promoted and opened well -- I believe at least 1.5 million viewers watched it. And then the audience declined every week. People saw it, sampled it, decided they didn't like it, and moved on.
Then CTV heavily promoted the show for its second season premiere...and it got HUGE numbers. I think almost what it had got in the beginning. When viewers tuned into that premiere, they saw a show that ended in a very unsatisfying way. The next week, half the audience was gone. They never came back.
In the case of
Jeff Ltd, a show that was paired with it (
Robson Arms) not only got better reviews, it drew a
bigger audience with the
same lack of promotion. People felt more warmly toward it.
On
Jeff Ltd., Seymour was the star. He was the Executive Producer. He wrote or co-wrote
every episode. He was in charge of who got
cast...he was personally involved in just about every decision made on that show. If you watched more than one show (as I did) you quickly saw that the scripts and gags were repetitive, and unfunny. The show was kind of a mess. Jeff made sure that his show was a one-man band.
At what point do you take a bit of responsibility for it not connecting with the audience?Break it down another way:
Corner Gas moves every single season, but people still manage to find it. And it's not because the time change is all that well advertised. It's because there's a baseline of goodwill toward the show.
A
Global cop show called "
Blue Murder" repeats on a specialty channel here called
Showcase. A recent broadcast -- of a years- old repeat, that's already aired multiple times, with no promotion, rated 260 000 viewers in Canada. That's more than two and a half times the numbers
Jeff Ltd. got when it was canceled.
Under promotion IS a chronic problem in Canadian TV. But Jeff Seymour is not the standard bearer for it. That's a frequent problem in our industry -- we mix together things that are real concerns with stuff that are excuses that can't be justified. It makes us ripe for attack from those who'd try to choke off Canadian content altogether.
This is one of the things I was talking about when I wrote
this post. Seymour talking about his show as an example of a real problem muddies the waters. It's like dealing with famine by having a supermodel talk about how starving she is: it's not good optically, and it doesn't advance the cause.
There are shows that I think
could do better with better promotion.
Intelligence is probably one (it also was better reviewed.) But I could be wrong about that. I don't know. I find it interesting that
Intelligence has built its audience slightly over the last couple weeks, compared to the first two episodes.
Later
in the Playback article, the
CFTPA makes a case for one way to fix the chronic under-promotion problem:
The CFTPA is now pushing the CRTC to facilitate collective producer agreements with broadcasters, according to Brinton, who says "these terms of trade" would create a framework of basic practices.
"Things like [lack of promotion] wouldn't happen, because the broadcasters would have pre-negotiated levels of commitment for any productions before they enter into specific agreements with that individual show," he says.
When
Michael Bay blamed his cast and just about everybody else for the failure of
The Island, he was roundly ridiculed for it. His reputation took a big hit. I don't think anyone should be ridiculed here. But there
should be a reality check.
Before we crown a standard bearer for the problems facing Canadian TV, we really need to have a consensus that the project is
actually an example of the problem -- and we're not just
glomming onto a real problem to escape our own culpability.
So long as we mix the bad and the good, the real problems and the excuses together -- it's never going to get better.
Good shows fail. Bad shows succeed. It happens. But when the audience votes with their feet, it's another kettle of fish altogether to suggest that they'd choose differently if you shoved a few more promos down their throats. Seymour's complaining doesn't pass the smell test, and it makes it harder to attack and rectify the real cases where maybe promo IS the problem.