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Monday, September 05, 2005

This explains a lot

"CBS, like all networks, does extensive research on all its pilots. David Poltrack, the network's longtime head of research, has created a testing facility called Television City at the MGM Grand Hotel in Las Vegas. 'What you can do there is find any demographic group imaginable,' Moonves explained to me in one of our earlier meetings. 'Let's say we're looking for black men, age 18 to 24, from Omaha, Neb. In Vegas, we can find 30 in 24 hours. This allows us to really get specific. Let's say I'm thinking of a pilot for the slot after our comedy 'Two and a Half Men.' I can recruit people who like 'Two and a Half Men' and see if they'll stick around to watch this new show.'" [LINK]
So all of CBS's programming decisions are based on focus groups that, for all their demographic precision, are made up of that subset of the demographic that finds itself in Las Vegas. Surely everything is skewed as a result, and not in a good way.


posted at 10:05 PM

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