Changing Television: The Jericho Effect

“Thank you for your article from the set of Jericho. I was disappointed when I heard the show had been canceled. With well-developed characters and a compelling plot, it is not to be missed. Kudos to those involved in the peanut campaign for helping bring this addictive series back for season 2. Note to CBS: If you want to maintain viewership, stop killing story-line momentum by placing shows on hiatus for three months in the middle of their run.” — Natalie Payne (Mississauga, Ontario).

If Payne’s comment in the feedback section of Entertainment Weekly (Aug. 24) is any indication of the growing number of fans beyond the Internet, CBS might take notice. Not only do they exist, but their messages match those promoted by Jericho Rangers during the campaign.

It happens right here as well. We received about two dozen entries in our fan fiction contest after seeding it on dozens of contest sites. (Winners to be announced Aug. 31; and published every Sunday after.) But even more telling is that there isn’t a day that goes by when more Jericho fans seem to surface and find their way here, searching for the Jericho Season 2 schedule. And from here, they can easily find dozens of worthwhile Jericho links that line our posts. We are not alone.

The Hollywood Reporter has taken to calling it “the Jericho’ effect.” They say “TV bloggers came into their own as a force to be reckoned with this summer when their campaign to save CBS' canceled post apocalyptic drama* ‘Jericho’ became a triumphant success.” (*post-apocalyptic drama is not an appropriate description, but we know what might be.)

Just how much impact are TV bloggers and fans who have become disenchanted with the Nielsen rating system having? According to the article, they are influential enough that some television critics fear for their status if not their lives.

Seemingly overnight, networks now realize that fan engagement means better results than catering exclusively to the mixed reviews of entertainment writers. On this I can only offer that having been a reviewer for years, the industry needs to retool anyway. Sometimes, the remarks made are a bit sloppy, overly skewed toward personal preference, and often lifted right from the releases.

The Hollywood Reporter also notes that fans are attempting to lobby critics for favored comment (this is the price of semi-celebrity). And some fear fanatical fans and their ability to track them down (I hope that is not the case). Jericho is not the only show to see growing movements.

Teev Blogger reported last year that fans of Joss Whedon’s Firefly have been clamoring for more. Part of their wish is coming true. Multiverse Network has the rights to create a “massively Multiplayer Online Game (MMOG)” based on the TV show. Here is the latest news. Will it be enough? I don’t know.

Veronica Mars fans have a brand new site that says they want what Firefly got in lieu of a continued series — a full-length movie. Add to that a confirmation on the comic expected to be released by DC Comics in the late fall. Overall, the new movie campaign site seems be well thought out (though still under construction) with a nice summary of places to go for news.

Even Masi Oka (Hiro from Heroes) got into the act, reviving The Black Donnellys name when he made a quip about the show while giving critics a tour of an Irish pub: “This is where I go back in time and save The Black Donnellys.” While he meant to be playful, it does strike a chord. Although most people had never seen the show, everyone suddenly seems to know exactly what he is talking about.

Going Viral: From Soflow To Jericho

BusinessLine recently published “Why Viral Marketing Fails" that represents some business backtracking on the concept of consumer marketing. It was reposted by Charles Cook as "the lights were going out" on the Adrants' Solfow forum.

Of course, Soflow wasn’t really closing as much as it was morphing into Wis.dm. but the viral “closing” campaign seems to have been more successful for other networks than Soflow. Competing networks quickly offered up they were sad to see it go but were happy to accept its refugees. This left Soflow inc.’s new platform with fewer members than if it had not mismanaged its message with the hope of going viral.

But can the misfire really be pinned to the concept of viral marketing? Is it really true that most consumer marketing campaigns are destined to end up with a whimper? BuisinessLine seems to think so as the article questions everything from the name “viral marketing” to the very “ethics” of it. Yawn.

Any time viral marketing (though “consumer marketing” does sound better) fails, the failure can be traced back to a flawed strategy more easlly than a flawed concept. You see, the best consumer marketing — the kind that Hotmail originally used to become a success story — cannot be “forced” upon an unsuspecting public. For marketers, the simplest solution is to have a plan B in the event the viral plan A doesn't work.

Even better, if you’re lucky, consumers might kick off a viral campaign and all the company needs to do is nurture it. The question isn't how this happens as much as how it is happening. One of the best consumer success stories currently in progress is the once cancelled, now resurrected television series Jericho.

CBS never asked for a consumer campaign; the consumers did it on their own. The long and growing list of consumer marketing credits now include: Shaun OMac’s BlogTalkRadio show, fan-generated Web sites like Jericho Lives; forums like Jericho Rally Point; and Radio Free Jericho; an upcoming J-Con convention; fan groups like Jericho Coalition; and blogs like Jericho On CBS, The Jericho Bulletin, and Jericho Monster.

Jericho Monster, hosted by Jane S., demonstrates why consumer marketing works: it has a strategy driven by common sense. Without mapping it out like a communication consultant or marketing guru, her blog(s) have an unwritten work plan. Here’s a thumbnail of what she is doing (based on observation and not any formalized plan):

Objectives
Introduce non-viewers to the show.
Educate fans how to do the same.
Increase viewers for Season 2.
Tactics
Launch multiple interlinked blogs.
Make connections across the Web.
Expand the content to increase interest.
Early Results
Growing presence beyond Jericho fans.
Increased blog traffic driven to Jericho site.
Expanded content that caters to diverse interests.

It’s smart. And it demonstrates the best of consumer marketing. Through it all, CBS and Junction Entertainment have been increasing their efforts to assist the fans without attempting to “control” them or the proliferation of their content. On the contrary, they have taken to praising it (the image above, framed by a CBS Jericho widget border, is one of several created by Jericho fan Rubber Poultry), linking to various blogs and forums, and offering widgets fans to add anywhere they like online.

At this rate, Jericho stands to have a sensational return for its short-run seven episodes next season. And if it proves successful, it seems very likely that it will be on the verge of a complete renewal.

There isn’t any mad marketing genius behind what is becoming a viral phenomenon — just fans with a sense of passion and purpose. That’s true for all consumer marketing. It’s less about gimmick and more about allowing something to catch consumer interest. And, if that doesn’t work, you might be best served to have a plan B.

There are thirteen days left to enter Copywrite, Ink.'s contribution to consumer-generated Jericho buzz:. The free “Expanded Universe Short Story Competition” entry deadline is Aug. 17.

Rating Jericho Reruns: E! Online & Buddy TV

Despite having the disadvantage of returning for a summer rerun schedule during a long holiday weekend when many people were traveling, Jericho won its July 6 time slot. This leaves everyone, including E! Online and Buddy TV wondering whether Jericho succeeded in capturing new viewers or those responsible for the cancellation protest.

Given all the curiosity that non-viewers have, wondering what they missed before the controversial cancellation; the enthusiasm of existing fans; and several creative though inconsistent fan-generated campaigns; I'm more convinced than either entertainment media outlet: the bulk of the Nielsen families watching the show were primarily new viewers and the most diehard of Rangers (those fans who could watch a rerun front-to-back and back again).

However, I'm less convinced that the recap show did much to secure new viewers as this spliced together story line was just as jarring as it was when Jericho returned from that ill-fated mid-season hiatus last time. But, the only indication we will have whether the strategy to air the recap (and not another regular show) worked will be the number of viewers who stayed on for the full episode at 10 p.m.

It seems to me that recap shows appear to work better for reality TV than serial dramas, and even then those are painful to watch. That said, perhaps a better indication of Jericho's future success will be if items like the May 29 edition of Daily Variety that is up for auction on eBay will actually sell.

With a starting bid of $2.99 and s/h cost of $5.30, I can only imagine what that might one day mean for those who purchased fan-generated items prior to the return of the show (or the six people who won Copywrite, Ink. "Covering Nuts" T-shirts after I spoke at yesterday's IABC/Las Vegas luncheon).

Will Jericho memorabilia eventually match Veronica Mars or The Black Donnelley? I suspect we really won't know until more episodes are ordered for Season 2 or CBS commits to a Jericho Season 3.

In the interim, there are several interesting online consumer marketing approaches out there and today I'll mention two. First is Remote Access's weekly Jericho guest blogger feature. Second is the art for Jerichon 2007 produced by "rubberpoutry" for Guardians of Jericho as it appeared in the Jericho Times.

Jerichon is a convention being held by fans in the least likely convention hotspot of Oakley, Kansas. While some fans were concerned about the lack of accommodations in Oakley (despite Oakley having some Jericho-like characteristics), the Hays Daily News is all abuzz about the prospect of welcoming 300-500 attendees in a somewhat off the beaten path location. Then again, you never know. No one expected thousands of wayward rockers at Woodstock either.

In sum, although CBS, E! Online, and Buddy TV are sure to be watching the summer rerun ratings (that’s what they do), it might be everything but ratings that indicate the true temperature of this famous fan base. Hot or cold may ultimately be the indicator that attracts new viewers or not. It certainly won’t be CBS marketing efforts.

Branding Public Figures: Tom Cruise

I’ve been working on a mathematically provable brand theory for the last few months and Nicole Sperling’s article on Tom Cruise that appears in the July 13 edition of Entertainment Weekly provided a pretty good public figure example of its most basic (but not complete) premise.

She points out that Cruise’s brand used to be all about his boyish charm turned “rugged good looks, flashy smile, and three Oscar nominations.” But then something happened, starting just prior to the release of Steven Spielberg’s War Of The Worlds (photo above).

Cruise’s increasingly visible dedication to the controversial beliefs that accompany Scientology has produced brand instability and disastrous results. Most recently, on June 25, the German Ministry of Defense announced that “it did not want him to film United Artists’ upcoming WWII movie Valkyrie at the country’s Bendlerblock war memorial” because, according to ministry spokesman Harald Kammerbauer, Tom Cruise is affiliated with a cult.

The ministry has since backtracked, now saying their decision has “nothing to do” with Cruise being a Scientologist. Likewise, Cruise has made the case that he is always an actor first and foremost. Hmmm… neither statement seems very credible and there is a very simple explanation that fits in within the aforementioned theory, which we might call the “Fragile Brand Theory.”

The Fragile Brand Theory accepts the definition that a brand is the net sum of all positive and negative impressions of the subject, Cruise in this case, and then breaks it all down into something that resembles an atom.

Imagine Cruise (the person, not the brand) is like a nucleus that represents the reality of Cruise. It doesn’t really matter what this reality is because people will generally accept realities regardless of what they are, which is why very, very different public figures usually succeed (whether you like them or not): Rush Limbaugh, Paris Hilton, John Edwards, John McCain, Al Gore, etc. Really, it doesn’t matter who any of these people really are because while the nucleus is related to and can be impacted by a brand, it is not the brand.

Unlike the nucleus, brands are reliant on the collective public’s perception about people, products, and companies. As mentioned, they are the net sum of positive and negative impressions. Using the atom illustration, they might look like layers of electrons that circle the nucleus, with the strongest, most authentic electrons being closest to the nucleus, and those that are “made up” or “stretched” being the furthest from it. When too many electrons are too far from the nucleus, the more likely a brand will become unstable, collapse, or be ripped apart.

In a case study of Cruise, the 1995 off-screen Cruise brand came close to mirroring the image of the much-loved character Jerry Maguire (and most characters Cruise portrayed before that). He was a somewhat private but daring actor who, despite being overconfident at times (the classic pride comes before a fall syndrome so many of his characters endure), always managed to better himself and triumph in the face of insurmountable odds.

That is a very different brand than the post-2005 Cruise brand we see today. Now, most of his impressions seem to suggest an arrogant and impulsive actor who frequently uses his fame to argue controversial topics if not create controversy while promoting beliefs grounded in Scientology. Actor first? We think not.

Regardless of how you feel about Cruise, Scientology, his relationship with Katie Holmes (including the Oprah brouhaha), or his war against certain prescription medication (which was at least half right as supported to the extreme by John Travolta), the Fragile Brand Theory suggests whoever the real Cruise is (1995 or 2005) doesn’t matter. What matters is that current public opinion is a reaction to the realization that the 1995 brand they loved is apparently very different from the reality that seems to be.

Generally, if the majority of all electrons remain close to the nucleus, they are more likely to remain in place, creating an extremely strong brand that can withstand anything. But when the majority of all electrons are revealed to be too far away from the nucleus (or in contrast to the existing brand), it becomes unstable.

In other words, if Cruise always acted like he has over the last two years, recent events would hardly be considered controversial let alone impact his career. But, since he has not always acted like this (at least that is the perception), he is suffering from brand instability.

Personally, I don’t really know whether the old Cruise or new Cruise is the real Cruise, but what I do know is that the Fragile Brand Theory demonstrates why a public figure like Britney Spears will always find public sympathy after countless train wrecks and public figures like Mel Gibson will always receive public scorn over a single drunken outburst. En masse, the public does not like it when public figures do not meet brand expectations. (Eg. the Paris Hilton brand can go to jail, but she’s not allowed to cry over it.)

Or perhaps this provides a better example: Rosie O’Donnell can run amok at the mouth because we expect it; Oprah, on the other hand, has to be a bit more cautious as she presents herself to be a grounded and trusted advisor.

In sum, one of the most basic concepts within the Fragile Brand Theory suggests it is more important to stick with your brand choice — whether you choose a halo or horns — than the choice you make.

Of course, you also might want to keep in mind that if your brand is more made up than real, sooner or later, it will collapse under the sheer weight of contrary actions or be pulled apart by unanswered accusations made by more credible sources. It also assumes you or your consultants know how to brand from the inside out; sadly, many say that they can, but most cannot.

Creating Fandom: The Jericho Universe

This piece would have been better served as seven posts, but since my blog is more about business communication than fandom, I felt it would best serve me to fast-track some solutions for Jericho fans and CBS with seven points and hopefully turn the largest show cancellation protest into the beginnings of a long-running series with more mileage than anyone imagined, fans included.

To do it, the primary ingredients are what we do at my firm for dozens of companies and organizations every week: words (message), concepts (imagination), and strategies (business sense). Hold on and enjoy…

Solution One: Organize. The time to operate like a mass protest is over. The time to establish an association for fans is at hand (non-for-profit?). Doing so will create a legitimate governoring body, establish elected leadership, produce by-laws, designate points of contact, and raise funds (a modest membership fee with donation options and major sponsor support) for a variety of projects. Whether the organization operates as a single body or more like a representative organization with various splinter groups is up to the fans. But at the end of the day, someone has to be seen as the lead. The most obvious choice seems to be the Jericho Lives/Jericho Rally Point co-op. It should not be hard. I happen to know that Jericho fans have members with the right skill sets to do it (just don’t overcomplicate the process).

Solution Two: Focus. There are countless side debates on the table, ranging from whether Nielsen Media Research is the best measure for media today (not on its own) to how much support does the fan base want to give to CBS. Sure, for many, it’s difficult to distinguish whether CBS should be praised for bringing the show back so quickly (the fastest cancellation reversal in history) or ridiculed for failing to establish a sense of trust and credibility. There are also a number of rumors being floated (mostly by those who feel slighted because Jericho fans did what others said could not be done) that continue to cause a fuss, including one that wonders if the fans are being set up. I cannot say it more simply: while I find this all fascinating from a corporate communication perspective, it does not matter for fans who want to revive the show. Focus on the goal of building a bigger, trackable fan base.

Solution Three: Consolidate. There is no way you can expect everyone to keep pace with hundreds of fan sites and bases of operation. There needs to be some communication consolidation. While I know Brian Kalinka is doing a fine job looking for links at the Jericho Rally Point, the Jericho Times being put out by the Jericho Armory has already demonstrated real potential as a weekly e-mailed roundup. Along with the interactive newsletter, there are dozens of other communication topics being discussed on the CBS message boards. Net, net, I suggest you conduct business off of the CBS site because potential fans are being buried by the weight of business talk. You have to appreciate that some people might just want to watch and discuss the show. It was a brilliant move to make CBS the front lines of the protest, but I’m unconvinced that fandom business discussions, other than updates, really belong there. Sorry, but the topics are too niche for the general audience.

Solution Four: Add Value. Being co-called “partners” with CBS is a misnomer. There is no question that the fan base, at the moment, is supporting a CBS show (or “half” show, considering CBS only bought seven episodes), but Jericho fans really need to distinguish themselves as an independent group. As such, it is your primary goal is to add value to the organization and not necessarily CBS. If fans can add value to the organization beyond the show and actually engage consumers, you have a much more marketable product for prospects, who will inevitability watch and support the show anyway. Add value and members and you’ll also get your own sponsors (there’s a nut company that might even have interest in this). CBS might even jump in too, but stress your autonomy if it does.

Solution Five: Re-Brand. This tip goes out to CBS as much as Jericho fans. Branding this show as a post-apocalyptic drama was a mistake in season one and would be a travesty in season two. I already wrote a five-second solution that would help the show (a record number of people read it and agreed). While that was a fine but fast solution, the bigger picture beyond the town proves that the post-apocalyptic description is grossly inaccurate. For those who don’t know the context, Jericho is a town set in an alternative universe where some members of our government were able to stage a faux nuclear terrorist attack in order to seize power. While somewhat successful, they have thrust the country into a civil war. Specific to the series, as I said before, Jericho is a story of survival in a small Kansas town that has been mostly cut off from the rest of the United States as these events unfold.

Solution Six: Become Un-Lost. There was certainly an appeal to mimic Lost in season one by not allowing fans to know much more than the characters. That plot ploy has now come and gone. For this show to survive a short season two and live on for season three, four, five, six, etc., it’s time to offer up full disclosure online (if not offline). Lost may have captured fan fancy in being a serial mystery, but it is a mistake to market Jericho the same way. Jericho is an alternate reality, pure and simple. For fans to embrace the concept, they need to know more about the world outside Jericho even if the characters do not. There are, by some accounts, as many as six cities claiming to represent the United States (or perhaps not). If the writers accomplish nothing else this summer beyond some online programs, they might produce a Jericho Gazette that places a face on each region, identifies uncontrolled areas like Jericho, pinpoints any warlord-type strongholds, and provides a picture of the geo-political landscape, one that the fans can understand and use for fan-generated fictional content.

Solution Seven: Open Universe. As an alternate universe with an impressive fan base, CBS would be smart to relinquish some creative rights much like George Lucas, Gene Rodenberry, and even J.R.R. Tolkien in allowing the Jericho universe to unfold in new and amazing ways. (Hey Jon, Stephan, and Carol … want to join those guys?) The possibilities of this storyline go far beyond Jericho. So it only makes sense to let others, perhaps fans, flush out the experience. There are endless consequences, considerations, and storylines that would result from the sudden splintering of a world power well beyond China and Germany conducting air drops around the United States. There is little doubt that some countries might be more inclined to seize the opportunity to further their own gains. And, there is endless speculation on how Canada and Mexico might handle American refugees spilling across the border (a twist if there ever was one). Ergo, much like Star Trek and Star Wars, the series Jericho is one great storyline in an epic adventure with potential fan bases growing up around each splinter, all of which will tune into the show that started it all.

Those are my seven tips for saving Jericho for the long haul, which pre-assumes that the two drivers currently driving the bus will listen to reason. For the fans, it pre-assumes you can get past the “nut war” and move forward without fractioning, be more courteous in discussing which characters are most expendable (after the actors were so good to give you shout outs), and take care NOT to employ a flag that characters of Jericho would be appalled to see as a fan logo. For CBS et al, it pre-assumes you can get past being short-sighted to realize you actually have an asset with tremendous potential, capitalize on unlimited non-television spin-offs (books, film shorts, games, etc.) that touch on relevant issues today, and give the fans an immersive world that they can play with so you can focus on the show.

If anyone is looking for inspiration beyond the obvious television and film epics, I might suggest taking a hard, long look at two: World War Z by Max Brooks, which might have employed zombies but captures how catastrophic events can change the world; and DMZ Vol. 1 by Brian Wood and Riccardo Burchielli, a graphic novel that plays with a near-future America torn by civil war. Neither represents a pure Jericho crossover, but they both go a long way in presenting how to shape up an expanded universe.

Well, those are my notes, but since I’m already at risk of writing a business plan for free, I think I’ll end here. Take the ideas or leave them, but the bottom line is that it is time to go out and try to do the right thing. Well, go do it already!

Inking Deals: News Corporation / NBC Universal

While CBS seeems to have slowed under the sheer weight of nuts sent by fans over the cancellation of Jericho, News Corporation and NBC Universal are speeding ahead with the addition of FUEL TV, Oxygen, SPEED, Sundance Channel, and TV Guide as content partners committed to bring programming to Web video consumers. The new deal was announced last Wednesday.

"Each of our new content partners have a reputation for creating premium entertainment experiences designed to fulfill television viewers' more eclectic needs," said George Kliavkoff, chief digital officer, NBC Universal and interim CEO of the joint venture. "We are delighted they have all agreed to contribute their compelling content to our venture, which will help ensure our ability to satisfy the more personalized demands of the growing number of Web video consumers."

Their plans are smart, very smart. FUEL TV and SPEED will distribute both partners' short-form content across the distribution network and host their programming on its destination site. The venture's distribution network currently consists of AOL, MSN, MySpace, Yahoo, Comcast, and CNET. The strategy seems a stark contrast to Joost, which looks great, but has come under increasing criticism that it is the slow road to developing Web television.

According to ReportOnBusiness.com, Joost has been further slowed by Viacom Inc.'s billion-dollar lawsuit with Google Inc. for "not doing enough to prevent copyright-protected content."

The slowdown was also made apparent a few weeks ago, when the new chief Internet strategist at CBS Corp. quipped to the Wall Street Journal that the network's ambitious Innertube project launched in 2006 should be renamed "CBS.com/nobodycomeshere." (Ironically, one of Innertube's most watched shows was Jericho and those fans aren't likely to come back until CBS gives the series another shot.)

The lesson to be learned practically flies out of the pages of Laurence Haughton's book, as recently summed at Recruiting Bloggers, "speed is the ultimate customer turn on." Don't obsess about perfection. Good enough is good enough.

Speed seems to be on the side of News Corporation and NBC Universal with their plans to feature thousands of hours of full-length TV programming, clips and movies, representing premium content from close to 20 networks and television and film studios. With the addition of CNET and Comcast, the new venture will include E!, Style, G4, Versus, and Golf Channel. The joint venture, NBCU/News Corp., will have offices in Los Angeles and New York.

We first alluded to some major changes in television back in August 2006. Now, in a little less than a year, the entire entertainment landscape is gearing up for major changes. When you add better content to the new technology due out this year, devices that allow people to watch programming whenever and wherever they want, it seems to me that TV will never be the same.

As NBC Universal's Beth Comstock said in April: “If you have great content … you’re always going to find distribution platforms.“ Of course, that assumes you don't cancel content people want.

Understanding Viewers: TV’s New Consumers

Who are these people?

It seems to be the number one question being asked by people all over the world, including CBS. Who are these people that have sent more than 35,000 pounds of nuts to CBS and flooded executive e-mails and phone lines? Who are these people who can rally more 1,000 to 5,000 signatures a day, every day? Who are these people who have captured headlines in The Wall Street Journal, The New York Times, and the Los Angeles Times? Who are these people who dominate the Internet on blogs, forums, and BlogTalkRadio?

Who are these people?

They are students like my first fan contact Brian Kalinka in New Fairfield, Conn.; administrative assistants like Diane Roy in Grande Prairie, Alberta, Canada; business owners like Lisa Ludvicek in Overland, Kansas, and Debra Newman in Bonner Springs, Kansas; online talk radio hosts like Shaun OMac in Las Vegas; and radio operations managers like Clarke Ingram in Pittsburgh, Penn. People with diverse jobs, educations, incomes, and interests that all have found common ground in a television show called Jericho and CBS Jericho message boards.

“All of us were concerned about cancellation because word was that the show was ‘on the bubble,” says Ingram, talking about message board discussions just prior to the May 15 leak that the show would be cancelled. “The next day, May 16, Shaun OMac hosted what was going to be a ‘wake for Johnston Green’ show, but it turned into a discussion about the cancellation.”

According to Ingram, the radio show put voices and real names to the screen names that make up most message boards. They were real people, and it served to unify them to save the show. It also served to bring some ideas. Ingram is credited with being among the first to say “Nuts!” to CBS (he refutes this, offering up that dozens of other fans said it first); OMac suggested they put the words into action; and a Canadian fan, Jeff Knoll, quickly made arrangements with Jeffrey Braverman at NUTSOnline.

Who are these people?

They are a cross sampling of North America, 9+ million Jericho fans who enjoyed the show and feel unrepresented by Nielsen Media Research. Many watched the show as a family (as evidenced by many comments left on our blog alone). Some were CBS message board regulars. None of them seem to typify the definition of the cult following that they’ve been compared to since capturing the title of the biggest cancellation protest in history.

In fact, when you look at the events over the past few weeks, believe it or not, this entire movement happened very much by accident. Ingram’s original farewell post is a testament to this; it was meant as nothing more than a thank you to the actors, writers, and producers before CBS deleted 3,000+ of his posts and temporarily banned him from the message boards.

Since, they have transformed from an accidental gathering of viewers into a “can do” consumer movement with a very clear message to networks: television viewers do not have to tune into programs just because there is nothing better to watch (there are plenty of options). With hundreds of channels and dozens of recording and download options, we have become actively engaged consumers who expect more from the entertainment industry than copycat programming, sudden serial ends, and executives who lay blame on the viewers they need to entice advertisers to pony up multi-million dollar profit margins.

Who are these people?

You don’t even have to like Jericho to understand these fans or appreciate how they feel. If you’ve ever enjoyed any television program only to see it unjustly cancelled because someone didn’t look behind the Nielsen numbers, then you can empathize with this spontaneous uprising of support for Jericho. The only difference is that these viewers and others decided to do something about it.

And in the process, whether they win or lose (though I think they’ll win), they are changing the way networks think about their ever-increasing niche products. Maybe not CBS, but certainly NBC and Fox, both of which are placing less emphasis on the Nielsen numbers alone and more emphasis on listening to viewers. But isn’t that the lesson for every executive lately? Numbers are great, but without the demographics and psychographics behind them, numbers mean nothing. So who are these people? They are everybody.

“I've heard CBS is asking ‘where were these viewers during the regular season?’” noted Ingram. “We were right here, using online platforms that you provided … we were here, but not measured by Nielsen.”

Saving Jericho: Seven Solutions For Rangers

After seeing “low tech” Les Moonves, president and CEO of CBS Corp., dismiss Jericho with The Wall Street Journal, I realized something. While I wrote up early solutions that CBS might have considered in handling their show cancellation crisis (even if they are in denial), I’ve seemed reluctant to provide any tips for the Jericho Rangers (fans of the show). Why?

Mostly because the fans have more than proven their mettle by producing the biggest show cancellation protest in history. In fact, watching the nuts total exceed 31,000 pounds over at NUTSOnline is only one measure of their wildly successful campaign. Within hours, they raised almost $8,000 in disaster relief for the tornado ravaged town of Greensburg, Kansas (ending claims that Jericho Rangers could put their time to better use). They are also a chip shot away from reaching 100,000 signatures.

Yesterday, upon learning I wrote about a controversy in my hometown, they sent me a “thank you” for the day before — thousands of visitors in the course of two hours. This kind of movement really makes me wonder if CBS recognizes that the Jericho Rangers are adding numbers faster than any are getting tired out (and even those that are tired do not seem willing to give up, much like they won’t be discouraged by negative posts that are beginning to pop up on the CBS Jericho message boards).

What CBS is also missing is that this movement is much bigger than the CBS Jericho message board. If it continues, I don’t know how long Jericho Lives will be able to contain it and that would mean all bets are off for Moonves. Still, since all of this has taken on a life of its own, some of my team members started kicking around what would happen if we did toss over a few solutions for the Jericho Rangers. After all, fair is fair …

Solution One: Tighten Your Message. Everybody “diggs” the nuts campaign for its novelty. And it continues to generate buzz at various news bureaus. But what is sometimes missing are those clear, crisp speaking points about the show: tell people why this isn’t just another sci-fi serial with diehard fans (it’s not). Reinforce your doubts that Nielsen accurately captured the show’s ratings.

Solution Two: Expand Your Base. When you think your Ranger growth is slowing, round up friends, family, and neighbors to your cause. Sure, they might never have seen Jericho, but they will support the show if you ask them: sign the petition, buy some nuts, or mail a pre-stamped pre-addressed postcard. This could tip the balance, keep it in the mainstream, and engage more people.

Solution Three: Local Speakers. Several times throughout the campaign, Jericho Rangers have come close to missing in-person interviews with local broadcast companies, especially CBS affiliates. It would be advantageous to locate and identify speakers before you need them in mid-sized and major cities across America.

Solution Four: Affiliate Buy-in. Probably because CBS affiliates are much closer to the fan base, they seem eager to report on the protest. I can only imagine, but part of the reason is associated with the local affiliates being able to sell the show. Besides, if they cover it, other non-affiliated stations might follow suit with their own spin. Local stations borrow stories all the time.

Solution Five: Star Power. Sure, the fans have kicked around star power for some time, but they have yet to make it connect. The secret is to secure celebrities not affiliated with CBS or any other network. Designate a team (but don’t overwhelm them) to contact publicists who want their client on the front cover of Star Magazine saying “nuts to CBS” or simply something nice about Jericho actors, writers, or producers. The reward: 8-9 million moviegoers.

Solution Six: Forget Rumors. If anything distracts this fan base the most, it must be the constant buzz of rumors. Just the other day, on Shaun O Mac’s online radio show, Stephen Scaia mentioned the Jericho set is still standing. Look, we all know the fans already secured a wrap-up so a working set only makes sense. Enjoy these rumors but stay focused until CBS says “yes, season two.” Then celebrate.

Solution Seven: Reporters Rock. Don’t get me wrong. The first rule in media relations is appreciating that the media is never your friend. They will report your missteps as quickly as your successes (it’s their job). With Jericho fans, however, there is a bit of a twist. You’ve won most of them over. So please, don’t dismiss or ditch them when a story doesn’t go your way. They’ll respect you for accepting a setback and be more willing to consider a follow-up.

So there you have it: seven solutions for Jericho Rangers. I could float a dozen more because grassroots campaigning comes pretty natural for someone who has worked on a few political campaigns and community causes. But these seem to fit best with your most pressing needs. Most will simply move you to the next level, which reminds me…

Never turn off a fundraising effort when it is working. If you are raising money faster than you can spend it, there is always the next advertisement in the next publication. If the campaign ends before CBS comes to its senses, then you can always donate the proceeds to Greensburg, Kansas, or wherever you wish. Who knows? Maybe some can be slated as seed money for the convention or, even better, help fund Rangers to make more group appearances. You need some.

In closing, always keep faith in your friendships, even when the numbers don’t seem to add up in your favor. If I had a nickel for each win that I was told couldn’t be won, I’d be ready to retire.

The bottom line: all of this comes down to CBS making a choice, just not the one that you or they think. It’s not the show; it’s the headline: CBS Saves Jericho … or CBS Says ‘Nuts’ To Customers.

If I were a shareholder, I would hope they’d pick the former and not the latter, because the latter is a loss. Even Mr. Moonves would have to agree with me that shareholders like to pick winning decisions, not losing ones. Or maybe not. To each his own. But if CBS were one of my investments (it’s not today), I’d be voting someone off the island.

Saving Jericho: Seven Solutions For CBS

If Nina Tassler, president of CBS Entertainment, is wondering why providing "closure to the compelling drama that was the Jericho story" does not seem to be enough to stop the hemorrhaging caused by the loyal fans of Jericho, she need look no further than the proven practice of crisis communication. Asking the right questions will always lead to effective solutions.

First and foremost, the network has to acknowledge something went wrong. Given the relentless activity at sites like Jericho Rally Point, Jericho Lives, and Save Jericho, something obviously did go wrong.

Add to these sites the increasing number of social and mainstream media outlets taking notice: film.com, SoundtheSirens, and TV Guide forums. Or try a simple "Save Jericho" search. That's all it takes to see the gravity of the situation even without the NUTS campaign. (We hope CBS donates to food shelters).

Since there is no question that the drama attached to save Jericho efforts will continue to catch fire, making the CBS decision sound like a comedy of one error after another, it's time to ask how the broadcaster can stop a siege of loyal viewers and then transform bad public relations into network performance.

Solution One: Make A Commitment. Since "ending" the show does not seem to be enough, give it a limited run commitment with six shows squeezed somewhere into next season's line up. The announcement would provide CBS enough breathing room to get something done besides husking nuts. Considering the show left off with a major battle between New Bern and Jericho, it would be all too easy to drop any actors who don't wish to come back.

Solution Two: Fast Track DVD Season One. Everybody heard Tassler say that CBS is a business, so then maybe CBS could act like a business. Fast tracking the first season of Jericho to DVD would revive the fan base lost during the midseason break, generate cash flow, capture new fans (because some will be curious to see what they missed), and provide a better measurement than ratings alone.

Solution Three: Restore Fans Online. Dozens of fans, especially "save Jericho" leaders, were allegedly kicked from CBS forums. If there is to be any hope to restore peace, they could be reinstated on the condition they do not spam other show sites. These fans are not the enemies, but rather CBS allies who never thought the network lost its edge (because it created the show they love). They are also the ones who might not vote up ratings, but they are very willing to vote with pocketbooks.

Solution Four: Merchandising. Merchandising remains one of the biggest misses for Jericho this year. CBS could reverse any lackluster or perhaps non-existent show merchandising by involving fans in the design process (maybe a contest). Some have demonstrated a knack for producing merchandise that needs no more than a little polish.

Solution Five: Public Relations. Bringing the show back now would be a big public relations coup that will be talked about for months by entertainment news outlets because it would represent a dramatic shift in industry thinking. As I often say on this blog, we cannot choose what people say about us, but we can choose how we react to it. The appropriate reaction is not to look at fans as raving lunatics, but rather as living proof that CBS can create endearing programs.

Solution Six: Drop Subscription-Based Videos. There seems to be plenty of evidence to support the idea that a monthly subscription to multiple shows is not going to work in the age of new media. Single purchase downloads are much more effective because they allow the consumer to make the choice. The network could potentially make more money and the fans would be happier. Apple, YouTube, and Joost have already set this as the standard for on-demand digital media.

Solution Seven: Learn From Past Mistakes. CBS is not alone. Mid-season breaks almost killed several shows this year. While mid-season breaks might be palatable for shows that are largely based on a single standalone episode like House, CSI, and Two And A Half Men, they clearly don't work with serials. When fans miss a week, they are less motivated to return.

So there you have it. With seven solutions, I believe CBS could be in a prime position to turn a public relations nightmare into next season's leader, especially as more people learn what it was about Jericho that the fans found so addictive.

To me, it all seems pretty easy to figure out. Jericho was much more than a sci-fi "fallout" thriller. For many fans, from what I've read, it was a testament to being a family-oriented American: a small town consisting of top-drawer actors struggling against the odds to remain loyal to the very best qualities this country can offer. Who can blame them for liking that?

In times like these, when government sometimes seems too polarized to show forward motion and the evening news focuses too much on people who make the wrong decisions, is it any wonder why a few million people found hope in the citizens of Jericho as they made sacrifices to make the right moral decisions? At least, that's the way I see it.

Going Nuts: CBS In Crisis

If there is a tipping point between viral fun and crisis communication, CBS seems to have found it. As if a battle with The National Association of REALTORS over a CBS "60 Minutes" story isn't bad enough, the network is trying desperately to prevent an all-out war with its own customers, viewers who became enamored with the television series "Jericho."

Originally, Nina Tassler, president of CBS Entertainment, took the hard view, telling the Vancouver Sun and other media outlets ... "that show would still be on the air if the audience was there. No programmer wants to p.i.s.s. off their audience. When that happens, it's unfortunate. Part of what we try to do is create viewer loyalty, and then build on that ... But we're running a business."

Today, on CBS Jericho message boards, her bluntness has been dulled and her talk-tough approach humbled.

"Please know that canceling a television series is a very difficult decision ... It is a show we loved too. We truly appreciate the commitment you made to the series and we are humbled by your disappointment. In the coming weeks, we hope to develop a way to provide closure to the compelling drama that was the Jericho story."

What changed? A combination of viral fan campaigns that demonstrate the relative ease of organizing an army of angry customers online. The site includes all CBS phone numbers, e-mails, and addresses; affiliate and advertiser contact information; links to an online petition growing by 10,000 viewers a day; sample letters; show ratings; and even links to other networks to encourage them to buy Jericho.

On any given show cancellation, maybe a single viral idea might stick. Not so with Jericho. In addition to the NUTS campaign we reported on yesterday, fans have been busy.

They have made fax sheets, T-shirts, and posters featuring CBS "nuking" the show; added links to where you can order "nuts" online; solicited celebrities; threatened CBS boycotts; spammed other show message boards (resulting in scores of CBS fans being removed from the CBS Jericho site); and dozens of other ideas, many of which are being promoted on the CBS Jericho message boards and hundreds of blogs.

The fallout being caused by hundreds of thousands of viewers (a fraction of millions who watched it) and CBS is one that all major networks can take note of: show promotion and social media represent a double-edged sword. It may increase viewership and buy-in but it also evolves viewers into customers.

Ratings conducted by Nielsen are no longer the only measure of a fan base. Consumers are recording their favorite shows in record numbers; watching full episodes with an online platform that, ironically, CBS provided; or waiting to catch up when an entire season is released on DVD. Personally, I'm surprised Tassler and her staff didn't factor this, along with the fanaticism of fans they did create, into the equation. First run ratings are seemingly becoming one of the least effective measures for successful programming.

The mistake, what some are calling the worst cancellation error in television history, is taking a major toll on CBS. Enough so that the latest rumor is that if CBS doesn't release the show to another network, it may produce a 2-hour series finale to tie up loose ends.

I'm no longer convinced it will work. The finale idea might have been successful a few days ago, but now organized fans seems less willing to settle after being ignored then talked-tough too then booted from CBS message boards and now seemingly placated by the executives. Tensions are so high that even CBS affiliate Eyewitness News 12 in Kansas has defected to the customer camp.

In sum, this entire event is demonstrating that passive viewers have evolved into active customers. As such, networks might think twice about going to war against them. Such wars only make advertisers and shareholders extremely anxious, nervous, and less than impressed.

Getting Nuts: CBS Over Jericho

What would you do with 22,000 pounds of nuts? That's what CBS executives might have to ask themselves if even half of the Jericho fans who have already signed an online petition make good on a grassroots effort that calls for viewers to send in “nuts.”

According to some fans, sending nuts is the best response to the show’s cancellation because it originates with character Jake Green (Skeet Ulrich) borrowing the historic phrase in response to a final offer of surrender from a hostile neighboring town. Of course, the response, “nuts,” is tied to General Anthony C. McAuliffe’s answer to a German demand for surrender in World War II.

According to various accounts, when McAuliffe was told of the German demand for surrender he said "Aw, nuts". At a loss for an official reply, Lt. Col. Kinnard suggested that his first remark summed the situation up well, which was agreed to by the others. The official reply: "To the German Commander, NUTS!, The American Commander" was typed and delivered by Colonel Harper to the German delegation. Harper had to explain the meaning of the word to the Germans.

Some fans say they feel the same way, cut off by CBS because they blame the company’s executives for the show’s lackluster ratings. As pointed out by Showbuzz , many viewers abandoned the show only after it went on a long midseason hiatus, much like "Lost" on ABC and "Heroes" on NBC.

This is not the first time CBS has garnered negative reactions related to the show. Fans were upset when CBS did not deliver on its promise to fully produce side stories online and when it removed a fan-generated Wikipedia entry to retain control over what details they wanted fans to remember. Now, some fans have accused CBS of deleting posts in the CBS-hosted Jericho forum.

Since, discussions of the show’s cancellation have spilled onto the main CBS discussion area, which is dominated by fan complaints and pleas at various times. Not to be outdone, fans of other shows on CBS, which were also cancelled, are following suit, creating an interesting statement about social media.

With growing fervor, networks are hearing louder and louder protests over show cancellations that would have barely received mention 20 years ago. Now, due to increased consumer buy-in with rich online content, forums, and deleted scenes, broadcasters might find it more difficult to make decisions without consumer consent. In sum, fans become more vested than ever.

Public outcry is also linked to the knowledge that some shows can be saved. One of the most famous cases was Seth MacFarlane’s Family Guy. FOX reversed its cancellation after Cartoon Network reruns revived interest and consumers bought 2.2 million DVDs. Of course, it’s always easier to revive a show with animated characters than a large ensemble cast like Jericho. Nuts.

Imitating Life: The Office

Reveille and NBC Universal Television Studios' 2006 Emmy award-winning show, The Office, proved its writers know something about life, comedy, and crisis communication.

Last Thursday's episode, "Product Recall," put Michael Scott (Steve Carell), regional manager of Dunder-Mifflin in crisis after a disgruntled employee at the paper mill put an obscene watermark on one of their most popular paper products. The paper was shipped to clients, including a local high school that used it for prom invitations.

Employing "pat" crisis communication techniques, Scott assembles a crisis team with Dwight Schrute (Rainn Wilson) in charge of a press conference. The thinking here is to always run to a crisis rather than from it. It's better to let the press know, Scott deduces, then to let them find out on their own.

Fortunately for Scott, Schrute is unsuccessful at securing CNN and other major news networks to cover the obscene paper problem. Unfortunately for him, a reporter from the Scranton Times does attend.

From here, it goes from bad to worse. Scott's idea for the press conference is to offer restitution to a major client in the form of free paper voucher (a "big" photo op check) and then spin the scandal into a "local company makes good with clients" story.

Instead, the client rejects the offer and demands Scott's resignation. Scott responds by kicking her out of the press conference and telling her to call the “Ungrateful Beeyotch Hotline.”

Realizing the Scranton Times might write a less than favorable recap, Scott makes an apology video that concludes his resignation is not an option and it would take a S.W.A.T. team to remove him from Dunder-Mifflin. (A few more minutes and the writers might have added that Scott could post the video on YouTube.)

This is really funny stuff. It might be even funnier if companies, armed with "pat" crisis communication plans, do not make similar mistakes.

In this case, Scott would have been better off being prepared for the press, but not begging for attention. (If the problem was life-threatening, it would be different.) Sometimes the best coverage of a crisis is no coverage at all.

Of course, had he not made a molehill into a mountain by hosting a press conference and inviting an unconfirmed client "ally," then there would have been no show last Thursday to make us smile.

You can find a quick recap of this misapplied Dunder-Mifflin approach to crisis communication by visiting the The Office Web site.

Solving Mysteries: Rosie O'Donnell

When I participated on the The Recruiting Animal Show, I ended by saying that "If you live only by publicity, you will likely die by publicity." Recruiting Animal called this statement a mystery. Today, Rosie O'Donnell solves it.

She is leaving ABC's "The View" when her contract expires at the end of this season. She made the announcement at the top of today's program. Sure, she said she will be back as a guest and Babara Walters claims O'Donnel is leaving on good terms.

However, in the last few months O'Donnel has made dozens of "publicity stunt" comments designed to do nothing more than raise eyebrows and hopefully ratings. Some of the more notable comments included accusations that "American Idol" is "racist" and "weightist" (ignoring evidence that suggests otherwise) and her ongoing conflict with Donald Trump (making erroneous personal remarks about him) after the Tara Conner scandal.

Now it seems the publicity stunts didn't pay off enough. ABC Daytime was unable to come to a contractual agreement with her. So while time will only tell whether or not "The View" viewers will care, publicity alone was not enough.

Addressing Perception: American Idol

American Idol judge Simon Cowell demonstrated he understands something about negative publicity, even when such publicity stems from perception, speculation, and rumor. You address it.

That is precisely what Cowell did Wednesday night after social and mainstream media criticized him for an annoyed look he appeared to give contestant Chris Richardson, who is from Chesapeake, Va. The look came after Richardson followed his performance with a comment about the 32 innocent people killed at Virginia Tech.

Richardson had said: "My heart and prayers go out to Virginia Tech. I have a lot of friends over there. ... Be strong."

As the cameras cut to Cowell, he looked annoyed, rolled his eyes, and raised his eyebrows. But he wasn't rolling his eyes at the Virginia Tech comment. He was rolling his eyes at Richardson's earlier comment that nasally singing was somehow an accepted singing technique. More precisely, Cowell was still addressing the comment with Paula Abdul in a side conversation unrelated to what was happening on stage.

"I was saying to Paula, 'What does he mean, he sang nasally on purpose? I didn't understand what he was saying.' So I hadn't even heard what he did. Then my eyes rolled, given what I was saying to Paula," said Cowell.

American Idol producers went one step further by playing the video footage of Cowell's side conversation, which clearly and quickly proved the point. For some, it also demonstrated the power of perception over reality. Often, on video, what we see is dictated by camera angle and, in this case, which camera.

"I did want to clear this one up because, you know, this is a very very sensitive subject. The irony is that we did want to try and set the right tone on the show. And then something like this happens, and it just starts fanning the flames," Cowell said. "And people need to understand, there are families involved. It's not right."

Cowell went on to say that he might not be the nicest person in the world, but he sympathizes and appreciates what the contestants and affected families were going through. Well spoken, considering most celebrities and executives forget to keep their cool in order to keep the focus on corrections and clarifications. He did not apologize, because there was nothing to apologize for in a presentation that exemplified credibility and transparency.

"I would like to say, on a more serious note, just to pick up on what Ryan said, on behalf of the three of us, that we would also like to offer our best wishes and support to the families of this tragedy, as well," Cowell said, adding that it had been a tricky weekend for the contestants, some of whom were close to the families there.

In many ways, the show outperformed its critics who have taken to giving Cho Seung-Hui, the Virginia Tech gunman, a forum for his perceived grievances against rich people. Perhaps some networks might remember that while it is appropriate to report the news, the reporting of the news does not necessarily have to provide forums for killers. Sometimes there are not two sides to a story. And sometimes the best displays of empathy would be not to air a video that gives into one confused person's perception, at least not over and over again.

To make a point on communication, Cowell demonstrated how best to address misinterpretation. To address the misconception that "seeing is believing," it isn't (especially when what we see is spliced together with multiple camera angles). And to the tragedy, myself and everyone we work with echo the original words of Richardson…

"My hearts and prayers go out to Virginia Tech. I have a lot of friends over there. ... Be strong."

Paying For Infamy: Antonella Barba

On Wednesday night, Simon Cowell made note that Antonella Barba had "taken a lot of stick in the media. I think you’ve handled yourself well throughout and I don’t think anyone should be put in that situation.”

But when pressed that perhaps she was not on the same footing with the other female contestants, Barba claimed she was different and unique. Her comment prompted Cowell to be clear, saying she had "gone as far as you can go ... I don't think your voice is going to get any better."

On Thursday night, she was voted off. Unlike Sabrina Sloan, Jared Cotter, and Sundance Head, the judges had no comments for Barba after her "farewell song." American Idol host Ryan Seacrest simply asked her to step to one side, ending what was one of the odder runs in American Idol history.

Without question, Barba got a lot of stick in the media for borderline racy photos, the worst of which were not her. (For the life of me, I cannot see how anyone can claim the two girls are the same. There were many differences beyond the ears.) But the rest was all her, lackluster singing and sometimes smug comments. And that is the price of being infamous.

One poll before the Thursday show even placed her in first, supposedly capturing 26.8 percent of the poll vote, demonstrating, once again, that polls can be very unreliable. For the show, it's probably for the best the poll didn't stand up given Rosie O'Donnell's erroneous attack that Idol is racist and "weightest" in order to drive up her show's ratings. (Nowadays, O'Donnell will say anything to get attention.)

Given Barba still holds the top spot on search engines, even after being voted off, it is a clear indication that the public is mostly interested in what she'll do next. She has some options, but most, SugarDVD or Girls Gone Wild would likely lead to instant cash without any real entertainment career. According to Hollyscoop, the choice is hers to make, given she is staying in Los Angeles to sort through offers.

"It was hard to deal with it. It was an unnecessary distraction ... trying to stay off the Internet," said Barba, according to the blog. "I tried to get through it. My family has been so supportive, they told me to stay focused and we will worry about all that later."

She might rethink that decision and worry. As a semi-public figure hoping to eek out another five minutes of fame, her next decision will be her last decision for the rest of her life. Instant fame has always been a double-edged sword and not everyone can handle it. The price: loss of privacy and even some personal choice, once the public brands you.

For Barba, she obviously wasn't ready. A little more humility might have given her a leg up to something else. Instead, she insists she's good enough. Now the only question that remains is "good enough for what?" Case closed.

Teasing Tara Conner

According to the Associated Press, Donald Trump refused to fire embattled Miss USA Tara Conner, despite widespread speculation that she would be stripped of her tiara. The rumors surfaced after allegations that the beauty queen, despite being underage, was a big drinker.

"I've always been a believer in second chances," said Trump, who owns the Miss Universe Organization, with a tearful and surprised Conner at his side.

"In no way did I think it would be possible for a second chance to be given to me," said the choked up beauty queen.

So why a second chance? Simple. Her bad behavior has garnered more attention for Miss USA than the pageant could garner on its own. The finals, broadcast by NBC, only attracted 7.75 million viewers, the second-lowest viewership since the pageant began in 1952.

In contrast, since the New York Daily News reported Conner had tested positive for cocaine, had lustily kissed Miss Teen USA Katie Blair in public, and had sneaked men into their Trump Place apartment, she has become a household name who suddenly made the title Miss USA relevant for a scandal-loving public.

Congrats to Trump for proving once again that he is a master at publicity by teasing Conner with the statement, made days ago, that he would be "evaluating her behavioral and personal issues and would make an announcement within the week."

Of course she got a second chance. Conner has single-handedly saved what an army of marketers could not save on their best day.

Confusing Comedy

The ancient Greeks knew it best. Tragedy is the essence of all comedy.

The pratfall is a fine example. Someone falling is tragic. Yet, the pratfall, staged or not, remains a comic classic.

Unfortunately for Michael Richards, best known as Kramer from Seinfeld, he opted to forgo the pratfall and chose tragic racial material for his comedic routine, which spiraled out of control when he let an obnoxious heckler get under his skin.

From the video, Richards at the TMZ, it is difficult to discern whether or not Richards was heckled for racial material in his routine to begin with or chose racial epithets simply to attack the heckler. What is clear is that his digs were directed at an individual and not an underlying racial agenda aimed at demoralizing people based on their heritage.

Comedians frequently attack hecklers with generalizations: weight, appearance, fashion, and yes, race. Chris Rock does, though his characterizations are generally aimed at Caucasians, which is largely accepted and tolerated in America. (Personally, I find Chris Rock funny most of the time.)

What Richards did wrong that Rock has never done wrong is apologize. Rock would have looked you straight in the eye and said “Hello, it's comedy ... commmm ... eeeee ... dddeyyy. Comedy."

Richards publicly apologized on "The Tonight Show" to the people who took "the brunt" of his abuse, saying he was "really busted up," but then went on a strange tangent on race relations, saying he was "concerned about hate and rage" and about a "great deal of disturbance between blacks and whites" after Hurricane Katrina.

What he probably meant to say was: race relations after Katrina have been a travesty, and he was shining a comedic light on the tragedy of the situation as comedians do. By in large, that is what comedians are supposed to do, release the tension created by tragic events in the forum of a comedy club.

Certainly, not for a minute, can I condone what Richards said, but neither do I think he should be burned at the stake. I can also say, with certainty, that he needs a new publicist.

As I have often posted, the downward spiral of public perception is never in the action, but in how one handles the action after the fact. As noted, Rock is a master at handling his own racial material after the fact. He never gives an inch.

In this instance, Richards would have been better off simply apologizing for losing his cool with the heckler (which is not the mark of a leading comedian), perhaps noting that hecklers, regardless of heritage, aim only to steal the spotlight at the expense of other audience members and it is the fundamental job of a comedian to shut them down and get on with the routine.

Now was not the time to discuss the truth, no matter how painfully obvious, that there are some racial tensions still being stirred in New Orleans or that there exists, sometimes, a double standard in defining racism.

As someone who writes comedy on occasion, I generally avoid all subject matter revolving around race or heritage because I don't really find racial stereotypes all that funny. But I can also be somewhat sympathetic to comedy clubs that will soon be forced to put signs on their doors that "some content might offend some audience members.”
Censoring comedic routines, good or bad. Not funny.

Remembering Dana Plato

After watching NBC's Behind The Camera: The Unauthorized Story of Diff'rent Strokes yesterday and then reading a review on TV Squad, which points out that the actors never seemed to be held accountable for their failures as young adults, I thought I'd offer up a personal perspective because, frankly, I think TV Squad is wrong.

But then again, I saw a different side of Dana Plato, one that did not make the show.

Sure, I'll agree that the movie drifted far too often into melodrama, but I'm not convinced the view was all that unbalanced. While I cannot speak for Todd Bridges or Gary Coleman, because I never met them, I did meet and speak with Dana for several hours in March 1992, shortly after her arrest for forging prescriptions for Valium in Las Vegas.

I was given the assignment by ShowBiz Weekly, which has recently transformed into LVM (Las Vegas Magazine). At the time, ShowBiz Weekly was also Las Vegas' local cable listing guide similar to TV Guide, which included articles that went beyond typical production show write-ups and reviews.

Shortly after Dana's arrest, Dennis Levinson had given her an opportunity to star in the production 'Tropical Heat,' which played at the Rio All-Suite Hotel and Casino. It was her first stage role.

''When I was sitting in the Clark County Jail, I thought it was all over,'' she told me. ''Now, I thank Dennis Levinson for an opportunity most wouldn't have gotten.''

In the show, she played sidekick to Tom Walleck. Her character, Pricilla, was an attorney's associate who must pass a test for a second chance at life. Not unlike Dana herself.

In fact, after speaking with her for nearly two hours, it seemed to me that her life was about to imitate art. Dana was ready for a second chance: she was in a drug and alcohol dependency program, attended regular group sessions, and had recently met her biological mother. She was even ready to become an anti-drug advocate.

''What I was trying to do for a long time was ask for help, but I didn't know how,'' she told me. ''When you have a dependency program, you don't know how to ask for help, even when you know you need to.''

When I asked about her daily counseling sessions, the interview turned more personal than professional. She spoke about it candidly, honestly, and in surprising detail.

''Can I tell you something?'' she frowned. ''Everybody is really nice, but I don't feel like have any friends. Maybe we could be friends.''

I told her I would welcome it. You see, Bridges and Coleman are spot on. Dana was a free spirit, someone who was incredibly at ease sharing herself as a person. In fact, we may have even become better friends than a single follow-up after I saw the stage show (she was curious what I thought) had it not been for an overly protective public relations specialist, rightfully distrusting of a young 20-something reporter hoping to get another assignment.

When I asked about her upcoming sentencing, the public relations specialist breezed back into the dressing room, ears perked, and said: "My, my, you two seem to be becoming fast friends. Now, Dana, we don't want you to talk about your upcoming sentencing with a reporter. I think you have enough for an article on the show. Don't you?''

"See what I mean," Dana had whispered.

As a public relations specialist, I would have said the same thing. Journalists, even friendly ones who spend most of their time on the other side of the fence, cannot be trusted. After all, it's their job to tell the truth, especially little known truths about people in the public eye. In fact, it's for that very reason I tend to gravitate more to the other side ... I enjoy looking for the best in people, even when the worst is being laid out in vivid detail.

Looking back, I can safely say it was a shame we did not become better friends nor that the show, which was 'all right' by any standards except those of glitzy Las Vegas, did not last long. Within a few months, Dana's second chance evaporated. And so did our brief semi-professional acquaintance.

I went on to string for ShowBiz Weekly for several years, including ongoing coverage of Siegfried & Roy. She left Las Vegas and moved on to Florida, until apparently committing suicide on her way to back to California to revive her career.

Coleman and Bridges always say they doubt she intended to commit suicide. I have to admit, though I hardly knew her for a minute by comparison, I tend to agree with them. There was something about Dana, despite some life choices and bad luck, that made the people who let her be herself feel like anything was possible even if she didn't have as much faith in herself.

That's the way I'll always remember her, one little piece of personal history as we celebrate 15 years of professional service. Enjoy.

Breathing Life From Blogs

After ''Snakes On A Plane'' saw an opening weekend that didn't rattle anyone's cage, movie critics and insiders speculated that maybe, Internet buzz will never translate into big bucks. Bloggers are setting out to prove the entertainment industry wrong by latching onto ''Till The Sun Turns Black'' and driving up a sudden interest in Ray LaMontagne.

If this sudden blogger buzz translates into a sales surge for album producer Stone Dwarf Music, LLC, then maybe bloggers can restate their case. The bottom line: whether or not you think Ray LaMontagne will carve a place in history like Ben Harper or The Black Keys, you have to admit that this is a 'blog influence' case study worth watching.