PASADENA, California (Hollywood Reporter) - ABC might have been the first of the Big Four networks to embrace the uncharted waters of download-on-demand TV, but the network says it is treading cautiously when it comes to aligning with new-media platforms and partners.
The licensing pact with Apple's iTunes that helped accelerate the marketplace for download-on-demand and portable video players was a perfect fit for ABC and its Walt Disney Co. parent because the iPod device "is the best cutting-edge technology there is" and "a great consumer experience," ABC Entertainment president Stephen McPherson said during the network's portion of the Television Critics Assn. winter press tour in Pasadena on Saturday.
But as appealing as the video iPod was in its functions and design, Apple chairman Steve Jobs still needed such hit shows as ABC's "Lost" and "Desperate Housewives" to make a real splash with its introduction in October, McPherson noted.
"He needed the content. It all starts with the shows," McPherson said.
As such, it is important that ABC's focus remain on developing and nurturing strong creative franchises regardless of format or delivery system.
"There's all these platforms out there that are incredibly, incredibly exciting. But you have to be careful. I think there's a little of technology kind of wagging the dog," he said. "We look at our franchises and our shows, and we look at them across all platforms and all products in terms of how we can grow them to complement the mothership."
As for the state of the mothership, which is enjoying the turnaround that began last season and is tied with CBS for No. 1 in the coveted adults 18-49 demographic this season, McPherson said that ABC's fortunes on Thursday and Friday nights had turned around overnight with the successful return this month of the summer sensation "Dancing With the Stars" in a twice-a-week format. The growth of the audience for the 90-minute Thursday performance episode and hour-long Friday results show during the past two weeks had been "just a huge success for us."
He also was upbeat about the opportunity on Monday night now that "Monday Night Football" has ended its 36-year run on the network. Although "MNF" was among ABC's top-rated programs, the football franchise was also a big loss leader for the network, he said.
"In terms of creative, (the opening on Monday) gives us greater platform to go out there and develop," McPherson said. "In terms of profitability, our strength there would be excessively increased given the absence of football."
ABC had a tough time getting its Monday 9-10 p.m. comedy block off the ground this month, yanking the Heather Graham sitcom "Emily's Reasons Why Not" after a single airing. McPherson noted that reality has performed well for the network on the night and that he has high hopes for the current Paris-based edition of "The Bachelor."
Addressing the struggles ABC has had with some of its comedies, McPherson said the network would continue to strive to "broaden our horizons" in comedy despite the difficulties it has had in launching offbeat vehicles like John Stamos' "Jake in Progress."
McPherson confirmed that ABC had considered the possibility of picking up Fox's low-rated critical darling "Arrested Development" but also was quick to call that a "long shot" despite his affection for the show. He also gave a big plug to the upcoming midseason family comedy "Sons & Daughters," which is awaiting the right time to launch, McPherson said.
McPherson pledged his support and patience for rookie drama "Invasion," which has had a hard time capitalizing on its "Lost" lead-in on Wednesday despite its cult-fave status. "That is a great, great television show," he said. "Commander in Chief," another freshman that has slipped in the ratings after a promising start, was not helped by having to return to ABC's Tuesday lineup this month after a six-week hiatus and a lack of "aggressive marketing" to reintroduce the White House drama to viewers, McPherson said.
As for the network's top-rated program, McPherson conceded that "Desperate Housewives" had some creative weaknesses at the outset of its second season, but the show has since found its footing and then some under the direction of creator/executive producer Marc Cherry and executive producer Tom Spezialy.
"It's a credit to Marc and to Tom to be able to kind of take what they hear from the critics and the audience and bloggers and everybody and really apply that and make it a stronger show and show that it has more legs for the future," McPherson said.
No show on ABC has more momentum than "Housewives'" Sunday night companion "Grey's Anatomy," which is why ABC chose the medical drama to piggyback on its February 5 Super Bowl telecast, he said.
"We feel like ('Grey's is) an asset that is only growing, and we wanted to expose it to a larger audience and keep that momentum growing," he said.
