Although it is officially Emmys week here at Cultural Learnings, Fridays always bring forth a certain level of Jericho consciousness. As a result, I started to think about ways in which Jericho’s plight could have been improved by the Emmy Awards. Fans already let the world know that Jericho deserved Emmy nominations here at Cultural Learnings, but the show unfortunately didn’t get a nomination.
However, that doesn’t mean that the Emmys couldn’t have been a boost to Jericho and the rest of CBS’ 2007-2008 lineup. Each year, the host network of the Emmys (It rotates each year) is in the position of being able to use an audience of tens of millions of potential viewers to promote its new fall shows as well as returning programs. And what better stage for promoting Jericho could CBS have than TV’s biggest night?
Unfortunately, of course, FOX is hosting the Emmys. But it’s impossible to ignore how much CBS needs this right now.
Fans have been concerned about how Jericho has been promoted over the summer, and I think with good reason: while CBS has committed to the series, and certainly offered some online content for fans, they’ve yet to give Jericho a boost where it needs it most: potential new viewers. The Emmy stage would have been a great opportunity for that: instead, FOX will be promoting its new dramas like K-Ville, which debuts the next night on the network.
And it is CBS who has new dramas in need of a larger advertising push: Kid Nation is facing a great deal of negative buzz, Viva Laughlin is getting no love from critics, and there’s little love for Cane and the rest of its lineup. If there was any network that might have been able to benefit from this boost, it would be CBS.
But, alas, that’s the luck of the draw: instead of Jericho and other CBS series, FOX will get one more outlet to promote “Are You Smarter Than a 5th Grader?”. I keep hoping to see CBS realize that there is no hail mary coming in the form of the Emmys, and that they might have to step it up a little with Jericho and other series in order to stay relevant. For the benefit of Jericho and other series, this should happen sooner rather than later.
[Edit: As kystorms notes below, Variety reports today that CBS is promoting the series’ DVD by sending out peanuts and telling viewers to “Save Jericho…again.” While the peanuts might work, I would still argue that these methods are selling to the people that are clearly already convinced. Donating copies of the DVD to Public Libraries would better reach potential viewers, especially in more rural areas, than focusing on distribution circles. Still, it’s a step in the right direction!]