To Each Their Own: The State of the Pre-Air Review
July 19th, 2010
There’s currently a stir of controversy around reviews of Mad Men’s fourth season, which was sent to critics in the past few weeks – as always, Matthew Weiner has expressly requested that critics avoid talking about anything in specific terms, which has created some discussion surrounding just how much critics show bow to his wishes (especially considering that many are ignoring them to varying degrees).
For me, this is less an issue of Mad Men and more an issue on the state of pre-air reviews, something which used to constitute the large majority of television criticism but which has now been forced to share the spotlight with the post-air reviews and analysis which have blossomed in the internet age. In a discussion on Twitter, I raised the point that I struggle to see why anyone would really need (or want) to read a pre-air review of Mad Men’s fourth season, and there was rightfully some pushback from Dan Fienberg, who pointed out the role that critics can play in letting viewers know their opinions on a series and whether it’s worth watching.
I didn’t mean to suggest that the critics were part of the problem here, or that their views have no value; rather, I was suggesting that the medium is very much the concern. While new series which represent an unknown quality, or series which are reinventing themselves in a new fashion, are ideal subjects for pre-air reviews, shows which have become as established as Mad Men feel as if they confound this particular method of critical analysis. This isn’t to suggest that critics are unable to have negative opinions about the series, or that they should be forced to bow down to Matthew Weiner’s demands, but rather that there are other mediums through which those opinions will be better represented, and other ways to express this opinion which doesn’t require tiptoeing around plot details in order to communicate with the reader, or not bothering to tiptoe around plot details and potentially angering spoilerphobes like me.
I may be particularly wary of spoilers, and thus steer far clear of pre-air reviews as a result of my stance on this issue, but I think that the diversity of approaches makes pre-air reviews a nebulous medium which seems less and less relevant in the age of outright spoilers and indepth post-air analysis.
When writing my Across the Pond column for Jive TV, I often draw upon things I hint at in reviews, or discuss on Twitter – as a result, the material may not be new to you, per se, but I hope the column has become a decent repository for those ideas and more broad analysis of the industry. In some cases, I was ahead of the trend: I wrote about 
Cultural Learnings 