January 18th, 2010
When a network attempts to change its brand identity, it’s always an interesting balancing act. On the one hand, the network wants to be able to sell advertisers and viewers on the fact that they are new and exciting, charting a progressive path into the future. However, on the other hand, no network can entirely rebrand, so there will be remnants of the former identity kicking around both in order to provide a sense of stability for both advertisers and viewers alike.
Life Unexpected won’t be the last time I talk about this particular phenomenon this week (Hint: the other will be on Friday), but it’s definitely a show that hearkens back to The WB more than anything else in The CW’s lineup. It’s created a really interesting critical reaction to this show, where everyone points out how much it doesn’t fit the current CW brand and that, considering the critical opinion of said brand, it is better off for it. And I’m not going to deviate from this script: the show evokes Everwood and Gilmore Girls far more than Gossip Girl or Melrose Place, and I’m certainly not going to complain about that.
I do wonder, though, where the audience that watches a show as sweet and heartwarming as this one is currently located. I appreciate what the show has to offer, and I would certainly suggest that you check it out if The WB’s brand of charming drama series were up your alley, but I can’t help but wonder if the WB brand has become so stratified that the people who were silently sitting in their living rooms thinking to themselves “I wish there were shows like the WB used to have” have moved onto other networks (like ABC Family) and aren’t going to look past the network’s new brand.
I want to be wrong, though: I quite liked Life Unexpected, and I’d like to think shows like this could still succeed in this day and age.