Network interested in purity of 'Once and Again' drama

By Dusty Saunders --
A network executive made some jaw-dropping statements during a recent meeting with television critics.

ABC Entertainment Co-chairman Stu Bloomberg, in discussing the failure of Once and Again to draw audience ratings, said the network is not forcing the series' producers into creating splashier storylines as a way of luring new viewers to the weekly drama.

"The purity of that show is critical," Bloomberg said.

Purity -- in any meaning -- is a word seldom used or even thought about in a medium now dominated by bean counters.

And it's a bit unusual for network entertainment nabobs to stay out of productions, particularly when an expensive series is in ratings trouble. Too often network executives act like berserk chefs in attempting to stir the plots of dramatic series.

Bloomberg could have added that Once and Again creators Edward Zwick and Marshall Herskovitz would not take kindly to network interference in their excellent drama, which focuses on modern-day extended family life.

Zwick recently noted that while the show's main focus would remain "emotionally grueling," there were no plans to revamp the format.

"That's the terrain we picked," Zwick told writers. "There's a lot of episodes that are quite light and lovely and somewhat romantic and comedic. But for better or worse, drama has been our stock in trade -- and it isn't going to change."

Bloomberg calls Once and Again "a personal drama that's holding up a mirror to society beautifully."

"I'm on the edge of my seat when I watch it. There are some wonderful and uncomfortable moments. But there are not the big, promotable life-and-death situations that you can sell."

As fans know, Once And Again was moved from Tuesday to Wednesday night last month when NYPD Blue returned to its traditional 9 p.m. Tuesday spot.

A deathnell move?

Bloomberg didn't think so at the time, feeling the series, starring Emmy and Golden Globes winner Sela Ward, might find a large female audience when competing against NBC's immensely popular Law & Order, which has strong male demographic.

But so far, ABC's gamble hasn't really paid off.

In four weeks against Law & Order, Once and Again hasn't been much competition to the long-running cop-and-courtroom drama. And some weeks the series has finished third behind the CBS movie, which begins at 8 p.m.

Once and Again faces major problems in attracting a large audience.

Unlike Law & Order, which offers self-contained episodes, Once and Again has an almost serialized format.

You can miss Law & Order for a month and come back to a new situation. Once and Again doesn't have that luxury. In fact, it's difficult for the series, now in its second season, to pick up new viewers because of the continuing, involved storylines.

While ABC has not hinted at a cancellation, Once and Again is not assured of an automatic renewal for next fall.

ABC's 9 p.m. drama plate is overflowing, at least as far as quantity is concerned.

The Practice and NYPD Blue are sure things for the fall schedule, along with Philly, Steven Bochco's new lawyer series starring Kim Delaney.

Bloomberg remains high on Gideon's Crossing, the freshman hospital drama starring Andre Braugher, now airing on Monday night. But Gideon's ratings also are mediocre, as the drama runs third in its time period behind NBC's Third Watch and CBS's Family Law.

Waiting in the wings are other dramatic projects, including The Beast, a provocative series about a modern-day news channel, which will have a six-week tryout in March.

Considering that ABC remains committed to two 9 p.m. news magazines (Prime Time on Thursday and 20/20 on Friday) and Monday Night Football, Once and Again could be the odd-show-out in the fall.

That would be a shame.

There should be room for a well-written, believably-acted drama about life in today's society that doesn't resort regularly to gunplay, gavel-pounding and hospital theatrics.__RockyMountainNews.com (February 11, 2001)