With the WGA and AMPTP now slated to resume negotiations after the Thanksgiving holiday there may be a ray of hope for the resumption of production.
The producers had said they’d never sit down again while a strike was proceeding, and now it seems that this was just negotiating bluster. Needless to say, both sides try to sound as tough as they can during this process — that’s what negotiations are all about.
In this vein, the producers have floated the idea that the strike will turn out to be a net positive for them. They’ll just air reruns or new reality shows and, after the strike hits its sixth week, they’ll be able to use “force majeure” clauses to break various development and production deals that they’ve wanted out of.
But here’s the rub — are audiences really that stupid? Do they really not notice the difference between reruns and original programming? Do new reality shows have a guaranteed audience? Frankly, I doubt it.
To see it otherwise is to assume that it doesn’t matter what’s on the air — the suckers in the audience are going to watch anyway. That breaks the oldest rule in the book: “Never underestimate your audience.” TV may be addictive, but there are plenty of other screens available now and when the public gets bored, they’re going to go elsewhere.
Hopefully, cooler heads are going to prevail, and the parties will find a way to share the wealth. Unlike most of the news coverage so far, an article in today’s NY Times offers some specifics about the deal points in question using webisodes of “Lost” as an example.
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