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Taste in
television
As head of
a national television network, Dean Valentine, AB76, doesnt
have much room for sentiment. A middleman between the shows
creators and the market, hes often shouldered the task of
canceling a favorite program that, given a few years, could have
grown into a hit show. Television is always a balance,
Valentine says. At times the audience just wont come
to the show. The trick is finding the new shows that will
strike the right chord with viewers, a trick Valentine mastered
as president of Walt Disney Television, where he oversaw the production
and creation of shows like Home Improvement, Ellen,
and Boy Meets World.
Now Valentines
trying to repeat that success as president and CEO of the four-year-old
United Paramount Network, home to Star Trek: Voyager and
Moesha. Vying for viewers in what he describes as a
very fragmented business, Valentine hopes that the animated
series Dilbertwhich debuted in January and is based
on a comic strip about the life of an average, cubicle-dwelling
technocratwill catch the attention of a fickle, channel-changing
audience and bolster UPNs flagging constituency. People
are bored with the multiple-camera sitcom, he says, explaining
the recent surge of animated prime-time programming. The Baby
Boom generation grew up with shows like The Flintstones,
and recent generations have grown up with prime-time animation and
animated feature films.
Leaving the
corporate juggernaut of Disney in 1997 for the helm of underdog
UPN was not the safest career path for Valentine, but provided him
with a much-needed career challenge. I decided that UPN was
the much more interesting way to go. Its more of a high-wire
act, Valentine says, a balancing act between what you
have available, what you want, and what you can afford.
Valentines
efforts at UPN are hampered substantially by the fact the fledgling
network simply cannot match budgets with the major networks. Another
big obstacle: The dilution of the talent pool following the rise
of cable networks has affected the whole industry. He says it leaves
many studios without known or experienced writers and producers
to choose from. Yet Valentine remains hopeful. Another whole
new talent pool has surfaced, he explains. Weve
tried to turn to some of these new voices for this coming year.
The fact remains
that television is a volatile business, where shows fail more often
than they succeed. I believe in the vision and quality of
the writers, Valentine says, but admits that like any industry
with a bottom line, the television industry is subject to a form
of natural selection. At the end of the day, my job is to
put on hit shows, Valentine confesses. The challenge
is to find shows that appeal to a wide enough audience. The networks
that do will survive, and the ones that dont, wont.M.D.B.
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