Network Summer Slate Proves A Turn-Off

(From The USA Today -- By Gary Levin)

The big broadcast networks started their fresh summer programming earlier than ever this year, but viewers smelled staleness and stayed away.

With the exception of WB's BEAUTY AND THE GEEK, which averaged nearly 4 million viewers (a hit by that network's standards), and ABC's DANCING WITH THE STARS, which snared about 22 million viewers with Wednesday's finale, it's another summer of doldrums. "Nothing else has struck a chord with viewers," says STARCOM MEDIA's LAURA CARACCIOLI-DAVIS.

A rash of reality series -- HIT ME BABY ONE MORE TIME, I WANT TO BE A HILTON, THE SCHOLAR, AVERAGE JOE 4 and THE CUT -- are duds. Scripted network leftovers EMPIRE and THE INSIDE also left viewers yawning.

Some network shows have been eclipsed by usually lagging basic-cable fare. Ratings standouts have included such dramas as THE CLOSER, The 4400 and INTO THE WEST. Weak network programs might be at fault. And the early start might have caught viewers by surprise. "The audience kind of enjoys a little breather at the end of the season," says CBS scheduling chief KELLY KAHL.

But what's missing this year is a broad new phenomenon such as SURVIVOR or AMERICAN IDOL, which lit up past summers. Last year, a similar wave of copycats fizzled, leaving established holdovers THE AMAZING RACE and THE SIMPLE LIFE as the top draws; both are absent this summer.

But hope springs eternal. Thursday brought the sixth-season premiere of CBS' BIG BROTHER, and Sunday brings three more entries -- VH1's THE SURREAL LIFE (9 ET/PT) and HOGAN KNOWS BEST, starring newly domesticated wrestler HULK HOGAN (10 ET/PT); and FOX's THE PRINCES OF MALIBU (8:30 ET/PT), about the spoiled stepsons of music producer DAVID FOSTER.

And the new wave of midsummer programming brings hoped-for hits with CBS singing competition ROCK STAR: INXS, which premieres Monday, and FOX's SO YOU THINK YOU CAN DANCE (July 20th), a contest from IDOL producers.

Also due -- ABC's BRAT CAMP, designed to straighten out wayward young people (Wednesday, 9 pm ET/PT); HOOKING UP, ABC NEWS' documentary series about online dating (Thursday, 9 pm ET/PT); NBC's THE LAW FIRM, producer DAVID E. KELLEY's first reality series (July 28th); and the return of BIGGEST LOSER, the dieting contest that was one of NBC's bright spots last season (August 9th).

What you won't see -- ABC's WELCOME TO THE NEIGHBORHOOD. Due last Sunday, it was yanked last week after protest groups and fair-housing advocates objected to white TEXAS families' bigoted reactions to the gay and minority couples competing to be their neighbors.