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HOLLYWOOD - The new prime-time television season has been unveiled, and guess who's
not coming to dinner this fall.
Of the 26 new comedies and dramas premiering on the major broadcast networks - CBS,
NBC, ABC and Fox - not one features a minority in a leading role. Even secondary
minority characters on these sitcoms and dramas are sparse, turning the TV lineup
into a nearly all-white landscape.
There are few blacks in supporting roles on the shows, and Latinos, Asian Americans,
American Indians and other ethnic groups are virtually invisible. And even Fox, a
network that grew to prominence on the strength of shows targeted for and featuring
blacks, may have only one regular black character on its entire schedule this fall.
The glare of exclusion has sent a shock wave through an industry that has often prided
itself on being politically enlightened and progressive.
Tom Nunan, entertainment president of sixth-ranked UPN, whose edgier programming
strategy includes several shows featuring minorities in leading and supporting roles,
said the lack of diversity on the major networks has been obvious for some time but
is particularly evident in the new crop of prime-time series.
"It was really glaring at the upfronts," said Nunan, referring to the networks'
announcement of the fall prime-time series lineup to advertisers last week in New
York. Advertisers, in turn, will now decide how and where to spend roughly $6.5 billion
to buy advertising time in advance of the season, which begins in mid-September.
"It was a shortsighted approach that they took. When you realize how valuable
the African-American audience can be, and also any minority audience, (inclusion)
shows respect to all Americans, not just one demographic group."
Among several high-profile shows with all-white casts are ABC's "Wasteland,"
about six "twentysomethings" living in New York City and dealing with life
after college; NBC's "Freaks and Geeks," which features a group of teens
attending a suburban high school in 1980; CBS' "Love or Money," a comedy
about romance in an upscale New York City apartment building; Fox's "Manchester
Prep," set at a prestigious New York prep school; and NBC's "Cold Feet,"
about three couples in various and differing stages of relationships.
At least one high-ranking studio executive, who did not want to be identified, expressed
dismay about the homogeneity of next season's schedule, especially in regard to race:
"It's an awfully white world on television."
Doug Alligood, senior vice president of special markets for the New York- based advertising
firm BBDO Worldwide, charged that the networks are operating in a "nether world"
that is willfully ignorant of the growing and changing cultural landscape of the
country.
"In the battle against declining ratings, the networks seem to be oblivious
to demographic changes and the diversity in population," said Alligood. "They
just seem to be operating in their own world. They're trying to revitalize something
that doesn't exist anymore. There was a real buzz after the upfronts, not only from
blacks but from whites, saying, 'What's going on here?' "
The fall schedule also represents a reversal of a commitment top network executives
have made repeatedly to increase diversity in their shows.
In 1997, former NBC Entertainment President Warren Littlefield ordered producers
of all pilot episodes to include at least one minority in the regular casts, adding
that some producers resisted but relented because NBC would have final say in whether
a show made the schedule.
ABC Entertainment President Jamie Tarses told television reporters last year that
"I think all the networks are working on" increasing diversity. "I
think we're always looking to make the ensembles of our shows as eclectic as we can."
And NBC West Coast President Scott Sassa said earlier this year after being hired
at the network that NBC was committed to multiculturalism: "We need to make
sure the shows we have on accurately represent the people viewing. People like to
see people like themselves on the air."
But Tarses admitted this week that the new ABC schedule is woefully lacking in diversity
and that she is looking to add more black and Latino characters to new series. And
Sassa, who is a third- generation Japanese American, said in an interview that, although
he was pleased with some shows, "there are others where we're not comfortable
with where we are."
When pressed for specifics about how increased diversity would be achieved, Tarses
declined, saying: "Our intention is to take aggressive steps in that area. I
know what we need to do, but I don't want to have expectations in certain situations."
Doug Herzog, president of Fox Entertainment, downplayed the significance of the absence
of series featuring minorities on the network, including his decision to temporarily
bench "The PJs." The African-American animated series co-created by Eddie
Murphy was both critically acclaimed and was considered a moderate hit with a loyal
viewership. Herzog says he's committed to returning the comedy to the schedule midseason.
"I would love to see diversity on the network, and I would love to have a four-year
crack to deal with that," said Herzog, who joined Fox earlier this year after
running Comedy Central. "But today, all I want is the best show on the air."
Several network chiefs said their efforts to include more minorities in their shows
often clashed with securing the best creative choice for a particular role.
Said one insider about one of the new dramas that features an all- white cast: "We
really tried to include more minorities, and we tried them out in the parts, but
there were cases when the person for the part was not a minority. I would tell the
producer, 'I know who I want for the part, but I know who would be best for the role.'
"
Neal H. Moritz, executive producer of "Manchester Prep," about a sch ool
on the upper East Side of New York, said of casting for the drama: "Whether
or not to cast a minority in the show was never a conscious decision. We look at
who fits the role the best for the story we're trying to tell. In future episodes,
I'm sure the cast will be integrated."
Moritz pointed out that another show he is producing for UPN, "Shasta McNasty,"
has a black lead character.
(Copyright 1999)
All rights reserved.
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