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发表于 2005-5-30 15:47
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A TV Duel at Sunrise - 2/2

"It isn't all about what gets put on the night before," said Steve Friedman, a former executive producer of "Today" (1979-87; 1993-4) and the CBS "Early Show" (1999-02). "If it was, CBS would be No. 1 in the morning." (CBS is currently ranked first in total prime-time viewers.)
"You've got to be good enough to hold them," Mr. Friedman added. "For whatever reason, after six years of being together, Charlie and Diane are now clicking."
As an example of how he has tried to stimulate that clicking, Mr. Sherwood, who became executive producer a year ago, said that he had seized on an existing effort to make segments shorter - and had made them shorter still, particularly in the first half hour. An interview that might have stretched to seven minutes a year ago, he said, might now end after three and a half minutes.
"People live their lives at warp speed in the morning," said Mr. Sherwood, 41, who was previously the second-ranking producer on "NBC Nightly News" before taking a two-year break to write novels. "They're brushing their teeth, making a school lunch, changing a diaper. The program is pitched now to the way people live."
Like a fast-paced cable news channel, Mr. Sherwood has been decorating the screen with colorful graphics in which practical information (like how to sell your house) is pulled from segments in easy-to-digest bites.
The program has also moved aggressively, particularly on the last few Mondays, to retain the enormous audience of "Desperate Housewives" by offering so-called secret scenes, cut from the episode shown the previous night. After the May 22 season finale, "Good Morning America" drew an estimated 600,000 more viewers than "Today," according to preliminary figures provided to the networks by Nielsen. (The next day, without that "Desperate" lift, the ABC program lost by more than 800,000 viewers, according to early estimates.)
Asked last week how he reconciled the use of such material on a program operated by the news division, David Westin, president of ABC News, said he had no qualms.
"It's always been the case in the morning programs that there is an entertainment element," he said. "I have no doubt our audience is very happy to see those 'Desperate' outtakes."
Meanwhile, in the battle over "gets" - those interviews or concerts that each program seeks exclusively - "Good Morning America" can point to several in recent weeks that might not have come its way a year ago.
Early this month, for example, it broadcast exclusive concert footage from a U2 performance in Chicago that the program's entertainment producer, Mark Bracco, had been pursuing for more than three years.
Mr. Bracco also landed a longtime "Today" guest, the singer Mariah Carey, who introduced her new album with a concert outside the "Good Morning America" studios in Times Square. Ms. Carey was so pleased - she credits the concert with helping her single reach No. 1 on the pop chart - that last Wednesday night her representatives called Mr. Bracco to seek a walk-on during the next day's program to say thank you. She got her wish.
The ABC program has also made gains in securing access to those less famous. Last Wednesday's program featured a live interview from the neonatal unit of a Texas hospital with the mother of a rare set of identical quadruplets. Asked why the mother had chosen to go with "Good Morning America," Kris Muller, a spokeswoman for The Woman's Hospital of Texas in Houston, said the reason was simple: a "Good Morning America" producer had called the hospital five hours before a "Today" producer had.
"The people from 'Today' were very nice about it," she said. "They weren't rude. They didn't say, 'That's not fair.' "
Which is not to say that the principals are not sniping at each other.
Asked to size up the recent performance of "Good Morning America," Jim Bell, the new executive producer of "Today," said in a statement: "The 'Today' show is still the gold standard in morning television, and despite all the noise, the competition still follows us."
In an interview, Anne Sweeney, president of Disney-ABC Television, made a veiled reference to what some reviewers have called an on-camera awkwardness between Ms. Couric and Mr. Lauer on "Today."
Of the chemistry between Mr. Gibson and Ms. Sawyer, as well as Ms. Roberts (recently elevated to co-anchor), and Tony Perkins, the program's weatherman, Ms. Sweeney said: "They bring a real humanity to television in the morning. I don't see that elsewhere."
For now, the immediate goal at "Good Morning America" remains to break the nearly decade-long ratings winning streak of "Today," and to capture a week. It is a prospect so tantalizing that Ms. Sawyer, in an interview, would not even allow herself to muse about how it might feel. "You'll have to ask me if it happens," she said. "Call me if it happens."
[ Last edited by annieingermany on 2005-5-30 at 16:51 ] |
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