NEW SEASON GETS OFF TO SLOW START

A massive effort by the broadcast networks to roll out new and returning shows during the first week of the new season failed to pay off, the Wall Street Journal indicated today (Monday). Citing Nielsen data, the newspaper reported that an average of 9.7 million viewers tuned in to the four major networks during primetime from Monday through Friday, down 4.7 percent from the comparable week in 2009. The Journal cited two successes, CBS’s $#!? My Dad Says, starring William Shatner, and NBC’s The Event. “There were also some bombs,” it noted, citing in particular Fox’s Lone Star, which despite much critical praise drew only 4.1 million viewers. The journal noted that final data, including figures on DVR viewing, which won’t be available for two weeks, could at least partially offset the decline.