Word: s2
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...brilliantly conceived marketing device used to promote the CBS schedule, from Bryant's Early Show to Dave's Late Show, and it has advertising built right into the content. Control, if indirectly, of network programming: as a rash of new reality TV (a term Burnett disdains) arrives, S2 lands like an 800-lb. kangaroo to battle NBC's venerable "Must-See TV" lineup. And control of the audience. Until the debut, Burnett and company plan to tease you to death about S2 and make you like...
...like getting ready to do the second season of The Sopranos, except this time the original cast is gone, the whole world is trying to steal your ideas--oh, and this time you have to move to Moscow and make the show about the Russian Mafia. On S2, which bows in after the Super Bowl Jan. 28, before moving to Thursdays at 8 p.m. E.T., some things remain familiar: 16 people still arrive in a remote setting with minimal supplies, divide into two tribes (Kucha and Ogakor--that's "kangaroo" and "crocodile" in Aborigine) and vote to expel members...
...other hand, is ready to ingest S2 revenue through every conceivable orifice. The first Survivor was an advertisers' bargain, with most ads sold in advance for far less than the ratings would have commanded. Now it's time to back up the money truck. S2 is reportedly getting more per ad than ER, the reigning revenue champ--all for a show that has never aired in the regular season. And as on the past Survivor, in which contestants quaffed Bud Light and used an Ericsson phone, there will be product placements from the likes of Reebok, Doritos and Target...
...weapon like Survivor, you use it," says CBS-TV president and CEO Leslie Moonves. Analysts like Survivor's chances. Says Guy McCarter, senior vice president and director of entertainment marketing for media buyer OMD USA: "Friends will take a hit." Many viewers, he suspects, will tape it and watch S2, a blow to the sitcom's value...
...imitators' success or failure won't matter to S2 if the casting and intense outback conditions deliver the goofiness, queasiness and drama of the first. Oh, and about that raw cow's brain? "They eat all parts of the cow," Probst confides coyly. "We give the contestants the staples of the outback, and that means all parts of the cow, raw. But we cut it up for them." With 14 fresh episodes of last year's biggest pop-culture hit and a buff, bikinied cast, CBS thinks it has the raw, red meat its audience wants. Let's hope...