The Emmy nominations for 2008 were released, and while premium cable and the broadcast networks are still dominant forces in television, we are clearly seeing a growth of basic cable programming, both in terms of quality and recognition. Shows like ‘Breaking Bad’, ‘Mad Men’, and ‘Damages’ have all garnered attention this year, and their nominations in various categories reflect that. For these shows’ networks, AMC and FX, it is validation that ad-supported niche cable shows can appeal to voters and audiences alike.
Every year, the Hollywood community inevitably complains about the shows that didn’t get nominated (I would include myself in that list, seeing as how ‘Battlestar Galactica’ was not nominated for best drama series, while ‘Lost’ was overlooked in the writing and directing categories; however, since the former received a writing nod, and the latter is once again in the running for best drama, I really can’t complain). But this year is different, and should be remembered as such, for the fact that two basic cable networks have shows that are being considered for best drama. That is not to take anything away from what the broadcast networks have done; shows like ‘House’ and the aforementioned ‘Lost’ not only withstand the test of time, they actually reinvent themselves to remain fresh and interesting. The cable networks, too, have remained viable, with shows like ‘Dexter’ and ‘The Wire’ receiving nothing but praise from fans and critics both.
But the emergence of networks like AMC is notable for the fact that they have come seemingly out of nowhere to challenge convention. They have presented us with small, character-driven shows dominated by great acting and compelling writing, and as a result have found steadily growing audiences. They even seem to come up with ways to deal with some of the challenges facing television as a whole, such as the growing worry that people with DVRs are fast-forwarding through commercials: while watching ‘Mad Men’, a show about ad executives in the 1960’s, each first-half commercial break features title cards that give interesting tidbits about the sponsor or product in the ensuing commercials (who knew the first Orkin ad dates way back to 1954?) Simple yet informative, these commercial teasers, for lack of a better description, keep you interested – they actually make you want to watch the commercial! It’s creativity like this that illustrates, in a small way, what networks like AMC bring to the mix.
Basic cable networks in general have been upping the ante in recent years. It’s fitting that FX has recently changed its slogan to “There is No Box”, because that is how the network approaches its programming. By thinking beyond what’s safe and what works, they have risen the level of quality; in doing so, they have also questioned many of Hollywood’s beliefs, including what, exactly, a hero should look and act like. FX (along with TNT and USA) has also helped to dispel the notion that there are no primetime, desirable roles for women over 40 – just ask Glenn Close, Holly Hunter, or Kyra Sedgwick.
Here’s hoping that the broadcast networks take a look at what their basic cable counterparts are doing, and realize that there are in fact lessons to be learned.
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