Tuesday, March 10th, 2009


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Mediamark Research & Intelligence, Doublebase 2008 study, Base of Adults 18+, Index = % of Hallmark Movie Channel Enthusiasts (digital cable subscribers who watch Hallmark Channel, or who watch, buy or rent family movies) compared to Total U.S.



Good morning. It’s Tuesday, March 10, 2009, and this is your first early morning briefing. 

Tonight’s Premieres:
MNT: Street Patrol at 8p; Jail at 9p
SCI FI Channel: WCG Ultimate Gamer at 10p

Tonight’s Finale:
IFC:  The It Crowd at 11p


The season two premiere of AMC‘s Breaking Bad debuted on Sunday night and earned a 1.2 HH rating, with 1.7 million total viewers, marking a 40% increase vs. the premiere of Season #1.  Among A18-49, Breaking Bad was up 36% year to year with 929,000 viewers, and up 50% among Men 18-49 with 613,000 viewers, according to Nielsen live + same day fast nationals.

The third season of The Green on the Sundance Channel is schedule to return on April 21st at 9p, presented by Robert Redford. The Green kicks off with the debut of two original series — Eco-Trip: The Real Cost of Living at 9p, and Carbon Cops at 930p, followed by the TV premiere of the documentary film Flow: For the Love of Water at 10p.  Other original series set to debut this year include Is Your House Killing You?, The Lazy Environmentalist; e* Design and the third season return of Big Ideas for a Small Planet. Additionally, The Green features the return of the green-themed short film series from Isabella Rossellini on April 1st.

British comedy The Mighty Boosh heads across the pond to debut on the Cartoon Network’s Adult Swim block, March 29 at 1am.  Cartoon has acquired all three seasons of the series, and will begin with the first episode of Season #3 later this month.  The series was written by Julian Barratt and Noel Fielding, who also both star in the program, as a glam rocker wannabe (Fielding) and his friend the jazz aficionado and self-proclaimed genius, and together they are working in a band and looking for that “new sound.”

Debmar-Mercury has retained TV10s, a New York-based sales and marketing firm specializing in closed-captioning sponsorships and promotional advertising, to sell 10-second spots for The Wendy Williams Show. Twentieth Television will handle general market advertising for the talk show, which debuts in national syndication in July.

Turner Classic Movies celebrates its 15 year anniversary all this year, with a handful of original programs, more TCM Spotlights than you can shake a stick at, as well as a the return of The Essentials, The Essentials Jr., and guest programmers.  Among the TCM Spotlights are month long celebrations of Hollywood’s greatest directors (June), a salute to Frank Capra (December) and a look at Race and Hollywood: Latino Images in Film scheduled for May. Among the originals are Chuck Jones: Memoirs of Childhood, Dick Tracy Special starring Warren Beatty and TCM Present: Thrillers.  TCM is currently available in 80 million homes.

MIP TV Program Call: If your company will be attending and showcasing programming at MIP TV 2009 in Cannes, France, at the end of next month, Cynopsis will send out a special MIP TV Shopping Guide edition the Wednesday before the conference. To have your programming included, please send only the following info for your top 5 shows: title, availability date, number of episodes, length, type (i.e., movie, series, special, etc.), genre, your terms (barter, cash, etc.) and names and contact info of those attending from your company. If your company is interested in being included in this free guide, please send the details to
by Friday, March 20, 2009.

Housekeeping Note:  As we have in 2000, 2005 and 2007, once again we are conducting a survey to get your feedback on the Cynopsis editions and how we might make them better and more relevant for you.  Please take a few minutes to click on this link and fill out the survey – your comments are greatly appreciated! 


Watch Idol Tonight on TV Guide Network
with guest Taylor Hicks, Idol superstar.
Premieres 3.11 @ 8/7c

Associate your brand with Idol programming.
For information about ad opportunities contact
Richy Glassberg or your AE: 212.626.2500


SOAPnet has a few new series projects on its development slate:

  • Mother/Daughter Project (working title) focuses on celebrity mother/daughter pairs who are dealing with major relationship issues.  The two come together to try to work thru their differences, using a renowned therapist to guide them.  The format is from Outline Television and will be produced in association with ABC Media Productions.
  • Julia’s Tango is a one hour scripted series set in Buenos Aires.  Feeling like she’s living in a bit of a rut, Julia heads to visit her hometown in Buenos Aires, where she decides to stay and turn her family home into a B&B. The format of the series is from Endemol. SOAPnet will produce the series in conjunction with Endemol.
  • Santa Monica is a one hour dramedy about four best friends all living together as they begin their adult lives.

Joining the cast of Melrose Place on The CW, is Ashlee Simpson-Wentz.  She will play the role of Violet Foster, a small town girl who recently moves to LA, and of course brings a secret with her.

TLC has ordered up a pilot project from LMNO Prods. based on the success of its recent special Little People: Just Married, reports Variety.  TLC has given a 13-episode order on this project about newlyweds Bill Klein and Jen Arnold.  The series is scheduled to premiere on May 25 at 10p, immediately after the season premiere of Jon and Kate Plus 8.

Casting Call:  Calling all NYC bartenders!  This casting call is for you!  Fine Living Network (FLN) is looking for NYC/Tri-State Area bartenders – men and women – who are sexy, confident, have a great personality and are up for a challenge to do battle with other bartenders, whether it’s competing for tips, flirting for phone numbers or playing customer matchmaker, on a new series called Bartender Wars If you’re interested or know someone who should be on this show, send a detailed description of and why you (or your friend) should be on television.  Send a picture, where they bartend and any contact information to:
.  FLN describes this show as “Candid Camera” at your favorite watering hole with a lot of liquid courage thrown in.


CYNOPSIS DIGITAL – TODAY’S TOP STORY:  YouTube is silencing its source for music videos from the UK after negotiations with the nation’s Performing Right Society (PRS for music) fell apart. (The Google-owned video portal’s previous license, which granted rights to access 10 million pieces of music in return for a flat fee, had expired.) Prohibitively high licensing fees and lack of transparency proved to be stumbling blocks, according to Patrick Walker, Director of Video Partnerships, Europe, Middle East and Africa. The snafu outlines a growing problem for the site as content owners grow eager to see better returns from their content and YouTube’s ad schemes fail to deliver sizeable returns.   Full edition: CYN DIGITAL.

CYNOPSIS KIDS – TODAY’S TOP STORY:  Nelvana Studio and TeamTO have begun production on The New Adventures of Babar (26 episodes), a new 3D animated version of Babar.  Set to debut in fall 2010 on TF1 (France) and spring 2011 on YTV (Canada), the series has also been pre-sold to Playhouse Disney France for air in a second broadcast window.  This new 3D series introduces audiences to King Babar’s 8-year-old grandson, described as a “one-elephant stampede,” and explores the grandparent/grandchild relationship.  The series also features a range of other new characters. The New Adventures of Babar is, of course, is based on the classic books by Jean and Laurent de Brunhoff.  Two previous Babar series produced by Nelvana, the 1989-1991 version (65 episodes) produced with Ellipse Programme and the 2000-2001 series (13 episodes) produced with Ellipse Animation and Kodansha, continue to air around the world. Full edition: CYN KIDS.


Friday – A18-49 Analysis:  CBS cleaned up on Friday night, leading in the coveted A18-49 demo with a 2.3/8, a half point ahead of #2 placed ABC with a 1.8/6, according to fast national ratings from Nielsen.  At 8p Ghost Whisperer pulled a 2.6/9 for the Tiffany network, doubling the #2 show for the hour – Wife Swap.  The battle for eyeballs was a little tighter at 9p and 10p with CBS and ABC: at 9p Flashpoint earned a 2.0/6 in a dead tie with ABC’s 20/20 Special Edition.  At 10p Numb3rs eked out a win with a 2.3/7 over a second episode of 20/20 earning a 2.0/6.  Over on Fox, the second week of the Dollhouse slipped by a tenth of a rating point from the premiere last week.

Live + Same Day Household Ratings: Friday, March 6, 2009  time period averages. Source: NTI Galaxy, as dated. Live+SD.

CBS: 6.4/12     Ghost Whisperer 6.9/13, Flashpoint 6.1/11, Numb3rs 6.3/11

ABC: 4.4/8      Wife Swap 2.9/5, 20/20 5.4/9, 20/20 5.1/9

NBC: 2.6/5      Howie Do It [r] 2.4/5, Howie Do It 2.3/4, Friday Night Lights 2.2/4, Dateline  3.3/5

FOX: 2.1/4      Terminator: Sarah Connor Chronicles 1.9/4, Dollhouse 2.2/4

MNT: 2.0/4      WWE Friday Night Smackdown 2.0/4

UNIV: 2.0/4     Cuidado con el Angel 2.2/4, Manana es para Siempre 2.2/4, La Rosa de Guadalupe 1.6/3

CW:  1.2/2      America’s Next Top Model [r] 1.2/2

TELE: 0.6/1     Dona Barbara 0.6/1, El Rostro de Analia 0.6/1, Sin Senos No Hay Paraiso 0.7/1, El Cartel 0.6/1

ION: 0.5/1      Movie: Outlaw Josey Wales (630p) 0.6/1 (8-9p); Movie: Larry McMurty’s Dead Man’s Walk 0.5/1

A18-49:  CBS 2.3/8, ABC 1.8/6, UNIV 1.7/5, FOX 1.3/4, NBC 1.2/4, MNT 1.1/4, CW 0.8/3, TELE 0.6/2, ION 0.1/0


Horizon Media named Molly Sugarman as Campaign Management Director of the interactive group.  Molly left her post at Quigo/AOL following a consulting assignment at Outbrain, Inc., to join Horizon Media.  Before that, she was the director of Product Management at Quigo Technologies/AOL. 

Richard Gustafson named Account Manager for National Geographic Adventure magazine. Based in New York, Gustafson will target growth categories in the magazine, including liquor, pharmaceuticals, apparel, consumer electronics and financial accounts. The position was announced by National Geographic Adventure associate publisher Peter Fisher and is effective immediately.

Caroline Christopher upped to Director of Development for NBC’s Peacock Productions. Based in NYC, Caroline will oversee the New York, London, and Los Angeles offices of creation and development of nonfiction series and specials for the company.

National Geographic Channel promoted Carlyn Staudt to SVP/Global Acquisitions, from her previous post as VP/Acquisitions.  In her new position, she will be responsible for sourcing and licensing acquisitions for both National Geographic Channels International and National Geographic Channel US, and overseeing the development of a new infrastructure for a global acquisitions team.  She will also support NGCI’s growing channels as each channel continues to expand in distribution.  At a strategic level, Caroline is responsible for structuring programming supply deals that take into account cross-channel synergies, specific regional needs and the growing demand for expanded media rights

Sarah Cain was elevated to VP/Communications for CBS Interactive, reporting to Neil Ashe, President/CBS Interactive and Dana McClintock, SVP/Communications for CBS Corporation. Sarah will continue to oversee the communications function for CBS Interactive and its growing portfolio of digital properties, working closely with the general managers of each brand to direct and implement strategic day-to-day communications programs for the respective sites. Additionally, she will work closely with Ashe and the senior management of CBS Interactive, and McClintock and the entire CBS Communications team, in communicating the Company’s interactive initiatives to internal and external audiences.  She will also serve as the division’s chief media spokesperson.

Carise Yatter has been named VP/Public Relations for Original Signal Recordings, based at the company’s headquarters in New York City.  The announcement was made by OSR Co-Founder Lucas Mann, to whom Carise reports.  Carise makes the move to OSR have her position as VP/Media & Artist Relations for Razor & Tie Entertainment.

Shout! Factory upped Derek Dressler from Senior Director to VP/A&R and Comedy for Shout! Factory and its imprint Majordomo.  He will oversee all development of Shout! Factory’s line-up of audio releases and original comedy properties, working closely with some of today’s most promising new music artists and comedy talent.  Derek will continue to report to Garson Foos, President and founding partner of Shout! Factory.



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This day in History: 1876 – Alexander Graham Bell made the first successful call with the telephone. He spoke the words “Mr. Watson, come here, I want to see you.”

Answer to Yesterday’s Trivia Question: This sitcom series included two canines cast members – a poodle named Claude, and a bloodhound named Duke.  What show are these dogs on?   THE BEVERLY HILLBILLIES  Kudos to: Pete Gautieri-Lifetime/New York; Randy Ingram-WYCW/Spartanburg; Mark Ski-MARK SKI PRODUCTIONS/New York; John Callari-Comcast Spotlight/Philadelphia; Marta Hnatiuk-TBSI/Detroit; Beth Leverett-Oklahoma Municipal League/Oklahoma City; Donna James-KDAF/Dallas; Julie Houston-Donahoe Pace & Partners Ltd./Boise; Len Klatt-Premiere Radio Networks/LA; Heidi Flydal-KFMB/San Diego; Jim Berwanger-FOX Broadcasting/Los Angeles; Kelley Jackson-FOX Reality/Los Angeles

Today’s Trivia Question:   Animal trainer and behaviorist Ralph Helfer owned two celebrity bulls – one was Merrill, well named as he starred in the Merrill Lynch commercials.  The other was a one ton black longhorn Brahma bull named Zane who had a habit of attacking things and people in classic commercials.  What company was this bull identified with?    (Email
with your answer and be sure to include your name, company, city and time zone. Unofficial rules: Only the second four correct answers from each time zone will be mentioned; and once you’ve been mentioned in any of the Cynopsis editions, you can’t be mentioned again that calendar week.)

Later — Cyn

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JOB OPENING: VP MARKETING/The Sportsman Channel/Milwaukee WI: Resp for building consumer awareness while overseeing affiliate marketing, media planning & promotions. 7+ yrs exp in TV or digital media. Apply:

JOB OPENING: ReelzChannel/NYC/ SR TRAFFIC COORDINATOR: Daily log maintenance, prep & delivery 3+ yrs exp. TRAFFIC COORDINATOR: Ensures scheduling commercial materials are executed & trafficked. Both Apply:

JOB OPENING: PUBLICIST/SR PUBLICIST/MTV/NYC: 3+yrs exp. in TV PR including pitching/story placemnt, events, knwlg online press; Progrming focused; Strng writ/oral comm. skills, EOE/M/F/D/AAP. Apply www.mtvncareers.com (3/13)

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SITUATION WANTED: EXECUTIVE PRODUCER: Extensive creative directing experience in cross platform integrated marketing/advertising, television promotion, and digital production. Will travel. Fly Me!!

SITUATION WANTED: SALES MANAGER/BUSINESS DEVELOPMENT (Chicago): 24 yrs experience w/broadcast & cable seeks digital, OOH, emerging opportunities. Great communicator, solid relationships. Innovative & creative!

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ABC: Homeland Security USA, Scrubs [r], Scrubs [r], Primetime: What would you do?
AZTECA: Los Que Callamos Las Mujeres Edicion Especial, Los 25 Mas, Al Extremo
CBS: NCIS [r], The Mentalist [r], Without a Trace [r]
CW: The Reaper, 90210 [r]
FOX: American Idol
ION: Boston Legal, Boston Legal, Boston Legal
MNT: Street Patrol [p ], Street Patrol, Jail [p ], Jail [r]
NBC: Biggest Loser: Couples, L&O: SVU [r]
PBS: Nova, Pledge Programming
TELE: Dona Barbara, El Rostro de Analia, Sin Senos No Hay Paraiso, El Cartel
UNIV: Cuidado con el Angel, Manana es para Siempre, Aqui y Ahora

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