Reality TV whiz, Mark Burnett’s two latest non-scripted programme series, Pirate Master on CBS and On the Lot on Fox have had disappointing launches.
After two weeks on the air, CBS’ high-seas contest Pirate Master is averaging fewer than 7 million viewers and a 2.1/7 among adults 18-49, according to Nielsen Media Research. Meanwhile, Fox’s challenge for budding filmmakers, On the Lot, which Burnett executive produces with Steven Spielberg and which premiered during May sweeps, is averaging 4 million viewers and a 1.8/5 among adults 18-49.
The disappointing viewer figures have lead Mediaweek to comment that “exactly where reality is headed seems uncertain’.
According to the Mediaweek article written by AJ Frutkin, neither Burnett nor reps for the networks would comment, but several advertisers said they weren’t surprised by the programmes’ underperformance. “I never had an expectation that On the Lot would play to a big crowd,’ said Shari Anne Brill, vp, director of programming at Carat USA.
It’s a question of mass appeal, said Brill. Part of American Idol’s phenomenal draw is that many viewers possess their own, secret dreams of singing stardom, giving them an empathetic connection to contestants. “Directing a movie,’ Brill pointed out, “is an occupation that few can aspire to.’
Pirate Master’s flaws seem equally apparent. Despite its nod to Disney’s megahit Pirates of the Caribbean franchise, most advertisers said the show plays like a Survivor knockoff, writes Mediaweek’s Frutkin.
