Page 229 - A Handbook Genre Studies in Mass Media

CHAPTER 8

a result, producers Susan Beavers, the creator of Oh Baby, comments,
“I just feel I have the opportunity to write my show with a focus and a
viewpoint, without trying to appeal to everyone in the world.” 41
Tom Fontana producer of Oz (Showtime) argues that a program without
commercials empowers writers and producers with creative freedom:
“When you don’t have to bring people back from a commercial, you don’t
have to manufacture an ‘out.’ You can make your episode at a length and
with a rhythm that’s true to the story you want to tell.” 42
The dramatic series Six Feet Under (HBO) dealt with a range of con-
troversial topics, including a subplot involving David Fisher’s efforts to
come to terms with his homosexuality. The series depicted affectionate
physical contact between David (Michael C. Hall) and his lover, Keith
Charles (Mathew St. Patrick), as well as more passionate moments, that
would not appear on network shows that depict gay characters, such as
Will and Grace (NBC). In contrast, HBO is a subscription-based cable
network that is not dependent on the whims of a general audience and,
therefore, could take creative risks. Indeed, Nate Fisher (Peter Krause),
one of the protagonists, died with three episodes left in the show’s fifth
and final season (2005). Losing one of the major characters in mid-
stream is a daring development that would not likely occur on broadcast
television, since it could diminish the size of the audience, who tune in
to see the major characters. However, the very unexpectedness of this
development added to its dramatic impact.
In addition to direct forms of advertising, several indirect forms of ad-
vertising have an impact on genres. For instance, game shows often utilize
“official sponsors” as sources of advertising revenue. In exchange for being
included in the credits, the sponsoring company donates products to the
program, to be given away as prizes. In game shows such as The Price is
Right the products are given away as prizes. When the contestant wins a
prize, the product is given a brief “description” that further promotes it.
Reality shows also utilize “official sponsors” as a source of revenue.
For instance, in Extreme Makeover: Home Edition (ABC), Sears is the
official sponsor of the show, donating the materials that are used in
the refurbishing project. In addition to the sponsor being mentioned in
the credits, viewers can see how the materials contribute to the success
of the project. Other vendors also donate goods and services in exchange
for mention in the credits and on ABC’s website. The network would
not release precise figures, but a spokeswoman said that these donated
materials would easily cost hundreds of thousands of dollars.

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