The other day I was reading an article in one of the newspapers that was basically an interview with the U.S. actor with the highest TVQ on television. TVQ is another name for star quality. An actor the viewers respond to positively. In this case they respond more positively than any other actor regularly seen on television. It was a big surprise to me, and unless you read the same piece, it will be a big surprise to you too. It’s Pauley Perrette. She plays the tall goth scientific investigator on NCIS. With her crazy clothes, spider web tattoos and huge platform shoes it is hard to believe that the character she plays, let alone the actor could be so popular in a country as right wing and closed minded as the United States.
Ms. Perrette’s popularity, and the popularity of the other stars of the show, especially Mark Harmon and Michael Weatherly, goes a long way to explaining why a show that has seldom had good reviews and is generally ignored by the entertainment media is on most weeks the most watched drama on American television.
A long time ago, a very smart television producer taught me that most viewers watch television in one of two places…either their living room or their bedroom. He went on to explain that nobody invites anyone into their home that they are not very comfortable with. He further pointed out, if you like someone you will have them back to your house more and more often. The lesson is obvious. If you want to produce a successful television show, the stars should be the type of people that the viewers want to spend time with.
A few years ago at the Cannes TV Market, MIP, I sat in on a discussion of how reality TV is produced. Some of the top reality producers explained how they draw in the big audiences. They explained that they send every day’s rushes back to focus groups to test the TVQ of all the contestants. What they found, and the way the show works, is that everyone on the show who is well liked gets to stay. They adapted the TVQ theory a little too because everyone the audience hates also gets to play longer. Their formula gets rid of the players who are bland, who do not create any response at all. How they get rid of the players they don’t want is grist for another story. Suffice it to say that they manipulate the cast to try to end up with a man versus a woman as the final pair, and if all goes right, one contestant the viewers will cheer for and another the audience will cheer against. Perhaps this explains the popularity of House.
So what does all of this have to do with television news in Canada?
It seems to me that the people who produce news and current affairs in this country have yet to learn the lessons that drama, reality and comedy programmers have known for years.
It’s not that News producers don’t know. Ask anyone who works at any of the major newscasts and they will tell you who their stars are. In most cases they will explain that their stars are great journalists, but if you let the conversation flow you will find they will begin to talk about the great performers. The people with personality that shine through the TV screen and brighten up a room. At CBC Adrienne Arsenault stands out today. She is immediately recognizable. Sure, she does a great job, but she also has high TVQ. In the past Mike Duffy was a star even greater than his ability as a journalist or his girth. At CTV I see more and more of Omar Sachedina. Yes he’s a talented reporter, but he is also a performer who is welcome in the homes of Canadian news viewers. Craig Oliver was one of the great reporting stars that CTV had. Everyone knew Craig in the same way they knew Mike Duffy. CTV has also had Harvey Kirck and Lloyd Robertson. You couldn’t walk on any street in Canada and not see immediately how people responded positively to them.
Look closely at CBC and CTV news however, and you will not be blown away by the personalities you see night after night. For the most part you would be hard pressed to recognize them on the street if a camera was not pointed at them. I sometimes wonder how some of the very bland people became on air television reporters. Was it by default? They were, like Mount Everest, there. What’s the process that allows such nondescript people to get these few and important jobs telling the stories of Canada to Canadians?
One incident speaks of the failure of Canadian news broadcasters more than any other to me. When Pamela Wallin was whizzed from CBC News one of the greatest opportunities to create audience for The National opened up. The person with the highest TVQ at CBC news at the time was Wendy Mesley. If ever there was a true news star at CBC it was Wendy. Add to that, she is a terrific journalist and a good interviewer. She was a natural to replace Pamela. Oh, and as if all that is not enough, she had just divorced Peter Mansbridge. The pairing would have earned audiences off the charts for news in Canada in my estimation. People would tune in just to see how the former couple got along on air. The great journalism would have been a bonus. But it was not to be. I have asked CBC people why it never happened and have heard all kinds of answers, none of which have made any sense. I do know, however, if it was NBC, ABC, or CBS Peter and Wendy would have certainly been co-hosting and perhaps, the ratings they created together might have saved The National from the changes that led to the predicament that CBC News faces today.