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Why the hell is Ugly Betty airing out of order?

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Ugly Betty: Fey's Sleigh RideIn my review of the last episode of Ugly Betty, I asked our lovely and intelligent readership if they noticed that a couple of key scenes in the "Previously on" teaser were not actually in previous episodes. Not only did they notice it, they also let me know that the episode that showed last Thursday, "Fey's Sleigh Ride", was the sixth episode produced, even though it was the fourth one that aired.

Indeed, to make sure, I posed the question to one of my favorite TV critics, Alan Sepinwall, on his personal blog, figuring he had some inside info that I didn't. He directed me to TV.com's episode listing (duh... why didn't I think of doing that?), which indeed shows that this was the sixth episode made. The fifth will air this week, and the fourth, called "Swag", will air during November sweeps. So the order is: 6, 5, 7, 8, 4, 10.

Networks air shows out of order all the time; usually, it doesn't matter much because the episodes are self-contained. But because Betty is a telenovela and has continuting storylines, airing this particular series out of order doesn't make any sense to me.

I wonder why ABC is doing this. Isn't this going to confuse fans? And how will they deal with the inconsistencies such a mixed order will create (e.g. we already know Whilhelmina steals Fey's music box, so seeing it in "Swag" will no longer be a surprise). Let me know what you think about this in the comments.

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