TVSquad

Well, here's something about reality TV that didn't make me gag. Survivor mega-producer Mark Burnett has a new unscripted project, greenlighted by CBS, called Jingles. It's a competition show in which contestants have to create tunes for products, commercial jingles. No mud wrestling, no unlocking keys to puzzle pieces the size of boulders, no eating slugs wrapped in wild boar bacon. This time it's all about catchy melodies, clever hooks and lyrics that incorporate product info whether the products an erectile dysfunction pill or a new luxury car.

CBS has been psyched about this project for a while. Pre-writers strike, the network ordered eight episodes. Now the show is in pre-production and is slated for the summer schedule. After the dismal failure of Secret Talents of the Stars, you might think that CBS would be hesitant to push another reality program onto the air. However, this one does seem viable. I mean, did anyone think the concept for Secret Talents was clever?

The Jingles idea, on the other hand, was sort of tried out on The Apprentice a few seasons back. The teams had to write a jingle for a new Arby's sandwich. I remember it was one of the better episodes from that skein of The Apprentice. I think CBS is anxious to put a new reality on the air that might actually work. And as someone commented when Secret Talents was canned after one show, CBS is probably regretting the decision not to have a spring edition of The Amazing Race.

Back to Burnett; he's one for three in his most recent newbies. NBC hasn't been doing handstands about the ratings for My Dad Is Better Than Your Dad and Amnesia, but Fox struck gold with Are You Smarter Than a 5th Grader? Naturally, there will be criticism based on the product integration inherent in Jingles, but as the producer told Variety, "It's a very organic way to give advertisers what they're looking for. It's totally family-friendly, it's noncontroversial, and (the product placement) is very organic. It's not about pushing something that doesn't belong."

We'll have to see about that. I do have one prediction, or perhaps they can take it as a suggestion. Contact Barry Manilow about doing an episode. He started out writing jingles and to this day, I can remember "I am stuck on Band-Aids, cause Band-Aids stuck on me," thanks to him. He also did "Like a good neighbor, State Farm is there," and the immortal, "You deserve a break today, so go out and get away to McDonald's." That last one still holds up great. See.