TVSquad

Looking in from the outside, you might think that Alec Baldwin has the tiger by the tail. He's the star of a critically acclaimed television show. He's winning awards for his work. And, while he's no longer landing those leading man roles in films, over the last few years he's added several good supporting roles to his long list of credits. Apparently, those are not the makings of a happy-go-lucky life.

There is an interesting profile of Baldwin on The New Yorker's website. In a long and thorough piece, Ian Parker talks with Baldwin about his career, his family, mistakes that were made, and things that might have been. Throughout the piece, it becomes clear that he is anything but satisfied. They talk a lot about the film business, and the decisions that shaped the direction of that part of his career. For our purposes here though, the more interesting bits are the discussions of 30 Rock. They include a quote that actually shocked me. Not so much for the sentiment, but for the fact that anyone, even Alec Baldwin, would say it in print. I'll tuck it away after the jump for those of you that have an aversion to f-bombs.

I don't think it's really going out on a limb to predict that NBC is going to find itself back in that familiar fourth place spot once this new season gets underway. It's become almost comical to look at what has happened to the network since the days of the unstoppable Must See Thursdays. Now though, as we head into the new season, I find that I only have interest in two of their new shows.

With one of them, My Own Worst Enemy, I seem to be in the minority. I'm having trouble finding anyone else that doesn't want to dismiss it out of hand as an inferior Jekyll. And the other, Kings, won't be premiering any time soon. The network isn't without its prizes. Chuck, Heroes, and The Office are all very good, but I don't expect any giant gains in ratings for any of them. Those would have to come from the new shows, and I'm just not seeing that happening. It's not a good way to kick off a new season, and that's just the start of the troubles. Nikki Finke is now reporting that the impending doom of the new schedule, combined with a host of other troubles, will bring about a shakeup at the top of the network.

If you're of the belief that actions speak louder than words, than this move by NBC is proof positive that the network has great faith in Chuck. NBC has given Chuck an early full-season pickup.

The term is called a "back-nine" order, which means that the adventures of a geek-turned-reluctant super spy, will be on NBC for all of 2008-09. The vagaries of the demographics and Nielsens notwithstanding, NBC is betting on Chuck.

The comedy-adventure is entering its sophomore season, returning on Monday, September 29, at 8 E.T. Apparently, the powers-that-be at NBC -- Ben Silverman -- have liked the shows that are currently in the can.

Assuming they're right, Chuck will pick up right where it left off last year with sharp characters, funny stories and the right blend of action and laughs. It's not an easy mix, although when it works -- like Chuck and Burn Notice -- it makes for terrific TV.

Everyone thinks they can write. No, really. If you talk to anyone who likes TV and movies, invariably you'll hear that they have a great story. Well, some do and some don't. In the soap business, just about every kind of story has been told.

A show like Passions, which has recently come to an end, told wild tales about witches and sorcery and dwarfs and demons.

General Hospital has been firmly set in plots about mobsters in the manner of The Godfather, with Sonny Corinthos a latter day Michael Corleone.

As the World Turns, currently in its 52nd year, is rooted in traditional love stories and family conflicts, although you have to give them props for Luke and Noah, a frontline gay romance which is definitely a 21st century development.

When I read AOL's Top 20 Best Game Shows of All Time, I pretty much agreed with all the choices. I might have moved Password up a bit, and dropped Who Wants to Be A Millionaire to a lower slot, but the one selection that really made me glower was The Price Is Right as number one.

No, no, not to me. For me, the only choice for numero uno is Jeopardy. It's not a game of chance or luck or random spins of a wheel. It's all about brains and thinking on your feet. And maybe having really fast thumbs. Merv Grifffin's creation remains the best gameshow ever in my book.

As I was thinking about Jeopardy, I realized that for me, the best Jeopardy is not today's Alex Trebek version. I mean, it's great -- don't misunderstand me. It's the one I still prefer to watch today, but my favorite Jeopardy remains the pre-syndication edition, the one that played on NBC daytime from 1964-1975. No, I'm not nuts. I have five very good reasons why I prefer the original, classic Jeopardy.

NBC couldn't have asked for a better Olympian than Michael Phelps. His chase after Mark Spitz's record has been a huge draw for viewers. So, it came as no surprise when I saw that Saturday night, with the record breaking 8th gold, did huge numbers, clocking in with 31.1 million viewers. What did come as a surprise was the big event from 18 years ago that topped Phelps reaching his goal. Surely it had to be something like a big sporting event, a dramatic news special, or something of the sort, right?

Not quite. Saturday, Feb. 24, 1990, 31.4 million viewers tuned in to watch Empty Nest. Wow. That says much more about the growth of cable TV and how the big networks have abandoned Saturday than it does about the success of the Olympics. At a time when half that number is the stuff of a hit show, it seems strange to think that 31 million people were watching Empty Nest.

Is there a bigger star in the world right this moment than Michael Phelps? He's poised to break Mark Spitz's record seven gold medals in one Olympics. He's already the most honored Olympic champion of all times, having won more gold medals than some entire countries.

Jeremy Schaap was singing his praises on ESPN this morning. Michael Phelps is tall, fit, good looking and has the makings of humongous success. Can't you just see him as a TV star?

As Rich pointed out, being an Olympic champion can sometimes be a launching pad for a career on TV. For most, the fit isn't exactly right, but I think that that was the fault of the producers back then, not the Olympians.

Therefore, I'm going to help Michael and those TV bigwigs with a few ideas. Here's four existing shows that should be writing scripts for Michael Phelps right away, and one remake that's right up his alley.

So, you probably heard that the NBC Universal empire will be expanding by one, once it has added The Weather Channel to its media outlets. On MSNBC this morning, the subs on Morning Joe were crowing about CEO Jeff Zucker, sucking up royally, and even hyping GE stock.

It was all really uncomfortable, obvious and out of place when you are tuning in for news, politics, some pop culture and get NBCU corporate cheerleaders in full pom-pom mode.

Okay, enough ranting; there is some news to report. If the deal goes through -- and it will -- Today weatherman Al Roker may be relocating or he'll be repurposed, becoming the face of The Weather Channel.

Sure, we always talk about NBC, how they are usually fourth in the ratings and and they don't give shows a chance and they show Deal Or No Deal way too many times, but they are number one in one important area: selling ad time for this fall.

The network has already sold $1.9 billion (yes, that's with a B, as in Bionic Woman) of advance advertising sales for this fall's prime time schedule. And they did this even though they didn't do a regular upfront and didn't have pilots to show. That's $100 million more than they did last year.

This morning, as I watched the Today show, I noticed that they had "team coverage" of the big fire on the Universal Studios back lot. Not only did they have reporter Peter Alexander doing a live remote from the scene, but they decided to send Al Roker, who was in L.A. to tape Celebrity Family Feud, over there, as well. Matt Lauer called the fire "devastating," and Alexander went on to list all the sets that went up in smoke, including the town square from Back to the Future. Oh, and some of the video archives were destroyed, even though there are backups.

All of this was delivered in somber tones, as if this was like those wildfires that have enveloped that part of the country over the last few years. It made you wonder if anyone got hurt. Thankfully, no one did. So why the somber tone? Sure, these sets might have some sentimental value, but they're just fake storefronts. And why have a reporter there if Roker was already available? It makes you scratch your head until you realize that NBC and Universal are corporate siblings.

It is an interesting time for television that we live in. This is not your grandfather's TV, where they had three channels ... and they liked it! And when changing the channel involved telling you to take your Toughskins covered butt over there and turn the big dial. Grandpa's version of TV is being challenged on all fronts by cable, and it's really not fairing well.

Yet another article, this time from the L.A. Times, takes a look at the damage that has been done. Some highlights: For the just concluded sweeps period, NBC was down 27% in adults 18-49. 27%! ABC lost over 20% of young adults. The other networks also posted double digit losses. The scary bit though, for the traditional networks, is that the number of people watching television is up 2%, and for the season the ad supported cable networks are up 7%.

As I found out when I first spoke to Bill Lawrence last year, it doesn't take much to get the creator of Scrubs going. All it might take is a quick question and he'll go off on a monologue that is not only funny, but has a lot of good information as well.

That's what I got from him when I spoke to him earlier this week. Yes, we went over what happened with NBC after the writers' strike and how his show was able to make the shift to ABC. But, since he already spoke about that at length, we talked more about why NBC treated the show like it did, what creative shifts he's going to make to the show this year (expect to see less baby and relationship stuff this year, and more of the medical drama and comedy that got people hooked on the show). And, of course, he also dropped the mini-bombshell that I posted about earlier in the week, that there might be a ninth, "next generation" season of Scrubs.

I'll warn you right now, this is a long transcript, which is why we're splitting it into three parts. But it's got a lot of good information, and if you're patient, you'll find some interesting spoilers about what's going to happen next year on the show (production on eighth season should be wrapped up by August, according to Lawrence). So, buckle up and enjoy the ride...

That was one of the many insights that NBC head Jeff Zucker had on Charlie Rose last night.

Charlie wanted to know what the top five shows in the ratings were, and while Zucker mentioned shows like Grey's Anatomy, Desperate Housewives, and House, he also included Heroes in that bunch. He named Heroes and four other shows and said "those are the top five." Now, I love Heroes as much as the next person, but I don't really remember it being in the top five that much (if at all). Top ten or twenty? Sometimes I guess, but not top five.

Now that the upfronts have been presented, it's time to start handicapping the ratings (although Jeff Zucker doesn't think Nielsens matter that much anymore). Nevertheless, some are looking at next fall's schedule and predicting a big-time battle royale on Thursday night at 8 o'clock. Which reality show will emerge at the Nielsen number one -- CBS's Survivor or Fox's The Moment of Truth? According to Hollywood Reporter, Fox is taking aim at CBS. When asked at the upfront about positioning The Moment of Truth -- and Hell's Kitchen right behind it -- on that night was a strategic move, the executive was diplomatic at first. He said Fox isn't looking for a battle; they're doing their own thing. But then said of Survivor, "Look, it's eroding. It's an older show. Its eventually going to give up and were trying to accelerate that."

Hmm, sounds like fighting words to me. The Moment of Truth and Hell's Kitchen are two of Fox's three premiere reality shows, behind only American Idol in the ratings. Anyway you slice it, Thursday night is going to be a night to drive TV fans crazy. While Fox and CBS are leading with reality shows to start the night, ABC will offer Emmy winner and critic's darling, Ugly Betty, NBC will serve up its Emmy winner(s) and critic's faves, My Name Is Earl and 30 Rock, and the CW will bring back the venerable fan fave, Smallville. And that's not even considering what the rest of the networks have planned.

What do you do when you're losing a race, coming in last in a field of four, and have to justify your dismal performance? You change the scoring. What am I talking about? When asked about why his network is doing so poorly in the ratings, president and chief executive officer of NBC Universal, Jeff Zucker told Television Week, "It's not just about the ratings anymore."

What? (Imagine that as said by the Aflac duck). Do you think he really meant it, or is Jeff just hoping that the advertisers won't mind that his primetime lineup is getting its collective butt kicked by CBS, ABC and Fox most every night on the week?

Just to be fair, Zucker explains that the ratings don't matter because the network is fulfilling the expectations of the advertisers. "We're in an era where - we've made a commitment to our advertisers to a schedule. Advertisers have an expectation. It's not just about the ratings anymore. It's about our relationship with our advertisers and what their expectations are."