This is an EXTREME blog post! It’s also RAW, UNTAMED, UNCUT and THE DEADLIEST! So read on … if you dare!
An intro like this would seem more outlandish if we weren’t deluged with promos and show titles that employ dramatic language like this every- day. In a time with more content than ever, producers and networks have to spend even more time thinking about the short combination of words that will raise the stakes and get us to tune in. They know very well that the result of a crumby naming job can often mean FATALITY for their beloved show.
Here’s an example: At the session for G4 at Realscreen earlier this year the network’s VP of Development, Laura Civiello, spoke about how she felt last summer’s “Hurl,” a show that had received some positive reviews from critics, and that fellow CU Confidential blogger Liz Tobias referenced in another post she wrote, might have made it past its first season had they chosen a different name. I tend to agree.
But what name would have made “Hurl” successful? That’s the really valuable question. Figure out the formula, and you may be able to boost your appeal and viewership. But naming can’t be completely formulaic. It’s not a science. I could, however, try to be systematic about looking at the names of current cable TV shows in an effort to find trends. And so this is what I have done. I scoured CableU’s Top 30 network’s and pulled all the “Signature Programs” listed for each network and put the show’s titles in a Word document. Then I went through looking for prominent patterns.
Here’s a sample of some of what I pulled out: JACKED, PARANORMAL, OUTRAGEOUS, BIG, WILD, EXTRAORDINARY, FUNNIEST, GRIZZLY, PREY, KILLING, EXTREME, MONSTERS, RAW, UNTAMED, UNCUT, DEADLIEST, DESTROYED, DIRTY, DANGEROUS, WEIRD, FREAKY, BUSTERS, WARP, QUEST, ATTACK, DARK, EDEN, HAUNTED, GHOST, BIZARRE.
Right off the bat it’s clear that producers and / or networks feel that using superlatives in a show’s name will attract viewers. I mean, it’s not “Moderately Difficult Engineering” or “Slightly Haunted,” it’s EXTREME ENGINEERING and MOST HAUNTED, respectively. It’s not “Sometimes, Somewhat Dangerous Catch,” it’s “DEADLIEST CATCH” … It doesn’t matter whether crab fishing truly is the deadliest fishing activity. I don’t really feel duped. A story is being told here, the author knows how the story ends but it’s their job to not tell us that until the end and, in the meantime, create tension starting with a killer title and ending with the last piece of dramatic narrative.
Envision a world filled with titles that didn’t set a high standard for a show. I’m reminded of my friend’s recent pitch to me about a competition reality show that would attempt to find the person with the most average amount of talent in the country. “Instead of American Idol, call it like American Average Guy,” he said. I think I fell asleep trying to picture how that show would go. Truth is: a show like this would be torturous to watch. Forget water boarding, the government should produce a show like this and force detainees to watch it Clockwork Orange style. Oh they’d talk alright. They’d tell us everything we needed to know!
Thing is: I’m not a huge appointment viewing guy. When I’m not watching something I’ve recorded I tend to flick through stations and with my digital cable the show’s title loads before the picture does. Therefore, for a viewer like me, the name is huge. It’s how I judge whether I’ll wait another second to let the picture load on the screen after reading the title.
In closing: the way people react to names is varied. It’s a subjective thing and while you can attempt to find trends that will help you do a better job, like I did, it won’t ensure much more than maybe TV “flickers” like me will be more willing to give a show a once over … after that, it’s up to the producers to tell a high stakes story that meets the high stakes set by the title.
Couldn’t agree more with your conclusion, Reess. I’m really enjoying Food Network’s new series THE BEST THING I EVER ATE, and I have to admit I was first drawn to it by the title while channel surfing. Great title for a great show! (and if you tune in, make sure to keep snacks nearby)
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Reess:
Spot on. I’ve participated in many Titling meetings for various networks in my career and sometimes they come easily and hit all the right notes. Others are a struggle and never quite right. Like if Trading Spaces had been named Swapping Cribs instead?
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July 27th, 2009 at 4:01 pm
Yeah, using the word cribs would lower / limit the demo reach for sure … not many older “peeps” refer to their home as a “crib” … that would have to be an MTV Spin Off … Elton John and Snoop Dawg redo a room in each other’s homes. Thanks for reading Bob — and commenting Cool to have your expert approval for sure. Or just some confirmation that the big nets do, indeed, wrangle with show titles as much as I suspected.
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Original British title for Trading Spaces was Changing Rooms. Couldn’t have worked in the US, at least not on the Learning Channel.
Strictly Come Dancing works for the BBC, but it’s Dancing with the Stars everywhere else in the world. We Americans love our Stars.
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July 28th, 2009 at 11:27 am
Thanks Chuck … there should be a follow up entry outlining the differences between American and UK naming. I’ll get going on that. You’re probably the expert on this. If you wanna be a guest author, send me an email.
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Great post Reess. Or should I say, Exterme POstage!!!!!!!!!!!!!!!!!!!!!!!!
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Cool site, love the info.
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Tale was a runaway success. ,
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