Not to justify ABC and NBC's respective decisions, but many of their executives were unaware of the lead-time that goes with animation. When a network picks up an animated show, the network orders six to thirteen episodes roughly six months prior to the premiere of the show. This is a partial cause for the cancellation of primetime animation because if an element in the cartoon is deemed unacceptable, a network of ABC or NBC's caliber cannot afford to lose six months of ratings on the gambit that an alteration will work. The NBC spokesman confirms that, "[Lead-time] presents problems. In a live-action show, if you see that certain scenes are not working, you can re-shoot if you have to. That is just something that can't be done with animation."

A Growing Niche
FOX was a young, punk network when they gambled on The Simpsons and it worked. Today the pattern is repeating itself. Due to the proliferation of channels, television is generally becoming increasingly specialized. The non-major networks are succeeding because animation is helping to define the specific niche audience they are trying to capture and they can afford to take the risks. Imagine media's evolution from Hunter-Gatherers to Division of Labor: each network is now assigned a specific group-targeted genre -- the premise on which cable television was founded. NBC, for example, targets, "Adults 18-49. NBC has a somewhat more upscale profile than other networks. We're looking for shows about young urbans like Will and Grace or Friends, or more sophisticated comedies like Frasier," whereas The WB targets 12-34 year olds. According to Turrell, "85% of our revenue is derived from that... We're more specifically targeted."

This specialization of television and animation is paying off for Cartoon Network. Simensky explains that Cartoon Network's ratings proliferate during the summer since children are not at school. Moreover, this most recent summer proved interesting as adults comprised a third of Cartoon Network's primetime ratings. Simensky attributes this to Cartoon Network's variety and superior quality of original entertainment. "Everything we do here is about the couple new shows [we add] each year. So we go above and beyond the call of duty.... Adults tune in [over the summer] when repeats are on networks. They get an evening of original shows mixed in with classics like Bugs Bunny and Tom and Jerry, and early signs show that those viewers are staying."

The PJ's are now on the WB. © 2000 The WB Television Network.

The primetime animation that is surviving on network television is not performing stupendously, i.e., ranking in the top ten; however, performance is a relative thing. For example, The PJs lost its home at FOX after last season, but The WB wisely gambled and picked it up. "We thought it was funny," said Turrell. "We thought it was innovative [and] had a lot of life left in it. It had only been on the air for a season and a half. It's now our highest rated show on Sunday." However, The PJs' ratings on The WB are actually lower than its ratings last season on FOX. Part of the reason for this dip, could be the fact that a lot of fans are still trying to find the show and are unaware that it has started again on The WB. "It's successful from [The WB's] point of view. That's how we have to look at it." Hopefully, as the network keeps the show on, word of mouth will spread and it will build a loyal following. (Another point that is worth re-pointing out here is that while this show is set in the projects, the show still focuses on very real human relationships and the protagonist, Thurgood, while at times bumbling, has a heart of gold. Underneath the neighborhood drug addict, this is a sweet show -- unlike Sammy. And unlike Bob, God and the Devil, these characters are shown attending church and holding Bible study.)