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by Cynthia Littleton
Nearly a decade ago, ABC Studios couldn't win for
losing.
The Walt Disney Co.'s primetime production unit, then
known as Touchstone Television, came up with "CSI," but dropped
out of the production in 2000 when sister network ABC passed and
CBS picked it up. The show, of course, went on to become a
primetime and syndication powerhouse.
But if summer 2000 marked the worst of times for ABC
Studios (which changed its name in mid-2007), the past few
seasons have been the best.
Twelve years after Disney acquired Capital
Cities/ABC, the Mouse's TV studio, under the direction of prexy
Mark Pedowitz, and broadcast network, led by entertainment prexy
Stephen McPherson, have finally found the right programming
groove.
Biz insiders may chatter about the occasional
friction between the Alphabet's network and studio, but there's
no denying the ABC-ABC Studios track record on the screen.
ABC Studios is the home of the big hits -- "Desperate
Housewives," "Lost," "Grey's Anatomy," "Ugly
Betty" and most recently, "Brothers & Sisters,"
"Private Practice" and "Samantha Who" -- that have revitalized
the Alphabet net's fortunes and delivered many millions to
Disney's bottom line.
Moreover, ABC Studios has expanded into cable,
fielding the biggest hit in Lifetime's 24-year history with
"Army Wives," and has overcome the taint left by its "CSI"
defection with its success in producing for non-Mouse nets,
including CBS hit drama "Criminal Minds." The studio is even
dabbling in first-run syndication with the high-end Sam Raimi
drama "Wizard's First Rule," set to debut in the fall.
The tipping point for the Mouse's TV fortunes came in
2004, when an extreme makeover of Disney's TV managerial ranks
that April put former Disney Channel maven Anne Sweeney atop all
the Mouse's non-ESPN television outlets, and McPherson and
Pedowitz in their current posts.
The groundwork for the studio's turnaround was laid
in the years just prior to the shakeup, during McPherson's
tenure as Touchstone TV prexy, when it fielded solid players for
ABC like "According to Jim," "Alias,"
"My Wife and Kids" and "8 Simple Rules." ("CSI" was also
developed on McPherson's watch.)
McPherson fought to preserve a measure of autonomy
for the studio after the difficult 1999-2000 period when the
Mouse's big cheeses sought a total merger of the studio and
ABC's programming operation. In the 2004 transition, McPherson
was able to shepherd the ABC premieres of the
blockbusters-in-the-making he'd been developing on the studio
side.
Indeed, it was the one-two-three punch of
"Housewives," "Lost" and "Grey's Anatomy" bowing in the 2004-05
season that turbo-charged the profits Disney harvests from its
broadcasting unit, which encompasses ABC and ABC Studios.
Operating income in the broadcasting unit soared from
$278 million in 2005 to $703 million in 2007, according to
Disney's 2007 annual report. Disney credits those gains to
higher ratings at ABC and strong worldwide licensing and DVD
sales of ABC Studios' productions. Since 2004, the Mouse's TV
studio has enjoyed the highest rate of annual revenue growth in
the network's 50-plus year history, according to Disney.
What accounts for the turnaround? Industry veterans
point to the improvement in the management climate at Disney and
ABC in recent years under the regime led by Disney CEO Robert
Iger and Disney-ABC Media Networks co-chairman Sweeney.
"The studio team is willing to take creative risks,
invest in quality, and do what it takes to create iconic,
innovative shows," Sweeney said. "They've created an environment
that attracts talent."
From Pedowitz's p.o.v., the studio has been energized
by its success -- there's no better magnet for talent -- and by
the resources and freedom they've been afforded by Sweeney and
Iger.
"It (stems from) the support that Anne and Bob gave
us," Pedowitz says. "It's symbiotic between the network and the
studio: Steve and I both want to win. Steve and his team offer a
lot of things creatively and they offer an unbelievable
marketing machine. That's been a game-changer in the network
business over the last few years, and kudos to them for what
they've done."
Amid the turnaround with ABC, ABC
Studios has ventured past the Mouse House's four walls. CBS
dramas "Criminal Minds" and "Ghost Whisperer," both coproduced
with CBS Paramount Network TV, were sold in syndication earlier
this year and are heading into their fourth seasons.
The studio has a high-profile frosh comedy on CBS'
fall sked, the Jay Mohr starrer "Gary Unmarried"; and a
second-year dramedy returning to CW, "Reaper."
There's no question that ABC Studios' primary mandate
is to deliver the goods for ABC and Disney-affiliated cablers.
But the studio's stature in the creative community is enhanced
by the flexibility it has to do biz at non-Mouse shops. "We've
been selective about what we'll do," Pedowitz says. "And I think
it's been recognized in the community that if we do get on the
air someplace else, our partners will be satisfied by the
quality of the production that we bring to the table."
ABC Studios has two scripted skeins at ABC Family,
the youthful drama "Kyle XY" and the upcoming "Samurai Girl,"
and it is taking a bigger swing with TNT on the Steven Bochco
legal ensembler "Raising the Bar," which bows Sept. 1.
You wouldn't know that all of this activity was
emanating from the fourth floor of the Frank Wells Building on
the Disney lot by the low-key media profile Pedowitz prefers to
keep.
A replica of the suitcase toted by Professor Harold
Hill in "The Music Man" sits prominently in his office (along
with baseball memorabilia and pics of his beloved basset
hounds). But Pedowitz is nothing like the smooth-talking
huckster who charmed River City.
He's a 17-year ABC/Disney vet who was the Alphabet's
head of business affairs before being tapped to run the TV
studio after McPherson. A lawyer by training, he has long been
respected as one of the TV biz's most strategic thinkers on
dealmaking issues.
Pedowitz had a major role in crafting Disney's
groundbreaking 2005 licensing pact with Apple's iTunes that
unleashed the download-on-demand era for ABC and Disney
programming. And he was one of two industry execs drafted early
in the year for the top-secret mission of working out the
definition of "distributor's gross" with reps for the Directors
Guild of America. That definition was a linchpin of the DGA
contract agreement that ultimately paved the way for the end of
the 100-day writers strike.
In taking the reins at ABC Studios, Pedowitz sought
to balance his lack of hands-on creative experience by giving a
lot of authority and leeway to his strong No. 2 on the creative
side, exec veep Julia Franz. By any measure, theirs has been a
fruitful partnership. Pedowitz has nothing but superlatives for
Franz, and credits her with giving him a "graduate course" in
the finer points of development over the past four-plus years.
In the past few months, however, Pedowitz has been
canvassing the town for a new creative chief, following Franz's
decision to step down at year's end.
Pedowitz, with input from McPherson, has taken his
time to consider his options carefully, but it's understood he's
zeroing in on a candidate who will be seen by the town as an
unconventional choice for the gig.
Top of the new guy or gal's to-do list will be to get
busy in comedy development. Pedowitz is proud of the success ABC
Studios had in the past strike-interrupted season with Christina
Applegate starrer "Samantha Who," but he'd like to see the
studio's roster of half-hours be as formidable as its hourlong
skeins.
Pedowitz's fondest wish for the coming season? The
resurrection of the old-fashioned, money-minting, crowd-pleasing
sitcom.
"The ultimate home run," he says with a grin, "would
be a female skewing, multicamera sitcom with enough male appeal
that it will become the biggest syndication hit in America."
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