Page 118 - Harvard Business Review (November-December, 2017)

CASE STUDY SPREAD TOO THIN

the pilot for months, but working 13 I can’t manage three shows
Should this work schedule hours or more a day, she just couldn’t without delegating. I tried
be expected for someone find the time. Melanie wasn’t the only last season, and it’s just
in Carla’s position? Is it one feeling frustrated. not sustainable. I barely
sustainable? “I’ll come back tonight,” Carla said. slept. I need Melanie to run Dope,
“It’s almost there,” she added. and I’m hoping that next year, on 911, How will Carla know when
“Sure,” Melanie said glumly. “But Keston can do more directing and her assistants are ready for
we still need ‘that Carla magic.’” script writing.” more responsibility?
Carla gave a tight smile. Michael “We can’t do that—it’s too soon.
Love, RBN’s head of programming, had We were lucky to avoid a second-year
first used those words nine months slump. We need you to be completely
before, at the annual “upfront” hands-on.”
Networks sell the bulk presentation, when networks give ad “Then we have to think about
of their prime-time ads buyers a preview of their new seasons cutting episodes. We could move from
during the “upfront” and shows. Word had leaked that 24 to 16, start later in September, and
period, which typically Melanie was taking over Dope, though take a longer winter hiatus. I’d have
occurs in late May. Carla would stay on as co-executive more time for all three shows if the
producer. When people asked what schedule weren’t so tight.”
that meant, Michael had assured them “Carla, we—you—have three of
that every C3 show on RBN would still the top 15 shows on television. The
have “that Carla magic”—an emotional market is shrinking—and getting more
center, sharp dialogue, and surprising fragmented—but the revenue from Today there are more than
plot twists—that garnered high your shows is going up. Dope still pulls 50 national U.S. television
ratings, especially in the coveted 18- in $150 million a year in ads, and the networks. Owing to this
to 34-year-old demographic. others are close. That’s huge money— fragmentation and the
Now the term had become for us and for you. And you want to advance of digital media,
something of a catchphrase with the cut back? If I suggested that to Bill,” he the most popular scripted
shows on TV now draw
network suits. When Carla nominated said, referring to RBN’s president, “I’d about 14 million viewers
assistant producers to write scripts or be laughed out of the room.” per episode, on average,
direct, the concern was always “Do “If you want me to keep giving you down from averages of
they have your magic?” When RBN good shows with high ratings, I need more than 20 million per
sent notes on first cuts of shows, the time to be creative,” she countered. episode in the 1980s.
feedback was often “Needs more C.M.” “And I don’t have that right now.”
Though Carla had initially been “You’ll have the summer.”
flattered by Michael’s endorsement, “To write scripts and plot story
she’d come to resent it. Juggling three lines. It’s the same treadmill. I can’t
shows, all on demanding 24-episode work on anything new.”
Most network series run schedules, she wasn’t sure she had “You know you’ll never really give
for 22 to 24 episodes from enough magic to go around anymore. up control. These are C3 shows: Carla
late September through Tremont Productions. It’s your name.
May. Many cable series, UNDER PRESSURE They’re your babies. And you’re a
by contrast, run markedly As Carla headed to the Forty Stories set, perfectionist. That’s why we love you.”
fewer, often around 10
episodes a year. her phone rang. It was Michael. “Did He was right; they were her babies,
you see last night’s ratings?” and she couldn’t imagine ever fully
“Michael, you know I don’t check letting them go. But she had to do
next-day numbers.” something to give herself more time
“It wasn’t good.” to think. “Michael, I was due at a read-
“It was a busy night with the NBA through 10 minutes ago.”
playoffs. People DVR’d us. We’ll see “Sure—just one more thing: Did you
pickup over the weekend.” say you’re working on something new?”
“We didn’t last week—not enough. “No,” she answered, with only a
Look, Melanie’s a capable producer. moment’s hesitation. It was technically Given Carla’s first-look
But she still needs your oversight.” the truth—but she still felt guilty. agreement with RBN,
In order to maintain Dope’s “I know, and she has it,” Carla said. When she’d first conceived of 911 what obligation does
high quality but also “How’s the finale shaping up? and Forty Stories, she’d floated them she have to create only
free up time in her own I hope you’re taking the reins with RBN right away. C3 was under shows appropriate for that
schedule, what level of back for this one. It’s important.” contract to give the network the network? Could pitching
oversight should Carla be “I’m working on it with right of first refusal to any new elsewhere jeopardize her
giving Melanie? relationship with Michael
Melanie tonight. But Michael, shows, and Michael had been and RBN?

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