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Basement.” Besides, scripted programs are more likely to invite cynicism: “Dwight went from Dunder Mifflin to Staples this week? Gee, maybe next week he’ll work at the Safeway!” People will watch anything stamped “real”: enormous families (“Jon and Kate”), enormous people (“Biggest Loser”), and enormous egos (“Real Housewives”). Surely they’d watch real people working (especially if they were cocky, plump and had lots of kids). Office romance, superstore zoning battles, product display disputes … there’s fun and drama aplenty. Best of all, some brands are naturally suited to the format. Who could resist an info-docu-drama that shadowed eHarmony couples?
Crazy? Perhaps. But people said that of Barnum as well. He not only embraced the circus, he redefined it as a ritual that survives him a century later.
Previously published in AdAge MediaWorks, Aug. 5, 2009
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