Dick Wolf Defends His Shows

[Patcat]

From the July 26, 2005 WASHINGTON POST

Patcat

Dick Wolf Bares His Fangs

By Lisa de Moraes

BEVERLY HILLS, Calif., July 25

"Law & Order" franchise creator Dick Wolf is angry, angry, angry that
critics devoted more attention to "Alias" than to "L&O: Criminal
Intent" when the shows debuted back in 2001. It cost "CI" star Vincent
D'Onofrio some acting trophies, he claimed.

"The first season all the heat was on 'Alias,' and we had to fight to
get anything in the press, and [D'Onofrio] was doing a job that, if
you'd been paying attention, I firmly [believe] would have gotten him an
Emmy and a Golden Globe," Wolf told critics Monday during NBC's second
day onstage at Summer TV Press Tour 2005.

Besides which, "Criminal Intent" has proved to be more lucrative in
syndication, he said.

" 'Alias' sold [in syndication] for $175,000 an episode; 'Criminal
Intent' sold for 1,100 percent more. Do the math," snapped a steamed Wolf,
who apparently did not get the NBC memo to staff re: colonic (everyone
gets one; everyone loses sense of entitlement) that NBC Entertainment
chief Kevin Reilly had spoken of so glowingly the day before.

(FYI: According to trade reports, cable network TNT bought weekday
syndication rights to "Alias" for about $200,000 per episode, and
distributor Buena Vista sold weekend syndication rights to broadcast stations
in a barter-only deal, which means BV gets to sell ads in the show on
those stations. The trades reported that cable nets USA and Bravo anted
up an estimated $2 million per episode to split syndication rights to
"Criminal Intent." And here's probably a good place to say that NBC, TNT,
USA and Bravo are all owned by NBC Universal, which also houses Wolf's
production company, Wolf Films.)

"The three ['Law & Order'] shows have turned TNT into the number one
network on cable and USA the number two network on cable," Wolf fumed.

What really had his knickers in a knot were articles written last fall
about how "Law & Order" series were dinged in the ratings opposite
launches of "Desperate Housewives" and "CSI: NY."

"There is no bad news here," he said. " 'Criminal Intent' is the only
show that could possibly have held up against 'Desperate Housewives.'
Sure it was down, but it was not out, and all you have to do is look at
the repeat numbers this summer.

"You guys don't report the financial aspects of how successful the
brand is," he lectured critics, one of whom noted afterward that "Alias"
was probably more lucrative than, say, "Macbeth." ("News flash: Dick
Wolf hates us," another critic cracked in the press room.)

"This brand exists, at the moment, alone in the cosmology of long-term
profitability," Wolf proclaimed during his morning Q&A session.

But wait, there's more.

Critics don't "fuss" enough about "Law & Order: Special Victims Unit,"
even though it's generally described as a "mature" show, Wolf
complained.

"You read about who's hot, who's not -- these shows are never
mentioned," he said, turning right around to say, "We're not looking to be the
hot show; that's not what the 'Law & Order' brand is about. It's about
longevity and about repeatability and about staying on the air and
being a profit center for NBC for years to come."

One critic noted that Wolf was onstage "with three very well-reviewed
actors" from his shows, that "your shows regularly get good reviews,"
and that he has the only series on TV "where cast changes are reported
generally with gusto, but you always seem to be angry at us and . . .
I'm seriously wondering, what would you consider fair treatment?"

"What makes me angry is the lack of sophisticated business reportage,"
Wolf shot back. "I understand there are business sections and
television sections, but, come on, guys, there are no good-news newspapers."

The success of "Desperate Housewives" at "Law & Order's" expense is "a
legitimate story, but . . . there is no recognition . . . that, yeah,
we may get knocked around a little bit, but this is still the most
profitable brand in the history of the medium . . . these shows generated
$1 billion in advertising revenue last year."

(Variety reported on Monday that the "Law & Order" franchise runs an
average of 45 times a week on NBC, TNT and USA, and the trade paper
quoted an NBC Universal rep saying the brand generated more than $1 billion
in ad revenue across those platforms last year.)

Wolf acknowledged that he had seen such references about the shows in
"business articles" but not in "the popular press."

Wolf had opened his Q&A session with a little speech assuring critics
he was "incredibly upset, disappointed, dismayed and any other
adjectives that you could care to add" about NBC yanking "Law & Order: Trial by
Jury" off the air last season. But, he noted, his relationship with NBC
Universal is more like "a long-term marriage with no possibility of
divorce" than a standard business relationship, and promised critics that
the brand "is the most important piece of business to both of us."

Easing the pain somewhat, Wolf is now at work on a new series about
New York assistant district attorneys that will use the "Trial by Jury"
set -- did you know that the average age of an assistant DA in Manhattan
is 28 years? Wolf says so.

And Wolf wanted critics to know he "couldn't be more thrilled" that
his dream of selling the "Law & Order: Criminal Intent" format to an
international network has come to fruition.

In one of those strange coincidences that make you think that maybe
there is a higher power and maybe Jennifer Love Hewitt really can talk to
dead people, on the very same morning that Wolf took the stage to
reprimand critics, Variety broke the news that Wolf had struck a deal with
French TV network TF1 to format "CI" for French audiences. Wolf told
the trade paper that it was "an enormous accomplishment" and "by creating
a localized French version, the potential to grow that audience becomes
limitless."

At some point during his rant, Wolf insisted, "I'm not [ticked] off.
I'm a very happy guy."

Mr. Wolf: I have served with happy guys. I knew happy guys. Happy guys
are friends of mine. Mr. Wolf, you're no happy guy.

[Metella]

I think Wolf got a blunt end of this one; he is correct that L&O gets a one line - "oh it's good" blip and not much else. Better than a thrashing, I suppose, but not gushing. BUT THEN; why does he need gush? He IS successful.

One thing I don't really get is the high importance stressed on BRAND; this word is stretch to its definition-meaning to cover a collection of TV shows anyway - you can't provide quality of content like you can provide quality of veggies in the cambell's soup. While you can get into a ballpark of genre ..... well, I just don't see why he is holding onto the word "brand" with such bulldog vigor.

I know that it takes a while for a new show to build up a following; but Trial by Jury was just no news flash to me the way they dealt behind closed doors and seemed just too slow paced & drawn out the two that I watched. I'm sure some variety of soup was not profitable on the market & got "canned".

I hope the syndication continues to go along and Wolf continues to have success.

[DNA]

Those that can do, those that cant become critics.

TV Guides Michael Ausiello's take on the Dick Wolf conference.
It's worth noting for those who dont know that Ausiello doesnt like LOCI and takes every opportunity to take a swipe at VDO, but he gushes over SVU and in particular Mariska Hargitay.

Press Tour Day 6 (NBC): Crazy Like a Wolf
by Michael Ausiello

Law & Order: Brand

11:31 My girl Mariska Hargitay of SVU is joined by “brand” creator Dick Wolf, Criminal Intent’s Vincent D’Onofrio and the mother ship’s newest ADA, Annie Parisse.

11:32 Wolf opens the session with a “brief statement” — at least brief by Marta Kauffman standards (see Day 4: WB for more on that) — in which he confirms what Peacock president Kevin Reilly told us here on Sunday: The remains of Trial By Jury will be cobbled together to form a new weekly drama set in the world of ADAs. Says Wolf: “It will have a different focus and be much more character-driven than straight procedural.”

11:41 When a reporter suggests that Law & Order represents “safe” television, Wolf’s eyes turn red, smoke starts billowing out of his ears, and his head swivels in, to borrow a phrase from Reilly, a very wide-turning radius. And just when we think the worst is behind us, the projectile vomiting kicks in. “I want to get this off my chest,” he growls. Uh-oh. I think we’re gonna get yelled at by big, bad Wolf.

11:41:30 “[When Criminal Intent debuted five years ago,] all the heat was on Alias, and we had to fight to get anything in the press,” he begins. “If you guys had been paying attention, I firmly believe [Vincent D’Onofrio] would have gotten an Emmy nomination.”

11:41:45 “You guys don’t report the financial aspects of how successful the brand is.”

11:42 “[Mariska Hargitay] has received two consecutive Emmy nominations, [but] I didn’t see that much fuss made about it.” OK, now hold it right there, buddy…

11:46 D’Onofrio is asked what his new, lighter workload means for him creatively. (In case you haven’t heard, the “overworked” actor will be splitting his detective duties with Chris Noth this season.) “Number one, it means for the first time… I will actually be able to sit with a script in my lap for 10 days before we shoot it,” he says. “Secondly, I’ll have a life.” Gee, I hope the poor guy didn’t deplete his meager energy stash answering that question.

11:48 Hey, if Vincent can land himself such a sweet deal, why not Mariska? I mean, she’s been basically doing the same job as him, but for six years, not five. “I’m not going to lie — I’m very jealous,” she admits. “I miss having a life, but I manage.” If I’m not mistaken, I think that’s what we call a pro.

11:53 Wolf apparently isn’t done scolding us. “What makes me angry is the lack of sophisticated business reportage,” he says. “If you saw the columns of articles last fall [about] how badly the [L&O] shows have been hurt by CSI: NY and Desperate Housewives… Yeah, we may get kicked around a little bit, but this is still the most profitable brand in the history of the medium!” I think someone needs to simmah down now!

11:54 Wolf concludes his grump session by saying, “I’m not pissed off. I’m a very happy guy.” You? Pissed off? Pshaw.

11:56 And now today's "Whatchoo talkin' 'bout, Willis?" award for the question better directed to an NBC publicist via e-mail than to Dick Wolf in the middle of a press conference goes to the reporter who essentially pitched Mr. Law & Order a cover story for a magazine called L.A. Confidential. “What reportage would you like to have happen?” she asks the exec. “I had an opportunity to write about Mariska, and I contacted [her] publicist, Gary, and they said they wanted a cover story. I went back to L.A. Confidential, asked them, and they were interested… And that’s why I’m here.” At that point, the crowd starts booing her, and, well, let’s just say congratulations to today’s winner and leave it at that.

11:59 A reporter asks Mariska the requisite pregnancy question, to which she replies, “Oh, just read the local rags.” Hey, I thought I was getting the exclusive.

tvguide.com

[LOCIfan]

Wolf shows do tend to get taken for granted, or at least not taken seriously, by the entertainment press. They're MUCH more likely to identify a show they perceive to be an "underdog" and tout its virtues than to acknowledge that Wolf continues, year after year, to turn out quality television. I guess it's not quite as sexy as the latest flash in the pan.

So, I can understand his frustration. And I wholeheartedly agree that it's ridiculous that D'Onofrio hasn't ever been nominated for an Emmy. Goren was around long before Shaloub's Monk, and is -- to me -- a more layered, psychologically interesting character. Yet the Goren character has never received the kind of press Monk has. I think a lot of that has to do with the fact that the Goren character falls under the Law & Order/Wolf "brand."

Wolf is such a businessman when it comes to the series he creates. I also think the press resents the fact that he's so savvy in this respect. They much prefer to report on show creators who seem oblivious to the business part of what they're doing and only discuss the creative aspects. One of Wolf's greatest talents as a businessman is that he's managed to assemble a team of some of the most talented creative writers/actors working in the medium. That, in and of itself, is worth some press.

Wolf rubs the entertainment press the wrong way because he's not the stereotypical, kid-in-a-candy-store, "I-hit-the-jackpot" kind of show creator. He's business savvy, he's repeatedly successful, and he knows exactly what his financial and creative goals are for each series.

[Metella]

I think it reflects VERY favorably on Wolf that he does rub the press the wrong way. They are magpies attracted to shinny yet valueless things.

In my above post, it may not have seemed it - but I was very much on Wolf's side & with that further snippet from DNA's post - my my my what babies the reporters seem to be.

I do say that the consistancy that can be termed under "brand" would be quality writing and quality guest stars.

Our entire press system needs a backhand. For instance: watching the local news .... the reporter inflected a number of people hurt in some accident in a way to stress that number with eyes wide open - ok - we get it - a terrible thing. THEN! egads; as she was saying that some construction would cause TWO buses to be out of the running - she did the same eye open, voice stress thing. It was the same to her about people being DEAD as a bus line out of service. It could be funny to think about, but I am horrified at the fundamental meaning behind this.

If this is what most humans are capable of, how did we ever get out of the damn caves? It is shameful.

[trisha]

Here here! Shiney valueless things, indeed.

But, if Wolf wants D'Onofrio to get an emmy nod, I really think he should be directing his rage at NBC for not properly promoting the show. They take the fan base for granted, and have done very little to open the door for new viewers. I don't think it's fair or helpful to the show to count on the press to put the show in people's mouths. If the NUTS want to milk this cash cow to its full potential, they need to FEED it. Maybe yelling at reporters is a way to do that, but if I were Wolf, I'd spend more time yelling at NBC.

[Sirenna]

I don't blame the guy for wanting a little respect. Both he and Vincent deserve more than the derisive sarcastic tone of the article. But then again leave it a frustrated news hack to take a stab at the lowest form of wit.

The article has no originality to it - nothing to support why Rene and Vincent shouldn't get respect or at the very least a fraction of the attention paid to DH (so Mary Alice raised another woman's baby with the woman's ok - that's why she was murdered, even recounting it, it sounds ridiculous. This is the year 2005 for heaven's sake!)

[LOCIfan]

I agree, Sirenna, and am glad somebody mentioned the reporter. The tone of the reporting says a whole lot more about the reporter's own frustrations than it does about Wolf's. Wolf just out-and-out stated what he was ticked off about. The reporter resorts to snideness and some idiotic commentary on why Wolf isn't a "happy" person. Cripes!

[Patcat]

The problem with most television criticism is that few of those claiming to be TV critics are critics. They tend to be either PR flacks or failed reporters. There are some good ones. David Bianculli, who comments for NPR, is reasonable. Tom Shales, who also works for NPR and the WASHINGTON POST, is a good critic, although he'soccasionally a little too impressed that he's working for the WASHINGTON POST. And the NEW YORK TIMES simply has the best cultural coverage, including its TV section. Of course, I might be prejudiced since the TIMES has covered the LAW AND ORDER world extensively and sympatheticly. For example, it's featured several interviews with Mr. D'Onofrio.

Patcat

[BegToDiffer]

I agree with targeting NBC. Just what is their problem? Oh yes, they were the geniuses who came up with the "viewers vote" thing.
I have noticed with each new season, our local NBC station has glorious promos that push not only new shows, but little snipets of the returning programs. However, LOCI is NEVER one of them. Not a single photo of the cast, nothing.
Another point, Vincent was nominated for an emmy, but I don't think it was a show that had any connection to the Law & Order shows. We know he's worth it, why don't they know it?

[NicoleMarie]

I've got admit the Rodney Dangerfield "I get no respect" routine doesnt suit Wolf at all. I prefer him in the "Don Corleone" role. He sure dresses the part. LOL!! ;D

And why does he vent against reporters that CI didn't get enough publicity? He's right but talk about barking at the wrong tree. He should know better... he was an advertiser before. He should take some responsibilities: L&O shows are HIS products so he should be held
responsible for advertising them correctly...Then if it doesn't work, lash out at NBC.

[trisha]

Well, I think he's also correct that the reporters take L&O for granted. Metella nailed the reporters with her comment about shiney things; they're looking for flash and bang to gossip about. Whatever flash and bang there has been in the L&O world, (not a whole lot by their standards) it's been covered.

I think that if Mr. Wolf had his way about how much advertising his shows get, there would be ads galore for all of them. The thing is, if the networks are airing ads for their own show, that takes away from time slots they can sell to advertisers. It seems that their view is that the L&O's will maintain steadily high ratings without it, so why bother?

Well, I guess this is why, eh?

[LOCIfan]

I agree that NBC doesn't do a great job of promoting the series. Both NBC and television "critics" tend to overlook the show. But it's worth noting that Wolf's comments didn't just come out of the blue, they were made during the annual summer television critics press tour, so he was addressing a room full of television critics and was specifically taking them to task for what he views as their failure to report on the L&O shows.

There seems to be a kind of symbiotic relationship between network promotion and television reporting. Sometimes a network creates buzz around a show and it's picked up and reported to death, and other times the buzz starts with the reporters and is then picked up on by the networks...

BegToDiffer,

I agree with your general comments about the geniuses at NUTS. But I thought Balcer stated that the "viewers vote" ploy (a publicity stunt I didn't like at all) was HIS idea and not one that originated with NBC. Am I wrong about this?

[Techguy]

Michael Ausiello sounds like he's suffering from a very bad case of a certain kind of envy. I hereby sentence him to 24/7 viewings of selected scenes from "Jones" and "Cherry Red," after which he must write on the blackboard 500 times, "I am a bad boy, I am a VERY bad boy."

And as for Dick Wolf's angry rant at critics, I'm reminded of the old saying referencing the entertainment business, about how there's no such thing as bad publicity. And maybe he's throwing down the gauntlet and not throwing in the towel about CI going head to head against "Desperate Housewives" again in Season 5.

[BegToDiffer]

LOCI fan- I believe the "voting" thing came from NBC. Correct me if I'm wrong, but please, no more long discussions on this subject.