THE WB TO ABANDON FOCUS GROUPS
Monday, May 3 2004
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Jordan Levin, co-CEO of The WB, has told the Wall Street Journal that the network has stopped using test audiences to gauge the response to new pilots. Levin observed in an interview that more than 80 percent of all shows fail whether or not they are well received in audience tests. He cited as an example Tarzan, which drew raves from focus groups but flopped in the ratings and was yanked from the schedule after four weeks. Likewise, he noted 7th Heaven, which was knocked in the tests, is now in its eighth season. Of the latter show, Levin commented: "We could have panicked and changed the direction of the show based on those results."
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