February 19, 2018 – Decades ago I heard a lecture by Horace Newcomb, PhD while in college.1 He said television shows on the major networks (ABC, CBS, NBC, Fox) are intentionally dumbed down in order to garner a larger audience.
The major networks make shows with content aimed at a seventh grade educational level. Newcomb called this content-and-marketing strategy the “lowest common denominator.” The theory: shows with a lower educational level will hit a wider audience pool. And a wider audience pool means a chance for better ratings and thus greater advertising revenue.
If you’ve ever wondered why many shows seem kind of stupid to you – whether they’re cop shows, dramas, or comedies – this might be why. It’s not that the shows couldn’t be more intellectually stimulating. Not as boring. Not as unfunny. It’s that the major networks think making intelligent shows is riskier for their bottom lines.
The highly clever Looney Tunes cartoons such as Bugs Bunny were originally theatrical shorts, watched by adults and children before movies in theaters. Then Looney Tunes cartoons left the theaters and became Saturday-morning and after-school fare for children.
That’s what’s astounding. The old Warner Bros. cartoons like Bugs Bunny were aimed initially at adults, made clever enough for adults, but then later shown to children. This means the Looney Tunes content was above their audience’s educational level, not below it, and thus challenged children’s minds to think on a higher level.
Bugs Bunny wasn’t dumbed-down TV, it was smarted-up TV. And it worked, not just for the children’s benefit, but also for Warner Bros.’ bottom line.
For intellectually stimulating dramas and comedies, you’ll find them on streaming services and cable networks, not the major networks. The major networks are too scared to take risks. It’s doubtful that ABC, CBS, NBC, or FOX would have taken on something like Mad Men or Breaking Bad, for example, shows that did well for AMC.
But every once in a while, a major network will allow an intelligent show to slip through the cracks. One example is Seinfeld (NBC). This immensely popular show was funnier and more intelligent than the comedies currently on the major networks. NBC’s The Office is another example. And both of these shows did well monetarily. In the drama category, ABC’s Lost had many viewers (therefore a monetary success), but its storyline wasn’t dumbed down. It was mentally challenging for all ages.
A show doesn’t have to be dumbed-down to make money. Intelligent, complex, and subtly funny shows can be popular and make money. Major networks, please do more of them, if you dare. You might be surprised at the results.