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Playing it straight with gay dramas

Showtime to air 'L Word;' 'Queer as Folk'
/ Source: Hollywood Reporter

After letting them redecorate their living rooms, will American viewers follow homosexual TV characters into their bedrooms?

The appeal of gay-themed programming in the wake of the Bravo hit “Queer Eye for the Straight Guy” is a question of keen interest to Showtime. This month, the premium cable network is unveiling “The L Word,” TV’s first ensemble drama featuring lesbian characters, while preparing to relaunch returning series “Queer as Folk” with a new creative focus and promotional campaign.

Both series will be introduced into a cultural climate markedly different from the one “Folk” first entered in 2000. While its graphic depiction of male sex kicked up considerable controversy then, it paved the way for the current gay-friendly programming wave epitomized by “Queer Eye.” And with issues like gay marriage making headlines, “Word” and “Folk” couldn’t be more relevant, according to Showtime Networks entertainment president Robert Greenblatt.

“People are much more open to these issues,” he said. “The timing is right to get more attention on these shows.”

But to court wider audiences, Showtime won’t make their marketing efforts as steamy as the one that ultimately overheated for “Folk,” which has since seen its ratings decline. The new efforts represent a strategy shift for Showtime under Greenblatt, who envisions the next wave of Showtime programming aiming for a broader audience. His predecessor, longtime president Jerry Offsay, catered to distinct audience segments with series like the Hispanic-themed ”Resurrection Blvd.” and black family comedy “Soul Food.”

“The niche strategy is one that can work, but I want to go beyond that,” said Greenblatt, a former Fox executive who joined Showtime in July after a successful run as an executive producer of HBO’s “Six Feet Under,” among other shows.

Establishing both “Word” and “Folk” is crucial as the network’s reliance on original programming increases because of the dry spell of hit films coming from its main theatrical supplier, Paramount Pictures. Adding to the pressure is the impending departure of several other Showtime series, including ”The Chris Isaak Show” and “Food,” which end this year after their third and fifth seasons, respectively.

“I don’t want to look to next year to launch a whole new slate,” Greenblatt said. “You need carryover and stability.”

“Folk,” which revolves around the lives of a quartet of gay friends living in Pittsburgh, was originally touted by Showtime with a $10 million promotional budget that flaunted the flesh and invited viewers to glimpse what all the fuss was about. (The drama is based on a British series of the same name.)

But as the opening hype for “Folk” waned, so did the ratings, which have dropped from season to season (Showtime does not disclose Nielsen figures). “Folk” drew some critical acclaim, but was ignored by Emmy and Golden Globe voters. Showtime cut its marketing expenditures for subsequent seasons as well as its episode order, which dropped from 22 in its first year to 14 in its third and upcoming fourth seasons beginning in April.

Ron Cowen, co-executive producer and creator of “Folk” with Daniel Lipman, believes all the hubbub over the sex on “Folk” eclipsed the series’ more substantive attributes.

“I think a lot of other aspects of the show -- the characters, the issues -- were overlooked because people were so shocked by the sexuality of the characters,” he said.

No 'Brady Bunch'

After experiencing the TV equivalent of a one-night stand, ”Folk” is now going a more respectable route in hopes of a long-term relationship with viewers. The upcoming season will feature more story lines highlighting the maturation of the characters, shifting focus from the perils of promiscuity to the complexities of relationships. Showtime will support “Folk” with a new marketing campaign that will spend millions more than it did last season.

To hear Showtime tell it, the changes are not an intentional outreach to a broader audience but an organic outgrowth of the “Folk” narrative. But Greenblatt acknowledged that less clubbing and more cuddling will appeal to more viewers.

“I’m hoping the stories will be seen as a bit more universal,” he said. “A lot of people look at the show and think it’s a crazy, gay sex club show, but it’s not.”

“Folk” won’t stray too far from its raunchy roots either; that would risk alienating not only its core fan base of gay men, but straight women who enjoy the series’ steamy side.

“’Folk’ will still be sexy and audacious,” Greenblatt said. ”We’re not turning into ’The Brady Bunch.”’

Like “Folk,” “Word” is a drama offering an authentic slice of gay life in America, but it focuses on a group of lesbian friends in West Hollywood with only slightly less sizzle. Showtime will promote “Word,” which debuts Jan. 18, in both mainstream and gay-oriented media, but the message will not emphasize the bawdiness that overwhelmed “Folk.”

Instead, “Word” will play off its coy title by highlighting other “L Words” in its ad copy -- including liberty, love, legs and lunch -- that convey the universality of the show’s themes.

“We’re trying to market it in a way that feels inclusive and relatable, but with a twist that makes it fresh and unique,” said Stephanie Gibbons, senior vp advertising at Showtime.

Given the male species’ notorious fascination with all things lesbian, “Word” might seem poised for greater crossover appeal than “Folk.” But while the campaign promoting “Word” certainly won’t hide its comely female cast, it will not go too over the top. “We’re not going after the salacious element,” Gibbons said.

It remains to be seen whether too much sex will sink Showtime’s efforts to sell “Folk” into syndication -- an important revenue source for the network in the face of declining subscriptions. Cleaning up the content may be a little easier with the new creative direction of the fourth season, but Greenblatt rejects the notion that “Folk” is upgrading its image for syndication.

“Making it network-friendly hasn’t crossed our minds,” he said, pointing to HBO’s recent off-network sale of “Sex and the City” episodes to TBS. “We have some content issues to deal with, but I don’t think they’re insurmountable.”

Whether on Showtime or in syndication, Gibbons believes series like “Eye” have whet viewer appetites for deeper explorations of gay life. “It opens the door for increased sampling,” she said. “People’s minds are more open than they were four years ago.”