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Art vs. Entertainment
Does anyone else find it interesting that of all the reactions possible, HBO is spinning as a defense the show's "artistic achievement." Aside from the Hollywood Foreign Press Association's Golden Globe award, what critical acclaim has the show been awarded? Seems there's been more protest than accolades. Sorry, a faux-press conference at MOMA does not qualify.
Interestingly, I have not noticed much distinction between the "Art" and "Entertainment" aspects in the growing discussion of this whole issue. First, TV is not art. TV is entertainment. In order to exist, TV has to deliver an audience for advertisers and license fees (based on subscribers) from the cable operators. Art exists only for the expressive intent of the artist. Art makes you think, or think about life or the subject matter in a new way. What does The Sopranos make people think about?
Second, the show has outstanding production quality but that alone does not qualify it as art. Production values are about craftsmanship, more science than art. Most of the actors are working hard with the tools they have to make the characters realistic. On the other hand, the actors have to content with scripts that, as it's ultimate goal must deliver an audience. Let's face facts, AOL Time-Warner has a series that is bringing in new cable households for the cable operators and new licensing fees for HBO.
Moreover, 11 MM households in terms of viewing audience is an amazing achievement for a pay cable network!
And yet, that underscores precisely the gist here. While film is considered an artistic medium (indie films at least), TV has to consistently deliver an audience each week. As we all have seen the Soprano's leverages a powerfully intense arsenal of titillating hooks to get, keep and boost the number of eyeballs: plenty of T & A (almost pornographic), violence (guns, beatings, rape), outlaw mystique (thanks Fred Gardaphe), plenty of illegal drugs, contemporary soundtrack (doubt you will hear "Mama or "Torna Sorrento") and of course the mimetic aspects of the legendary Mafia (can neither be proven nor disproven). Isn't this the lowest common denominator pabulum that makes up so much TV? All neatly packaged, brilliantly produced in 13 week 55-min chunks expertly directing viewer to watch the next episode AND talk about what they experienced - thereby replicating the meme. Calling that art is misleading.
Early in my career I worked in retail operations with Walgreen's and learned something. Anything well merchandised on an endcap sold. One could put merde on a stick and it would sell. Next year The Soprano's series will likely be syndicated (albeit "edited") to broadcast TV. Besides the increased reach, what are the implications of the public-use of the airwaves with what might be legally deemed in violation of human dignity? Will advertisers underwrite this?
Last, while The Soprano's may only be entertainment this is a simpleton's defense. If so, why does an advertiser aiming to influence the behavior of their audience (buy our brand) pay millions for 15 and 30 sec spots? The answer is it works. What then is the impact of a 55 minute program?
A presto
Dominic Tassone
dominic@mobilito.com
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