Web series' third life is on Bravo
EmptyUPDATED 7:49 p.m. PT Feb. 28
Herskovitz: 'quarterlife' better for the Net, cable
REEL POP: Lessons from the 'quarterlife' bomb
Two days after its premiere on NBC, the Internet-to-broadcast series "quarterlife" is moving to Bravo, sources say.
The series will complete its run on NBC Universal's cable network, adding another stop on the show's remarkable tour of media distribution outlets: from MySpace, to an MTV preview, to NBC's broadcast network, to Bravo.
Five one-hour episodes remain in the original network order. The episodes are based on 38 eight-minute shorts that first ran online.
On Tuesday, the NBC premiere of "quarterlife" marked the network's worst time-period performance in the 10 p.m. hour in at least 17 years, averaging a 1.3 rating/4 share among adults 18 to 49 and 3.1 million viewers.
The premiere numbers prompted the show's co-creator Marshall Herskovitz to question the show's transition from online phenomenon to broadcast series.
"It never should have been a network show," Herskovitz told a group at a Harvard Business School conference Wednesday. "It's too specific ... from the first three minutes, I knew it wasn't right."
In a statement Thursday, Herskovitz clarified his position on the issue.
"We're deeply grateful for NBC's efforts to make 'quarterlife' a success on network television," he said. "However, I've always had concerns about whether 'quarterlife' was the kind of show that could pull in the big numbers necessary to succeed on a major broadcast network. ... We live in a media world today where many shows are considered successful on cable networks with audiences that are a fraction of those on the Big Four. I'm confident that 'quarterlife' will find the right home on television as well."
NBC co-chair Ben Silverman said putting "quarterlife" on the network was "so worth the try."
"The Web site traffic went up a huge amount and we continue to try new things and new models," he said. "It's very inexpensive but we hoped for higher ratings."