NBC Abandons Thursday 'Rock Center' Experiment, Juggles Schedule Deadline
NBC announced a number of scheduling moves as it scrambles to resuscitate its Thursday night lineup, which has been getting battered in the ratings.
“NBC‘s experiment with a newsmagazine in the iconic Thursday 10 p.m. time slot is over,” Nellie Andreeva reports on Deadline.com. “The network just announced that midseason drama ‘Do No Harm’ will move into the time period on January 31, following the hourlong series finale of ‘30 Rock,’ which will air the same night from 8-9 p.m., ‘The Office’ and newbie ‘1600 Penn.’”
“Rock Center with Brian Williams,” which has delivered consistently wimpy ratings, moves to Friday night starting Feb. 8. It will air in the traditional newsmag slot at 10 p.m., with “Dateline” moving to 9 p.m.
“’Dateline’ will take over ‘Grimm‘s’ slot while the supernatural drama is on a hiatus,” Andreeva writes. “When ‘Grimm’ returns to its 9 p.m. berth March 8, I hear ‘Dateline’ will either get off Fridays (by then the Sunday edition will already have launched post-football), or replace ‘Rock Center’ if the show does not get any traction on its new night.”
Said NBC Chairman Bob Greenblatt: “Jan. 31 will be a special night as one classic series will mark its finale with a great hour-long sendoff episode while a promising new drama will make its debut on Thursdays.”
Andreeva notes: “’Do No Harm’ faces long odds as NBC’s Thursday lineup is a far cry from the glory days of Must See TV. Both new drama series the network launched in the time period last season, ‘Prime Suspect’ and ‘Awake,’ fizzled.”