In Depth
‘The Doctors’: Tweaking a Syndie Show to Succeed
Producers of CBS Television Distribution’s “The Doctors” are fine-tuning the medical talk show and getting results, recently tying NBC Universal Domestic Television Distribution’s “Deal or No Deal” for the top spot in the rookie syndication pack.
“The Doctors” premiered to a freshman second-place 1.3 household rating in mid-September, while “Deal” posted a 1.6. Industry insiders were skeptical of the new medical format, and weren’t terribly thrilled with the debut.
“I have to say, I thought the show wasn’t going to work. When I watched it the first week, it looked like an infomercial to me. The audience didn’t come, they didn’t get sampling out of the box,” Mort Marcus, co-president of independent syndicator Debmar-Mercury, said at TelevisionWeek’s Syndication Roundtable last week. “But you have to give them credit. They’re really growing every week, every day.”
Since its premiere the show has gained 46% in the ratings, hitting a series-high 1.9 during the most recent week of national data.
Carla Pennington, executive producer of “The Doctors,” said she knew that given marketplace realities, the show was going to grow slowly. But the veteran producer, who counts “Dr. Phil,” “Entertainment Tonight Weekend” and “Hard Copy” among her credits, also started tweaking the show to play to the infant program’s strengths.
“I knew going in that it wasn’t going to be a gangbusters launch like ‘Dr. Phil’ did six years ago,” she said. “If you look at the climate we were in when we launched, there was a huge distraction in the country. The Olympics were going on, then we had the election, the fear over the economy…. We didn’t get the normal promotion a launch show would get.”
After the launch, Ms. Pennington analyzed the overnight data and 15-minute breakdowns to find out what material was resonating with viewers and what they were tuning out.
“We happened to notice that the ‘Ask Our Doctors’ [segment] did very, very well,” she said. That led to the decision to rotate that feature more heavily in the future.
Also, programming choices are broadening out the reach of the show, she said, adding that the show tries to present something for everyone. A recent high-rated episode featured the cast of physicians being asked embarrassing medical questions, including queries regarding graying pubic hair and jock itch.
She also said demonstrations and visual aids tend to connect with audiences more.
“If you’re going to talk about a heart, let’s see the heart. If you’re going to talk about someone’s ailing lung, let’s see it. Let’s see how medicine works inside the body,” she said.
Ratings data and anecdotal evidence have not indicated a clear audience favorite among the doctors on the show, Ms. Pennington said. Some fans tend to gravitate toward the more accessible Dr. Jim Sears, while others go for the hunk factor.
“Obviously, Travis [Stork, ER doctor and former ‘Bachelor’ contestant] is easy on the eyes, so we get those kind of fan letters. But it’s pretty equal,” she said.
Ms. Pennington characterized the changes to “The Doctors” as marginal so far.
“What was great about the show is that it was really only minor tweaks,” she said.
The show benefited from a degree of audience familiarity, with some of its doctors having appeared on “Dr. Phil.” Dr. Phil McGraw’s son, Jay McGraw, is an executive producer on the program.
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Roxanne
Ms. Pennington, you should add in the Carrie factor.
Ms. Underwood has sold somewhere around 10M CD's and has millions of fans. Look at when the ratings picked up. Carrie's fans support whatever she is involved with whether it be vitamin water or Dr. Travis Stork. You will see a correlation with the first magazine photos and the rating increase. When Carrie and Chace Crawford split GossipGirl ratings dropped 26%. For the most part, Dr. Stork and Ms. Underwood have kept their relationship very quiet but it is known they are involved.
Norma Lequerica
Last week I watched your show and there was a test performed on a lady who had problems with a deviated septum. I have all the symptoms discussed on the show such as trouble breathing, voice changing, post nasal drip, etc. Can you tell me what type of ENT specialist performs this test showing the vocal cords through an instrument put in the nostril? I am desperate!
Thank you,
Norma
Pablo
when I wake up in the morning my finger gets swollen sometimes and it hurts can that mean that I have arthritis?
Pilar
I watch the program today 12/18/2008
i could not get clear the cream brand for fungus toe nail .
Could somebody reply to me with the recomended cream brand?.
the program is wonderful
happy holidays
Pilar
joanne
Hello,
I have recently started watching ‘the doctors’.
I love it and feel it is very informative.
Today 12.26.08, I watched the segment about the young boy who is addicted to video games. I must be bluntly honest here, as a mother of 2 boys and ask a question. Why is no one dealing with the real problem. Problem, I’m sorry to say, is the boy is lazy and the mother, whom I sure loves her son, is not parenting well. How about just taking disconnecting the video game. How about trying ‘working for’ 1 hour a day playing. Who is the parent, who is in charge. Is the young boy doing homework, chores, etc. Again, doing responsibilities BEFORE games. Limiting the amount of time spent playing games. Setting rules. Why was none of that addressed. The alternative was the WII games, which gets the boy to be more active, yes, that was good. But again, addressing the real problem, his addiction to these games. I am not saying I have all the ‘parenting’ answers. I did have the same problem with one son many years ago, and tried numerous things, till finally, when he wasn’t home, I just took the game he was addicted to and hid it. Well he went thru a certain withdrawal, but got over it. Sometimes as loving parents we have to incorporate an ‘extreme.’ I guess I just felt that even though the WII was an improvement in getting the boy up and moving, those involved still were not dealing with the real problem.
joyce woodard
I suffer from lower abdominal pain along with nausea and vomiting, I have had the pain for 2 years..I have had my gall bladder taken out..I have had many ct scans, and ultra sound of the abdomen, a scope run down my throat,and the test for colon screenings.the have also a test on how fast my food digest..All the test have come back normal..Could you please recommend a Dr in Phoenix Arizona..The insurance I have is Humuna Gold Plus Pffs..I also suffer from Bi-polar and I take medications for that, they are cymblata, buspar, lamitcal and serquel.For the pain I take morhphine twice daily and percoet up to 5 times daily I can be reached at 602-943-4994 or by email at lovelycallie@live.com
Nancy Bauer
I am throughly enjoying your show! I am hoping it was on your show I had seen a segment on baby products you recommended. Hope to hear back from you soon. Thank you very much!
Nancy Fare
I don't have time every day to watch so I record the shows and yesterday 2-23-09 I saw a segment of A young lady who had sinus & allergies in the 5 minute cure section of the show. Mentioned was Southern Medical Group and the Snoring center of Dallas, Tx.
I have a daughter in Florida that has so many of the same problems and a cousin near Dallas also with the problems.
Could you send me information on this procedure, pamplets I could give them or any help?
I meant to keep the show on my player but looked and didn't have it saved.
I will give you my address if you contact me.
Thanks Nancy Fare
Heva amil
Hello, i am heva 15years old from phillippine. ,i have a problem w/ my eye since i was in grade 5,and now this coming school year i am 4thyear high school and its getting worst i can't even see the writings on the board and when it comes to writing the lesson i'll just copy in the notebook of my sitmate..,and its hard for me!, and question do i have to use sunglass,,? and i am very too young to have a eye problem. . .Thank you more power to the doctor! !
mb
Good show. One critic... it is a family/medical educational show, so stop showing the triplets (playboy playmates) anyone can see their nude picture in very suggestive positions on the internet,
they do not belong on such a show.
MB
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