September 23, 2010

REFOCUSED 'IDOL' TO CONCENTRATE ON TALENT RATHER THAN THE JUDGES, FOX SAYS (THR, VAR, MW)

By R. Kinsey Lowe

The most interesting development for Fox's unveiling of the "American Idol" judges may have been the addition of Interscope/Geffen/A&M; Records chairman Jimmy Iovine as ongoing mentor to the contestants. As

When they were trotted before the assembled entertainment media Wednesday at the Forum in Los Angeles, it was hardly news that bonafide rock star Steven Tyler and pop diva Jennifer Lopez would be joining Randy Jackson as judges in the wake of the departure of Simon Cowell and, earlier, Ellen Degeneres.

Throughout the season, viewers will get to go "behind the schemes" to see Iovine and other producers helping contestants hone their craft. It's part of Fox's effort to refocus the show on the talent and their development rather than on the judges, according to the Hollywood Reporter, Variety and Advertising Age.

Fox entertainment chairman Peter Rice pointed out that finding a true star -- like Carrie Underwood and Kelly Clarkson -- is what made the show successful in the first place.

With the addition of Lopez and Tyler, who Fox of course hopes will provide star wattage, Rice said, "These kids are ultimately lining up to live the lives that Jenny and Steven have lived." "Rather than replace Simon with a Simon clone, we thought having superstars searching for superstars would be interesting and exciting and intimidating for the kids," Rice said. "Steven and Jennifer have a wonderful chemistry and they'll be great with Randy. That relationship will evolve."

Lopez's arrangement is part of a package that included a first-look deal for movie and TV projects for her Nuyorican Productions.

Rice and Fox alternative president Mike Darnell took pains to downplay speculation about demands made by Lopez and described negotiations as "easy" and "comfortable."

"We're going to have the best producers in the world working with these artists," Iovine said. "There will be a remarkable difference from week to week, much different than previous seasons. It's going to be an entirely new construct."

Returning producer Nygel Lythgoe said instead of having singers mix up their style by shifting from country to folk to rock, they will stick with their preferred genres.

Now that Fox has solidified the panel of judges, Advertising Age's MediaWorks blog noted, it will push to revenate "Idol's" overall health. Last season's finale was its lowest-rated in recent years. Overall viewership was off around 8%, and ratings among the crucial 18-49 demographic were off about 9%.

Advertisers may try to cut deals on what they pay. In the most recent season, a 30-second spot went for about $485,000, excluding premieres and finales, MediaWorks said.

Sustained success of "Idol" is critical for Fox's long-term plans for maintaining a more robust year-round program schedule. Pairing the maturing "Idol" with "X Factor," a new musical talent show from Cowell slated to debut in fall 2011, could give the network a second tent pole around which to anchor advertiser interest.