But the rural purge was about more than just getting rid of "hayseed" comedies skewing to older audiences; by programming shows that prioritized attracting viewers from specific demographics rather than those with broad, widespread appeal, the rural purge signaled a difference in how networks and advertisers viewed urban viewers (and content that appealed to them), versus those shows that reflected values and themes popular in middle America. It introduced the beginnings of a parallel distribution system that allowed shows like Lawrence Welk and Hee Haw to bypass the networks and reach their audiences via first-run syndication. It confirmed and exacerbated a divide that already existed between urban and rural America, one steeped in stereotypes, suspicion, mistrust, and condescension. And it was a major step in codifying that division through such terms as "red" and "blue" America, with television programs geared to support that confirmation bias. The end result: a television Balkanization of viewers that has become prevalent in virtually every aspect of American culture, politics, and entertainment.
For the executives especially at CBS it was getting redundant. They were still getting good ratings, but they slowly losing viewership towards the end of the 60's to shows reflecting an different audience. Carol Burnett once said on ending her show was that she wanted to "leave the party before being escorted out." Some of those shows that were part of the "rural purge" are still going strong in syndication.
ReplyDeleteI think they are still popular because they exist in their own bizarre reality. Green Acres especially. Paul Henning's shows were always off-the-wall entertainment.
DeleteGood interview.
ReplyDeleteThe Balkanization of television is a reflection of the direction our society has gone in. Unintended consequences.
On a related note, across the pond England had comparable rural comedy set in Northern England, Last of the Summer Wine.
The North to the Brits is like the South to the Yanks.
When I first encountered the show on public TV in Pittsburgh, the first thing I noticed was the architecture of the buildings in Holmfirth Yorkshire. The old buildings and cobblestone streets, still fit only for horse-carts. A town dating back to the Middle Ages with beautiful scenery to match. I've never seen a TV show utilize location like Last of the Summer Wine. It became the Mayberry of British TV.
In 2010, after 37(!) years, the BBC axed it in favor of shows that reflected a more 'urban' view of the world.
Demographics isn't unique to this side of the pond.