Having spent the better part of my life in the comic book field – define “better” as you wish – one might think that I wouldn’t be so hung up on originality. After all, when it comes to those companies big enough to hoist a catalog, for 60 years now the orders of the day have been “reboot, relaunch, revise, and retread.”
Those are my words and not those of any marketing whiz. I am reminded of one of the medium’s great intellectual property redevelopers, editor Julius Schwartz. His nickname was “B.O. Schwartz.” The “B.O.” part stood for “Be Original.”
But, for the purpose of this treatise, let’s put aside four-color history and, instead, let’s talk about television. Or streaming. Or whatever we’ll wind up calling what’s been flickering between those programming arms on either side of the big glass teat.
Take a good look at some of the new fodder that’s been appearing on the boob tube the past decade and what’s in the pipeline for the immediate future, and you’ll see the orders of the day are now “reboot, relaunch, revise, and retread.” Why? Because it’s worked so well for comics?
Nudging aside my sarcasm (no easy feat), look at some of the recent programming options we have been given in the fantasy drama field. We find the reassembled return of Walker, Hawaii 5-0, MacGyver, Star Trek The Red Shirt Years, Doctor Who, Battlestar: Galactica, Superman, and many others that walk in the shoes of others. If it was once extremely popular and it wasn’t a western set in the old west, chances are it’s been or about to be rebooted, relaunched, revised, and retreaded. A new coat of paint and you’ve got yourself a franchise.
So, what do we have in that ever-widening pipeline right now? Law and Order SUV Mach II. The return of Criminal Minds. Yellowstone The Prequel. CSI (OG). Even Frasier. One might quibble that the upcoming return of Sex and the City is not drama per se. I don’t have a fully informed opinion about that, but to the extent that I am aware that program has been dramatic and certainly quite fantasy-oriented.
I could offer the argument, one that was standard in the comics field until maybe the early 1970s, that there’s an audience turnover and thus, for today’s viewers, these revivals are something new. Except they are not. Television has been swimming in reruns since Ampex invented videotape recording in the 1950s. Just about everything broadcast on network television since their videotape recorder was first installed has been broadcast and rebroadcast ad infinitum ever since. DVDs gave all that another platform, digital television, and the decimal television stations have expanded that, and now streaming has turned such accessibility into an ocean of nostalgia.
(A digression: the history of Ampex, which heavily involves Bing Crosby, Les Paul, and Ray Dolby, is quite interesting to those so inclined, as well as to those who have worked for ABC-TV during the past 60 years.)
I’m not suggesting that all these reboots suck, or even most of them. But there’s no catharsis in “been there, done that.” It used to be each market had between three and five television outlets; today the only restraints are bandwidth and speed (both are increasing) and the consumer’s willingness to subscribe. That creates a lot of opportunity for all sorts of stuff, and there is more good stuff on “television” than one could have been imagined back when FCC commissioner Newton Minow called the medium a “vast wasteland” in 1961.
Nonetheless, Julie Schwartz’s admonition to “be original” is just as valid today as it was back in the day. If watching images float rapidly as viewed between our toes continues to be a thing, it is impossible to offer enough originality.
Sorry, Stabler. I’d rather see a bit more innovation.
