Never underestimate the intelligence of the average audience. Jay Leno gets guaranteed laughs on The Tonight Show
holds up photos of Dick Cheney and Donald Rumsfeld and no one can identify them. Street Smarts
took that concept and turned it into a show. And despite
ratings that tie at No. 86 with the canceled Sharon Osbourne
and Ex-Treme Dating, the show managed to get to season five. On June 14, GSN: The Network for Games started running it at 11 p.m. weeknights.
Hosted by comedian Frank Nicotero, Street Smarts
poses questions to the unsuspecting nationwide. Examples: "If you have a bookie, what are you doing?" and "If a policeman has a piece, what is he carrying?" In-studio contestants then have to bet on who got the right answer. "This is a nicely spirited, funny show," says Executive Producer Carla Kaufman Sloan. "We're not out to hurt anyone."
is popular with younger viewers, a rarity among games. That's why GSN picked up 640 episodes for a cash license fee. "It clearly falls under the definition of what we want to be doing," says GSN Vice President of Programming Kevin Belinkoff.
So how much do the ratings matter?
represents a business philosophy at Warner Bros. With available time slots dwindling, the syndicator can keep a show that is cheap to produce and brings in a profit. Street Smarts
had a strong May sweeps but, airing mostly in late-night time slots, averages only a 1.0 national household rating. Falling into a similar category
are ElimiDate, which most recently scored a 1.4, and Celebrity Justice, with a 1.1.
Shows rarely go from syndication to cable, but, as the number of broadcast-group buyers shrink, syndicators are looking for other customers. Warner Bros. has kept costs down by reducing the number of episodes it produces each year. Street Smarts
started at 170 episodes a year and is now down to 130.
Broadcasting & Cable Newsletter
The smarter way to stay on top of broadcasting and cable industry. Sign up below
Contributing editor Paige Albiniak has been covering the business of television for nearly 25 years. She is a longtime contributor to Next TV, Broadcasting + Cable and Multichannel News. She concurrently serves as editorial director for entertainment marketing association Promax. She has written for such publications as TVNewsCheck, The New York Post, Variety, CBS Watch and more. Albiniak was B+C’s Los Angeles bureau chief from September 2002 to 2004, and an associate editor covering Congress and lobbying for the magazine in Washington, D.C., from January 1997-September 2002.