'My Name is Earl' looks set for strong showing after US success

by Sam Matthews, Brand Republic 02-Dec-05, 11:00

LONDON – 'My Name is Earl', the US sitcom soon to be aired on Channel 4, has been moved to primetime on Thursday nights in its home market to take the slot that once hosted 'Seinfeld' and 'Friends'.

'My Name is Earl', which stars the 'Mall Rats' and 'Chasing Amy' actor Jason Lee, has averaged 12.5m viewers on the NBC network in the US, making it the season's most successful comedy.

The show is moving to the key Thursday 9pm slot from January, notoriously the most popular night on TV, while NBC has yet to disclose the new scheduling for Warner Brothers' 'Joey', which presently occupies the slot.

After disappointing ratings, losing 43% of its 18-49 demographic 10 weeks into the series, 'Joey' is likely to be moved to a lesser Tuesday or Wednesday slot, competing against shows like 'American Idol' on Fox.

Five paid around £450,000 per episode for the UK rights to 'Joey', with series one losing over half of its audience after a good opening episode average of 4.1m in February. The second series is due to air in January.

Meanwhile 'Earl' will be leading Channel 4's Friday night entertainment line-up from January, alongside topical panel gameshow 'Eight Out of 10 Cats' and 'The Friday Night Project'.

In 'Earl', Lee plays a petty crook who, after winning a minor lottery, has an epiphany and vows to cleanse his karma by righting all the wrongs from his past. Ethan Suplee, who also appeared in 'Mall Rats' as well as 'Cold Mountain', stars as Earl's hapless brother.

Kevin Reilly, NBC Entertainment president, said: "With the success of 'Earl' this year and with 'Office' finding its legs, we have the makings of a block of shows we felt perfectly fit the profile of an NBC Thursday night comedy line-up."

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.