Mad Men - an HBO show by any other name?

While watching the series premier of Mad Men on AMC, I was straining to see the similarities between this show and the show its creator- Matthew Weiner - used to write for, The Sopranos. Usually, writer/producers leave the stifling confines of network TV for the liberating ad-free world of HBO (the 3 Davids are all former network scribes). So, what happens when they go the other way, and what influence is more powerful in determining the flavor of a show - the network brand or a staff writer? This is sort of a flawed question, b/c Weiner isn't David Chase, but still, I think you could look at Mad Men and ask whether it was an HBO-type show just by seeing how much it resembled the show Weiner used to write for.

AMC (and F/X, which has a few critically acclaimed shows like Rescue Me and The Shield) aren't network TV, but still, they have ads. Therefore, shows on those networks are broken up, interrupted by distracting advertising, and can't allow much in the way of swearing, nudity, violence, etc. Perhaps they're less likely to stand by a ratings challenged show, though its worth noting that even HBO has its limits in that regard. What I identify with HBO shows goes beyond profanity and violence. Its dramas (I'm thinking primarily of The Sopranos and The Wire, though I'm going to check out Deadwood and 6 Feet Under to see if it applies to them) seem to be:

• more serialized - the stories unfold over many episodes, and not much is wrapped up in each ep
  
• more dense in terms of plotlines and information doled out by the narration
• less redundant in terms of that information
  
• slower-paced - more scenes that work to develop character and don't advance the plot
  

I've surmised that these qualities are direct results of not having the interruption of ads. According to this theory, no show on an ad-driven network (like Man Men) could possess these qualities and maintain enough of an audience to survive for a few seasons. The ads take a viewer's attention away from the narrative, and if the show is too complex, then the viewer will become lost. Mind you, complex shows like The Sopranos or The Wire can be shown on ad-driven networks in syndication and have a significant audience b/c they've already built up an audience on distraction-free HBO. But to start out on the distraction-heavy medium of ad-TV and gain an audience while maintaining narrative complexity of this nature - impossible!

There's also a certain moral position on class in America that some HBO shows share (again, I'm thinking of The Sopranos, The Wire, maybe Deadwood): there is not one hierarchy but many, some on the right side of the law, others on the wrong side, though there seems to be very little meaningful difference between the two. Protagonists pursue success on their own terms, trying to climb the ladder and beat the other guy while vaguely aware that the whole point of their existence - to climb that ladder - may be utterly bereft of meaning.

I can't think of any network shows that address themes of class, power, and culture in that way. Though I can't say for sure, I've heard that ad-driven cable net shows like The Shield, Rescue Me, and Battlestar Gallactica do. As far as Mad Men goes, so far it seems to resemble the HBO thematic preoccupations. One of the main characters - Don Draper - is at or near the top of the game, but seems to slip into reveries every now and then, perhaps having doubts about the life he's living (but, unlike Tony Soprano, he can't blame it on not getting in on the ground floor). There's also the detached wit of those HBO shows, the way they occasionally cue us to laugh at the whole backwards culture, so seldom seen on network TV and even the aforementioned ad-driven cable net shows, which are more geared towards getting us to identify with the protagonist. Again, Man Men seems to be mocking the culture as much as it presents it as hip and appealing.

One way Weiner could maintain a certain integrity while working on advertising-driven TV: by having his show be about advertising. Its a bit too early to tell, but it seems to take a somewhat cynical approach towards advertising in general. The show would seem to offer more opportunities for product placement than any scripted show in TV history. But what does it mean for a brand to be featured in a show that's message is: ads are lies created to manipulate the masses into buying things they had no previous intention of buying, to convince them, as the protagonist so eloquently put it, that everything is OK? So, there's two questions: does a brand (like Lucky Strike, which was featured in the first ep and, not coincidentally, just stopped selling products in North America last year) suffer from being featured in the show; does a brand suffer from being featured in the interstitial ads during the show?

The answer to question two is most likely no, but perhaps sales wouldn't be boosted as much as if the product were featured in a more ad/product-friendly show.

In the end, I hope that this show, along with the other show created by an HBO ex-pat - Damages) embody some of the characteristics of The Sopranos. Given the lasting popularity of that show, in syndication and on DVD, maybe TV execs of all stripes will get the message that there's an audience for that type of show. Even if its inevitably watered-down, that distinct mix of narrative complexity, detached wit, and class consciousness that HBO pioneered in the beginning of this decade would be a welcome change from what we've seen so far.