HBO's In Treatment Premiere Wanting for Ratings Therapy
Low Numbers for Premiere Monday Night, But Pay Network Has a Plan
By Anne Becker -- Broadcasting & Cable, 1/30/2008 9:11:00 AM
HBO executives might be calling their shrinks Wednesday. The pay cable network’s new therapy series, In Treatment, premiered to the lowest numbers ever for one of its originals Monday night -- 446,000. That’s about one-half of what its last original, hour-long relationship drama Tell Me You Love Me, premiered to in September.
Some analysis of In Treatment’spremiere number, however, showed that it’s not the train wreck it may seem.
First, the 9:30 p.m. Monday premiere was unorthodox for HBO, which usually premieres big series on Sundays. Viewers who’d heard about In Treatment may have looked to Sunday to catch it. Tell Me, for example, premiered that night, as did Flight of the Conchords, which drew about 1 million viewers to its premiere but had the benefit of a lead-in from established half-hour Curb Your Enthusiasm. The network has reserved Monday nights in the past for dramas that already had hit seasons under their belts, like Big Love and Six Feet Under.
In Treatment’s entire scheduling play was deliberately atypical on HBO’s part. The series stars Gabriel Byrne as a therapist whose intense patients give him cause for therapy of his own, and HBO is running new episodes each weeknight for nine weeks straight, devoting the same night each week to the same patient and Fridays to Byrne’s character’s own therapy sessions.
Given the scheduling oddity, the network made an ambitious play to pick up viewers by offering the series on platforms other than just its main cable channel. The entire week’s worth of new episodes goes up on HBO.com, HBO On Demand and iTunes each Monday. Given the show’s intense drama, not to mention the dearth of broadcast scripted dramas given the writers’ strike, viewers may be tempted to watch In Treatment episodes in batches on those other platforms.
HBO always cites cumulative premiere numbers for its shows, adding up multiple plays the episode receives over the course of a week, rather than focusing on just the premiere numbers. Following that method, Tell Me premiered to 965,000 viewers Sept. 9 but averaged 3.8 million with eight additional plays over the next week. The series also picked up more than 500,000 more viewers on video-on-demand over the course of its run.
VOD viewing and multiple plays will undoubtedly boost In Treatment’s average numbers, as the critical acclaim the series received likely will, as well. The network launched a series of online applications, like a Facebook group for the show, to help fuel online buzz.
The show is adapted from an Israeli series that captivated the nation over its run. HBO will run original episodes for nine weeks straight.
Find out what critics thought of In Treatment at BC Review.
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people shouldnt play people with issues its as if you are make fun of them even more you shouldnt act like a doc if no a doc this isnt some daytime drama.
frog - 4/22/2008 12:51:00 AM EDT -
I was, and am, completely engrossed in this series. I expected my husband to label it "chick flic" stuff, but he was addicted as well. Beautifully done...the acting was subperb the characters were engrossing. We couldn't wait to watch them and their stories develop.
Please, please bring it back. This is QUALITY television.
Martha A. Brian - 3/30/2008 11:28:00 AM EDT -
This is one of the best series I have seen on TV for a long time. It holds the interest. In fact, we do not want to miss out on what happens with each patient. It is none of the stupid sitcom stuff that is traditionally on reg. channels.
The acting is excellent and as two seasoned therapists ourselves we are looking forward to more epizodes.
AMBN - 3/19/2008 1:57:00 PM EDT -
This new HBO series "In Treatment" is exciting...finally after having to watch Housewives of Orabge Country, Dr. Drew Rehab, Flavor of Love #102, Rock of Love..please thank HBO for this finally well oiled and thought provoking series. Sensual Laura, enigmatic Alex, troubling Sophie, weird Amy and Jake combo..it goes on and on..I just love it and wait each evening to see it first hand. Great Show!! Thanks HBO..you took a chance on your viewers having a brain and its working!!!!
Paula Odom - 3/7/2008 10:16:00 AM EST -
Finally a mini series without a "BADABING BADABOOM" lol Not like I didn''t like the Sopranos, but the "Gangstas" kinda done with now. "The Doctor Will See You Now" That is in now. The significance of the show is that in real life there are scenarios like these that do happen, and people that we deal with on a daily basis or walk down the street or see in a coffee shop and think to ourselves "I would love to look like that". "She''s so pretty, or he doesn''t seem to have any problems". Patients fall in love with their therapists a lot of the time, young troubles girls always have problems, whether it''s mental or whatever but it'' real life. Wouldn''t we be surprised what goes on behind closed doors. But....as I see it this is Byrns at his best. Charming, witty, and is beginning to kick back and give his wife a kick in the tuhas! The show is getting juicier, I can''t wait to see what happens with Laura. Mazel Tov!
Ella Arieta - 3/5/2008 4:56:00 PM EST
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