A letter to a new TV exec

Dear Ben Silverman,

Mazels on the new situation as co chair of NBC. I envy you about as much as I envy the person who'll take the presidency from Bush -- that is, not much. I hope you've got plenty of Krazy Glue on hand, because you've got a lot of pieces to put back together. But, as producer of network TV's best comedy, "The Office," and the pop-art soap "Ugly Betty," you clearly have good instincts.

But Ben, I am nonetheless nervous about "Friday Night Lights" -- yes, the show that all the critics are whining about and that will probably become a thorn in your side if it isn't already because it will remind us all of another egregious NBC botch, "Freaks and Geeks." Dude, you gotta make it work.

You gotta find a way to represent "FNL" with more excitement to viewers. Despite the fact that NBC is the hippest kid on the network block, the one with Tina Fey and Steve Carell and "Scrubs" and Jason Lee and "Heroes," it has been unable to tell viewers that "FNL" is not medicine. Sure, it's a "family" show and it trucks in "rousing" sports movie cliches. And its docu-poetic approach to small-town Texas life is perfectly suited for those artsy viewers who've seen "The Last Picture Show."

But "FNL" is also a charged relationship drama that stars some amazing young actors. Find a way to sell it to audiences who like youth soaps. Put the show's kids out there -- and not always in football uniforms or against a football-field backdrop. Obviously, Zach Gilford, Gaius Charles, Scott Porter, Taylor Kitsch, and Aimee Teegarden are pretty and sellable, not to mention talented.

But also make a publicity point of Jesse Plemons, who plays the geeky Landry. He's a great character, a Texas take on Seth Cohen from "The O.C." And as recovering bad girl Tyra, Adrianne Palicki has great offbeat allure. The potential of these two characters makes me think of Hiro and Claire from "Heroes."

OK, obviously "FNL" does not have the pop appeal of "Heroes," or the upcoming "Chuck," and to portray it that way would be misleading. But still, NBC could goose up its commercial approach to the series without betraying it. Of this I am certain. Just because the characters on the show don't have money, you don't have to make them seem boring and completely tragic to viewers, as if they're like the kids on -- gag -- "American Dreams." Maybe some of NBC's wealthy urban viewers would like seeing how others live?

And I am also certain that NBC is committing an oddly flagrant act of self-destruction by programming "FNL" this fall on Friday nights at 10. Seriously, what's up with that? Why bother renewing the series if you are then going to kill it? I don't even want to try to describe why the show will fail then. It just seems so obvious to me. Find a better time slot. As an NBC-er, there should be a little Tim Gunn in your brain speaking the magic words over and over again.

I know that, after a brief, unsuccessful attempt to bring viewers to "FNL" repeats this summer on Sunday nights, you have replaced them with "Law & Order" reruns. How about making a bold move? Instead of running three or four "Office" reruns back-to-back on Thursdays this summer, how about putting "FNL" in an "Office" sandwich? How about getting some of the kids from the show onto the promo circuit somehow?

How about doing some viral meta stuff, too -- maybe a faux ad for "FNL" in which Kyle Chandler is trying to be like Coach Taylor on the set of the show and all the young actors think he's a creep? Now is the time. I am sure "FNL" will get a few Emmy nods next month; ride that wave into the fall.

And that's all, for now. The show might fail despite your best efforts, but at least you'll know you tried.

Best wishes,

Matthew Gilbert

P.S. I have three additional words for you: Amy. Poehler. Sitcom.