All the networks are responding to the lure of lower costs and the appeal of new voices, says Marc Graboff, co-chairman of NBC Entertainment. "You're going to see more of that."
But despite its growing popularity, this is no surefire strategy. The networks have witnessed the painful demise of projects that appeared to be shoo-in hits, notably "Coupling," a British ensemble comedy, remarkably similar to a certain American TV landmark show about a group of footloose, um, buddies who spent most of their time in a Manhattan coffee shop. Even NBC's "The Office," which is a retooling of its British predecessor, was not an instant hit and required several years of modest ratings to build into both a ratings and critical success for the Peacock network, anchoring its Thursday night comedy lineup.
Successful translation from one culture to another is more art than science, says Brian Gianelli, producer for Yahoo! TV, who adds that though the idea is to trim budgets, the more successful shows take the time to analyze the essential elements of the source material. "You have to get to the heart of the story," says Mr. Gianelli, "the gist of what makes the original show work, and then look for the equivalent situation in American life."