When ABC released its schedule for the 1990-91 season, the absence of Just the Ten of Us left some confusion. The show’s decent performance despite airing at the nadir of the primetime week, Fridays at 9:30 ET, left many more confused why it wasn’t there. In all likelihood, it was the network’s way of quietly cancelling a show that, without much reasoning, was a critical whipping boy. That is, if critics even found it to be worth acknowledging.
All of these factors made for a startling discovery for the entertainment press during the network upfronts of 1990. The last thing on their minds was this now-late minor hit that was birthed from a backdoor pilot episode of Growing Pains. Soon, however, it would be all anyone could talk about. That’s because at NBC’s upfront at Radio City Music Hall; everyone would find out that Just the Ten of Us, of all shows, had in fact been rescued by the most unlikely of saviors: Brandon Tartikoff.
Indeed, NBC had been sniffing around for a few months now. No one is sure which executive at the Peacock web had gone to bat for the show, or what tipped them off that ABC might be giving the show the ax, or what would make the #1 network at the time want to pick up another network’s sloppy seconds. That’s something CBS had done just a month prior when it picked up The Hogan Family from NBC after they failed to renew the show in a timely enough manner. But that was CBS, a distant third in a three-man race, and a network that had long struggled to attract young viewers. It would seem if any network was poised to save Just the Ten of Us, it would have been them.
Instead, it was NBC who swooped in what was a herculean effort to get the show signed on in time for their upfronts. Because ABC waited so long to cancel it, and because NBC usually went first in the upfront pecking order, they had little time. They could have waited until after the upfronts, but that would have hurt the show’s promotion with advertisers. They could have waited until mid-season, but they felt that would leave too much time for the show’s current fans to forget about it. They needed to get Just the Ten of Us signed with NBC, and fast.
NBC left a contingent staff in Burbank to hammer out a deal with the people at Warners, while Tartikoff took off for New York. The negotiations were more than amicable, but even friendly negotiations take time. Luckily, the time it took turned out to be short; and with 48 hours to spare, Just the Ten of Us had a new home.
The only question now was: where to put it on the new lineup? This was a tougher decision than it seemed because almost all of those timeslots had already been filled. They weren’t going to bump an existing show, thus they decided upon postponing another show’s premiere until mid-season. That would almost certainly mean paying the corresponding studio a penalty, but to NBC, it seemed an acceptable price to pay.
Despite the critical panning, NBC saw major potential in the show. They saw the cast as one of the most dynamic in years, and they believed the show’s writing was some of the sharpest on television. They also saw, especially in The Lubbock Babes storyline, an unprecedented opportunity for merchandising. Brandon Tartikoff once infamously said that Michael J. Fox was a face “you’d never see on a lunch box”. Tartikoff was wrong on that front, but he felt very strongly in his hunch about the potential success of a Brooke Theiss or a Matt Shakman lunch box; not to mention what a Lubbock Babes concert tour might mean for the network, and its affiliates.
It was now a matter of picking a time. They had narrowed down the possibilities to Monday at 8 ET, or Saturday 8:30 ET. Just the Ten of Us would get one slot, a new vehicle for up-and-coming rapper Will Smith would get the other. Once the choices were narrowed, the shows more risque humor made the decision surprisingly easy. There was another show already on NBC following the Saturday 8:30 slot, with a very different demographic but a very similar sensibility to Just the Ten of Us. That show? The Golden Girls. It seemed like a very odd fit at first blush, but Just the Ten of Us and The Golden Girls could have unexpected crossover appeal. Plus, where else were they going to put it?
All that was left now was the upfront. The schedule was laid out on the Radio City Music Hall stage with care. The entertainment press arrived in droves to record the proceedings. During that time, an unnamed reporter was heard to exclaim “Just the Ten of Us?! What the fuck?!” Indeed, when it was time for Tartikoff to answer questions, the very first question was about Just the Ten of Us. He was asked why they went to the trouble to pick up the show when, for starters, picking up any show from another network isn’t something a top network does very often. Secondly, why pick up the spin-off of a show that was still going on another network? And thirdly, why pick up a show with mediocre viewership and not a single positive review from a professional critic? Tartikoff simply responded: “We believe in it”. When news got out that the show had been saved, and by one of the most-respected names in the business no less, the cast and crew were in stunned and relieved disbelief.
So the job was done. NBC got what it believed to be a linchpin of their lineup going into the 1990s. They had to work hard, and answer a lot of incredulous questions. Only time would tell whether it was the right decision to save the Lubbock family on the wings of a peacock.