Three Key Factors in the Success of 'Undercover Boss'
Since landing the cushy debut time slot after the Super Bowl to launch its run, CBS's 'Undercover Boss' has been an unqualified success for the network. In fact, in nearly every Sunday since its premiere -- with or without the lead in of a sporting event -- 'Undercover Boss' has showed well in the ratings. The season finale on April 11 was the number one program in the 18-49 rating, the one that TV execs covet the most. Therefore, you can understand why 'Undercover Boss' easily earned a second season renewal. It won't be a mid-season drop in, either. You watch, it's going to be on the CBS upfront schedule for the fall.
Last year when CBS let us see what they had planned for 2009-10, the screener for "Undercover Boss" looked promising. But what is it about this reality series has worked so well with the viewers that it's now a genuine hit for CBS?
1. Catharsis. Basically, it's fun to see how a highly-paid executive who has every comfort on the job, including drivers, private jets, big leather chairs and damn good coffee, going through the paces like a regular working Jill or Joe. Seeing the CEO of Roto-Rooter having to deal with backed-up bathroom pipes or watching the Waste Management top guy pick up trash just makes you feel good. That's right, you get your hands dirty and see what it's like. We can also relate to how tough it has to be to be thrown into that position. Talk about being like a fish out of water. In the second season, the producers plan to get some Wall Street CEOs to go undercover and deal with the grunt work. You think if they have to really deal with people face to face about their kid's college fund being wiped out by a bad stock investment they might grow a heart or show some compassion? Any banker or investment group that wants to improve its image, however, should step up because 'Undercover Boss' is very good at putting a good face on a corporate profile. Wal-Mart is a company that desperately should take part!
2. Balance. There's a fine line between a reality show being too schmaltzy/sentimental and cool/detached. Some shows thrive on bringing on the waterworks, making the viewers tear up about the plight of the people on the show. There are tears on 'Undercover Boss,' but generally speaking is isn't as manipulative as a lot of other shows.
The young man working at the Branson amusement park who gets a scholarship to go to college at the end of the show and pursue his dream of designing rides for the company is heartwarming. He was crying, but as a viewers it was more of an "ahh" moment than a time to bawl. Sometimes it's the CEO that does the crying, which is also good to see.
3. Timing. Could there have been a better time for a show like 'Undercover Boss' to appear than this? In this era of people struggling to hold onto their jobs or being laid off or fearing that they can't make ends meet, 'Undercover Boss' sends an affirmative message about business really caring for the employees.
A few years back, this may not have resonated, but today it does. Viewers want to believe that the CEO isn't just a number-cruncher who doesn't know what the employee is going through. It appeals to our better angels, so to speak. We want our CEOs to be human, even though if you've been canned it's the last thing you believe.
Final Thoughts. 'Undercover Boss' could get a lot better in season two. The formula is a bit too stagy. Every program ends with the CEO revealing to the workers whom he really is, and invariably, doling out some goodies to the person in the form of a new position, a training program or even a van for the guy who coached a youth basketball team. It would behoove the producers to find new ways to present that, or maybe offering the entire company something positive from the experience, not just the individuals.
It would also be great if just every now and then, the boss could encounter a bad employee and at the end of the show, give that person a lecture. It nearly happened on when Michael Rubin, founder and CEO of GSI, an e-commerce company, worked with a phone rep who was rude and uncooperative with a customer. At the end of the hour, he should have fired her. Instead, he scolded her and the crawl revealed that she left the job soon after. It was a missed opportunity, one they shouldn't miss next season.

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