Three TV casts that climbed to the top

By SAMANTHA ETTUS
Scripps Howard News Service
28-APR-05

We are entering TV's May sweeps _ a hyper-competitive period whose ratings help determine the networks' ad prices. It is one of three such periods each season.

So be prepared. As the networks compete especially frantically for viewers, you will see more glitz on your morning shows, more special programming and prime-time series peppered with even more violence, sex and drama.

But for networks scrambling to boost ratings, what makes a hit TV show?

This week we take a peek at three shows _ "Two and a Half Men," from CBS, "Desperate Housewives," from ABC, and "Scrubs," from NBC _ that have used bold casting to differentiate themselves from the pack, at least for now.

"Two and a Half Men"

As the No. 1 comedy on network television, "Two and a Half Men" has reached the pinnacle of prime-time success. Yet the brilliant pairing of Charlie Sheen and Jon Cryer was anything but an easy call. With his reputation marred by a history of alcoholism, gambling, drug addiction and prostitutes, Sheen's star had risen again after a successful run on the hit show "Spin City."

At casting time, Sheen was getting his act together off-screen as well, with his marriage to screen siren Denise Richards and the birth of their baby, Sam.

But Sheen's history suggested that troubles in his personal life could resurface, so the decision to hitch the show's success to this combustible star was a risk. (Richards, now pregnant with the couple's second child, filed for divorce earlier this year, but Sheen reportedly threw himself into his work, the one bright light in his chaotic life.)

Casting Cryer, a popular teen movie star in the '80s, as Sheen's neurotic brother was an even more perilous decision. Though Cryer had largely faded into obscurity over the past 15 years, the move has paid dividends.

"Desperate Housewives"

Casting can be largely credited for the success of ABC's breakout drama. The series revolves around five housewives living on Wisteria Lane, a scandal-plagued street in a make-believe suburb.

For the crucial starring roles, producers cast a winning combination of veteran B-list actresses, all of whom have quickly joined the ranks of Hollywood's A-List.

By featuring seasoned television pros with robust careers behind them, the show was able to emerge with an exceptional start _ the 21.6 million viewers of the premiere marked the strongest series launch on any network in the last three years.

Yet bringing five veteran actresses together has come at a price, as the show's cast has become its biggest threat. As their recent demands and hysteria during last month's Vanity Fair cover photo shoot proved, the women of Wisteria Lane have been gobbling the hand that feeds them. They need to recall their memories of pre-"Housewives" life so that their recent diva behavior doesn't sink the show.

"Scrubs"

In both content and casting, NBC took an admirable risk with the offbeat "Scrubs," which fearlessly mixes humor and tragedy in following a medical resident (Zach Braff) through his work at a chaotic hospital.

Without casting a single household name, this witty show has garnered two Emmys and ranked as the No. 3 comedy last season among adults ages 18-49. NBC has not ignored the importance of celebrity, summoning repeated guest appearances by Heather Graham, Michael J. Fox, Heather Locklear and Tara Reid, but "Scrubs' " ensemble casting strategy has been critical to its performance.

"Scrubs" has made Braff into an unlikely star, launching him to a well-received directorial debut in "Garden State," and an off-camera relationship with pop star Mandy Moore, both of which have boosted his and the show's profile.

By relying on an ensemble cast that prevents the emergence of a star-driven culture, "Scrubs" has avoided the pitfalls of "Desperate Housewives' " leading ladies, and the potential taint of scandal that plagues "Two and a Half Men."

Remember: The most dependable road to the top is to treat your personal brand as your greatest asset.

(Samantha Ettus is the author of "The Experts' Guide to 100 Things Everyone Should Know How to Do." (Random House). Contact her at Samantha(at)celebrityassets.com.)