1. Unit 6: Critical approaches to creative media products
Johnny Ray Brolly Level 3 Extended Diploma in Creative Media Production

3. The programme that I’ve chosen to research is the American serial mystery drama, “Twin Peaks”. It was created by Mark Frost and David Lynch and ran for two seasons during the early 90s on ABC. It’s a series that took a more surrealist and unconventional approach to the TV serial.
I’ll be using a combination of quantitative and qualitative research as well as audience classification, in order to identify “Twin Peaks’” audience, as well as the components that effected its performance among viewers.

4. “Twin Peaks” was given its first season comprising of 8 episodes, based on its feature length pilot, which received much higher ratings than what was expected.
After attending an early screening of the pilot media analyst advertising executive Paul Schulman said of it "I don't think it has a chance of succeeding. It is not commercial, it is radically different from what we as viewers are accustomed to seeing, there's no one in the show to root for."
Despite the doubts of many TV executives, “Twin Peaks’” pilot received 34.6 million viewers. The success of this pilot convinced the higher up network executives at ABC to grant “Twin Peaks” 7 more episodes for its first season.

5. This pilot was the highest rated episode of the first season, with the lowest rated episode receiving million viewers.
Although it had a very successful opening, “Twin Peaks” struggled to maintain this success, with its viewership dropping 30% from its pilot by the third episode.
It’s time slot was changed for first season’s finale from its regular 9PM Thursday slot to due to Wednesday at 10PM. This decision was motivated by “Twin Peaks’” inability to compete with the already popular and much more accessible NBC sitcom “Cheers”.
“Cheers” and “Twin Peaks” shared the same 18 – 49 age demographics, which meant that “Twin Peaks” would have to compete for this audience with “Cheers”.
This change in its airing schedule gave the finale roughly 1 million more viewers than what was being averaged mid-season for “Twin Peaks”.
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6. Although the show had experienced some problems with ratings and competition in its first season, it was very critically acclaimed and received several awards nominations.
It received glowingly positive reviews from major publications, like The Washington Post’s Tom Shales who said this of the pilot; “Twin Peaks disorients you in ways that small-screen productions seldom attempt. It’s a pleasurable sensation…”
In addition to this Entertainment Weekly said this of the series; “Lynch and Frost have mastered a way to make a weekly series endlessly interesting.”
It’s first season and second seasons received 14 and 4 nominations at the Primetime Emmys respectively, with 2 wins out of these nominations overall. Along with the attention it received at the Emmys, its first season won 3 of 4, from its nominations at the 48th Golden Globe Awards.

7. The renewal of the show for a second season was motivated by different reasons, it’s critical success being one of them along with the strength of its pilot, which ABC advisor Alan Wurtzel reported received 90% positive feedback from those interviewed in focus groups.
Another reasons include that it helped double ABC’s demographic of young female viewers, a much sought after audience by advertisers as they have more disposable income.
As well as all of these reasons, it was generally a much talked about show due to how distinct it was. This so called “Water Cooler Effect”, brought a lot attention to ABC as a network.

8. After the resolution of the show’s most major plot point in the middle of Season 2, the show began to focus on more obscure and particular sub plots, which led to a waning interest from viewers and a decline in ratings.
The highest rated episode of season 2 was its opening which received 19.1 million viewers, and its lowest received 7.4 million viewers.
ABC was not satisfied with these numbers, especially when comparing the strength of season 1’s opening to the lesser ratings of season 2’s opening. By season 2’s 15th episode the show was ranked 85th out of the 89 shows ABC was broadcasting in terms of viewership.
At this point, ABC decided to put the show on indefinite hiatus, meaning the airing of the show would be postponed without any certainty of its return. This is a decision that usually leads to cancellation.

9. However, “Twin Peaks” had developed a very strong cult following very early on. It had a strong dedicated niche audience that was very passionate about the show.
Upon hearing the news of its likely cancellation, an organized letter writing campaign dubbed COOP (Citizens Opposed to the Offing of Peaks) attempted to save the show from cancellation.
This effort expressed to ABC executives that there was still enough of an audience left for “Twin Peaks” for the latter half of the 2nd season to still be broadcast.
Although this collective effort was enough for the 2nd season to be broadcast in its entirety, it wasn’t enough to ensure “Twin Peaks’” renewal for a 3rd season.
ABC wasn’t convinced that “Twin Peaks’” niche audience was enough to carry it for another season. This left a season finale cliff hanger meant to bait audiences unresolved.

10. In conclusion from my findings, I’ve gathered that the “Twin Peaks” audience would best be best described as a cult following.
It’s a show with a small group of fans with a high amount of dedication and passion towards it. This audience remains enthusiastic about the show to this day.
The most dedicated viewers of “Twin Peaks” were within the following demographics; Older women between the ages of years old and younger men aged
Women made up the majority of “Twin Peaks’” audience, and it was most popular in Seattle. Researchers believed the appeal to these specific groups to be because of the vast array of strong, well- written female characters in the show, and the show’s location baring much resemblance to Seattle as a small logging town.
Overall the show’s distinct surreal style didn’t resonate with more fair-weather general audiences, and even though it had a strong niche following, it wasn’t enough to support the show into a 3rd season.

11. In spite of many of “Twin Peaks’” failings in maintaining a steady viewership its passionate cult following has given it life far beyond its short two season run.
Its popularity amongst its dedicated fans has led to books and merchandise, as well as a theatrically released feature film and soon its story will finally reach its conclusion in a limited series on Showtime this year.
Thus, showing the impact that the dedication and persistence of a cult following can have.

12. Sources
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