Although concept, quality and cast play pivotal roles, executives acknowledge that they're often swayed by a great name as they're making decisions about what to pick up or pass on.
"It's very challenging," acknowledges Dana Walden, chairman of 20th Century Fox Television, which produces Modern Family, Glee and the midseason comedy Don't Trust the B-- in Apartment 23. "You want to be loud and provocative; on the other hand, you don't want to be so loud and provocative that you're alienating a certain segment of the audience."
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