Can Peacock Become NBCs Must-See Comedy Successor?
In State of the Streamers, Vanity Fairs Awards Insider goes inside the campaigns of some of this Emmy seasons biggest playersfrom front-runners to underdogs, on streaming networks both well established and brand new to the game. This entry focuses on Peacock, competing with several critically acclaimed comedies. If you cant call Peacocks first year a rousing success, exactly, the nascent streamer has done one thing very well. Its broadcast sister network, NBC, made a name for itself over decades with smart, enduring sitcoms, everything from Cheers and Seinfeld and Friends to The Office and 30 Rock and The Good Placeclassics baked into its brand. But as the audience for broadcast waned, and streaming competitors zapped its shows of exciting talent, NBC had lost its edge. Enter Peacock: Launching mid-pandemic with a relatively tiny programming slate, the streamer still ably picked up the comedy mantle, firmly establishing an area where it could shine. Peacock has really put a stake in the ground with its comedies, a source on the streamers awards campaigns tells Vanity Fair. We only had [eight] eligible shows this year, and most of them were comedies. In trying to produce good content that people will want to watch, the comedies have really gotten us there.  That these shows share intrinsic DNA with some NBC classics is part of the selland, when it comes to the Emmys, the reason for optimism. Peacock practically engineered its spring around a targeted premiere for Girls5Eva, the latest hit from executive producers Tina Fey and Robert Carlock (and created by Unbreakable Kimmy Schmidt writer Meredith Scardino). By premiering it as close to the voting window as possible in May, Peacock went all in, combining marketing forces in the unusual step to make its FYC campaign and tune-in campaignall in one, our source says. So while positive reviews poured in and buzz built with viewersparticularly for Sara Bareilles and especially Rene Elise Goldsberry, both of whom are vying for one of the five comedy-lead-actress slotsthe campaign was already in full swing. Emmy darling Fey zoomed in for FYC events. Colorful billboards glittered over Los Angeles. Even a karaoke bus picked up passengers around the city, among the years most inventiveand, really, onlyin-person FYC events to drum up significant attention. Peacock also earned strong notices for fellow freshman sitcom Rutherford Falls, from The Good Place and Parks and Recreation mastermind Michael Schurand its star Ed Helms and Navajo American cocreator Sierra Teller Ornelasand the Saved by the Bell revival, developed by longtime 30 Rock writer Tracey Wigfield. In all this, Peacock is banking on an NBC formula that Emmy voters recognizeand have historically endorsed. It definitely helped to have creators who youre not necessarily building from the ground up, the source says. Especially when those creators signature shows are right there to stream on Peacock too. Its one unique advantage for a streamer otherwise lagging behind new competitors like Disney+ and HBO Max in the content department. Peacock benefits, unlike those networks, from offering subscribers a cost-free tier, meaning its sign-up numbers arent distressingly low (so far). But the level of Emmy engagement remains to be seen. Without the branding of a Fey or Schur, say, even a terrific new late-night sketch series like Amber Ruffins show looks like a true long shot for recognition (especially since that category only has room for two nominees this year). Those inside Peacock convey hope there, but not much. In other words, Girls5Eva is Peacocks first great test. The buzz is there, the acclaim is there, as is the name recognitionPaula Pell is a compelling supporting candidate, and Fey herself is a fun possible guest-acting nominee (no spoilers!). But its also a double-edged sword. A true Emmy hit in Peacocks first year out would be major. But a miss, for a show with such a strong pedigree, could spell real trouble ahead.  Sign up for the HWD Daily newsletter for must-read industry and awards coverageplus a special weekly edition of Awards Insider.