posted by Paige Hebert @ 6:06 PM
The television time slot after the Superbowl is in a word, coveted. So imagine the surprise when the slot was filled by Undercover Boss, a reality show where high level corporate executives trade in their corner offices for a day and get their hands dirty doing some of the company’s most menial and mundane jobs. In the season premier this Sunday, Waste Management president Larry O’Donnell spends the day cleaning port-o-lets at a carnival ground. It doesn’t get more real than that.
Why would programming like this be compelling enough to follow one of television’s most celebrated events? Perhaps it’s a sign of the times. Despite its title, Undercover Boss focuses on the daily toil of the working class – a significant population of the American workforce affected by today’s poor economic climate and rising unemployment rate. Many Americans blame out of touch CEOs for not knowing what is going on in their own companies. Undercover Boss is a way for executives to try to earn back public favor and goodwill and demonstrate their interest and involvement in company operations from top to bottom. So far, reactions to the show have been positive.
Let’s not also forget the show is marketing gold. The second episode will feature 7-Eleven Inc. executive Joe DePinto on the assembly line making donuts – reminding viewers via voiceover that the chain store carries a variety of fresh food products.
Historically, whatever program follows the Superbowl benefits from the game’s built in audience. It will be interesting to see if America will welcome these executives into their living rooms. I, for one, will be watching.
