And herin lies the fundamental flaw of TV production. Who gives a damn if the network likes the show. They're not making the show for the damn executives, they're making it for the FANS! The general PUBLIC! If a show does well but the execs don't like it then tough cookies! Sheesh.
A network wants as MANY people as possible to like a TV show...they want as broad an audience as possible...so, yeah, they are concerned whether or not people can connect to a character...they don't want to spend millions on a Whedon project that only attracts Whedon fans...they want the Whedon fans AND as many other people as possible.
It's about making money.