Dusty Ayres
Commodore
It's an old story, but it seems to be happening:
Seinfeld Who? NBC Pursuing the HeartlandKENNESAW, Ga., Sept. 12 - The cash register at Goody's clothing store here flashed $106.01 - for a dress shirt and three pairs of Levi's - but as Lori Smith reached for her credit card, a nearby voice brought the transaction to a halt.
"Tell you what, why don't you let me take care of it?" said Scott Evans, his delivery as smooth as a car salesman's as he directed Ms. Smith to a partner brandishing stacks of $1 bills.
Mr. Evans explained that they were there on behalf of NBC, promoting an unscripted show, "Three Wishes," which will have its premiere on the network on Sept. 23. In the series, the singer Amy Grant travels to a different town each week in an effort to fulfill the heart's desire of needy families and community groups.
For a network that dominated the prime-time ratings for a decade with sophisticated urban comedies like "Cheers," "Seinfeld," "Frasier" and "Friends," only to tumble to fourth place last season without them, Ms. Grant's show is a radical departure. "Three Wishes" is aimed, in no small part, at a churchgoing rural and suburban audience. And its marketing plan, evocative of a red-state presidential campaign, bears scant resemblance to any NBC has crafted before.
In advance of the new prime-time television season, NBC sent more than 7,000 DVD's of the show's first episode to ministers and other clergy members, along with a recorded message to their congregants from Ms. Grant. ("At its core, 'Three Wishes' is faith in action," she tells them.) The network has also booked Ms. Grant - a pop singer who vaulted to fame singing Christian songs, crossed over to mainstream radio and recently released an album of hymns titled "Rock of Ages" - for interviews on Christian radio and taken out advertising in small-town newspapers.