US Coupling tipped for the top

The American version of Coupling is set to land a coveted prime-time slot, despite fears the content might be too risque for advertisers.

The NBC network, which has already spent $4million on two pilots, is widely tipped to announce that it has picked up the BBC import this week.

And industry insiders are even predicting it could land the 9.30pm Thursday slot - between Friends and ER and one of the key points in the schedule.

Just one day after the US version of TheKumars At Number 42 landed a slot in Fox's autumn schedules, the Hollywood Reporter said Coupling has a "strong pick-up buzz".

However, advertisers are reportedly concerned about writer Steven Moffat's steamy storylines, which will be pushing the envelope for a mainstream show. Programmes like Sex And The City may be raunchier, but they are shown on cable's HBO.

NBC entertainment president Jeff Zucker admitted to the New York Daily News: "It's a provocative show. There will be no other comedy on broadcast television like it."

But, playing down the sex angle, executive producer Ben Silverman told Variety: "This show comes from the BBC, which is the most high-end, Tiffany broadcaster in the world. We're not putting something on because we want to be salacious. We're trying to adapt a wonderfully intelligent, well-written piece of material. It's more like Oscar Wilde than an R-rated movie."

American advertisers have been known to bow to conservative groups who pressure them into boycott shows they consider unsuitable. However, strong viewing figures are likely to be the stongest pull on any advertising decisions.

As one unnamed executive said: "It goes back to that old line, 'At a 5 share it's sex and violence; at a 20 share, it's romance and adventure'."

Published: 7 May 2003