NBC Network plans to switch slots for new shows

ZAP2IT.COM
In an effort to bring some life to its flagging Wednesday lineup, NBC has flipped time periods for its two new series "E-Ring" and "The Apprentice: Martha Stewart."
Starting tonight, "E-Ring" -- the Pentagon-set drama starring Benjamin Bratt and Dennis Hopper -- will lead off NBC's night, while Stewart's "Apprentice" will move back an hour to 9 p.m. ET. The venerable "Law & amp; Order" is staying put at 10.
The change comes after two weeks of disappointing ratings for both shows Wednesday nights, which not too long ago were a strength for NBC. "The Apprentice: Martha" has averaged fewer than 7 million viewers over its first two airings, and while "E-Ring" has built some on its lead-in, it still draws only 8.4 million people for episode.
Ads' sweet spot
Neither show has done much in NBC's target demographic of adults 18-49; last week, each averaged a paltry 2.1 rating in the demographic, which represents the sweet spot for advertisers.
The Jerry Bruckheimer-produced "E-Ring" probably stands to benefit more from the change. It will move out of the way of ABC's monster hit "Lost" and into an hour where the only other drama is The WB's "One Tree Hill" -- which hardly goes after the same audience. ABC and CBS both have comedies in the 8 p.m. hour Wednesdays, as will Fox after the World Series ends. UPN airs "America's Next Top Model" in the hour.
That means, though, that "The Apprentice: Martha Stewart" will have to go against "Lost," along with CBS' "Criminal Minds" and, after baseball, Fox's "Trading Spouses." UPN and The WB both air female-centric dramas ("Veronica Mars" and "Related") at 9 p.m.
Despite its weak lead-in, "Law & amp; Order" continues to draw solid ratings in its 16th season on the air. While not at its heights of a few seasons ago, the show has averaged about 14 million viewers for its first two weeks this year and a 4.5 rating in adults 18-49.