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Soapbox, Revisited: What's the Matter With "My Boys"

Soapbox, Revisited: What's the Matter With "My Boys"


Recently I went on a rant about the TBS original series, "My Boys," which I find lame and annoying. It seems to want to be a kind of "Sex and the City" for tomboy-types, yet the writing is not very good, and the stereotypes that were so cliche in "Sex and the City" are simply reinforced in new ways. Clearly, I'm in the minority in my dislike, because TBS just picked up "My Boys" for nine more half-hour episodes. My theory is that the show could potentially appeal to both men and women—not just because of all the (countless) sports references but also because comedian Jim Gaffigan, who plays PJ's brother on the show, seems to have gathered a cult following. Don't get me wrong, I'm a fan of his Hot Pocket routine, and I think he's naturally funny to watch, but it's not enough to make me like the show.

It must be resonating with someone, though, if TBS is keeping it alive. Or perhaps the continuation has something to do with Match.com? To find out why, read more

Utilizing an advertising technique known as branded entertainment, Match.com entered into a deal with TBS to integrate Match.com mentions into each of the series' 13 episodes. The New York Times reports:

Other elements of the deal include identification of “My Boys” as “sponsored by Match.com” in a television, print, radio, and online promotional campaign that TBS is creating for the series; the posting of a profile of a character from the series on Match.com; billboard-style ads for Match.com on a special “My Boys” Web site (tbs.com/shows/myboys/); and a discussion of “My Boys” and Match.com during an episode of another TBS show, “Movie and a Makeover.”

Maybe Match.com has actually been successful with this approach and that's why "My Boys" is continuing? Tell me what you think: why is this show still going on?

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