FOX shocked TV industry insiders and watchers this week by ordering another series of Joss Whedon’s “Dollhouse”, which debuted to a mixed critical reception and turned off half the core demographic during its 12 episode run on air according to Nielsen’s ratings.

Up until several says ago, it looked like ‘Dollhouse’ would not return to air.  “I sort of assumed they were going to tell me I wasn’t going to do more. It looked pretty grim there,” Joss Whedon told The Hollywood Reporter.

Then we broke a story saying the show was going to be renewed.  “I prepped myself so well that when I heard I felt more like Zero Mostel in ‘The Producers’ than anyone else — “What?!” says Whedon.

Was it a case of “Terminator: The Sarah Connor Chronicles” vs “Dollhouse” for pick up?  No, says Fox: “We gave it [Terminator] a lot of support and some consistent scheduling.  We tried and thought it was time to move on.”

Various theories are being floated around the blogosphere and media as to why FOX want to bring the series back.  Some are clearly without merit (“They are afraid of fans”), whilst others (Internet, DVDs) offer business merit.  The truth is, however, DVD and new media currently offer only a fraction of the money earned from TV advertisement sales.  No, the truth is far more interesting:

“We believe in Joss as a creator” says new Fox executive Peter Rice (right, holding an Oscar for managing ‘Slumdog Millionaire’ in his previous role). “It’s a bet on creativity… It’s a bet on Joss” says Kevin Reilly, the executive who picked up Dollhouse.

He continues: “If you looked at the profile of that show, he has an unbelievably loyal fan base. It did consistently in the live ratings and consistently cued up as one of the biggest time-shifted shows on the air.”  End Of Show would contend the show did not do consistently in live ratings, as it clearly trended downwards.

Which brings Kevin on to another point: DVR viewing.  Many people in the industry discount time shifted value, due to the ability to fast forward through adverts, but Reilly offers a different take:  “The DVR numbers are a marker that audiences want to watch something” – he went on to point out Dollhouse’s DVR audience showed an increase in size.  The last few episodes delivered the lowest ratings of the series, however they also went up against the openings of both ‘Wolverine’ and ‘Star Trek’, likely the two biggest opening movies of the year.

The reality is “Dollhouse” was consistently ratings challenged, and week-to-week suffered heavy losses with live audience.  However, both Peter Rice and Kevin Reilly have stepped behind the show, citing the loyal core of fans they want to build upon.  “..We’re betting on Joss Whedon to keep building on that momentum next fall” says Reilly. 

Dollhouse actress Dichen Lachman during shooting
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So, what’s next for Dollhouse?  Although not officially confirmed by FOX, sources inside the network say an unaired episode will make it to air next season.  The episode jumps the show several years into the future, in a Lost-style flash forward episode.  Joss Whedon says the show will then return to current time, and focus more towards the inner workings of the Dollhouse and the staff who populate it.  Or in other words, the things fans responded to.

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