Struggling NBC isn't panicking

Fox has the tie to Mad Magazine with its late-night series, but NBC seems to be the "What, me worry?" network these days.

The news that the longtime ratings champ has fallen into fourth place in just about every category that matters appears not to have reached NBC headquarters in Burbank. The network has announced a relatively conservative new fall schedule that includes six new series and moves two returning shows to new time slots.

"I'm confident that we have addressed our schedule needs and will continue to excel in drawing the advertiser-friendly, upscale viewers who have come to appreciate NBC's quality brand of programming," said NBC Universal Television Group president Jeff Zucker, announcing the fall slate in New York.

What that means is that NBC — which has for decades pounded away with the argument that only the 18-to-49 demographic is important, is now preaching that viewers who make $75,000 or more a year — a demographic NBC still does well in — is really where it's at.

Networks are in the business of selling advertising and will do and say whatever they have to in an effort to do so.

While NBC Entertainment president Kevin Reilly promised "fresh talent and bold, original concepts in our new series next year," his schedule includes a second edition of "The Apprentice" headlined by Martha Stewart.

Thursdays may be an indication of NBC's complacency, however. After dominating that lucrative night since the 1980s, NBC has fallen significantly behind CBS in households, total viewers and that all-important 18-49 demo — and yet NBC has left that night intact this fall.

The network has made changes on six other nights, adding six series — three dramas, two reality shows and a sitcom. It has also moved two shows to new time slots and held two other returning shows back as midseason replacements.

Most of the surprises involve incumbent series. Neither "Scrubs" nor "Fear Factor" are on NBC's fall schedule. Both shows will return "at some point next season."

"The West Wing" — a fixture on Wednesday nights the past six seasons — moves to Sundays in the fall.

And "The Office" was renewed despite dreadful ratings.

Instead of airing dozens of "Law & Order" repeats on Saturday nights, NBC plans to schedule movies.

NBC'S NEW DRAMAS: