With Fairy Tales and Alternate Realities, TV Pilots Go High Concept

This spring, US television networks are testing out unusual -- and even bizarre -- ideas for TV shows as the networks look for ways to stand out from a growing deluge of entertainment options.

The five biggest English-language TV networks are starting production on roughly 80 pilot episodes for new scripted shows. By mid-May, each network will select anywhere from a handful to a dozen of the pilots to make into TV series for its fall lineup. But after turning up few big hits last season, some TV executives say they are working on a larger number of "noisy" -- industry jargon for conspicuous or atypical -- ideas in an effort to be noticed. A rebounding ad market also is making TV executive more bullish about taking risks. There are at least five pilots set decades, even more than a century, in the past. Over a dozen potential shows involve magic, fairy tales or explore an alternate reality. And a handful started with crude titles. Hits have become harder to find in recent years as the broadcast-TV audience continues to drift to cable. The five biggest English-language networks averaged 5.8 % fewer viewers for their prime-time shows through Feb. 27 this season than they did a year earlier, according to Nielsen Co. The rise of Internet video can make it even harder to stand out.