Alternative TV: The Genesis of The Simpsons

The Simpsons emerged out of a unique moment in U.S. television history, when Fox Broadcasting began to establish itself as the fourth nationwide broadcasting network by targeting a young-adult audience with its brand of “alternative TV.” In addition to interrogating Fox’s strategy, this chapter introduces the central figures behind The Simpsons. More specifically, I analyze the role of James L. Brooks, whose name and clout as a successful writer-producer largely helped to launch the series. Furthermore, I spotlight the show’s “father,” Matt Groening, an alternative cartoonist who entered the television industry as a sort of “auteur import” from alternative comics culture, thus furnishing the program with street cred and a subcultural sensibility.