My top show of 2007 was a web series — “quarterlife” — and three of my top 10 of 2008 were web series, headlined by “Dr. Horrible’s Sing-Along Blog.” I was even titling my year-end lists “Top 10 TV/Internet shows.” It definitely seemed like TV and the internet were well on the way to merging into one entity.
But while I still think they will eventually merge, the last three years saw a shying away from web-only series. While TV shows have increased their web presence, the shows themselves almost always originate on TV.
The new web series “Dating Rules from My Future Self” feels almost nostalgic in the way it makes web TV cool again, and hopefully it will return the web to its status of a safe haven for ideas that are just a little too outside-the-box to get boffo ratings on the boob tube.
Seven episodes have aired so far; new installments are posted every Monday, Wednesday and Friday. “Dating Rules” has the same production values you’d find from any good TV series, and the cast is impeccable. Shiri Appleby (“Life Unexpected”) stars as unlucky-in-love app designer Lucy, Alison Becker (VH1 hosting gigs, plus the TV news reporter on “Parks and Recreation”) is one of her two besties, and Martin Starr (“Freaks and Geeks” and various Judd Apatow movies) works in the cubicle across from Lucy.
If this were a TV show, it would be an hourlong dramedy, and it’s ideal fit would be on Lifetime, SoapNET or ABC Family. It has a definite “Being Erica” or “Side Order of Life” vibe. Being a web series, though, each episode is only as long as the plot point requires, so they run five to 10 minutes. Some commenters have cried “Too short!,” which is, of course, a compliment, but I actually don’t mind the length. A latecomer or anyone who has lost track of the show for a week or so can easily catch up. Or you can get your fix every two days if you prefer; like anything on the web, how you consume “Dating Rules” is up to you.
Although I loved “Life Unexpected,” I think this is a more fitting role for Appleby, who was stretching a bit as successful talk-show host and a mom of a teenager. Here, she is the struggling 20-something again (yeah, Appleby is 33, but 30-somethings are the new 20-somethings anyway, so just go with it). Lucy breaks up with her self-centered boyfriend, spurred on by her 39-year-old self texting warnings about the misery that awaits.
There’s a sweet, warm vibe to the proceedings. There’s a bit of “Look how cutely awkward Lucy is,” such as when she texts while cycling and goes sprawling in front of a guy she secretly likes. Some have made the comparison to Zooey Deschanel’s Jess on “New Girl” — and indeed, Lucy also rocks the nerdy glasses — but Lucy and “Dating Rules” are much more naturalistic. Although it plays well in short bursts — and although Becker’s Kelcy often delivers quick, sexually tinged zingers — it won’t be confused with a sitcom.
Whereas “quarterlife” (which, before it became a lower-budget web series, starred Appleby in the TV pilot that was never picked up) might’ve been a bit too ambitious in trying to build a specialized Facebook-style community around its show, and while “Dr. Horrible” was done on a lark during the writers’ strike, “Dating Rules” seems to be using the Internet in a financially smart way. The site is packed with ads for women’s fashion and grooming products, even to the point where Appleby and Becker are shilling for those products in the video extras, complete with awkward “impromptu” conversations about them.
But the show itself — the real reason I’m on the site; sorry Schick Quattro — is not hard to find for a person with a decent degree of web savvy (just click on “video” on the left-hand column), and the episodes are completely free of commercials. If there’s any product placement within the episodes, I didn’t notice anything overt (and that’s exactly how product placement should be).
So while it’s totally possible that “Dating Rules” could be cancelled because the advertisers aren’t getting the pageviews they want, right now it seems like it has found a cozy little corner of Facebook to air a smart, fun little show.
I’ll reserve a spot for it on my year-end top 10. It’s good to have you back, internet-only TV.