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I think the problem here is the channels that show SF shows.
In the UK it pretty much comes down to Sky One, Sci-Fi channel, and Bravo.
All of which are only available on satellite or cable, and with subscription.
This narrows down the potential audience for a show.
Your reality shows are shown on all of the 5 terrestrial channels, plus shed loads of satellite channels too (including Sky One and Bravo).
Therefore, SF shows are already given a minority audience, just because of the channel they are being shown on.
Channel 4 and 5 have tried with US SF shows, but these normally get scheduled at dire times, and as a result get hacked to pieces to be shown in that time slot, and most have been shown on satellite previously anyway.
Firefly never made it onto terrestrial UK TV - therefore this was going to affect the audience figures for the movie.
I bought the box-set on DVD when it was released, and was a fan, but I didn't go and see Serenity at the movies - I'll wait (and I've already pre-ordered it) for it to come out on DVD, and watch it at home.
Firefly was a great series, with great characters, humour, and lots of potential, but I think the problem that most people had was the concept of "cowboys" in space.
Although this added to the "grittiness" of the series, it could also alienate the casual viewer, who could become easily confused with the concept.
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