Last Monday, the first episode of the new sitcom from Andrew Denton’s Zapruder’s Other Films aired on the Comedy Channel.

Called :30 Seconds (complete with the colon), it’s about an advertising agency.

Yes, at the moment it seems like Zapruder’s is only coming out with shows about advertising. If you have a problem with that, take it up with Denton.

Comedy, as you well know, is a very sensitive lover. It requires caring, attention and tenderness.

To continue that already tortured analogy, the flowers and chocolate, the romance, if you will, are the acting and directing of a sitcom.

They make us feel like there might be something this relationship for us. We’re prepared to give it a chance and maybe allow a couple of dates.

The sex in the analogy that not even I can believe I’m taking this far, is the writing. It’s the writing that, BAM!, really drives home the idea that this comedy deserves a part of our lives.

As far as acting goes, :30 Seconds has the chops. Gyton Grantley, Kat Stewart, Peter O’Brien and Stephen Curry all bring their exquisite thespian skills to the set.

The glaring deficiency in the show is in the bedroom. The writing just isn’t there. So often we see a sitcom where the jokes come forced, like the writers are squeezing in the jokes regardless of context.

The secret is to let the jokes come from the characters. Especially when an accomplished cast is at the writers’ disposal, it the characters are good, the actors will find the comedy and the director will help bring it out.

The actors in :30 Seconds just don’t have enough to deal with. The characters are one dimensional at best.

The potential is there for a great comedy but the writing needs to improve.

Also, the lighting is some of the worst I’ve seen outside YouTube.