Everyone Cashing In On Sein-Off

NBC isn't the only television network trying to cash in on this week's final Seinfeld episode.

Other networks will give viewers their fill of Jerry, George, Elaine and Kramer even before the much-anticipated two-hour sendoff Thursday.

A&E turns over Biography to Seinfeld on Monday, a night after profiles of Seinfeld and co-star Jason Alexander premier on E! Entertainment Television.

Dharma and Greg pays a randy tribute Wednesday.

Even Court TV is getting into the act, hauling out tapes of the Seinfeld sexual harassment trial.

Nick at Nite's TV Land pays the only tribute that requires viewers to change channels. The cable network goes dark Thursday at 8 p.m. EDT and urges its fans to watch Seinfeld instead.

Television networks used to ignore competitors' big events. Not anymore.

On ABC, Dharma and Greg look to spice up their sex life by making love in a public place. To lessen their chances of being caught, they time their exhibitionism for when people are home watching the final Seinfeld.

"We're all fans of the show and the last episode has gone beyond a television show; it's a social phenomenon. Ignoring it is like ignoring a major earthquake," said Chuck Lorre, executive producer of Dharma and Greg.

For two hours Thursday, Nick at Nite's TV Land will post an image that ostensibly shows the door to the network's office. Taped to it is a sign that says, "We're watching the last episode of Seinfeld. Will return at 10 p.m."

`It's such a great show and it has truly defined a generation," said Larry Jones, the network's president "It's such a monumental moment in television history that we didn't want our viewers to accidentally miss it."

But at least one research firm says viewers aren't as interested in the Seinfeld's sendoff as the networks think. Pew Research Center found that 62 percent of people polled said they watch the program and 14 percent named the show as their favorite.

But only 19 percent said they will miss the show a great deal and 51 percent of viewers say they won't miss the show much. Of those who watch the show, 44 percent picked Kramer as their favorite character.

By David Bauder