mastered a way to make a weekly series endlessly interesting." Richard Zoglin in Time magazine said that it "may be the most hauntingly original work ever done for American TV". The two-hour pilot was the highest-rated movie for the 1989–90 season with a 22 rating and was viewed by 33% of the audience. In its first broadcast as a regular one-hour drama series, Twin Peaks scored ABC's highest ratings in four years in its 9:00 pm Thursday time slot. The show also reduced NBC's Cheerss ratings. Twin Peaks had a 16.2 rating, with each point equaling 921,000 homes with TVs. The episode also added new viewers because of what ABC's senior vice-president of research, Alan Wurtzel, called "the water cooler syndrome", in which people talk about the series the next day at work. But the show's third episode lost 14% of the audience that had tuned in a week before. That audience had dropped 30% from the show's first appearance on Thursday night. This was a result of competing against Cheers, which appealed to the same demographic that watched Twin Peaks. A production executive from the show spoke of being frustrated with the network's scheduling of the show. "The show is being banged around on Thursday night. If ABC had put it on Wednesday night it could have built on its initial success. ABC has put the show at risk." In response, the network aired the first-season finale on a Wednesday night at 10:00 pm instead of its usual 9:00 pm Thursday slot. The show achieved its best ratings since its third week on the air with a 12.6 and a 22 share of the audience. On May 22, 1990, it was announced that Twin Peaks would be renewed for a second season. During the first and second season, the search for Laura Palmer's killer served as the engine for the plot and captured the public's imagination, although the creators admitted that this was largely a MacGuffin; each episode was really about the interactions between the townsfolk. The unique (and often bizarre) personalities of each citizen formed a web of minutiae that ran contrary to the town's quaint appearance. Adding to the surreal atmosphere was the recurrence of Dale Cooper's dreams, in which the FBI agent is given clues to Laura's murder in a supernatural realm that may or may not be of his imagination. The first season contained only