The action starts early at Diane & Co., an unassuming dress shop in a strip mall on a busy stretch of highway in central New Jersey. The doors had barely opened on a recent spring morning, and a gaggle of customers already was on hand to sample the store's exhaustive inventory of formal gowns.
As sales clerks lugged samples to the dressing rooms, proprietor Diane Scali had her ear to the phone, chewing out a supplier. "He's not going to push me up against the wall!" she declared to her husband, Sal, slamming down the phone.
She stomped away, barely dodging a boom mike dangling overhead. Two cameramen scrambled to follow her.
It was another dollop of drama for the hottest trend in reality television: New Jersey verite.
Scali stars in "Jersey Couture," a show on the Oxygen channel about a squabbling but tight-knit family that runs a dress shop. The program, which premieres June 1, comes amid a Garden State craze: MTV has rounded up Snooki and her pals for a second season of its raucous summer party show "Jersey Shore," and the Style Network is airing "Jerseylicious," a series about a Green Brook hair salon "where big hair meets even bigger personalities." The second season of "Cake Boss," about a Hoboken pastry chef, just concluded on TLC. And Bravo's "Real Housewives of New Jersey" — whose debut last year was the most-watched first season of the "Housewives" franchise — returns May 3.
"There's no question that there's been an explosion of reality television here," said Steven Gorelick, executive director of the New Jersey Motion Picture and Television Commission. "America seems to be fascinated with what is going on here or what is perceived to be going on."
The Age of Jersey marks an evolution of the state's long-standing role as a punching bag, depicted by comedians as a provincial wasteland of highways and mall rats. The stereotype of the tacky Jerseyan was perpetuated by entertainers across the Hudson River in New York, who "found it fashionable to put down their country cousins," said Michael Aaron Rockland, co-author of "Looking for America on the New Jersey Turnpike." Shows like "Saturday Night Live" took the joke national, with the acerbic Roseanne Roseannadanna regularly berating a dense viewer from Fort Lee, N.J.
But native son Bruce Springsteen helped transform New Jersey's rough-hewn image with songs that lionized the working class. When HBO's "The Sopranos" became a hit, the state's tangled history with mobsters and corruption was cast as a high-gloss drama. (This fall, HBO takes on Jersey history with the Martin Scorsese-produced series "Boardwalk Empire," set in 1920s Atlantic City.)
The sudden glut of Jersey TV shows underscores how the state's loudmouth reputation has been embraced by its residents, said Rockland, who teaches American Studies at the state's Rutgers University. "New Jerseyans are now very proud of the fact they have attitude," he said. "That's what these shows are doing: flaunting things we used to be ashamed of."
Amy Introcaso-Davis, senior vice president of programming and development for Oxygen, chalks up the interest in Jersey to "the authenticity of the people."
"There's just less of a self-editing process," said Introcaso-Davis, a Jersey Shore native. "Listen, I'm thrilled as a Jersey person that Jersey is finally in!"
To be specific, one kind of Jerseyan is in: Current shows feature brassy, in-your-face characters, most of them Italian American.
"Everyone in some respects wants a little bit of that unapologetic attitude," said Salaam Coleman Smith, president of the Style Network, who green-lighted "Jerseylicious" last fall after seeing ratings surge when the network's stylist-swapping show "Split Ends" featured Jersey salons.
But some fret that the brawls on "Jersey Shore" and vicious fights between the Jersey housewives perpetuate a negative stereotype.
"That's just a continuation of the perception that has existed for a long time, that low-class sense of New Jersey," said lifelong state resident Donna Montanaro Dolphin, associate professor of communication at Monmouth University in West Long Branch, N.J.
It's a dilemma for Jersey officials, who enjoy the business that comes with the television productions but not necessarily the portrayals.
MTV officials said the program isn't meant to be a reflection of the state.
"I think the kids are just being who they are," said Chris Linn, the network's executive vice president of production. "No one is saying they are representative of New Jersey." (In fact, the second season is being shot in Miami Beach, until the weather warms on the Jersey shore.)