Oh dear. Still, they're trying to explain it to network executives, so I can see why they want to make it sound as easily classifiable as they possibly can by reference to Another Popular Show That Makes Money.
Female friendly as in, "We will try not to put in insulting female stereotypes" or "we donate money to breast cancer research" would be some ways that that could be not-insulting!
Female-friendly? Wait, isn't this the show I was warned not to watch because [spoiler] it has a graphic and unnecessary rape scene in the first episode?
I'm pretty sure you're thinking of the pilot for Virtuality. (It had a really similar premise, but didn't get picked up for which I'm glad b/c of the reasons you bring up. Ron Moore has *issues*.)
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(It probably isn't, but I keep reading stuff about like Dollhouse and all that.)
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I have no idea if this is that show, since I haven't heard anything about it except this rather bland press-release.
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