Jeph Loeb. The very mention of his name breaks servers all over the web with his capacity to incite heaps of both vitriol and praise. This multitasking writer/producer has the distinction of being a multiple Eisner-winner for work on such classic comic series as Batman: The Long Halloween, but is also now considered by many to be one of the worst writers working in the business.

Loeb was in the unfortunate position of following up Mark Millar’s legendary run on The Ultimates, Marvel’s alternate universe version of the Avengers. While, admittedly, anyone who took on that challenge would be scrutinized and probably lose out in comparison, Loeb did a remarkable job of running the franchise into the ground beyond all expectations. But despite the critical lambasting, Loeb’s Ultimates run continues to be a commercial success. As does his Hulk series, which some say is bombastic popcorn fun, while others feel their IQ’s plummeting simply from being exposed to it.

For myself, I’m in the camp that’s really turned off by his work. Dan no read new Hulk because Dan still bear scars from what Loeb do to Ultimates and rest of Ultimate Universe. But at least he or someone else at Marvel must read my column, because after I wrote only a few weeks ago about the time being ripe for a return to live-action heroing on the tele-visual apparatus, Marvel Studios has announced a new small-screen division of their company called Marvel Television! It will be responsible for all kinds of Marvel characters making the jump to small screen in both live-action and animated formats, as well as direct-to-DVD projects. Marvel has already been pumping out direct-to-DVD cartoons for years, with mixed results, but this seems like a more concerted and focused effort to step up their game.

That’s all well and good, but Marvel has also tapped the controversial Mr. Loeb to be the new branch’s lord and overseer. This after Loeb was already a co-executive producer and writer on the very show I cited in my previous article, Heroes, a show that mirrors Loeb’s own descent in quality. It’s also the show that fired him and co-producer Jesse Alexanderfrom after NBC was reportedly unhappy with the creative direction. Not exactly the best portent of things to come in a similar position that will be so crucial to the development of Marvel’s characters and their further expansion into the worlds of tube and disc.

So what could Marvel be thinking? Well, we’ll have to wait for more word from the interested parties to be sure, but it seems like they do appreciate loyalty, for one thing. Regardless of what the pundits say (or should we be called “fundits”?), the guy makes a lot of money for the company. But since Marvel must be aware of all the bashing he gets, maybe this is a backhanded way to give him a job that will also conveniently wean him off his writing gigs. I have no sense of the guy’s business acumen, or what he is able to accomplish behind the scenes. He may be able to pull together a host of fantastic creators and ideas without putting too much of his own misguided stamp on the proceedings. Here’s hoping. Luke Cage and Iron Fist series, anyone?

Speaking of issues with creative direction, if the reviews are to be believed, M. Night Shyamalan’s The Last Airbender is apparently the fifth horseman of the apocalypse. Whatever you may think of the film, whether or not you decide to see it at all, do yourself a favor and check out the cartoon source material if you haven’t seen it. Anyone who reads this column would be remiss in not adding the entire series as a notch in their geek belts. All three seasons are streaming on Netflix so it couldn’t be easier to give it a shot. It’s a funny, smart, exciting, and visually sumptuous epic that’s great for all ages and talks down to no one. A triumphant example of what can be done with the medium. And it’s not even in 3D!

Have a great fourth, Ninjas! Just make sure not to set off any fireworks near the Gulf.

Related posts on 30ninjas.com:

• It’s All Geek To Me — TV Heroes After Heroes
• It’s All Geek To Me — Whither Goest DC?
• It’s All Geek To Me — Favreau’s No-Go Exposes Marvel Tableau
• It’s All Geek To Me — The Top Ten Geek News Stories of 2010
• It’s All Geek To Me — Geek Smash Puny Casting Rumors!
• It’s All Geek To Me — The Expanding Marvel Movie Universe