Character — we demand it from our leaders, from our kids and from the guy parking our car. Why not TV? After all, they're called characters.

Television has notorious difficulty producing real people. It gives us the quirky crime-solver, the fat comic, the godlike news anchor. We're pathetically grateful when one of them exhibits a recognizable trait or emotion. But this season marks a viewer rebellion. Our desire for fleshed-out human beings has made major or resurgent hits of "Lost," "Desperate Housewives" and "American Idol," shows driven by a focus on characters.

Now, you can add another to the list: "Jake in Progress," the terrific new ABC comedy debuting in back-to-back episodes at 9 p.m. Sunday before moving to its regular 8 p.m. slot next Thursday on KOMO-TV. There, it will air in double episodes for six weeks.

"Jake in Progress" is the reinvented sitcom that TV has badly needed. It combines fast, in-the-know humor and a surprising amount of heart. It treats us like the smart viewers we are without a hint of bicoastal snobbery.

All this, from a show that stars John Stamos as a New York-based celebrity publicist — possibly the last occupation where you'd expect to find vulnerability or appeal. That's just the first trick the program's creators have up their generous sleeves.

Initially, our worst fears seem fulfilled. The setting and characters appear to spring from a generic NBC workplace sitcom circa 1996.

Jake is the cellphone-flipping apotheosis of slick energy. He soothes clients, schmoozes enemies and oozes facile warmth. His co-worker Naomi is played by Wendie Malick at her most brittle, or as brittle as a mysteriously impregnated woman can be.

In Sunday's opener, Jake's immediate crisis is handling "The Three Gay Amigos" — a finger-snapping, over-the-top lampoon of a certain makeover show (and a recent "I Can't Believe It's Not Butter" commercial).

VICTORIA AROCHO / AP Wendie Malick joins an adept supporting cast on "Jake in Progress" playing the mysteriously impregnated Naomi.

The "Gay Amigos" are about to launch their "Gay Affordables" line of home products when disaster strikes. One of them is straight.

Jake tries to talk him back into the closet. "Middle America is not going to buy affordable design from a straight man!" he wails.

A word here about Middle America: For years, ABC has targeted so-called "heartland viewers" with a condescension that produced simple-minded domestic sitcoms and second-rate reality shows. This season, they've finally realized Middle Americans are not so dumb or detached from the great big world.

Meanwhile, "Jake in Progress" develops subplots in a quick-take form that's like "Seinfeld" on coke.

We get rapid impressions of Jake's best friend Adrian (Ian Gomez), a mild-mannered dentist and family man desperately trying to impress his wife and parents, who always compare him unfavorably to Jake.

Then there's Patrick (Rick Hoffman), a David Blaine-obsessed magician and performance artist just getting back in the singles scene.

He seems the perfect candidate for double-dating with Jake when Jake's love interest (guest star Madchen Amick) is unexpectedly joined by a visiting girlfriend.

The visiting girlfriend predictably hates Patrick. However, "Jake in Progress" raises this familiar twist to insane heights. The worse she behaves, the more Patrick attempts to entertain her and the more Jake insists everything is fine.

It's the publicist at his apex: Spinning reality right in front of you. But this scene, like so many on "Jake," serves a deeper purpose.

We realize Jake's job doesn't define his character; his character defines his job. He really wants all the nice things he says to be true because everything would be nicer.

Jake's isn't a dope or in denial. He's aware of this tendency. What gives each episode its oomph is how he deals with the cognitive dissonance — and that's where the makers of "Jake in Progress" reveal their greatest imagination.

Over the first several episodes, Jake is confronted by a parade of romantic decisions far more complicated than the usual clear-cut good versus evil. In Sunday's second installment, he can have a famous actress — or appear to have a famous actress.

In a later episode, he's so shattered by one rejection that he falls back on an old reliable date. She's still at his place when the rejected party reconsiders.

But what would be the ending punchline in a lesser show is just midpoint for "Jake in Progress." From there, things get even crazier and more satisfying as the entire cast of characters converge at a sports bar opening.

"Jake in Progress" is full of rapid-fire visual edits and snaking, overlapping plot lines that don't leave the audience hanging. As with most great comedies — and rare to find in a brand-new show — you can't believe how much detail and varied forms of humor have been packed into 22 minutes.

John Stamos, who's gotten the role of his TV career, presents the ideal modern man. Beneath the brisk, professional facade is a perfect mix of skirt-sniffing hound and conscience-plagued puppy.

The supporting cast is equally adept. The parts, with the exception of Malick's Naomi, are developed well beyond the usual cartoonish types designed to offset the traditional straight main character.

"Jake in Progress" isn't error-free. The title is hard to say and remember. The writers need to do more with Naomi than have her be a reprise of other Malick types and Jake's long-suffering assistant hasn't quite developed a persona.

Still, these are minor quibbles. The series overall is well-executed, entertaining and far beyond anything that could be called "in progress."

To some viewers, "Jake" will recall bits and pieces of other hit series. That probably speaks to the background of executive producers Brad Grey ("The Larry Sanders Show"); Tim Doyle ("Andy Richter Controls the Universe"); Jeffrey Richman ("Frasier"); and veteran Peter Traugott. The creator is Austin Winsberg ("Still Standing").

Like thoroughbred race horses, a producer's lineage often proves nothing on the track. Yet in this case, the blended bloodlines of an expert team have created a winner.

TV note: "Desperate Housewives" will return March 20 after "Jake in Progress" has its special debut. Also debuting at 9:30 p.m. this Sunday is "Kelsey Grammer Presents: The Sketch Show" on Fox (KCPQ-TV). This lame attempt to update "Rowan and Martin's Laugh-In" regrettably reeks more of misguided nostalgia than inventive comedy.

Kay McFadden: kmcfadden@seattletimes.com