Once Upon a Time already shows much potential with a great pilot episode. It really got to the point without giving everything away. It basically tells the background information behind the story seen in the shows fictional town of Storybrooke. It does this in just the right way so that the viewer won't get confused or bored from just hearing the talk of fairy-tales from the side of a little boy.
It's simply about Emma Swan and the destiny she's unaware of. Before she was born a prophecy was foretold that an evil curse would befall all of the inhabitants a fairy-tale kingdom sending them to a world where they no longer remember who they are or the happiness they once knew. In the prophecy it is foretold that Emma would be the one to return and save them from the dreaded curse.
Now while there are many other characters in the story it is meant to revolve around Emma and the issues she must face in order to overcome the curse. The story shows much promise already and with no doubt it is sure to progress as the show continues. Morrison (Emma), Goodwin (Snow White), and Parrilla (Evil Queen) have already hit all of the right notes in just the first episode, Parrilla I loved mainly because she makes a very worthy villain in the show.
Even though it has only begun there is great room for success and progress. I think this could be the show of the fall/winter TV season to watch. If any one decides to watch just one show this fall then let it be Once Upon a Time.