Weirdly enough, I actually don't like it when there's a lot of belly button content in a TV show or film as it distracts me a little from the content. If the show is meant to be serious that is :)
I can understand and relate. If the show or movie has girls' naked bellybuttons all over the place, I'm going to have a hard time focusing on the plot and what's going on. Hell, I've seen "Bring It On" dozens of times in the past 15 years, and I still don't remember everything that happens story-wise during it. And yeah, if it wasn't for there being a naked bellybutton in damn near every scene of that movie, I probably wouldn't care least about it. The same with "Blue Crush", "Bitch Slap", "Coyote Ugly", "DOA: Dead or Alive", "Ultraviolet", or any of the other favorite movies among us fetishists. However, if the show or movie in question is serious, or is very good, then the naked bellybuttons are just icing on the cake.