2. Mid-Season 2013
COMPETITIVE LANDSCAPE PREVIEW
• AA Characters on Broadcast TV
• Broadcast Recap
• Cable Recap & Upcoming Series
• Syndication Review & Upcoming Series
• Emerging Digital landscape
• New Viewing Habits
• TV ONE “Take-Aways”
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26. Mid-Season Recap
• New Comedies battle in crowded environment
• Dramas – Diverse in tone and scope
• No new series are “water-cooler” breakouts
• No new reality break-out hits
• Live +7 Ratings & Digital influence
• Diverse Representation of AA Characters
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34. 2012 Cable Review
• Aspire launched airing classic AA TV Series & Specials
• Revolt still to launch in 2013
• More non-AA targeted networks expanding into AA
content
• Scripted success
• Reality series finds success in “sub-cultures”
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41. 41
COMCAST
NEW AGREEMENT ALLOWS CONTENT FROM FOX
BROADCAST & CABLE NETS & TV STATIONS TO BE
AVAILABLE ON COMCASTS’ TV EVERYWHERE.
INCLUDES: LOCAL NEWS, MOVIES, NEXT-DAY
FULL EPISODE STREAMING
42. DIGITAL RECAP
42
• CONTENT WITH KNOWN NAMES/BRANDS
• STREAMING SERVICES MAKING SIGNIFICANT INVESTMENT IN
ORIGINAL CONTENT
• MORE IMMEDIATE CONTENT REFRESH
• BROADCAST AND PREMIUM CABLE NETS CONTINUE TO UTILIZE
DIGITAL PLATFORMS
• WEB ENABLED DEVICES MAKING CONSUMERS MORE
COMFORTABLE WITH DIGITAL CONTENT
44. COMPETITIVE LANDSCAPE RECAP
44
• BROACAST SEARCHING FOR NEXT “BIG HIT”
• CABLE IS COMPETITIVE AND BROAD
• SYNDICATION TO STRENGTHEN HOLD ON AA VIEWERS
• DIGITAL CONTENT INVESTMENT IS SERIOUS AND COMPETITIVE
• Live+7 and DIGITAL PLATFORMS ARE “INFLUENCERS” IN
RENEWAL PROCESS
• COMPETITIVE LANDSCAPE IS CONSTANTLY
CHANGING AND EVOLVING
47. 47
• NO CLEAR COMPETITIVE LANES
• AGGRESSIVE ORIGINAL & ACQUIRED PROGRAMMING
FOR AN AGGRESSIVE COMPETITIVE ENVIRONMENT
• ALIGN WITH STRONG BRANDS & TALENT
• PLAN FOR MULTI-PLATFORM STRATEGY
• CONTINUE/STRENGTHEN SOCIAL MEDIA PRESENCE
• SCHEDULING & ESTIMATING STRATEGIES FOR A “NON-
LIVE” VIEWING ENVIRONMENT
THE COMPETITIVE LANDSCAPE HAS EXPANDED AND IS EVER CHANGING.
OUR COMPETITION EXPANDS BEYOND BET AND BROADCAST NETS.
BROAD, GENERAL ENTERTAINMENT NETWORKS , SYNDICATION AND DIGITAL PLATFORMS ARE COMPETING WITHIN OUR SPACE AT AGGRESSIVE RATES.
SO, THERE’S A LOT TO COVER.
HERE’S WHAT I’LL TAKE YOU THROUGH TODAY:
FIRST WE’LL LOOK AT AA CHARACTERS IN LEADING OR CO-LEAD ROLES
THEN, I’LL TAKE YOU THROUGH THE HITS AND MISSES OF THE BROADCAST SEASON TO DATE
WE’LL LOOK AT CABLE AND ALL THE COMPETITIVE SHOWS WE FACE FROM A VARIETY OF NETWORKS
SYNDICATION IS A MAJOR PLAYER IN THE AA SPACE AND WE’LL TAKE A LOOK AT THE EXPANSION OF PROGRAMMING IN THAT CATEGORY
ORIGINAL DIGITAL CONTENT IS BEGINNING TO TAKE ITS PLACE ALONG SIDE ACQUIRED CONTENT ON NON-LINEAR PLATFORMS. I’LL GIVE YOU AN OERVIEW OF WHERE THINGS CURRENTLY STAND
THE EMERGENCE OF DIGITAL PLATFORMS IS IMPACTING VIEWING HABITS AND WE’LL TAKE A LOOK AT WHAT THOSE ARE
AND FINALLY I’LL TAKE YOU THROUGH A FEW THOUGHTS ABOUT HOW ALL OF THIS IMPACTS THE BUSINESS OF TV ONE
LET’S START OFF WITH THE BROADCAST NETWORKS.
WHEN WE LAST MET, I DISCUSSED 8 SERIES ON BROADCAST THAT FEATURE AA IN LEADING OR CO-LEAD ROLES.
SINCE THE FALL SEASON STARTED WE LOST 3 OF THOSE SHOWS: PRIVATE PRACTICE, LAST RESORT AND 666 PARK AVE. IRONICALLY, ALL OF THOSE SHOWS WERE ON ABC.
ADDED TO THE LIST FOR MID-SEASON IS GOLDEN BOY ON CBS. THIS IS THE STORY OF A YOUNG OFFICER WHO GOES ON TO BECOME THE YOUNGEST CHIEF OF POLICE IN NEW YORK CITY HISTORY. WHEN THIS SHOW WAS SCREENED IN MAY THE ROLE PLAYED BY CHI MCBRIDE WAS WRITTEN TO BE MORE OF A SUPPORTING ROLE, BUT ONCE THE WRITERS AND PRODUCERS SAW THE ON SCREEN CHEMISTRY AND THE DEPTH THE MCBRIDE WAS BRINGING TO THE ROLE AND HAVE DEVELOPED HIS CHARACTER INTO A CO-STARRING ROLE. IF YOU’VE SEEN ANY OF THE PROMOS, MCBRIDE IS PROMINENTLY FEATURED AND THE SHOW SHOW HAS TURNED FROM “HIS” STORY TO “THEIR” STORY. GOLDEN BOY’S PILOT HAS BEEN PUT UP ONLINE PRIOR TO ITS PREMIERE.
NBC RETURNED SMASH TO THEIR SCHEDULE IN JANUARY WITH JENNIFER HUDSON IN A GUEST STARRING ARC. WHILE THE ROLE IS LIMITED HUDSON WAS PROMINENTLY FEATURED IN ALL OF THE MARKETING CAMPAIGNS, THUS THE REASON I ADDED TO THIS GROUP. UNFORTUNATELY, SMASH DEBUTED TO TRAGIC RATINGS SO ITS LIFE ON THE NETWORK DOESN’T LOOK GOOD.
WHILE THERE ARE NO BROADCAST SERIES FEATURING AN ALL AA CAST, THE BROADCAST TELEVISION LANDSCAPE DOES PROVIDE A DIVERSE REPRESENTATION OF AA CHARACTERS.
FROM A POLITICAL FIXER ON SCANDAL; SURGEONS ON GREY’S ANATOMY; A TRUSTY SIDEKICK AND MORAL COMPASS ON ARROW; TO A FIRE CHIEF ON CHICAGO FIRE, THE THESE CHARACTERS PEPPER THE TV LANDSCAPE ON EACH OF THE FOUR BROADCAST NETS.
NOW LET’S TAKE A LOOK AT WHAT’S HAPPENED AT THE BROADCAST NETS SINCE SEPTEMBER. LET’S START WITH ABC
ALTHOUGH IT PREMIERED TO SCORCHING REVIEWS, THE NEIGHBORS HAS TURNED OUT TO BE A BRIGHT SPOT ON THE ABC SCHEDULE AS PART OF ITS WEDNESDAY COMEDY LINEUP. REVIEWS FOR THE SHOW HAVE SHIFTED TO A MORE POSITIVE LIGHT AND ABC HAS USED THOSE NEW, POSITIVE REVIEWS AS PART OF THE SHOWS MARKETING CAMPAGIN.
EARLIER, I SPOKE OF DIVERSE PORTRAYALS OF AFRICAN AMERICANS, WELL THE NEIGHBORS TAKES IT A STEP FURTHER AS ONE OF THE CHARACTER IS A BLACK FEMALE ALIEN.
SCANDAL IS PROBABLY THE BRIGHTEST SPOT ON THE ABC SCHEDULE. WITH A SHIFT IN CREATIVE FOCUS TO A BIG UMBRELLA STORY, THE SHOW HAS REACHED RATINGS HEIGHTS AND BECOME BUZZWORTHY. SERIES EXEC PRODUCER SHONDA RHIMES DOES PLAN ON RETURNING THE SHOW TO IT’S PROCEDURAL STORY ARCS SO WE’LL SEE IF THE RATINGS AND BUZZ HOLD UP.
WHILE NEW SERIES THE NEIGHBORS BOASTED NO MAJOR STARS IN ITS ROSTER, ON THE DRAMA SIDE, ABC LAUNCHED 2 HIGH PROFILE SERIES WITH BIG NAMES ATTACHED. THE SUPERNATURAL THRILLER 666 PARK AVE FEATURED VANESSA WILLIAMS WHILE LAST RESORT TOUTED EMMY-WINNING ACTOR ANDRE BRAUGHER.
BOTH HIGH-CONCEPT SERIES FAILED TO MAKE AN IMPACT WITH VIEWERS.
ON THE COMEDY SIDE, DON’T TRUST THE B IN APARTMENT 23 WAS PULLED FROM THE SCHEDULE A FEW WEEKS AGO.
HAPPY ENDING HAS ALSO BEEN PULLED FROM THE SCHEDULE BUT WILL RETURN TO FINISH OUT ITS EPISODE ORDER ON FRIDAY NIGHTS REPLACING LAST MAN STANDING WHICH WENT THROUGH A DISASTROUS REVAMP AND REBA’S MALIBU COUNTRY WHICH HAD A PROMISING START BUT HAS SINCE STRUGGLED. BOTH SHOW WILL HAVE FINISHED THEIR SERIES EPISODES ORDERS FOR THE SEASON AND THEIR FATES WON’T BE REVEALED UNTIL MAY.
There are few brighter spots over at CBS.
WHILE CBS HASN’T HAD A HUGE BREAKOUT NEW SERIES, ITS STRATEGY OF “COMFORT FOOD” MIX OF MULTI-CAMERA COMEDIES AND PROCEDURALS HAS KEPT THE SCHEDULE MOSTLY STABLE.
THE MONDAY NIGHT COMEDIES CONTINUE TO SCORE FOR THE NETWORK. 8PM ANCHOR HOW I MET YOUR MOTHER IS HAVING HIGHLY RATED 8TH SEASON, AND THE NETWORK JUST FINISHED NEGOTIATING FOR A 9TH AND FINAL SEASON OF THE SHOW. THE MOVE OF 2 BROKE GIRLS TO THE 9PM ANCHOR SLOT PROVED SUCCESSFUL.
THE NCIS FRANCHISE SERIES CONTINUE TO DOMINATE THEIR TIME PERIOD COMPETITORS. SO MUCH SO THAT CBS HAS ORDERED A NCIS: LA SPINOFF WITH CASTING NEARLY COMPLETED.
CBS’ STRATEGY OF SOLIDIFYING IT’S THURSDAY 8-9PM COMEDY BLOCK PROVED SUCCESSFUL. THE BIG BANG THEORY IN ITS 6TH SEASON HAS IT SERIES HIGH RATINGS, MOST RECENTLY GARNERING OVER 20 MILLION VIEWERS. THE MOVE OF 2.5 MEN TO 8:30 HAS BENEFITED FROM BIG BANG’S IMPRESSIVE SEASON. THIS IS A GREAT EXAMPLE OF A NETWORK HAVING CONFIDENCE IN THEIR PRODUCT, COMMITTING TO AND SUPPORTING THE STRATEGY AND GARNERING SUCCESS.
AND THEN THERE’S FOOTBALL. OVERRUNS OF NFL GAMES HAS HELPED SPIKE CBS RATINGS ON SUNDAYS.
LES MOONVES RECENTLY ANNOUNCED THAT CBS WILL NOT HAVE A LOT OF HOLES TO FILL ON THE FALL SCHEDULE AND PREDICTS THEY WILL NOT BE PICKING UP MANY PILOTS THEY HAVE IN DEVELOPMENT
THE NEWS WAS NOT ALL SO GREAT FOR CBS AS 3 OF THE 4 NEW SERIES ADDED TO THE FALL SCHEDULE HAVE BEEN DISAPPOINTMENTS. VEGAS STARRING DENNIS QUAID AND MICHAEL CHIKLIS STARTED OUT PROMISING, BUT RUMORS OF ITS IMMINENT CANCELLATION HAVE BEEN SWIRLING. THE OTHER HIGH PROFILE SERIES, PARTNERS FROM THE CREATORS OF WILL & GRACE WAS DOA AND QUICKLY CANCELLED AFTER ONLY 6 EPISODES. MADE IN JERSEY WAS A NON-STARTER AND WAS QUICKLY YANKED FROM THE SCHEDULE.
OVER AT FOX THE FALL WAS A LITTLE ROCKY WITH PROMISING SERIES NEW GIRL HAVING A SLUGGISH SOPHOMORE SEASON, AND NO LUCK WITH ANY OF THEIR NEW COMEDIES.
ON THE PLUS SIDE, BONES CONTINUES TO WORK FOR THE NETWORK, HAVING RECENTLY BEEN RENEWED FOR ANOTHER SEASON.
FOOTBALL CONTINUES TO SCORE. EXCUSE THE PUN.
AND WHILE THE FOLLOWING JUST RECENTLY PREMIERED, THE NUMBERS HAVE BEEN SOLID AND WORD OF MOUTH HAS BEEN POSITIVE. THE FOLLOWING’S RATNGS HAVE SHOWN GREAT GAINS WHEN L+7 MEASUREMENT IS ADDED TO IT’S TOTALS
THE NOT SO GOOD NEWS FOR FOX IS THAT THE ONCE STRONG AND BUZZ-WORTHY GLEE HAS PRETTY MUCH FALLEN OFF OF THE RADAR.
THE REVAMPED AMERICAN IDOL HAS FAILED TO RAISE THE RATINGS OF THE AGING SERIES.
BEN AND KATE WAS PULLED EARLY NOT FINISHING OUT ITS 13 EPISODE ORDER.
AS WAS THE MOB DOCTOR WHICH NEVER STRUCK A CHORD WITH VIEWERS.
THE CW FALL SUCCESS HAS BEEN ROOTED IN DARK, SUPERNATURAL, MALE LEAD DRAMAS.
IN ITS 8TH SEASON, SUPERNATURAL CONTINUES TO BE A RATINGS LEADER FOR THE NETWORK.
THE VAMPIRE DIARIES CONTINUES TO BRING A SOLID DELIVERY WHILE THE NETWORK HAS ORDERED A SPIN-OFF PILOT OF THE SERIES.
THE BIGGEST SUCCESS STORY FOR THE CW THIS SEASON HAS BEEN THE RE-IMAGINED ORIGIN STORY OF THE GREEN ARROW, NOW CALLED “ARROW”. WHILE THE CHARACTER HAD BEEN PREVIOUSLY INTRODUCED ON SMALLVILLE, THIS VERSION OF THE STORY FEATURED A MORE TORTURED HERO TRYING TO UNDO THE DAMAGE HIS FATHER AND OTHER PROMINENT CITIZENS OF STARLING CITY. THE SHOW DEBUTED TO OVER 4 MILLION VIEWERS AND HAS BEEN A STEADY PERFORMER. THE CW ANNOUNCED RENEWALS FOR ALL 3 OF THESE SERIES.
THE SOFT FEMALE DRIVEN DRAMAS THAT ONCE DROVE THE NETWORK ARE NOT DRIVING THE NETWORK’S RATINGS AS THEY ONCE WERE. WHILE THE CARRIE DIARIES HAS BEEN DISAPPOINTING ON THE LINEAR NETWORK, ITS POPULARITY ON PLATFORMS LIKE HULU AND NETFLIX CAN INFULUENCE RENEWAL. THE NETWORK HAS BEEN BURNING OFF EPISODES OF EMILY OWENS, MD AND THE SHOW HAS NOT RECEIVED A BACK ORDER.
GOSSIP GIRL ENDED ITS RUN IN EARLY JANUARY WHILE 90210 AND HART OF DIXIE ARE JUST “OK” PERFORMERS
NBC CAME INTO THE FALL SEASON HAVING MADE MORE SCHEDULING MOVES THAN ANY OTHER NETWORK. THE NETWORK SHOCKED MANY BY SURGING FROM FOURTH PLACE TO FIRST PLACE IN THE A18-49 DEMO.
BUT AT THE START OF FIRST QUARTER NBC QUICKLY PLUMMETED BACK TO FOURTH PLACE.
THE BRIGHT SPOTS ON NBC’S SCHEDULE INCLUDE VERY STRONG RATINGS FOR FOOTBALL NIGHT IN AMERICA ON SUNDAYS.
THE REVOLUTION WAS THE HIGHEST RATED DRAMA PREMIERE IN 3 YEARS FOR THE NETWORK.
CHICAGO FIRE HAS BEEN A SOLID PERFORMER ON WEDNESDAY NIGHTS IN THE VERY COMPETITIVE 10PM TIME PERIOD.
GRIMM CONTINUES TO HAVE A CULT FOLLOWING. WHEN SCHEDULED CONSISTENTLY, GRIMM GENERATES A SOLID PERFORMANCE.
NBC’S COMEDY DEVELOPMENT HAS PROVED MOSTLY UNSUCCESSFUL.
ANIMAL PRACTICE WAS QUICKLY CANCELLED
CRITICALLY-ACCLAIMED EMMY WINNING BUT LOW RATED 30 ROCK ENDED IT’S RUN IN LATE JANUARY. THE OFFICE ENDS ITS RUN THIS SPRING AND NO OTHER COMEDIES ON THE SCHEDULE ARE PERFORMING AT “HIT” STATUS.
DO NO HARM WAS CANCELLED AFTER ONLY 2 EPISODES AIRED
SMASH WAS RETOOLED AND THEN REJECTED BY VIEWERS WHEN IT RETURNED EARLIER THIS MONTH.
BOTH DO NO HARM AND SMASH WERE MADE AVAILABLE ON VOD AND ITUNES PRIOR TO THEIR PREMIERES. ALTHOUGH THIS STRATEGY HAS HELPED WITH OTHER SERIES, THE PLATFORM CAN ALSO GIVE VIEWERS A PREVIEW OF SHOWS WITH WEAK CREATIVE PREMISE
DECEPTION PREMIERED TO HIGH RATINGS AND MIXED REVIEWS. BUT, THE SERIES HAS BEEN ON A RATINGS DECLINE AND FACES AN UNCERTAIN FUTURE.
Now let’s take a quick look at reality tv
AMAZING RACE BENEFITTED FROM THE NFL OVERRUN ON SUNDAYS.
SURVIVOR WAS SOLID THIS FALL THANKS TO FORMER FACTS OF LIFE STAR LISA WHELCHEL (BLAIR WARNER).
THE VOICE CAME BACK STRONG THIS FALL PROVIDING A STRONG RATINGS PLATFORM FOR THE REVOLUTION.
BETTY WHITE’S OFF THEIR ROCKERS HAS BEEN A GOOD UTILITY PLAYER FOR NBC.
AND YET ANOTHER CYCLE OF THE BACHELOR HAS PROVED SUCCESSFUL FOR ABC
AMERICA’S NEXT TOP MODEL IS NOT AGING GRACEFULLY.
THE ALL STARS EDITION OF DANCING WITH THE STARS STUMBLED AND FELL FLAT FOR ABC A
ND REPLACING PAULA ABDUL WITH BRITNEY SPEARS ON THE X FACTOR DID NOTHING TO BOOST ITS RATINGS. SPEARS RECENTLY QUIT THE SERIES.
THE NEW CROP OF REALITY SERIES DEBUTING ON BROADCAST DON’T LOOK TO MAKE A MAJOR IMPACT ON THE LANDSCAPE THIS SPRING.
SPLASH – CELEBRITY DIVING COMPETITION – KAREEM ABDUL JABBAR AND KEISHA KNIGHT PULLIAM AMONG CONTESTANTS.
COOKING COMPETITION SHOW THE TASTE IS DELIVERING A LACKLUSTER PERFORMANCE.
READY FOR LOVE WITH EVA LONGORIA DEBUTS IN LATE MARCH AS A COMPANION WITH A NEW EDITION OF CELEBRITY APPRENTICE.
THE JOB DEBUTED TO LOW RATINGS AND ITS NUMBERS AND WAS CANCELLED AFTER TWO EPISODES
NOW LETS TAKE A LOOK A LITTLE CLOSER TO HOME AT THE WIDE AND DIVERSE CABLE LANDSCAPE
THE CABLE LANDSCAPE OFFERS VIEWERS MANY CHOICES. WHATEVER THEIR INTERESTS, THERE’S MOST LIKELY AN OFFERING FOR THEM.
WHEN WE LOOK AT TV ONE’S DIRECT COMPETITIVE SPACE YOU CAN SEE HOW FULL IT IS COMPARED TO ALMOST 10 YEARS AGO WHEN THE NETWORK SIGNED ON. MORE AND MORE GENERAL ENTERTAINMENT NETWORKS HAVE REALIZED THAT IN ORDER TO GROW THEIR RATINGS THEY MUST HAVE PROGRAM OFFERINGS THAT APPEAL TO THE AA AUDIENCE.
THESE ARE JUST SOME OF THE HIT SERIES FROM A VARIETY OF NETWORKS THAT ARE AA FOCUSED.
FROM BET’S APOLLO LIVE AND REAL HUSBANDS OF HOLLYWOOD,
TO WE’S BRAXTON FAMILY VALUES, ITS SPINOFF TAMAR & VINCE, AND MARY MARY
TO TLC’S BEST FUNERALS EVER, THE COMPETITION FOR AA EYEBALLS IS EVER INCREASING.
LIFETIME SCORED HUGE WITH THE QUEEN LATIFAH LED STEEL MAGNOLIAS.
TV LAND RENEWED THE SOUL MAN FOR A SECOND SEASON
AND VH1 CONTINUES TO CHURN OUT HITS WITH STALWARTS LIKE TI & TINY, BASKETBALL WIVES & LOVE & HIP HOP FRANCHISES AS WELL AS NEW HITS CHRISSY & MR. JONES, HOLLYWOOD EXES AND A HUGELY SUCCESSFUL SECOND SEASON OF SINGLE LADIES, FROM QUEEN LATIFAH’S PRODUCTION COMPANY, DESPITE LOSING THEIR SERIES LEAD
FX HAS HAD SUCCESS WITH TOTALLY BIASED WITH W. KAMAU BELL, EXEC PRODUCED BY CHRIS ROCK.
OWN HAS SEEN HUGE SUCCESS WITH WELCOME TO SWEETIE PIES. AS WELL AS OPRAH’S INTERVIEWS WITH POPULAR AA PERSONALITIES.
GMC HAS HAD SUCCESS WITH THEIR ORIGINAL MOVIES BASED ON STAGE PLAYS.
AND BRAVO’S REAL HOUSEWIVES OF ATLANTA CONTINUES TO SET RATINGS RECORDS FOR THE NETWORK.
AS MORE AND MORE CABLE NETWORKS DEVELOP AA FOCUSED CONTENT, WE CONTINUE TO SEE VIEWERS SAMPLE SPLINTER OFF SAMPLING THE VARIOUS OFFERINGS.
WHILE THERE WERE PLENTY OF HITS TO GO AROUND, AA VIEWERS REJECTED SHOWS LIKE ARE WE THERE YET ON TBS,
BET’S DON’T SLEEP WITH TJ HOLMS
TLC’S TOTALLY T-BOZ. TLC’S STARTER WIVES CONFIDENTIAL WAS CANCELLED THIS WEEK.
THERE ARE SOME KEY UPCOMING COMPETITIVE SERIES THAT WE’LL HAVE TO PAY ATTENTION TO:
TYLER PERRY – HAVES & HAVE NOTS; LOVE THY NEIGHBOR
BET’S THE GAME, REED BETWEEN THE LINES, LET’S STAY TOGETHER
BASKETBALL WIVES MIAMI ON VH1
SOUTHLAND RETURNED ON TNT
SINGLE BLACK FEMALE – GABRIELLE UNION ON BET
INSTANT MOM – TIA MOWRY NICK@NITE
SINGLE LADIES – RETURNS WITH A NEW SHOW RUNNER BUT THIS SERIES PROVED IN ITS SECOND SEASON THAT IT CAN THRIVE WITH CHANGE
LIFETIME – PREACHER’S DAUGHTERS
THE FACE – NAOMI CAMPBELL
BOUNCE – VH1 STARRING KIMBERLY ELISE AND DEAN CAIN
TLC MOVIE – VH1 STARRING KEKE PALMER, DREW SIDORA, & LIL MAMA
ONCE ASPIRE BECOMES A RATED NETWORK WE WILL SEE THEM TAKE A MORE AGGRESSIVE AND COMPETITIVE POSITION IN ACQUIRING AND DEVELOPING PROGRAMMING
NOW THAT REVOLT HAS A GENERAL MANAGER, WE’LL SOON BEGIN TO SEE JUST WHAT THEIR PROGRAMMING STRATEGY WILL BE
TLC AND LIFETIME HAVE DIPPED THEIR TOES IN THE AA CONTENT POOL AND WITH THE SUCCESS THEY’VE HAD, EXPECT THEM TO CONTINUE TO DEVELOPING IN THAT SPACE
ANOTHER KEY COMPETITIVE AREA FOR AA VIEWERS IS IN BROADCAST SYNDICATION. THIS YEAR WE SAW NEW ENTRIES FROM KATIE COURIC, JEFF PROBST, TRISHA GODDARD AND STEVE HARVEY. LONGTIME MORNING STAPLE LIVE ADDED FORMER PRO-NFL PLAYER MICHAEL STRAHAN TO SIT BESIDE KELLY RIPA. THAT MOVE PAID OFF AS LIVE’S RATINGS IN YOUNG ADULT FEMALES QUICKLY ROSE. WHILE KATIE WAS RENEWED FOR SEASON 2 (IT WAS A 2 YEAR DEAL); EXCELLENT TIME PERIODS AND STATIONS; BUT RATINGS HAVE NOT BEEN AS BIG AS EXPECTED. RICKI WAS CANCELLED WHILE JEFF PROBST FATE STILL IN QUESTION BUT DOUBTFUL TO RETURN.
STEVE HARVEY WAS CLEARED ON WEAK NBC O&OS IN POOR TIME PERIODS AND SUCCESSFULLY GREW VIEWERSHIP BY DOUBLE AND TRIP DIGITS. STEVE HARVEY HAS BEEN RENEWED FOR A SECOND SEASON. STEVE’S OTHER SYNDICATED SERIES FAMILY FEUD ALSO HIT RATINGS HIGHS THIS SEASON.
QUEEN LATIFAH JOINS THE DAYTIME FRAY IN THE FALL, WHILE ARSENIO HAS BEEN CLEARED IN 10P/11PM TIME PERIODS WITH TRIBUNE AND SINCLAIR AS MAJOR LAUNCH GROUPS
INVESTMENT IN DIGITAL PLATFORMS IS BECOMING A REALITY AS ONE LIFE TO LIVE AND ALL MY CHILDREN GET A REBOOT ON DIGITAL PLATFORMS HULU, HULU PLUS AND ITUNES.
PROSPECT PARK IS ALSO LOOKING FOR A BROADCAST/CABLE MODEL FOR THE PROGRAMS ONCE THEY’VE PREMIERED ONLINE (JOEL BERMAN FORMER PRESIDENT PARAMOUNT WW TV). BOTH SHOWS WILL LAUNCH WITH YOUNG AA WOMEN AT THE CENTER OF STORY
USE OF KNOWN STARS AND BRANDS; BY PUTTING ALL EPISODES UP AT ONE TIME IT ALLOWS CONSUMERS TO USE NETFLIX LIKE A DVR. THE SERIES LIVE ONLINE AND VIEWERS CAN CHOOSE TO WATCH EPISODES AT ANYTIME ON ANY DEVICE; SO FAR RESPONSE TO HOUSE OF CARDS HAS BEEN POSITIVE.
JUST ANNOUNCED EXCLUSIVE AGREEMENT WITH QUEEN LATIFAH’S FLAVOR UNIT ENTERTAINMENT
AMAZON IS LOOKING TO BECOME AN ONLINE DESTINATION FOR COMEDY BY MAKING BIG INVESTMENTS IN KNOWN BRANDS AND TALENT. THEY’RE EVEN GETTING DIVAS INTO THE MIX
IN LATE BREAKING NEWS CBS CORP STRUCK A CONTENT LICENSING AGREEMENT WITH AMAZON FOR ITS UPCOMING DRAMA SERIES “UNDER THE DOME”. EPISODES OF THE SERIES WHICH PREMIERES JUNE 24, WILL BE AVAILABL ON AMAZON PRME’S INSTANT VIDEO SERVICE 4 DAYS AFTER THEIR INITIAL BROADCAST AT NO ADDITIONAL COST TO AMAZON PRIME MEMBERS. EPISODES WILL ALSO BE AVAILABLE FOR DOWNLOAD AND PURHASE AT AMAZON INSTANT PRIME. THIS WINDOWING STRATEGY PROTECTS CBS’ C3 ADVERTISING WINDOW.
The network is also making more of their content available with Amazon Prime. They struck a similar agreement with Netflix last year.
NETWORKS ARE PAYING ATTENTION TO L+7 MEASUREMENT SERIOUSLY AS THEY MAKE RENEWAL ASSESSMENTS -
THE HOLLYWOOD REPORTER SAYS BY SEPT. 2013 NIELSEN PLANS ON UPGRADING SOFTWARE AND HARDWARE TO THE NEARLY 23,000 HOMES IT SAMPLES TO CAPTURE VIEWERSHIP FROM CABLE, SAT, BROADCAST, STREAMING (NETFLIX/AMAZON) AND OVER-THE-TOP BOXES LIKE XBOX AND PLAYSTATION. RIGHT NOW IT LOOKS LIKE THEY WILL START TO COLLECT THE DATA, BUT WHEN/HOW THAT INFORMATION BECOMES INTEGRATING IN THE EXISTING RATINGS MODEL HAS NOT BEEN ANNOUNCED.
WHILE THE INITIAL LIVE AIRINGS MIGHT BE SLUGGISH, NETWORKS ARE NOTICING SPIKES IN VIEWERSHIP IN ENCORE AIRINGS (CHICAGO FIRE AND THE FOLLOWING) HAVE BENEFITTED FROM THIS STRATEGY
NETWORKS ARE DEVELOPING STRATEGIES TO UTILIZE VOD AND ONLINE/DIGITAL SERVICES TO CREATE BUZZ FOR NEW AND RETURNING SERIES
So, this is a lot of information.
What can we at TV One take away from all this?
THERE ARE NO CLEAR COMPETITIVE LANES. WE HAVE TO BE CONFIDENT IN OUR CONTENT AND STRATEGY. THIS IS NOT ONLY TRUE FOR PRIME BUT OTHER DAYPARTS SUCH AS DAYTIME AND LATE FRINGE AS WELL.
OUR ORIGINAL AND ACQUIRED PROGRAMMING MUST BE AGGRESSIVE AND ABLE TO COMPETE IN THIS NEW ULTRA COMPETITIVE ENVIRONMENT
THESE ARE ALL THINGS WE WILL HAVE TO THINK ABOUT AND PLAN FOR AS WE MOVE FORWARD.
IN ORDER TO COMPETE, WE SHOULD ALIGN OURSELVES WITH STRONG BRANDS AND KNOWN TALENT
WE MUST PLAN AND EMBRACE A MULTI-PLATFORM STRATEGY. THIS IS IMPORTANT BECAUSE AS WE MOVE INTO TV EVERYWHERE AND START MORE EFFECTIVELY UTILIZING VOD AND ITUNES THIS WILL IMPACT OUR PRODUCTION AND DELIVERY SCHEDULES IN ORDER TO DELIVER FOR THESE PLATFORMS
AS THIS MULTI-PLATFORM WORLD EXPANDS, WE WILL NEED TO DEVELOP STRATEGIES FOR SCHEDULING AND ESTIMATING OUR RATINGS DELIVERY IN WHAT IS BECOMING A “NON-LIVE” VIEWING ENVIRONMENT
