Friday, July 06, 2007
Networks Selling Out?
By: Seth Thrasher
For some time now, there has been a lot of talk regarding networks, such as TV Land, GSN, USA Network, etc. "selling out" – that is to say that the network shifts its programming practices from its original or most popular style to a different one, replacing fan favorite programs with others, etc. A lot is made of this as we, as fans of the television genre, want to continue to enjoy our favorite programs indefinitely.
Something that gets lost in this emotional attachment, though, is that at the end of the day these networks are businesses. And businesses in the television industry, for better or worse, have a responsibility to its advertisers, and to its owners and shareholders, to deliver the largest viewership possible, the largest viewership among the advertisers desired target group possible, and to operate in a manner that makes the company the most money.
One example is Nick at Nite. Every other night is a marathon of The Fresh Prince of Bel Air or Roseanne. Many fans aren't happy with this in the least bit – they long for the days of when the channel ran shows like I Love Lucy, Taxi, I Dream of Jeannie, The Mary Tyler Moore Show, Happy Days, etc. That's a nice sentiment to have, but ultimately, Nick at Nite does wonderful ratings airing shows like Fresh Prince and Roseanne, particularly among the groups their advertisers want to target. I guarantee you if they could get the same ratings airing The Odd Couple as they could Fresh Prince, you'd get to see Felix and Oscar just as much as you see Dan and Roseanne.
People complain as though networks owe them to run these shows – unfortunately, one small reality of the television industry negates this; unless you're part of a household that reports viewing data to Nielsen, what you’re watching – and what you want to watch...really doesn’t matter as much as it possibly should. It's a flaw in the Nielsen system – if 10 Nielsen viewers are watching Fresh Prince, and 1000 non-Nielsen viewers are watching Murphy Brown, the data reported to networks – and advertisers – indicates all of those 1000 people are in fact watching...Fresh Prince. Is it right? Not necessarily. But it's the best measurement system the industry has at the moment.
This system, and the data it produces, is why networks ultimately have to "betray their vision." For better or worse their loyalties lie with the bottom line. If the ratings data says that airing nothing but Fresh Prince, Roseanne, and The Cosby Show will put more viewers – and more young viewers – in front of the TV than WKRP in Cincinnati, Bob Newhart, and Laverne & Shirley then that's what they'll run.
They're not selling out, or whatever you want to call it. A lot of the people in this business really DO care about television. In order to remain a viable network, they have to make money. In order to make money, they have to make advertisers happy. In order to make advertisers happy, they have to deliver the most viewers possible per timeslot, and with any luck, the most of the specific group the advertiser is trying to target. And in order to attract the most viewers, sometimes a channel will have to run its most popular programs often, in order to maximize these things. It is a sad reality of this industry, and for better or worse it is not likely to change any time soon.
Agree or disagree with Seth? Discuss it here.
The Big Bang Theory - "The Discovery Dissipation" (CBS, 8:00PM ET/PT)
Leonard and Amy help Sheldon cope with the shame he’s feeling after his accidental contribution to science is disproved. Meanwhile, Raj must stay with Howard and Bernadette for a week.
The Millers - "You're in Trouble" (CBS, 8:30PM ET/PT)
When Nathan learns why Debbie is Tom’s favorite child instead of him, he decides it’s time to fill his parents in on some of Debbie’s childhood secrets.
The Crazy Ones - "Models Love Magic" (CBS, 9:00PM ET/PT)
While Simon and Gordon disagree on compromising their values to land a lucrative client, Lauren gets stuck in the multi-million dollar Victoria’s Secret Fantasy Bra. Brad Garrett returns as Gordon Lewis. The Harlem Globetrotters and Victoria’s Secret Super Model Adriana Lima guest star as themselves.
Two and a Half Men - "Numero Uno Accidente Lawyer" (CBS, 9:30PM ET/PT)
Walden’s date with an accident-prone model goes longer than expected. Meanwhile, Alan dates a woman who shares some surprising personal information with him.
Ground Floor - "The Gift" (TBS, 10:00PM ET/PT)
Brody tries to buy the perfect gift for Jenny, but as Mansfield says, "What do you get for the girl who has nothing" Brody's extravagant gift turns the downstairs gang against him and makes Jenny feel uncomfortable instead of flattered. Threepeat over-extends himself to buy matching jet skis and is now desperate for a bonus he's not sure he's going to get.
Anger Management - "Charlie Does It for Science" (FX, 9:30PM ET/PT)
Charlie is pursued by a hot reporter who wants to experience his sex study firsthand.
Thursday, December 5
- Jennifer Lawrence (The Bill Engvall Show) - Catch Jennifer on a repeat of The Late Show with David Letterman at 11:35pm on CBS.
- Jim Parsons (The Big Bang Theory) - Jim stops by Conan at 11pm on TBS.
- Chelsea Peretti (Brooklyn Nine-Nine) - Chelsea is a guest on The Pete Holmes Show at midnight on TBS.
- Whoopi Goldberg (Whoopi/Bagdad Cafe) - Whoopi visits Watch What Happens: Live at 11pm on Bravo.
- John Goodman (Roseanne) - John stops by NBC's Today between 7-9am.