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.
Sitcoms Airing Tonight
Monday, July 28
2 Broke Girls - "And the Icing on the Cake" (CBS, 8:00PM ET/PT) (Repeat)
When Deke invites Max’s friends over for a gathering at his dumpster, Caroline learns an enormous secret about his background.
Mom - "Jail Jail and Japanese Porn" (CBS, 8:30PM ET/PT) (Repeat)
When Christy puts her new relationship ahead of friends and family, Bonnie has to pick up the slack. Academy Award winner Octavia Spencer returns as Regina. Nick Zano returns as David.
Mike & Molly - "They Shoot Asses, Don't They?" (CBS, 9:00PM ET/PT) (Repeat)
Mike decides he needs to live every day like it’s his last after being shot during a robbery. As a result, he tells Carl it’s time for him to quit the police force.
Two and a Half Men - "Clank, Clank, Drunken Skank" (CBS, 9:30PM ET/PT) (Repeat)
Walden starts partying with Jenny and her hot friends. Meanwhile, Alan and Lyndsey’s illicit affair is jeopardized.
Monday, July 28
- Will Arnett (The Millers/Up All Night/Arrested Development) - Watch Will on a repeat of Conan at 11pm on TBS.
- Melissa Rauch (The Big Bang Theory) - Melissa appears on a repeat of Conan at 11pm on TBS.
- Rachelle Lefevre (Life on a Stick/Big Wolf on Campus) - Rachelle visits on The Late Show with David Letterman at 11:35pm on CBS.
- T.J. Miller (Silicon Valley/Carpoolers) - T.J. is part of the guest panel on Chelsea Lately on E! at 11pm.
- John Lithgow (3rd Rock from the Sun/Twenty Good Years) - John chats with the ladies of The View on ABC at 11am ET/10am CT-PT.
- Marlon Wayans (The Wayans Bros.) - Marlon drops by The Talk on CBS at 2pm ET/1pm CT-PT.
- Roseanne Barr (Roseanne) - Roseanne appears on a repeat of The Wendy Williams Show at 12am on BET or on your local stations.
- Whoopi Goldberg (Whoopi/Bagdad Cafe) - Whoopi talks about Teenage Mutant Ninja Turtles on NBC's Today sometime between 7-9am.
- Keke Palmer (True Jackson, VP) - Keke interviews Queen on The Queen Latifah Show on your local station or at 3am on BET.
- Swoosie Kurtz (Mike & Molly/Love, Sidney) - Swoosie is a guest on The Queen Latifah Show on your local station or at 3am on BET.
- Don Rickles (C.P.O. Sharkey/Daddy Dearest) - Mr. Warmth appears on Larry King Now at 2/5pm PT/ET on Ora.tv and Hulu.
- Anthony Anderson (black-ish/Guys with Kids/All About the Andersons) - Anthony joins the Plugged In panel on Access Hollywood Live, so check your local listings.
- Wendi McClendon-Covey (The Goldbergs/Rules of Engagement) - Wendi is a guest on a repeat of The Better Show, so check your local listings.