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
Friday, July 25
Jessie - "Space Out" (Disney Channel, 8:00PM ET/PT)
Ravi scores a trip to outer space for his birthday with Jessie and the Ross kids; when Ravi remains on Earth, the trip takes a startling turn.
Girls Meets World - "Girl Meets Father" (Disney Channel, 8:30PM ET/PT)
It's time for the Matthews' annual trip to Coney Island for roller coasters and family bonding; this year, Riley would rather go to the school dance; while processing his daughter's adolescence, Cory also deals with giving Maya an ``F.''
Dog with a Blog - "Pod People From Pasadena" (Disney Channel, 9:00PM ET/PT)
Avery's been chosen to create a float for the town parade and enlists her father's help; after watching a movie, Chloe's convinced that her family has been taken over by aliens and that the float is a spaceship.
Friday, July 25
- Chris Pratt (Parks and Recreation) - Watch Chris and the rest of the cast of Guardians of the Galaxy on a repeat of Jimmy Kimmel Live! at 11:35pm on ABC.
- Terry Crews (Brooklyn Nine-Nine/Are We There Yet?/Everybody Hates Chris) - Terry is a guest on Tavis Smiley on PBS, so check your local listings.
- John Stamos (Full House/Jake in Progress) - John appears on The Talk on CBS at 2pm ET/1pm CT-PT.
- Mike Vogel (Grounded for Life) - Mike stops by The Talk on CBS at 2pm ET/1pm CT-PT.
- Mary McCormack (Welcome to the Family) - Mary is part of the guest panel on a repeat of Chelsea Lately on E! at 11pm.
- Whitney Cummings (Whitney) - Whitney is part of the guest panel on a repeat of Chelsea Lately on E! at 11pm.
- Kelsey Grammer (Partners/Frasier/Cheers) - Kelsey chats about his upcoming FX series Partners on LIVE! with Kelly and Michael, so check your listings.
- Kristin Chenoweth (Kristin) - Kristin chats with the ladies of The View on ABC at 11am ET/10am CT-PT.
- Judy Greer (Married/Mad Love/Miss Guided) and Nat Faxon (Married/Ben and Kate) - Judy and Nat talk about their new FX series Married on Wake Up on Taylor on SiriusXM Stars Channel 109 sometime between 7-10am.
- Mary Lynn Rajskub (How to Be a Gentleman) - Mary Lynn is a guest on PIX11 Morning News on WPIX in New York at 8:35am. She will also be on New York Live on WNBC in New York at 12:30pm ET. Finally, she is a guest on Arise TV at 3pm.
- Fran Drescher (The Nanny/Happily Divorced) - Fran will be on HuffPost Live.