Network TV Program Scheduling: A New Primetime Paradigm? -Gene DeWitt - MediaBizBlogger

Sequential Platform Scheduling may mark the beginning of a new model for the development and exploitation of primetime television programming.

 Tuesday at a Newhouse School breakfast, Ken Auletta interviewed Bob Iger, President & CEO of The Walt Disney Company. Some observations based on their discussion:

• Today's low television ratings do not support the profitable production of quality primetime (i.e., expensive dramatic) television programs. Average ratings have trended downwards for years as a result of the fragmentation of the viewing audience among numerous new channels, especially cable outlets. Since ratings are the revenue-generating 'currency' of broadcast network television, fewer dollars are available to fund program production. On the other hand, TV production costs have increased at a rapid rate.

• It is possible to use the primetime broadcast network platform as a funding and launching device for the expanded exploitation of the resulting program product; i.e., a program does not have to justify its expense in one or two airings on the broadcast network. To some extent, this has been recognized for years as programs were repeated in syndication and cable. However, the resulting incremental revenues and profits from these venues often went to program producers rather than the networks themselves. Moreover, syndication generally requires that a series air first for at least five years on the networks, a rare occurrence in these days of fickle viewers.

• Iger suggested a new model in which, for example, a made for television movie produced as a predecessor to a series could be aired on
  1. The ABC TV Network on a Friday night;
  2. The ABC Family cable network on Saturday night;
  3. The Disney Channel on Sunday night; and
  4. ABC.Com on Monday evening.

• Subsequent exploitation in the form of expanded revenue and profit sources could come from DVD's, international sales and perhaps further airings on ABC.Com, VOD, etc.

Only a few weeks ago, during NBC Universal's 'Infront' meeting, Jeff Zucker, President & CEO of NBC Universal, announced a different but similar form of sequential platform scheduling in which the NBC series "Friday Night Lights" will air on

• DirecTV exclusively for thirteen original episodes during the fourth quarter of 2008; and then on
• NBC beginning in February 2009.

Is this sort of thing likely to dilute the ABC or NBC 'brands'? Iger says not, because people don't tune into brands, they tune into programs. This of course has been axiomatic since the early days of television.

Perhaps building entire enterprises on individual TV programs---merchandising, local versions around the globe---is the new business model for the continued development of primetime network television as a kind of gold standard for TV.

A couple of thoughts and I invite your comments on these as well as the above:

• Give the local stations an early pre-syndication window to compensate them for the competitive viewing generated on the cable and satellite platforms; and
• Use the made-or-TV movies platform more often as a way to launch a series program since multiple platforms reduce the risk involved in such 'one-off' productions.