Opinions are still flying over the fall schedules unveiled by the broadcast networks at last months upfront presentations. As the marketplace is digesting all of the strategic moves and fresh content, some of the most valuable opinions belong to media agencies, who will be advising clients in the process of spending billions on commercial time during the upfront buying process. With marketers and their agencies having more programming choices than ever before, the broadcast networks are under mounting pressure to come up with shows that viewers want to watch and make their advertisers happy.As we have done annually during the past several upfronts, B&C gathered three veteran media agency executives and tossed 10 questions at them based on some of the key broadcast network moves. The execs are: Billie Gold, VP-director of programming research at Dentsu Aegis Amplifi US; Brian Hughes, senior VP, audience analysis practice lead, Magna Global; and Dave Campanelli, senior VP, director of national broadcast, Horizon Media.
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Part 1 of this two-part conversation will cover topics like holding back more new shows for mid-season premieres rather than fall debuts, networks decision to add more comedy and to bring back reworked past hits to their schedules, and to continuing to offer increased diversity in new show casts. Edited excerpts of the email conversation follow.
The five major broadcast networks-with only 20 new shows scheduled to premiere in September-seem to be counting as much, if not more, on the second half of the season to put on some of their best new programming. Is this a strategy that can work for them, or will viewers watch broadcast in the fall, maybe tune out, and not return? Is it really better to hold back good shows for mid-season rather than putting them on in the fall?
Billie Gold: The biggest ratings makers, or hits, of the past two seasons have launched in midseason: Foxs Empire and NBCs Little Big Shots. By launching new product in midseason, networks avoid the flood of sampling in fall and, more importantly, competition from football. That being said, the networks are still launching much of their strongest fare in fall and by programming other strong contenders in midseason their hope is not to lose viewers to big cable launches in midseason, which is a good strategy. Viewers will tune in fall, winter, spring or summer if there is strong programming to see.
Brian Hughes: Todays viewing environment has put the broadcasters in a difficult position, especially considering they are held to a different standard than even their ad-supported cable counterparts. For a show to work, it has to toe the line between broad appeal and an audience-grabbing edge. The Walking Dead, for example, could never air on broadcast. Scheduling is one tactic the networks have been trying to figure out with mixed results. There seems to be a universal desire to have more first-run programming throughout the season, which can sometimes mean lengthy hiatuses between new episodes of a particular series. In terms of holding launches to midseason, I can see a couple of reasons this might be happening: First, TV usage is traditionally higher in first quarter (winter months). Second, It provides the opportunity to build promotional momentum, including the use of high-profile sporting events like the NFL and the World Series. Whether or not it will work remains to be seen. Were expecting continued linear TV declines, but theres always the possibility that a new show or two will catch on.
Dave Campanelli: I think viewers have been well trained to find the shows they want to watch, regardless of when they are launched. Cable premieres shows based on production timelines more than anything. I dont think it will hurt the networks to premiere more in the second half of the year.
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Broadcast networks continue to develop and put on their schedules more comedy. Has TV drama oversaturated primetime schedules and are comedies, particularly family-centric comedies, a way to draw some viewers back or keep them interested in broadcast? And are family-oriented comedies better suited for many advertisers?
Gold: I wouldnt say dramas have over-saturated the primetime schedule, I just think dramas have had slightly more success in recent years than comedies so theres more of them currently on air. Thats not for the lack of networks trying to launch successful comedies. They certainly have strived to do that. Launching a successful comedy can be extremely lucrative to a network and they repeat better than dramas, which is a big plus. Family-friendly comedies are always highly desirable to advertisers and the networks know it, so of course its a huge lure, albeit, Im not sure if the broadcast networks see comedies as a way to draw viewers back but rather a way to keep them, since cable doesnt offer as many alternatives in the genre.
Hughes: These things seem to be cyclical-schedules will be light on comedy for a few years and then suddenly there will be a big push. I think family comedies are the low-hanging fruit right now, because its what has worked the last few years, and typically offers the aforementioned broad appeal that the networks are looking for.
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Campanelli: Any time there is an opportunity for co-viewing, there is a potential bump in audience because of it. ABC has been successful with shows like Modern Family, black-ish, The Middle, Fresh Off the Boat, etc., so there might be some mimicking there. Also, comedies play better in syndication, domestically at least, so that could play into it as well.
There are several former broadcast network series being brought back years later, some with new
