The History Channel isn’t for everyone.
   Geared as it is to older men, primarily in the 25-54 age group, the network’s strict adherence to historical programming isn’t exactly winning over the young set. That’s not a huge problem for the top-15-ranked network, yet it presents a challenge when it comes to continued growth, which is why the History Channel is about to sprinkle its lineup with more computer graphics and programming meant to reach beyond its hardcore viewers.
   The tweaks are reflected in a slew of new series and specials coming to History Channel this year and in 2006.
   Upcoming programs include the unscripted “Weird U.S.,” based on the book and premiering in third quarter, and the special “How Star Trek Changed the World,” with “Star Trek’s” William Shatner.
   Neither show centers on historical events in the way of most History series. But other new programs stick to the formula, including “The American Revolution,” which premieres late next year and, though unscripted, will be structured like a scripted drama.
   “All of our shows have history in it,” says Charlie Maday, senior vice president of historical programming at the History Channel.
   “Some are more traditional, like our World War II shows. Sometimes we take a little risk. But History is a very strong brand, and we’d be in a lot of trouble if we got away from our core audience."


The network's identity
   Media buyers getting set to book a year’s worth of ad time starting later this month look for only a few things in cable networks, strong ratings being key among them.
   But many buyers also like a consistent format, something most say History Channel has. And most also appreciate a clear brand with a lineup uncluttered with gratuitous ratings-grabbers that stray far from that identity.
  Such is the case with History Channel.
   While Maday says going forward the network will add to its lineup with programs heavy on computer graphics and light on history, these will be the exception, not the rule. History Channel will stick closer to its name with programs like the war-themed “True Heroes,” premiering late this year.
   “A lot of networks are constantly striving for a hit, but I’d rather have steady growth,” says Maday. “You can’t build a business on a hit. Our business is built on steady, predictable growth, which is better for advertisers because they know what they’re getting.”


The network's target audience
   With a median age of 51 years old, History Channel’s viewers are among the oldest on cable television.
   The network targets men 25-54, but it has for years primarily been attracting the older end of that demographic. Maday says the network isn’t abandoning its audience, but he hopes to add viewers from the younger end of that age group.
   “We have what we call broad-appeal specials,” he says. “We try to attract a slightly different audience with some of those specials, maybe slightly younger male.”


The network's ratings
   The History Channel, as its name suggests, isn’t the most exciting network on cable TV. But while its programming may lack the buzz of, say, MTV’s “I Want a Famous Face,” it’s also steadily attracting a growing number of viewers.
   In first quarter, History Channel was a top-10 network in its core 25-54 audience, with a modest 1 percent bump over the same time last year. In primetime it averaged 564,000 people in the demographic, comparable to the audience watching sister network A&E.
   Among adults 18-49, the History Channel ranked among the top 15 networks, with a 6 percent year-to-year jump, to 498,000 people.
   History Channel’s performance on an all-day basis was essentially the same.


The network's competitive set
   The History Channel’s historical programming distinguishes it from other networks.
   But networks such as Discovery have blocks of programs or specific shows that also target older men, while newer outlets including Discovery’s tiny Military Channel are eyeing the same audience that has pushed History Channel into the top 15.


What’s new for 2005/06
   Not unlike many other cable networks this year, History Channel is emphasizing original series and specials. Originals are something the network got into about five years ago.
   But unlike most other networks, History Channel is backing up its move toward originals with a slew of programs, including eight new series premiering through the end of 2006.
   It also has about a dozen specials in the works, including “Rome: Engineering an Empire” and “DaVinci and the Code He Lived By,” both debuting later this year, and next year’s “Lincoln” and “The Plague.”


The network's upfront outlook
   As the network meets with media buyers in preparation for the upfront, its focus is the future.
   Dogged a bit by the relatively old age of its viewers and nominal ratings growth, the History Channel is centering its discussions on the dozens of programs and specials it has in the works.


The final prognosis
   On a scale of 1 to 5, with 5 being excellent: 3.5.
   The History Channel may not generate much in the way of water cooler talk, but it has millions of ardent followers who have quietly made it a top-tier network.
   But History Channel is having trouble growing because of the narrow demographic it attracts, specifically older men. With a median age of 51 years, History Channel’s viewers don’t cover the full spectrum of its 25-54 target audience.
   That will likely change as the History Channel actively courts viewers in their 30s and 40s with programs that have lots of computer graphics and themes that will occasionally take the network beyond history.

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