Cable
For A&E, finding the drama in real life
By Kevin Downey
May 6, 2008 - 7:14:48 AM

Growing a small cable network bigger is one thing, growing a big cable network still bigger is quite a different challenge.

In the case of A&E, it has little choice.

Even while it has seen strong growth in recent years, it must keep up with the larger networks like TNT, which have been growing faster. It also must pick up the pace in order to stay ahead of smaller networks like Sci Fi and AMC that are also gaining viewers at a faster pace, lest it see its lead over them dwindle.

A&E has set out to do that by adding more original programming and sharpening its brand.

Heading into the upfront, the network is adding its first scripted series in six years, its first miniseries in several years, and more real-life unscripted dramas along the lines of “Intervention,” a show about addicts.

A&E is positioning itself as a rival to TNT as a network about drama. But while TNT drama is scripted, A&E's is a mix of scripted and gritty reality, with the tagline "Real Life. Drama."

This new focus has actually been building over the past four years, when it began airing shows like “Airline,” an original reality series, and repeats of CBS’s “CSI: Miami,” and it got another push last year when it began airing reruns of HBO’s “Sopranos.”

The idea behind the "Real Life. Drama." tagline, which is new, is to sum it all up in clear brand statement.

“With our reality programming working well and the acquisitions working well and, now, with our first original dramas, we thought this was the time to say with some clarity what we stand for,” says Bob DeBitetto, executive vice president and general manager of A&E.

“Our repositioning is the last piece of a successful plan we’ve been rolling out the past four years.”

The challenge A&E faces will be in launching original series that succeed at bringing new viewers to the network, which is far trickier than airing reruns of shows that were successes on broadcast and have a built-in following.

The network’s identity
What began in 1984 as an arts and entertainment network has evolved into one airing reruns of broadcast and cable dramas and increasingly unscripted dramas. This summer it will become a network of original scripted dramas as well.

“They’re going in the right direction,” says Scott Pool, associate director of national broadcast at GSD&M. “Trying out new dramas, while not an easy road to go down, gives them the potential to have a hit drama, which they haven’t had.”

The network’s target audience
A&E targets 25-54s and 18-49s. The median age of its viewers has plummeted the past several years, from about 61 years old to 46.

The network’s ratings
A&E’s total audience in primetime in first quarter was down 6 percent from the year-earlier period, when it premiered “Sopranos,” and it was flat in 18-49s, ranking No. 5. It was up 2 percent in 25-54s, ranking No. 4.

But this comes after years of soaring growth.

The network’s competitive set
A&E competes with other top-rated networks that are heavy on dramas, including the higher-rated TNT, the comparably sized FX and smaller but faster-growing networks like History, Spike, Sci Fi, truTV and AMC.

What’s new for 2008/09
A&E is adding another off-network drama later this month: CBS’s “Criminal Minds.”

It’s also bringing back a slew of unscripted shows, including dramatic reality shows “First 48,” “Crime 360” and “Intervention.” It’s also bringing back a few unscripted shows like “Gene Simmons: Family Jewels” that muddy its brand but have helped bring down the median age of its audience.

It’s adding others, including “Squad,” about police working inside a prison.

The scripted series “The Cleaner,” with one-time “Law & Order” star Benjamin Bratt portraying a real-life interventionist, premieres this summer. The network plans to premiere two original dramas each year. And it has the miniseries “Andromeda Strain” premiering on Memorial Day.

“Their first big series is the ‘The Cleaner,’ which we screened. It looks very good,” says Shari Anne Brill, senior vice president of programming at Carat. “It’s very gritty – something the broadcast networks could never get away with.”

The network’s upfront outlook
On a scale of 1 to 5, with 5 being excellent: 4.

A&E is in pretty good shape heading into the upfront ad market, despite stagnant ratings. It’s a top-rated network and it’s become a pretty clear brand, two things buyers like.

And it has taken its time to find a good original drama, just as TNT, AMC and a few other networks have done.

Links to past upfront stories:

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truTV
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AMC}