| medialifemagazine.com Cable
Heading into the upfront market, the fast-growing No. 4 network in 18-34s is broadening its focus to include scripted series and repeats of network comedies like “Futurama,” which premiered in January, but also game shows, reality shows and theatrical movies. It's a low-risk strategy. If the shows hit, great. If not, it's on to something else. The network's growth insulates it from any lasting effects of new shows that do bomb, unlike the broadcast networks. “We’re always experimenting but our goal is always the same: In order to get a pilot on or into development it has to be really funny and it has to have a different point of view. So whether that’s in scripted, sketch or standup doesn’t matter,” says Michele Ganeless, president of Comedy Central. The network’s identity Comedy is a pretty clear-cut brand as a network for comedies, notably originals like “South Park” and the out-of-production “Chappelle’s Show” and its late-night faux news shows. With comedy as its genre, it has vast latitude in which it can expand without blurring the brand. The network’s target audience Comedy zeroes in on young men with its cable network and increasingly its web sites, like Comedycentral.com and Atom.com, a site launching this summer for original online programs. The network’s ratings Comedy ranked No. 6 in 18-49s in primetime in first quarter, up 10 percent over the year-earlier period, and No. 4 in 18-34s, up 19 percent. Comedy may be getting a boost from the drawn-out presidential campaigns and could be at risk of losing some viewers on “Daily” and “Colbert” when President Bush, who’s often the butt of their jokes, leaves office in January. Fortunately for Comedy, it’s also doing well with sketch shows like “Silverman,” its second-most-popular show after “South Park.” The network’s competitive set Comedy competes with networks that do well with young adults, including TBS, FX, ESPN, Nick at Nite and its sister networks, MTV and VH1. What’s new for 2008/09 Comedy is rolling out a slew of new shows, some along the lines of sketch shows already on the air but notably others in relatively new genres for the network. Among its upcoming scripted series are medieval comedy “Krod Mandoon and the Flaming Sword on Fire” and “Speed Freaks,” about two guys running from a hit man. The sketch comedy “Important Things with Demetri Martin” premieres this fall while “Gong Show with Dave Attell” and the reality show spoof “Reality Bites Back” debut this summer. Comedy will also be airing more theatrical movies than it has in the past, including “40-Year-Old Virgin” and “Borat.” The network’s upfront outlook On a scale of 1 to 5, with 5 being excellent: 4.5 Comedy’s standing as a top-rated network among young adults, coupled with its fast growth, positions it to do well in the upfront. The network also has multiple internet sites, something media buyers also like.
Links to past upfront stories © 2010 Media Life |
|||||||||||||||||||||||||
