For the past few years, it seemed as though the broadcast networks had all but abandoned Friday nights. No one save CBS made a serious effort to air scripted programming, with a mix of reality shows, reruns and newsmagazines filling the evening.
That won’t be the case this fall.
All of the Big Five networks are making an effort to draw viewers on Friday night by airing scripted programming, including veteran shows like “Ugly Betty,” “Medium” and “Smallville” that have thrived on other nights.
There are a number of reasons for this change, not the least of which is the development of the DVR, which allows viewers to record programs for later viewing. Friday, a night when many people are out, would seem the ideal night for airing shows with strong DVR potential.
But there’s some practicality behind the moves, too.
Networks are looking for ratings points wherever they can find them, and shows like Sci Fi’s “Battlestar Galactica” and MyNetworkTV’s “WWE Smackdown,” which draw loyal audiences, have proven that viewers will tune in for the right program on Friday nights, even though many broadcast shows have bombed in recent years.
“But there’s opportunity to attract viewers here too,” says Lisa Quan, vice president, director of audience analysis at MAGNA. “While it’s been some time since ABC has had a strong Friday lineup, there are eyeballs out there. ‘Ugly Betty’ might be able to find some of them.”
CBS has been the only network to consistently offer scripted programming on the night in recent years. Not coincidentally, it has also dominated Fridays among adults 18-49.
The network is putting the newly acquired “Medium,” which NBC canceled, in the 9 p.m. slot following “Ghost Whisperer,” where it will face “Betty” in a battle for female viewers.
Fox is chasing the sci fi crowd with “Dollhouse,” the second-year show from “Buffy the Vampire Slayer’s” Joss Whedon, which drew low ratings in its first year but has a rabid online following.
The CW, which aired two low-rated comedies at 8 p.m. last year, moves veteran drama “Smallville” to the night, where it could perform decently as one of the few male-skewing shows.
“CW only has 10 hours to program now, and moving ‘Smallville’ to the night will improve the time period for the network,” says Quan. “The long-running show is still the network’s strongest scripted among 18-49s and brings in male viewers. Putting an untried program here would not have worked.”
The networks apparently agree.
Nearly all the scripted shows airing on the night, with the exception of new comedy “Brothers” on Fox, are returning shows that have already established some audience loyalty.
The networks’ thinking seems to be that while people may not sample new programs on Fridays, evidenced by the quick introduction and failure of shows like “Crusoe” and “The Ex List” last year, they will make an effort to watch old favorites, whether via live viewing or via DVR.
NBC’s second-year shows “Lipstick Jungle” and “Life,” for instance, saw huge DVR upticks of more than 30 percent during their Friday runs last year.
That could help a show like “Betty,” whose ratings have plummeted over the past year, survive another season.
“While Friday had become a throwaway night for everyone except CBS, there were attempts at original programming,” Quan says. “But only CBS has been able to maintain a decent audience here. Most other programs were scheduled on Fridays to play out their runs, and for some of the shows being placed here, that might be what they’re doing without outright canceling them.”
