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CBS at the upfront: Fighting wrinkles Most of the network's hit shows are in decline Apr 25, 2006
But while it will likely have the most stability when its fall schedule is announced at the May 17 upfront, CBS also has the most long-term question marks, with many of its hit shows now on the decline. There are three major issues of concern. First, the network’s once-dominant Thursday lineup is losing its spark. Its average among adults 18-49 is off 7 percent this year versus last, and in recent weeks it’s been even steeper. CBS has to stem that dip, perhaps by moving some shows around or introducing a new one. Second, it can’t seem to find a sitcom that can hold “Two and a Half Men’s” lead-in. While Julia Louis-Dreyfus’ “The New Adventures of Old Christine” got off to a promising start, it has fallen in recent weeks to similar levels as the two other shows booted from the 9:30 p.m. Monday timeslot, “Courting Alex” and “Out of Practice.” CBS can’t afford to lose viewers on a night when Fox and, next season, ABC, have promising lineups. And finally, it must patch the Tuesday 10 p.m. slot. Four shows have cycled through there this season without any success, including one-time hit “Amazing Race.” “Of concern for [CBS] are the large declines this spring for reality programs 'Amazing Race' (down 23 percent) and 'Survivor' (down 28 percent),” says a recent midseason report issued by MediaVest. “These programs are key for CBS to attract younger viewers as both have a median age in the mid-40s and are the lowest on the network.” The network does have the Super Bowl next year, which will help mask many of its minor problems until the 2007-2008 season. Season-to-date numbers CBS ranks a comfortable first among households with an 8.2 average, more than a point ahead of No. 2 ABC. It is down 5 percent among adults 18-49, from a 4.0 at this time last year to a third-place 3.8. It’s also down 7 percent among 18-34s, from a 2.9 to a 2.7, just ahead of NBC in third. And among 25-54s, it ranks first with a 4.8, 0.1 ahead of ABC and 0.1 behind where it was last year. Safely returning
CBS gave 14 series early renewals and has two of the season’s four highest-rated new dramas, “Minds” and “Unit.” “Whisperer,” which many media people chose as a clunker at last year’s upfront, has been strong on Fridays. But ratings for the “CSI” franchise are down. And “Survivor’s” big falloff could mean that the six-year-old series may be nearing its end. CBS could experiment with a new Thursday 8 p.m. show next spring. "NCIS" and "Cold Case" are the network's only returning shows that did not decline among 18-49s this year.
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