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leaving gap in ABC's 'TGIF'
Bewitching fit for younger-skewing network
"Sabrina, the Teenage Witch," the popular Friday night comedy, is moving to the WB network after four seasons on ABC.
Viacom Productions reportedly turned down more money from ABC in favor of a promised two-year, 44 episode run on the WB. The second season is contingent upon the show meeting ratings expectations.
"Sabrina" had been one of the mainstays propping up ABC’s sagging "TGIF" franchise.
However, its ratings had fallen off somewhat this season, dropping from an average of 12.1 million viewers last season to 10.5 million this season.
ABC has reportedly been reevaluating its Friday evening programming strategy for some time now as its lead on the night has steadily diminished.
"TGIF," once a dominant force among kids and teens on Fridays, has been struggling for the past few years, thanks in part to expanded kids’ offerings on cable.
Now, with "Sabrina" leaving just as "Boy Meets World," another ratings stalwart, ends its run, the network will be forced to take action.
Staying focused on kids seems like the natural thing to do given the "TGIF" legacy. The new series "Making the Band" promises to be a solid foundation for rebuilding the night, especially as reality shows become the hot new genre going into next season.
Discouraging the network from trying to go older is NBC’s decisive lead among adults 18-49, courtesy of the medical drama "Providence."
For the WB, netting "Sabrina" is something of a coup. Though a viewership of 10 million may be a disappointment for ABC, it’s an unqualified hit as far as the younger network is concerned.
What’s more, "Sabrina" is a perfect fit at the WB. Its supernatural premise is consistent with the network’s other offerings, including "Charmed" and "Angel."
It also strengthens the age continuum of the WB’s audience. Shows like "Dawson’s Creek" and "Felicity" skew towards older teens, while the cartoons on the "Kids’ WB" are popular with pre-adolescents. "Sabrina" is just the right show to bridge the gap.
The WB recently announced changes to its "Kids’ WB" lineup on Friday, dubbed "Fraturday." With the "Fraturday" block in the afternoon and "Sabrina" likely to stay on Fridays as the anchor, the WB will be in a position to cut deeply into "TGIF’s" monopoly on kids.
