Networks turn to the tried and true

'If you look at the schedule, it’s pretty much the same as it has been in the past. The networks are trying to remain, or become, profitable. The way to do that isn’t with cheap programming.'

Networks turn
to the tried and true

Picking up sitcoms and dramas, despite higher $s

By Kevin Downey

    If you were to believe recent press reports, you’d think the broadcast networks were getting ready to drop a slew of scripted programs and replace them with less costly reality shows and newsmagazines as a way to cut costs.
    Judging by the 12 freshman shows given full-season orders so far, the networks are doing just the opposite.
    Without exception, all are sitcoms and dramas.
    At the same time, ABC put its reality show, "The Mole," on hiatus and postponed "The Runner."
   The assumption that the networks would rely on reality shows and newsmagazines is understandable, in light of the poor ad economy and widespread stories of budget cuts by the networks.
    An average hour of reality, for example, costs about a half-million less to produce than an hour of scripted programming.
    But sitcoms and dramas, despite their higher costs, have a significant advantage: They are known commodities, and when they work they get the highest ratings, which in turn, generate more ad revenue.
   And they work more often than reality shows. They also draw bigger audiences than newsmagazines.
    Just last week, in fact, scripted series accounted for 26 of the top-30 shows among adults 18-49. Sports and the improvisational show, "Whose Line," accounted for three more.
   In contrast, not one newsmagazine ranked higher than No. 33.
   "The networks are trying to stretch budgets," says Deana Myers, an analyst at Paul Kagan Associates.
    "But, if you look at the schedule, it’s pretty much the same as it has been in the past. The networks are trying to remain, or become, profitable. The way to do that isn’t with cheap programming."
    Reality shows, like game shows before them, are having an especially tough time. Ratings are sliding after first hitting the Nielsen top-10 about a year-and-a-half ago.
    "Survivor" alone was a top-ranked show at No. 6 last week. But its audience is down about 30 percent this season.
    "I think the networks are seeing that reality, as well as it did in the beginning, is running its course and that getting back to the basics isn’t such a bad idea," says Susan McClellan, national TV and radio analyst at Empower MediaMarketing.
    While the networks are always chasing high ratings, it’s even more important now as the networks try to boost ratings for the November sweeps, when ad rates are set for local affiliates. And the pressure to generate ad revenue has only been heightened by the ongoing ad-spending slowdown.
    That’s leading the networks to be more cautious when it comes to picking up new shows for a full season.
    "The shows that have been consistent and haven’t had too much of an audience falloff are the ones we see getting locked in," says McClellan.
    NBC, ABC, and the WB have ordered full seasons for three new series each, while CBS, UPN, and Fox have ordered one each.
    NBC has the highest-rated rookie series with "Scrubs," which was picked up for a full run. The show has managed to hold onto about 90 percent of "Frasier’s" lead-in rating.
    "Crossing Jordan" and "Law & Order: Criminal Intent" were also picked up. Both are top-30 shows.
    Outside of NBC’s "Scrubs," ABC has the highest-rated new shows.
    "Alias" was the highest-rated new drama last week. And "According to Jim" improved on the lead-in of the midseason sitcom, "My Wife & Kids." All three shows were extended to full-season runs.
    ABC is also adding the newsmagazine, "America 24/7," to its Friday schedule starting Nov. 2. That show will take "The Mole’s" slot and will focus on the events of Sept. 11.
    The WB has ordered a full season of its new Friday shows, "Maybe It’s Me," "Reba," and "Raising Dad."
    CBS gave a full order to "The Guardian," which has been a top-25 show among households since its debut.
    UPN’s "One-on-One" will continue through the season.
    And Fox, which will premiere most of its shows after the World Series, ordered a full season of its sitcom, "Undeclared."

-Kevin Downey is a staff writer for Media Life.

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