Rising UPN plumps up its schedule

'The Amazing Race 2'

'If too much of this happens,' he says, 'it ultimately compromises the idea of branding. Both networks lose their identity when too much programming gets shared.'

'Wolf Lake'

Rising UPN plumps
up its schedule

But there's a risk: CBS handoffs could hurt brand

By Thomas J. Watson

    Last month, UPN was the only network other than NBC to show across-the-board growth in the February sweeps over last year.
   This month it hopes to improve itself even more.
   Among its strategies is a plan to borrow–make that "repurpose"–certain programs from its sister network, CBS. Another involves the brand-extension of programs already on its schedule.
   But there are risks, as media buyers are quick to point out. They note that these moves come at a time when the network is already showing growth, and they worry that too much repurposing could turn the network into CBS Jr.
    The transformation was set in motion last night with the premiere of two new comedies, "As If" and "Random Hearts," in the hour immediately following "Buffy, the Vampire Slayer." Both shows have been in development at UPN for over a year, and as such may be the last not to be influenced by the new corporate alliance with CBS.
    Also in the hopper:
    "WWF Divas," in which the women of the World Wrestling Federation pose for their annual swimsuit calendar. The March 13 telecast is listed as a special, but if the ratings are exceptional a similarly-themed women-in-spandex series cannot be far behind.
    "Amazing Race 2," the second installment in CBS’s ongoing reality game, begins next Monday and Wednesday on the Big Eye, with same-week repeats airing on UPN starting that Friday.
    "Under One Roof," UPN’s own reality game, in which American families will compete on a Fijian island for luxurious beachfront property, begins the following Friday, leading into the "Race" repeats.
    "Wolf Lake," the eerie supernatural thriller that premiered on CBS last fall but was pulled from the schedule after only five episodes, will join UPN in April as a Wednesday night companion for "Enterprise."
    "The Twilight Zone," CBS’s classic supernatural anthology series, will be redeveloped as a possible UPN series for the fall.
    Also on the UPN development slate: "Empire," a drama that focuses on a black family involved in the music business; and "One for the Money," a dramedy about a female bounty hunter.
"The network is clearly building on its strength," says Lyle Schwartz, senior vice president and director of broadcast research for Media Edge.
    "It has targeted the young male audience with most of these shows, and that is a very elusive demographic. It is playing a high-stakes game: in television, the more elusive the target, the higher the premium. If it wins, it wins big."
    The network has decided not to tamper with the female-skewing urban comedies that fill its Monday night schedule, at least for now.
    "Those shows do very well for the network," says John Spiropoulos, director of media analysis for MPG-US.
    "The four comedies deliver huge ratings among the African-American audience. No other programs even come close."
    Despite NBC's Olympics steamroller, UPN’s performance in the just-concluded sweeps last month was its best for any February sweeps period in five years, averaging 4.53 million total viewers, 850,000 more than primary rival, the WB, and achieving a 2.0 rating and 6 share among adults 18-34, and a 2.0/5 among adults 18-49.
    But will the network’s newfound synergy with sister-network CBS help grow the ratings even more?
   The networks, both owned by Viacom, say yes.
    But the media community is waiting to see how it will all work out.
    "It is certainly a plus," says Spiropoulos, "if a niche-oriented show like ‘Wolf Lake’ can find an audience on UPN. That would be a win/win for everyone. The program never really belonged on CBS to begin with."
    But repurposing shows and having series like "Amazing Race 2" air concurrently on both networks could be detrimental in the long run, warns Schwartz.
    "If too much of this happens," he says, "it ultimately compromises the idea of branding. Both networks lose their identity when too much programming gets shared."
    "Too much exposure can also kill a show," he warns. "Look at ‘Millionaire.’ When it was on once a week, it was a huge hit. Suddenly it was on three or four times a week, and it suffered from overexposure."
    "At least," concludes Spiropoulos, "UPN is trying new things. If it fails, it will not be because it was afraid to experiment."

-Thomas J. Watson is a Los Angeles writer and a contributor to Media Life.

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