Tuesday

For AMC, it
pays to shake it up

Viewership rises with newer flicks and ad breaks

By Kevin Downey

   When you’re one of the lower-rated cable television networks, a bit of bad publicity isn’t necessarily a bad thing.
   That’s turning out to be the case for AMC, the re-branded American Movie Classics, which is posting double-digit increases in key advertising demographics since getting a slew of negative press following its rebranding last fall.
   Not only did AMC mostly ditch classic movies in favor of more current ones, but it also did what the press portrayed as unthinkable. It added commercials and left Turner Classic Movies the only commercial-free network focusing on old movies.
   How much the bad publicity is responsible for getting people to check the network out is nearly impossible to say, but what is clear is that the rebranding is paying off.
   The network’s primetime audience was up 18 percent in the just-concluded February sweeps compared to last year, to an average 773, 000 people, up from 656,000.
   Moreover, its household and adult 18-49 audiences were up 15 percent, while its adult 25-54 audience was up 13 percent, based on Nielsen Media Research data provided by Turner Broadcasting.
   Although the network is still relatively small – it ranked No. 27 in the 18-49 demographic in February – it’s getting a boost by following a formula that other cable networks have successfully used.
   While adding original programming may seem difficult for a movie network, AMC is doing well by putting on regularly scheduled programs and adding original elements to some movies.
   This past weekend, for example, AMC aired the 1987 “Moonstruck” starring Cher as part of its “DVD TV” block. The movie ran with behind-the-scenes blurbs running across the screen, a format similar to the information bubbles on VH1’s “Pop-Up Video” and the running news feed on networks like CNN Headline News.
   “They are branding their programs, which helps people figure out when to watch,” says Jordan Breslow, manager of national broadcast research at MediaCom.
   “It seems like they are trying to put themes around their movies, which tends to work well among younger people.”
   AMC is also adding three new programs starting this summer under the banner “TV for Movie People.”
   “The AMC Project” is a monthly documentary about the movie-making business, while “The Wrong Coast” is an animated parody of entertainment newsmagazines and “Welcome to Hollywood” is a reality show about aspiring actors.
   “I think original programming is paramount to any network,” says Breslow.
   “You’re seeing that on the Game Show Network and TNT, just to name a couple.
   “Also, like with FX adding ‘The Shield.’ They were floundering and in search of a direction before that show. The future has to be with originals.”
   While AMC may have irritated diehard movie buffs, its decision to add commercials seems to be a good one that is well timed.
   “It definitely doesn’t look like it’s turned viewers off,” says Breslow.
   “We can’t really say whether commercials have had an impact on the audience without asking people. So many people, however, just assume commercials will be there when they turn on a network.”
   From a purely business standpoint, commercials also make a lot of sense.
   The network will be active for only the second time in a major way in the upfront, when commercial time for the coming year is booked.
   AMC now runs about 10 minutes of commercials per hour, with eight national and two local spots. That compares to roughly 11 or more minutes on top cable networks.

-Kevin Downey is a staff writer for Media Life.

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