TASTE TESTS CABLE NETWORKS KNOW IT'S ALL ABOUT CREATING A BRAND.Byline: David Kronke Television Critic Go to the supermarket and throw a can of Campbell's tomato soup Tomato soup is a soup made from tomatoes. It is commonly used as an ingredient in more complex dishes, and, unlike most savory soups, it may be served either hot or cold. It can be made from chunks of tomato or with only a puree. or a Sara Lee
Sara Lee Corporation (NYSE: SLE) is a global consumer-goods company based in Downers Grove, Illinois, USA. pound cake into your basket, and you pretty much know what you're getting. Basic cable networks -- like USA, with its ``Characters Welcome'' slogan, or TNT TNT: see trinitrotoluene. TNT in full trinitrotoluene Pale yellow, solid organic compound made by adding nitrate (−NO2) groups to toluene. , where ``We Know Drama'' is the mantra -- are hoping for the same familiarity and loyalty from viewers. Once cable channels were a hodgepodge of programming (some still are), but now a number of the major basic cable networks are increasing the amount of their original scripted shows and focusing on developing a tonal consistency that helps brand them. ``I'm big on brands,'' says Bonnie Hammer Bonnie Hammer has been President of the U.S. cable channel SCI FI since 2001 and of the USA Network since 2004 (both networks are owned by NBC Universal). She joined USA as a programming executive in 1989 and has held a number of positions at both companies since then. , president of both USA Network and the Sci Fi Channel Sci Fi Channel may refer to:
Steve Koonin, executive vice president of TNT, adds, ``With most cable networks, it's the pursuit of the hit rather than the pursuit of the network; we're just trying to build the network stronger and stronger. To have a brand, you have to have that thread of consistency. We're very conscious of that.'' Few networks manage to maintain a consistent sensibility in their scripted programming: In the beginning, before it imploded im·plode v. im·plod·ed, im·plod·ing, im·plodes v.intr. To collapse inward violently. v.tr. 1. To cause to collapse inward violently. 2. , The WB managed it with slick shows aimed at young audiences. Cable has learned from that model. TNT's focus is apparent in its motto: ``We Know Drama.'' Its series ``The Closer,'' starring Emmy nominee Kyra Sedgwick Kyra Sedgwick (born August 19, 1965)[1] is an Emmy-nominated and Golden Globe Award-winning American actress. In 2007, Sedgwick won Best Actress for lead role in a dramatic TV series at the Golden Globes for her role in The Closer. , is the highest-rated original program on basic cable. Its miniseries productions, such as the current ``Nightmares & Dreamscapes,'' are touted as summer events. ``Into the West,'' its previous miniseries, recently led all programs with 16 Emmy nominations. USA, on the other hand, lures viewers with its tag line tag line also tag·line n. 1. An ending line, as in a play or joke, that makes a point. 2. An often repeated phrase associated with an individual, organization, or commercial product; a slogan. Noun 1. , ``Characters Welcome.'' Its Friday lineup of the quirky crime dramedies ``Monk'' (which has won star Tony Shalhoub two Emmys) and ``Psych'' is a huge draw, and on Sundays it presents the distinctive paranormal paranormal, adj 1. outside the realm of normal experience or scientific explanation. n 2. collective term for anomalous phenomena. dramas ``The 4400'' and ``The Dead Zone.'' The Sci Fi Channel's focus is fairly self-explanatory. ABC Family is aimed at teens and their parents: ``Kyle XY,'' about a curious teenager of mysterious origins, this summer won the network its best ratings. Next week, it will introduce a lighthearted drama, ``Three Moons Over Milford Three Moons Over Milford is an American science fiction comedy-drama set in a picturesque small town in Southern Vermont. Shortly before the series begins, an asteroid hits the Moon, shattering it into three fragments, threatening to eventually fall to Earth and end life. ,'' about a small town coping with the potential end of the world. By contrast, FX targets mature viewers with such stylishly gritty series as the corrupt-cop action show ``The Shield'' (star Michael Chiklis has won an Emmy), the corrosively sardonic firefighter series ``Rescue Me'' (Denis Denis, king of Portugal: see Diniz. Leary, its star and co-creator, recently received his second Emmy nomination) and ``Nip/Tuck,'' a show about Miami plastic surgeons offering mediations on self-images and what constitutes beauty. ``One of the things I'm proud of is that `Nip/Tuck' and `Shield' are about as different from one another as possible, and yet they share a similar sensibility,'' says Jon Landgraf, president of FX entertainment. ``That sensibility is a trueness to the vision of the creators. ``We live in a culture that is about manufactured product, of product that is focus-grouped and designed to be user- friendly, whether it's a hamburger or a car,'' Landgraf continues. ``But the stuff that tends to mean the most to people are things that are made by hand, that are made by someone with a point of view and a distinctive sensibility, and then they happen to resonate with a lot of people.'' By contrast, TNT ensures that its original productions are tooled specifically for its audiences. Michael Wright, senior vice president of original programming for TNT, says, ``Our approach is very specific. We meet with writers and show-creators and spend the bulk of our time explaining to them what the network is, who's watching and why we think they're watching. So they're crafting a show to a very specific audience. ... ``It's a very populist network,'' he continues. ``These are shows that are very relatable, very accessible. They're very commercial shows, but they're also smart. We're not trying to be elitist e·lit·ism or é·lit·ism n. 1. The belief that certain persons or members of certain classes or groups deserve favored treatment by virtue of their perceived superiority, as in intellect, social status, or financial resources. , but by no means is the network trying to aim at the lowest common denominator low·est common denominator n. 1. See least common denominator. 2. a. The most basic, least sophisticated level of taste, sensibility, or opinion among a group of people. b. .'' ABC ABC in full American Broadcasting Co. Major U.S. television network. It began when the expanding national radio network NBC split into the separate Red and Blue networks in 1928. Family's mission is inherent in its name, says network president Paul Lee. ``We can do family drama, but in a relevant way,'' he says. ``We can deal with real issues. So, as you see us rolling out a number of shows, you see a tremendous amount of faith for us in family drama. What you see us doing is saying, `Look, let's take something else. Let's take a cop show. Let's take a sci-fi show. Maybe, let's take a mythology show and we'll meld that together with family drama.''' While Hammer oversees two very different networks, what unites USA and Sci Fi is their branding approach, which she concedes is a tricky thing to pull off. ``Even Sci Fi is complicated,'' she says. ``If you create a brand that's just the old definition of pure science fiction -- of space operas -- it's very narrow. You'll have a very loyal fan base, but it's very difficult to grow. So you have to figure out a way to broaden it enough in terms of speculative fiction, so that you can grow your audience.'' Figuring out USA's character-based identity, Hammer says, ``was trickier. We had to do a lot of soul- searching in terms of what can we do that will differentiate ourselves from any other general entertainment channel. We realized that everything we do is based in character development. ``So we had to figure out -- what does USA mean? To some, it can mean a place. But the way we went was, USA is about the people who live in America.'' That revelation opened the door to USA's current success. ``We're so clear about what our brand is now,'' Hammer says. ``A few years ago, it was a little harder: What do you mean, characters? We do have to have strong, definable, differentiated characters. We absolutely have to see them -- as opposed to massive ensembles, where you can't define each character. Our protagonists are all slightly flawed in some way, but not negatively, not dysfunctionally.'' Cable networks are also challenged by their more limited budgets when it comes to developing scripted series. Many cable networks must air one scripted series for every two pilots it develops. By contrast, broadcast networks may have a development batting average of one in five, or even worse. ``We have to be incredibly keen in terms of what we develop,'' Hammer admits. ``So we're very careful as to what we greenlight, and of those scripts, how they're cast, how we execute. Cablers have become very smart as to how they make their decisions, knowing they have to be the right decisions.'' But given the successes of these cable networks -- many of them are winning higher ratings this summer than their broadcast counterparts -- the industry might learn a thing or two from cable's lean, mean development system. ``All the broadcast networks have to take a look at the cable industry,'' Hammer says. ``It's all changing. We all have to take a new look as to how we do business and at what works in our varying playing fields.'' David Kronke, (818) 713-3638 david.kronke(at)dailynews.com SIGNATURE SERIES ABC FAMILY ``Falcon Beach'' Teens eye one another lasciviously las·civ·i·ous adj. 1. Given to or expressing lust; lecherous. 2. Exciting sexual desires; salacious. [Middle English, from Late Latin lasc in this soap set in a New England resort town. 9 p.m. Monday. ``Kyle XY'' (right) A mysterious teen appears from out of nowhere to search for his missing bellybutton bel·ly·but·ton n. See navel. . 8 p.m. Monday. ``Three Moons Over Milford'' A small town responds whimsically to the impending im·pend intr.v. im·pend·ed, im·pend·ing, im·pends 1. To be about to occur: Her retirement is impending. 2. end of the world. Debuts Aug. 6 at 8 p.m. ``Wildfire'' A misunderstood girl tries to redeem herself on a ranch. Currently on hiatus. FX ``It's Always Sunny in Philadelphia'' Lovable louts The Louts, is a left tributary of the Adour, in Aquitaine, in the Southwest of France. Name The name Louts could be related to the Basque cognate lohizun 'marsh'. It is documented in medieval Latin as Fluvius qui dicitur Lossium[1]. lie, loaf and lose. 10 and 10:30 p.m. Thursday and Friday. ``Nip/Tuck'' Stylish melodrama about Miami plastic surgeons. 10 p.m. Saturday; returning with a new season in September. ``Rescue Me'' Jet-black comedy about psychologically unhinged New York New York, state, United States New York, Middle Atlantic state of the United States. It is bordered by Vermont, Massachusetts, Connecticut, and the Atlantic Ocean (E), New Jersey and Pennsylvania (S), Lakes Erie and Ontario and the Canadian province of firefighters. 10 p.m. Tuesday and Sunday. ``The Shield'' Gritty crime drama about corrupt cops. Currently on hiatus. SCI FI ``Battlestar Gallactica'' Survivors of Earth's destruction seek palatable new lives elsewhere in the universe. On hiatus; repeats 2 a.m. Friday. ``Eureka'' (right) Life in a small town populated by eccentric geniuses. 9 p.m. and midnight Tuesday. ``Stargate SG-1'' Scientists and soldiers traverse the universe via a series of mysterious portals. 9 p.m. and midnight Friday. ``Stargate Atlantis'' Scientists and soldiers struggle against a dangerous enemy called the Wraith. 10 p.m. and 1 a.m. Friday. TNT ``The Closer'' A brusque brusque also brusk adj. Abrupt and curt in manner or speech; discourteously blunt. See Synonyms at gruff. [French, lively, fierce, from Italian brusco, coarse, rough but brilliant cop secures confessions from perps. 9 p.m. Monday. ``Saved'' (left) A Portland paramedic par·a·med·ic n. A person who is trained to give emergency medical treatment or assist medical professionals. paramedic saves lives while battling his own internal demons Demons See also devil; evil; ghosts; hell; spirits and spiritualism. ademonist one who denies the existence of the devil or demons. bogyism, bogeyism recognition of the existence of demons and goblins. . 10 p.m. Monday. TNT also produces miniseries such as the Stephen King anthology program ``Nightmares & Dreamscapes'' (9 p.m. Wednesday, 10 p.m. Thursday) and ``Into the West,'' which received 16 Emmy nominations. USA ``Monk'' (right) A brilliant but neurotic detective cracks cases tremulously trem·u·lous adj. 1. Marked by trembling, quivering, or shaking. 2. Timid or fearful; timorous. [From Latin tremulus, from tremere, to tremble. and amusingly. 9 p.m. Friday. ``Psych'' A sardonic slacker poses as a crime-solving psychic. 10 p.m. Friday. ``The 4400'' Victims of alien abduction Abduction Balfour, David expecting inheritance, kidnapped by uncle. [Br. Lit.: Kidnapped] Bertram, Henry kidnapped at age five; taken from Scotland. [Br. Lit. are returned to Earth and try to avoid the talk-show circuit. 9 p.m. Sunday. ``The Dead Zone'' In which our hero discovers that amazing psychic abilities are both a blessing and a curse. 10 p.m. Sunday. CAPTION(S): 12 photos, box Photo: (1 -- cover -- color) KYLE XY (2 -- cover -- color) RESCUE ME (3 -- cover -- color) THE CLOSER (4 -- cover -- color) EUREKA (5 -- cover -- color) MONK (6 -- 8) Cable networks are banking on shows like, from top, ``It's Always Sunny in Philadelphia'' (FX), ``The Closer'' (TNT) and ``Battlestar Galactica'' (Sci Fi) to establish an identity. (9) ``Kyle XY'' (10) ``Saved'' (11) ``Eureka'' (12) ``Monk'' Box: SIGNATURE SERIES (see text) |
|
||||||||||||||||
Printer friendly
Cite/link
Email
Feedback
Reader Opinion