This week TheWrap’s Josef Adalian wrote two very interesting articles on the future of broadcast network television. One dealt with the reasons why, in his view, network TV as we know it is dying; the other offered five ways to save it.
I actually don’t argue with the facts of the first (shrinking ad revenue and increasing challenges from new media certainly are a problem) or the suggestions of the second (certainly it’s time for the networks to reconsider their devotion to single-camera sitcoms and investing in new production tech has to be a good idea).
However, I have some thoughts I’d like to add to the discussion. Here are 10 suggestions which, if taken, I truly believe would save the broadcast network model.
1. LESS MAY BE MORE
While the broadcast networks face increasing competition from cable, much of that
While the broadcast networks face increasing competition from cable, much of that
competition comes from themselves. NBC-Universal, for example, owns USA, Syfy, Bravo, MSNBC, CNBC, Telemundo and the Weather Channel.
Wouldn’t it be better if these networks were consolidated and arranged so that they worked with each other. Why, for example, are the hits "Royal Pains" and "Burn Notice" running on USA and not NBC?
My suggestion would be to make NBC (broadcast) the base network running new shows 24/7 52 weeks a year, making it a destination for viewers seeking premiere programming. USA would be converted into NBC Encore which would rerun fresh NBC shows on a continual wheel, thereby multiplying ad revenue for shows that debuted on the broadcast side. Syfy would go away (replaced by a Sci-Fi Sunday block of original programming when football ends). Bravo would be where classic movies and TV shows run. I’d also merge MSNBC with CNBC.
Let’s face it. All these channels are stretched too thin programming wise. Consolidating and focusing them would make them easier to market and would cut layers of repetitive management costs.
2. PROTECT THE BRAND
NBC, and the other networks, should bow out of Hulu and other attempts to find multiple online platforms for their shows. NBC shows should be found on NBC.com exclusively, where they should be presented in an orderly way that makes it easy for viewers to find them.
3. SELL SPACE AS WELL AS TIME
By now viewers are accustomed to network logo bugs and (annoying) pop-up advertising for their shows in the bottom portion of the screen. Why not use that space to run more discreet messages on behalf of paying advertisers? That would be a great value to advertisers (who, perhaps, could display website destinations as a follow-up to their previously-run commercial) and would provide a new revenue stream for the network.
4. BRING BACK THE MINI-SERIES
There’s a place for inexpensive reality shows (if they’re good), but broadcast networks should not shy away from big, lush dramas that people talk about. A Roots for this generation would go a long way toward restoring a sense of excitement about network programming.
5.
