The networks are in the midst of unveiling their high-profile new series at the upfront presentations in New York, but for summer, they're heavily arming themselves with reality.
By Labor Day, 26 new reality shows will have premiered on network and cable television, and another 20 shows that fit the reality/game show definition will have returned.
And overall, it’s a cuddly summer: The shows are ones that families and advertisers can cozy up to, even among the dramas debuting between Memorial Day and Labor Day.
CBS is sticking to its time-tested summer strategy of clearing the decks for three days a week of “Big Brother,” beginning in early July; ABC gathered up the roses for the return of “The Bachelorette” Monday night, brings back the sports competition series from the '70s, “Superstars” on June 23, then revives two weeks of "Who Wants to Be a Millionaire" starting Aug. 9. As for Fox, it adds some hefty folks to the “Bachelor” format for “More to Love,” starting July 28, in addition to returning game shows.
Perhaps the most crucial returning reality series, though, is the fourth season of “America’s Got Talent,” which NBC plans to pivot off to market its slate of new summer series -- three reality, three scripted dramas -- and ease into Jay Leno’s nightly 10 p.m. run in the fall. Late in its run, “Talent,” which has regularly attracted between 11 million and 12.5 million viewers weekly, will be a key platform for NBC to promote its fall line-up.
NBC has a significantly larger slate of original programs than any other network, broadcast or cable, a move that owes to its planned move toward year-round original programming.
“Movie companies and others have products to pitch in the second and third quarter, and when it’s healthy, the ad market is looking for original programming,” said John Miller, chief marketing officer, NBC Universal Television Group and president of the NBC Agency.
NBC’s summer begins June 1 with “I’m a Celebrity ... Get Me Out of Here,” which will play Monday through Thursday for three weeks and be cross-promoted with MTV, a first for the Peacock. MTV signed on when its talent Heidi Montag and Spencer Pratt from “The Hills” agreed to do the show; Viacom-owned MTV will air episodes of “Celebrity” after they first appear on the GE-owned NBC.
“Celebrity,” which has been promoted during May sweeps with “live from the jungle” shots, will be used to promote “Talent” and “The Listener,” one of NBC’s three new scripted dramas that is being targeted as an anchor for Thursdays. “Talent” also be used as a promotional platform for “The Philanthropist." “Merlin,” a drama that starts June 21, is being viewed as key to the Sunday lineup.
Beginning July 7, “Great American Road Trip” will be position as the lead-in for “Talent.” The show is an adaptation of a BBC format; the dramas -- “Philanthropist,” “Listener” and “Merlin” -- are all adaptations of formats that have been successful in other countries.
“All of them are advertiser-friendly programs,” Miller noted.
