We love to over-think, don’t we? Over-analyze, debate, grind things down until there’s nothing left to pick over but the nubs. It’s in our nature. That’s exactly what we come here to do — get down and dirty with a topic on a platform that provides a voice to each and every one of us.
One topic in particular that’s been hot lately is NBC’s decision to book five nights of Leno at 10PM. Don’t stop reading now — I have nothing that I care to say about that. But the scheduling did initially make for a ton of discussion about how NBC was giving up the 10 o’clock hour, conceding it to CBS and ABC.
But now that a new player has bellied up to the hour, I haven’t heard a peep about it. How come? What about USA Network’s bold move into the primetime schedule?
I’ve heard the question bandied about to USA Network players: “Why did you decide to change nights?” or, “Do you feel pressure now that you’re on at 10PM on blah night?” But where’s the “Wow! Are you really that successful?” been? Why is it that no one’s seemed to notice that USA Network is suddenly playing with the big boys?
Let’s appreciate the significance of this move. Is it coincidence that most HBO original series air on Sunday night? It could be, but I doubt it. My assumption is that the scheduling is a calculated assessment of a cable series’ chance at being successful slated against shows on networks with broad distribution. The Sopranos could have been the greatest show ever made (check), but in what you could call limited release, even if 100% of the homes subscribing to HBO were tuned in to watch, would that even have been American Idol numbers?
So how about USA Network? Sure, it’s in many more homes than HBO. In fact, in cities where cable is needed just to get reception (like New York) it’s part of the basic package — HBO, of course, is not. But cable TV only has a 56% penetration in homes in the country. That’s a 44% disadvantage that these networks are starting from. So who could blame them if they play duck and cover when it comes to going toe-to-toe with the basic networks?
Which is mostly what USA Network has been doing. Psych, Monk, and White Collar on Friday, In Plain Sight on Sunday, and Royal Pains on Summer weeknights. In fact, I think only Burn Notice has ever aired against the fall-spring weekday primetime schedule.
Well, not anymore. Starting this month, USA Network has three weeknight hours of original programming on, and it might be telling that it hasn’t made much news. With 4.72 million viewers for last week’s episode two of White Collar, and 5.25 million for the Burn Notice premiere (Psych premieres this Wednesday at 10PM), the network is pulling in Leno numbers for shows available in only about half the homes in the country.
Which is probably on-par with, if not better than, the network expected. USA Network has been so unbelievably successful with original programming, they probably only get down when they think about the fact that they’re not yet ready to put on 15 hours of original television per week.
It’s also worth wondering if NBC Universal (USA Network’s parent company) didn’t step in to mix up the scheduling before the Leno-Conan snafu. The network may have inadvertently inflicted further complications on its return to the scripted 10PM hour by airing some of its own product as (stiff) direct competition.
Weeknights don’t belong to the major networks any longer.
Clacked by Aryeh S.
on Jan 25, 2010 @ 15:00 EST5EDT
It’s truly irrelevant to me what night USA broadcasts its shows on–I have a TiVo for that. All I know is other than “Lost”, I’m most excited about having “White Collar”, “Burn Notice”, TNT’s “Men of a Certain Age”, and FX’s “Damages” back and running new episodes all at the same time (I’m also an “In Plain Sight” fan–and sorry, I’ve tried “Psych” and it doesn’t work for me).
This is probably the first time for me that there have been more outstanding hour-long scripted shows on cable that interested me than on broadcast TV.
I agree … it started to creep in last season and most of the shows I watch and look forward to the most are cable. Which is unfortunate b/c the seasons are so short!
*POST AUTHOR*
And this mid-season nonsense is just a badly concealed scramble to pump out new episodes. It is annoying.
*POST AUTHOR*
Well of course that’s what a TiVo is for! :) I’m just surprised that I haven’t seen anyone register this move for what it clearly is.
“This is probably the first time for me that there have been more outstanding hour-long scripted shows on cable that interested me than on broadcast TV.”
Agreed. Well, for me I guess I’d have to say that there are more hour-long scripted programs on a cable network than any broadcast one that I’m interested in. I’d have to go back and do the math to see if I really watch more cable than broadcast, and I might, but if I don’t it’s really close.
I’m with Xander in missing Monk already. I was actually ready for it to end when it was announced that this past season was its last, but as the final scenes of the last episode aired I found myself wishing Mr. Monk would return. Perhaps if there’s enough interest we could be treated to a few Monk movies each year? The progress he’s made especially in this last season actually make him more interesting and now that Trudy’s killer was brought to justice we could see a whole new Monk.
*POST AUTHOR*
I never watched Monk, but how many times have you heard someone say that about a broadcast show? It’s telling that eight seasons (although to be fair that’s only 125 episodes) weren’t enough for people. USA Network has done something here that no one else is getting right.
At least someone is though, right? :)
TNT will now have how many shows – 10? On several nights. Another primetime player.
*POST AUTHOR*
You’re right! For some reason I’ve looked at TNT a bit differently, because Leverage, Dark Blue, The Closer, and HawthoRNe were all on this past summer, away from the main competition. But with Leverage, Southland, and Men of a Certain Age sitting down right in the middle of primetime, TNT is doing the same thing. Crazy.
I miss Monk already.