Two and a Half Broadband
By R. Thomas Umstead -- Multichannel News, 5/8/2006 2:00:00 AM
In a major break from the traditional syndication business model, Warner Bros. Domestic Cable Distribution is offering limited video-broadband rights as part of its off-network rights package for comedy series Two and a Half Men.
Warner Bros. will allow local television stations and cable networks to stream the previous week’s five syndicated installments of the CBS sitcom as part of its overall syndicated package, according to Eric Frankel, president of Warner Bros. Domestic Cable Distribution. The show will be available to stations and cable networks in the fall of 2007.
Just about to complete its third campaign, Two and a Half Men ranks as the No. 1 broadcast sitcom among adults 18-49 (5.1 million of those watchers) and 25-54 (6.5 million) and total viewers (15.5 million) season to date, according to Warner Bros.
Historically, studios have held video-broadband rights close to the vest. But as broadcast and cable networks begin to roll out Web services with enhanced video capabilities, Warner Bros., Frankel said, recognizes the growing importance of the platform and wants to provide more value to its syndicated packages.
He added that while networks like Comedy Central, FX and Spike TV air clips and programming from their own original shows on the Web, this marks the first time a major studio is offering broadband-video rights for an off-network show.
The online episodes are expected to draw advertising, with Warner Bros. and the networks splitting evenly the barter time sold against the Web presentations.
Frankel said the network “has a great deal of interest” from popular cable networks, but he would not identify suitors for Two and a Half Men, which, by the time it is available for syndication, will have completed its fourth season and around 90 installments.
While Frankel said the company may offer Internet rights to future syndicated packages, he stopped short of saying that such rights would supplement the first-run skeins currently airing on the networks.
For more on Warner Bros. and Two and a Half Men, please see R. Thomas Umstead’s story on page two of Monday’s issue of Multichannel News.
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