TV Land Redefines ‘Prime’ Time
New Programming Block Will Target Younger Baby Boomers
By R. Thomas Umstead -- Multichannel News, 9/6/2008 3:49:00 AM
TV Land in October will offer a new primetime programming block that it hopes will better target younger baby boomers as well as advertisers through original programming and more contemporary off-network shows.
Gone from the classic television network’s primetime schedule will be such classic series as The Beverly Hillbillies and The Andy Griffith Show. Replacing them are such TV Land original shows as High School Reunion and recently announced The Cougar, as well as 80’s and 90s TV series and movies like Scrubs, Friends, The Cosby Show, Independence Day, Titanic and Analyze This.
TV Land president Larry Jones said that with the “TV Land Prime” block, the network is not completely abandoning its classic television roots. Instead it will look to place more emphasis on the network’s original content in primetime to reach its target 40-to-54-year-old viewer.
“I think this was a natural progression from where we were going — we’ve been spending more and more time and effort in original programming targeted to this demo,” he said. “Creating this daypart on the network gives us an opportunity to focus the message and tell our viewers where you can find the new original programming on TV Land.”
TV Land Prime, which will have its own logo and on-air branding, will run weekdays from 9 p.m. to midnight beginning Oct. 6. Along with existing reality series such as High School Reunion, She’s Got The Look and Myths and Legends, the block will feature other green-lit series such as The Cougar, an elimination dating game.
Pilot series that could find their way onto the schedule include First Love/Second Chance, in which long-lost sweethearts get an opportunity to rekindle their romance; What’s In The Box, the network’s first game show; Make My Day, which follows a day in the life of an unsuspecting participant; and I’ve Got Your Number, from American Idol producers FremantleMedia, built on the premise that most people already have the phone number of the person they’re going to marry in their cellphone.
Other shows include How Rich Are You, Now or Never and Boomerangers.
Along with the new shows, TV Land has also secured such off-network shows as That ’70s Show and Third Rock From The Sun, as well as movies such as Ray, A River Runs Through It, Love Actually and Jerry Maguire.
Jones said original content within the TV Land Prime block will also offer advertisers product integration, co-branded interstitials and convergent on-air and online opportunities, although he would not divulge specific deals.
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T.V Land has come re-run land! We are the customers, and consumers.
We can always boycott the sponsors. I will begin this myself. From what
started as classic t.v with classic commercials has slowly fallen apart to
what we view today. There are so many classics that can be put on! Please
join me in contacting t.v land sponsors as well as letters to the C.E.O till
we see change. I hope it,s not too late!
Gregory Allen - 10/24/2008 11:43:00 PM EDT -
I totally agree with you. Each day I am disgusted with the integration of programming that I am trying to escape from like reality tv or WGN type off-network shows! *Ironically, WGN is now more of what tv land used to be by showing Bewitched, The Honeymooners and other long left behind shows that are in the cannon of what TV Land was built on. I know only watch tv land when they show the timeless classics of quality, compassion and a good example of the 'good in people' like The Andy Griffith Show. I feel these decisions and the desire for the all-mighty dollar have resulted in tv land becoming just another average, no different than a typical VH-1 type channel no longer providing an escape for people who still care about the 'good' in others. Not programming that doesn't belong on tv land or that exploits and promotes the worst in people. When there's no place to turn to anymore, people turn into what you see everyday outside and on the news. And that breaks my heart and my spirit.
Daniel Freeze - 9/13/2008 9:52:00 AM EDT -
I am a Baby Boomer and I would like to see replays of the shows I grew up with. The 50's black and whites. Are these just sitting gathering dust? Is there some legal reason they can't be shown?
Ned Levy - 9/8/2008 6:47:00 PM EDT -
TVLAND has just destoryed what used to be a great channel. The shows that showed they can stand the test of time,TVLAND has decided to leave them behind. I think its time I moved to other channel myself now. Good Bye TVLAND !!! See you when you decide to stick with what works.....
Wesley Howe - 9/8/2008 12:34:00 PM EDT
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