Char Beales

How High Is Up for Cable?
January 23, 2007

When a handful of us started promoting cable programming in the early '80s, we knew we were out to change television. But none of us imagined it would happen so quickly. Today, cable leads the way with ground-breaking original programming that viewers love.

The ratings speak for themselves. TV viewers today are watching cable networks a majority of the time, year-round. My broadcast pals used to make fun of cable’s tiny ratings, but they have new perspectives on ratings now. In fact, ratings-meister Jack Wakshlag at Turner had to lower his “what's a hit” definition to a 4 rating 18-49 (from a 6) and even with that, only found three new broadcast shows that made the list in the 2006 season (Heroes, Brothers and Sisters and 6 Degrees).

For 15 years, the entertainment awards have spoken to this point, too. Cable programming wins the lion’s share of nominations and awards -- whether it’s the Golden Globes, Directors Guild of America, Writers Guild of America, Screen Actors Guild or Emmy’s.

Last week, I returned from the cable portion of the Television Critics Association semiannual press tour (which CTAM is thrilled to be managing). I realized we’re hitting 25 years on the tour, and boy, have things changed. 

In 1982, it was a huge struggle to get the critics to do more than feature a session on cable squeezed in between meetings and awards ceremonies on the day the critics reserve for themselves. Of course, the critics were soon hooked on HBO and emerging cable nets like MTV, USA Network, BET, TBS and Discovery. Cable was able to squeeze into the established broadcast tour with a half day.

Fast-forward to 2007 and 44 cable networks showcased their upcoming original wares over four-and-a-half days to the delight of more than 100 critics from around North America. They presented creative, gutsy, classy and smart programming. We were particularly wowed with new cable programming created specially for the exploding HD viewing world.

How are the broadcast networks responding? Well, to start, they bought most of the top-rated cable networks, and now they are learning important programming, scheduling and marketing lessons from them. Producer extraordinaire Dick Wolf was at TCA to promote his first work on HBO, the film Bury My Heart at Wounded Knee.  He told the critics the broadcast-network programming execs should intern at HBO to learn how to do it right.

So now, the real question is how high is up for cable programs and networks? 

Stay tuned … the best is yet to come.

Posted by Char Beales on January 23, 2007 | Comments (0)