Earlier this year, a bold maneuver by CBS and Warner Bros. left many TV execs scrambling to review their programming and sales options for fall 2006 and beyond.
The WB and UPN networks will no longer exist when The CW debuts this September. While not a true “merger,” this combination of programming assets from two broadcast entities into one will have consequences for many.
A significant number of stations (50 to 60, by most estimates) are going to find themselves going independent come fall ‘06. Eight months notice is not a heck of a lot of time to execute a complete station makeover, but it can be done.
Let’s focus on the opportunities that exist for the stations that are coming out on what many would call the short end of this deal. I speak of those stations that are currently aligned with either UPN or WB, yet will not be selected to become an affiliate of The CW. For simplicity’s sake, let’s call them...the NewIndys.
NewIndys, you’ve got to ask yourselves this question: who are you? If the whole is the sum of its parts, then what programming assets can you obtain, and distribute, to reposition your station in this brave new 500-channel world?
Some NewIndys already have a local news operation. They’re the lucky ones. While expanding one’s quantity of news output is no small task, it’s certainly easier and more affordable than starting up a news division from scratch.
Here’s an idea for a NewIndy that already produces news: produce a 10 minute condensed newscast, and stream it on your website each evening. Sell sponsorship banners to run on the video player, plus :10 spots at the beginning and end of the stream. Position it as news for the time-challenged! Let’s face it: there are fewer people these days who are able to arrive home by 6:00 p.m. to watch a full 30 minute newscast. Take advantage of that fact, and cater to the time-challenged audience’s needs.
Personally, I like to watch the news around 7:30 or 8:00 at night. There’s a 24-hour local cable news channel in my market, and in many others. But I’m still stuck with what they’re serving up when I sit down to watch. If they’re in the middle of sports, and I want an update on the top national news, I’ve got to wait. In today’s on-demand world, that’s not acceptable. If you had a streamable news package waiting for me, I’d be inclined to watch it. Now, take that to the next level. Send me an email at 5:00 p.m., reminding me of its availability. For your advertisers, package a sponsorship of this email along with the streamed commercials I just mentioned.
A similar approach can be used for local sports. Now’s the time to align with area schools. There’s content available to be packaged. Friday night’s contest between East High and Central Academy doesn’t necessarily have to occupy your TV station’s 8:00-10:00 p.m. timeslot. Production can be outsourced to the school itself; many AV departments have video production gear, along with eager students to run it. Stream their efforts within the next 24 hours, or promote the fact that you’re delay-broadcasting their production at 12 noon the next day.
Creativity is going to be essential for NewIndys to survive and thrive. As owners and managers debate their role as a content creator, distributor or even both, it’s clear that something will have to change. I’ve already got dozens of channels offering up old reruns. Who needs one more?
The NewIndys are just going to have to find their niche. Toss aside the network labels for a moment. While much can be said for branding, isn’t it all about the content—you know, the programs? When Fox launched its first primetime lineup in 1987 as a new network, I was the promotion manager at a “Big 3” affiliate. To be honest, I scoffed at the notion that they might someday be a real competitor for ratings and revenue. Boy, was I wrong!
Night by night, Fox’s lineup expanded, offering content that viewers enjoyed. 1994’s NFL deal was a blockbuster, with NHL, Major League Baseball and NASCAR deals following thereafter. It took time (nearly 20 years), but by the end of the 2004-2005 television season, Fox primetime was ranked #1 nationally among the 18-49 demo for the first time in the network’s history.
Fox’s branding complemented and positioned their program lineup. And now, Fox parent company News Corp. is planning to beat the CW at its own game with the September launch of My Network TV, a Monday-Saturday primetime block of programs that will replace the UPN network programming that had been carried on 10 Fox O&O stations in major markets.
I’m certain that The CW and My Network TV already have a team of bright, talented people working on their new identities. What’s up your sleeve, NewIndys? It better be locally-focused, or were going to have a tough time finding your numbers when the November 2006 ratings book comes out.
Jeffrey Ulrich is the new business development manager at WHEC, Rochester, NY. His opinions are his own and do not necessarily reflect the position of HBI, Inc. He can be reached through his website, www.hidefjeff.com, or at julrich@news10nbc.com.
