The explosion of cable networks since the early 80's was supposed to bring a cornucopia of choice to US TV audiences, but plenty of cable networks that started by aiming at narrow audience niches have remade themselves to grab for the big general interest audience that has been migrating away from broadcast television for more than a generation. What was hoped to be a diversity in programming has become a vanilla soup of reality and broadcast repeats.
This isn't a new trend, but it was highlighted again this week by discussions about SCI FI changing its name to Syfy. One stated reason is so they could have a trademarkable name, but their intent to shift away from their science fiction, fantasy, paranormal programming roots towards more general interest fare is likely the biggest driver.
Bravo was originally dedicated to indie film, drama and the performing arts to reality, makeover, fashion and celebrity. Six of the top 10 audiences on the network last week were for Real Housewives of New Jersey.
TLC, originally The Learning Channel, began as "a place for learning minds". Is now featuring "life surprises". Like the surprise of an overexposed mediafied family imploding in public. Jon & Kate Plus 8 had 8 of the top 20 audiences on the network last week.
A&E, no longer Arts & Entertainment, ceased being about biographies, documentaries and drama some time ago. Now it's all reality and broadcast reruns.
The four networks I highlighted in the graphic above were just the first that came to mind, they're certainly not the only ones. As I said in comments on the Syfy press release, I can't fault these networks for grabbing for bigger audiences on business reasons. That audience shift away from broadcast networks is a once in an industry trend. Once it slows down, it'll be a lot harder to gain audience share.
But where do the niches go now? Smaller cable networks? Hulu? You Tube? Digital multicast channels?
Great article! Growing up, I remember watching A&E with my grand-parents. And you’re right, it has changed so much.
Same with TLC.
By the way, Bravo in Canada has managed to stay in its roots. We don’t get most of your reality shows on that channel. The network however airs repeats of great dramas like Law and Order, Without a Trace, Dexter, Mad Men, and Southland. But those aren’t during primetime, they are either during the day, or after midnight.
So Bravo in Canada atleast has stayed the course.
A bigger problem is that all these cable nets were sold to the providers on the basis of their original promises.
Now the are all basic net, being subsidized, for the most party, by people who never watch them but are forced to pay nonetheless.
It is a mess and only an a la carte system,, or some version of bundled cable networks, will ever heal it.
Or else we will end up with 25 channels of “general interest” — all paid for by people who don’t have a choice to opt out.
Too bad GM and Chryslar didn’t figure o0ut a similar business plan.
I think this is only an issue for those with only basic cable. Once you go to expanded cable and digital cable, specialized cable networks are plentiful.
The cable networks that by hook or crook (literally if you think about those two words!) are sort of the broadcast networks of cable TV. They’re the most carried cable TV networks. They have the best shot of getting the general audience because of this.
For those that got into the basic cable TV packages, they feel that their place in them is assured. Even if they got into basic by being a niche channel (the cable TV carrier wanting to offer variety in their basic packages), they feel now that they’re in, they can do as they like. They feel entitled to their spot. However, the only thing it takes is for the major cable TV carriers to go, “Oh, you’re no longer a niche channel? Then we’ll replace you with one that is doing what you were saying you were going to do.” One major cable TV carrier do that and I think all the “expanding base” formerly-niche cable channels will pee in their pants, scream, and run back to their niches like the little girly girls they truly are. But will any major cable TV carrier do that? If Robert or Bill were to ever interview the CEOs of the major carriers, that would be one of the questions I’d love them to ask.
Well Mtv tried MTV2 and we all know how that turned out…i say there is no hope
TLC is slightly different. Wasn’t TLC and Discovery Channel owed by different companies? Then Discovery bought TLC and changed it around.
The worse one right now for me is Cartoon Network, who would prefer to call itself CN because it doesn’t want people to know it’s a Network for Cartoons.
Can you post some of the ratings for Cartoon Network, and how well their new live action shows are doing?
Aren’t most of these cable networks owned by the major networks or their parent companies? It seems like a big ruse to get more bang for their buck…cheaper to re-air old shows than to shell out bigger bucks for original programming. Seems as though USA is the only major cable network to come out with original programming. Then they overexpose by having their “marathons” every other day. Bottom line-we get the shaft.
When Cable TV arrived in my hometown in the Detroit area in 1980 we were promised two things if we subscribed.
First of all we were told there would be a mich wider variety of programs to watch, whatever your interest, there’d be a Channel that specialised in it.
Second, since we were PAYING for the “Priveledge” of watching these channels, we would not have to watch as many Commercials as we would with the Over-The Air Channels we watched for free.
30 years later and what do we have, Dozens of channels that basically show THE SAME STALE PROGRAMS over and over again, with over 20 minutes of each hour consisting of Commercials (Mostly for products I have absolutly NO interest in purchasing). 30 months ago I decided the $65.00 I was spending each month was a waste of money. I cancelled my Subscription and now use that money to seek my Entertainment elsewhere.
Well, Comcast dropped Sci-Fi from their basic cable package a few years ago, though I’m not sure if it had anything to do with their shift away from science fiction.
Anyway, I have to say that the current state of cable sucks. I can’t think of too many cable channels that I watch more than one show a week on. I remember I used to love watching Cartoon Network. It used to be a place where people of any age could enjoy animated programs. Now, it’s become a generic kids’ network with reality shows.
Isn’t everything a niche now?
Sci-Fi was NEVER dropped on Comcast around here…in fact it’s still there!
@bill,
Seems as though USA is the only major cable network to come out with original programming.
Assuming you are talking about scripted programming (since most have “reality’ shows), you are forgetting TNT (tying USA with 6), TBS (5-6), and SyFy with 4 (5 if you count Sanctuary).
I think they will go to the smaller cable networks which are still niche – I recently found the crime and investigation channel because they were showing reruns of 24, and found that they run their channel really well and have great niche programming. Now I check that to see what’s on when I check my channels.
Who says there has to be only 4 networks competing for a big audience? Why not 10, when as everyone says “there’s a million channels and nothing good on” – if there’s a million channels, you can find something you like somewhere, just most people don’t look, or most people aren’t willing to try something new. If people want niche networks, they’re still definitely out there, but I don’t see the problem with more competition among general audience networks, since at times, it very much needs it.
@ Holly – don’t forget about FX and AMC which have in my opinion, the best original programming on television right now… they’re kind of the HBO and Showtime of basic cable, and their shows are so good it’s a shame to see so many people overlooking them
I also would like to know how Cartoon Network’s new reality shows are doing. I love Chowder and Flapjack, and am really looking forward to Adventure Time, so I’m hoping the reality shows are failing hard.
@ Holly & Jeff
oops!
Haha! I stand corrected!
Funny that all 3 examples are just Moars Reality.
USA might be the only cable network w/multiple adult hits though.
Jeff, I didn’t include AMC because they only have 2 original shows, but FX should have been included with 5-6. I also overlooked ABC Family, Disney, Nickelodeon, Cartoon Network…
More on topic, networks aren’t loosing their identities because of the lack of scripted programs.
Cable actually has more original scripted shows than ever, and they help define the networks. TBS is comedy, USA is characters, TNT is drama, etc. I don’t think any of that runs counter to the identities of those networks from 5 years ago. The scripted shows on AMC are actually new.
A&E, TLC and Bravo never really had scripted fiction shows (as opposed to documentary-type shows).
Great article, but you left out a couple channels with major shifts in programming.
CourtTV became TruTV – it’s basically all stupid criminals, COPS, high speed pursuits, etc…
History Channel – Still has some history documentaries (hard to find ones that aren’t reruns, though). It’s now started playing Tougher in Alaska, Ice Road Truckers, Ax Men, Gangland, etc… Now they may be good shows, but they don’t belong on a network that’s supposed to be the home of history programming.
Just thought I’d throw those out there.
Nicole, those are two very good examples.