Folks interested in cable network strategies in general, or in FX in particular should check out a piece in Multichannel News today, on FX's evolving strategy of producing more original television and using movie premieres to promote its line up. Here's just a snippet:
For years, the most popular cable networks built their lineups on the backs of highly-rated off-network broadcast shows, slowly infusing the schedule original programming of their own.
One network has pitched that strategy — which, until recently, has nourished ratings — in the trash.
News Corp.'s FX is betting that a lineup of pure original programming, coupled with top-tier theatrical films, will catapult the network to upper echelon of cable networks reaching advertiser-coveted 18-to-49-year-olds.
FX's unprecedented lineup of 11 originally-produced, scripted series, launching over the next 12 months, involves a variety of character-based storylines, including an old-fashioned lawman who doles out his own brand of justice in the Midwest (Justified); a struggling comedian who deals with his divorce through a mix of standup routines and sketches (Louis); a former boxing champ who struggles with life outside the ring (Lights Out); and an animated, cocky super-spy who employs curious methods to nab villains (Archer).
And over the next two years, the network will showcase an incredible lineup of more than 100 commercial-television premieres, including the rights to Avatar, now the top movie of all time in worldwide box-office grosses.
via Multichannel News.
As FX notes in the piece, with about an 85% failure rate on original programming, they're hoping for about 3 keeper hours out of 11 hours introduced. Guess which category Archer seems headed for?
Hmm, looks like FX is tired of getting crushed by USA and TNT.
Archer is by far the funniest show on FX. It sucks more people aren’t into it… It also puzzles me that people actually like It’s always sunny… That show is just awful.
You’re probably just not smart enough to understand it, Chmarin. It’s okay.
The story seems to confuse “we never, ever, ever, yank anything off the air in-season, no matter how bad the ratings” with patience. Though a 2nd season of Archer wouldn’t actually surprise me much (networks seem prone to rolling the dice more with 30 minute shows) barring a remarkable ratings turnaround for Damages, a fourth season would surprise me.
Archers first two episodes were good, the third was freakin horrible, and the fourth was ok. I dont care either way about it.
“High-profile shows…were cancelled due to poor ratings.” & “‘Unbroken track record of [scripted-series] success…we’re going to be able to be successful with it indefinitely.’” Um…okay.
If 2.5 Men is compatible with their network, that makes me disinclined to want to watch…
Melanie, you’re obviously not the smart one if you spend your day online looking for ways to insult people.
Get a life.
I always thought of FX as the basic cable version of HBO. Where they show high-profile movies and have critically-acclaimed originals that people talk about. The only difference is that FX airs syndicated fare such as The Bernie Mac Show and Spin City while HBO does not.
I don’t watch Archer, because Frisky Dingo is on a few hours later on Adult Swim, and is funnier, more bizarre and more entertaining, with basically the same character. And besides, if I wanted to see (hear) some H Jon Benjamin, I could just watch the rest of Adult Swim’s lineup.
FX’s strategy is interesting. But are the really getting killed by USA and TNT? Seems to me they aren’t really in direct competition other than going for the same demo all 150 other broadcast/cable networks go for, but I could be wrong.
Chmarin: You really think Archer is funny? I watched two episodes and then gave up. It’s awful man!
Sucks that more people do not watch Damages, it is truly a unique and amazing show. Maybe give it one more year, and put it behind SOA. See if the network highest rated series could help it. Saw an episode of Archer didn’t really get into it, but I’m sure some people are and it just needs more exposure.
Catiebug, you realize that Frisky Dingo is canceled and Archer is the new show from the same creative team? You should give it a chance.
It’s Always Sunny in Philadelphia is hilarious!
Archer is a one-trick-pony it’s already getting old to me but I’m still watching…for now.
FX is pretty much in rebuilding mode, SOA is their only real hit. Justice looks interesting though. Hope they get back on track.
Yeah, Damages is done for. But seeing how it was a surprise to even reach season 2, getting 3 seasons out of it is a gift.
I just don’t think a drama focused on female characters was a good fit for FX. The quality was there, it just never found an audience.
We have no idea what Archer costs, do we? It seems like a very inexpensive show; it’s essentially the Flash-animation style the same team used on Sealab on Adult Swim.
I’m hopeful they’ll keep Archer around and try it on a slightly less brutal timeslot. It seems an odd choice to air a promising new (and quite funny) show up against that level of competition.
Nice, I like FX shows…
@Seidman: Why do you think that FX renewed Damages last season? The numbers were as bad as this year’s.
^
FX didn’t renew Damages last season. After S1 they renewed it for 2 seasons.
Thanks for the info, didn’t know that. I thought it was because of critical acclaim.
Pix, they gave Damages a 2 season renewal after the first season. And though I am not sure that necessarily required FX to do a third season, I’m sure some penalties would’ve been involved in not doing it.
FX might have hoped things would pick up in season three by retooling the story, or by simply not having the extra long break due to the writer’s strike (a lot of time elapsed between season 1 and 2 due to the strike).
The only real plus I can figure at this point is that Damages brings FX recognition via Emmy Awards. I’m not sure that will mean much though unless the awards and critical recognition somehow allow FX to negotiate better carriage fees.
It’s quite sad. Damages is a really good show