No More Spin: NBC Needs A Big, Fat Hit
With the TV critics tour a couple of week away -- as well as the growing importance of next week's Comic-Con -- NBC Universal needs to create buzz for its flagship NBC network, still sitting in fourth place, and get it on better footing.
The network has been in the doldrums for a couple of years, apart from a little stirring among viewers for "30 Rock" and "The Office" and an early rise and recent fizzle for "Heroes."
The press wants to find blame . Former NBC programming executive Katherine Pope, current NBC programming chief Ben Silverman, and even NBC Universal president/CEO Jeff Zucker, have been high on this list. To NBC Universal's credit, there's the saving financial grace of its cable networks -- as well as the NBC network's still-thriving non-prime-time dayparts, late-night programming ("The Tonight Show" and "Late Night") and early morning ("Today").
But in the most recent financial reporting period, NBC Universal posted weaker results -- mostly from NBC TV stations, as well as its stake in Ion Media, which is in bankruptcy, and a $150 million loss due to the Beijing Olympics.
Silverman has been credited with lowering the costs of productions, as well as giving all new efforts added marketing/advertising spin with added brand entertainment deals. All well and good. But at some point you want to have hits -- or whatever one calls a 4.0-plus-rated show among 18-49 viewers these days.
In years past, broadcast ratings erosion didn't matter that much -- not even a 5% annual erosion rate. Networks could still charge 9% or 12% more than they did for the previous year's advertising.
Not so these days. Broadcast erosion is now coupled with media deflation -- a deadly combination. NBC needs to generate ratings points. And Hulu isn't the answer. To paraphrase Zucker, it is still a world where few want to trade traditional TV dollars for digital pennies.
Right now, more than ever, NBC needs a big, fat hit.
0 comments on "No More Spin: NBC Needs A Big, Fat Hit ".
Leave a Comment
WAYNE FRIEDMAN
Wayne Friedman is West Coast Editor of MediaPost.
Recent TV Watch Articles
-
Big TV Broadcast Development for 2013-2014: But Where Is The New Reality? May 17, 9:37 a.m.
Good news for those who still believe in broadcast network television: There some 52 new shows ...
-
2013 TV Upfront Conclusion: Harder For Viewers To Avoid Commercials May 16, 7:40 a.m.
TV commercial overload: It's not over yet.While the TV industry works out its online and digital ...
-
Where Do TV Broadcast Networks Fit In A La Carte Programming? May 15, 9:58 a.m.
It may be no coincidence that Sen. John McCain's bill to revamp most of the modern ...
-
Will You Fail TV's test... Or Will TV Fail You? May 14, 9:56 a.m.
Take a TV test. TV networks still believe your positive results are crucial for their fall ...
-
Upfront Nerves: Digital Executives On Edge. TV Executives? Calm Before The Storm May 13, 1:57 p.m.
Pre-upfront time media executive nerves are on edge.Senior media agency executives are telling major digital video ...
-
Can Cable Or Digital Content Networks Provide Relief For TV's 'Failure Tax'? May 10, 4:41 p.m.
Failure tax? Is that what marketers continue to pay to TV broadcasters? Yes, according to Mel ...
-
McCain Bill Would Upset The TV System -- In Theory May 9, 11:01 a.m.
If Sen. John McCain has his way, the whole broadcast/cable eco-system will be turned upside real ...
-
Sharing Media Content: Still Good For Friends And Maybe Even Content Owners May 8, 2:16 p.m.
BitTorrent, the file-sharing service that has a bad rap because its technology gets mentioned in the ...
-
Old-School May Beat NewFronts For Young Viewers May 7, 11:51 a.m.
Young people may watch less TV these days, but they still watch a decent amount: 23 ...
-
Social Media Brings Quicker Results -- Good AND Bad -- For Summer Movies May 6, 11:57 a.m.
Movie companies, in their big summer and winter selling periods, seek films with a big bang. ...
NBC needs a hit, and that doesn't work with crap like 'America's got Talent', or the other reality garbage. These are the 'gong shows' of today. These were the old 'B' programs, shown before prime time. Now they are shown in prime time and expected to deliver an audience? I don't think so, not when there are far better shows on their own cable channels.