• by Wayne Friedman , September 3, 2009

Broadcast networks have a new marketing emphasis this year: Relaunching more second-year and other underperforming programs as new shows.

"With lower ratings and increasing DVR usage, you can't just promote a time period, and there is only so much scheduling you can do," says Vince Manze, president of InVinceable Media, a TV marketing and production company. Manze was a former senior marketing executive at NBC.

Many returning network shows are getting the full blitz of marketing materials -- as if they are being launched as new programs. For NBC, it means comedy "Parks & Recreation" and cop drama "Southland"; for ABC its comedy/drama "Castle." At Fox, procedural "Lie to Me" and others are getting the relaunch treatment.

Lower ratings of TV shows require more marketing push by networks -- especially against growing competition among other TV outlets -- digital and cable as well as time-shifting devices. Another reason: Many serialized shows get their initial audiences early on, but never really expand beyond that.

"The barriers of retaining audiences are actually quite low," says Adam Stotsky, president of entertainment marketing for NBC. "Push one button and they are gone."

For "Parks & Recreation," NBC's marketing messages this year is to showcase the program premise: what it is like to work at your municipality, as well as showing off star Amy Poehler's comedic touches. For "Southland," Stotsky says the simple premise again will show what it is like "behind the badge" while fighting crime.

"We can't take any viewership for granted," says Stotsky. "We have to prove our worth." He says "the notion that once you have them in the tent they will come back" is wrong.

Complicated storylines with modest ratings need relaunching, if not some simplifying, according to marketing executives. For some networks, this list includes some recent sci-fi efforts, such as "Fringe" or "Heroes."

"Heroes" -- once a heavy hitter for NBC, now a more modest player -- will get some renewed energy, says Stotsky. Initially, the show was billed as ordinary people discovering their extraordinary powers.

This season, Stotsky says the show's direction will be flipped. "It's about extraordinary people realizing what it's like to be ordinary," he says. For example, Claire (the high-school cheerleader) goes to college, while Peter returns to the job as an emergency medical technician.

Industry leader Fox is doing this as well -- but not just because of underperforming ratings. Joe Earley, executive vice president of marketing and communications for Fox, says: "We are resetting the premise with all our marketing", especially for shows "So You Think You Can Dance?", "Lie To Me" and "Fringe."

Relaunching "Dance," a summer show, comes as it moves to its own fall season time slots. Earley says the marketing will look to broaden the show's appeal.

"Fringe," already a strongly rated show, will have new marketing materials pushing the relationship between the father and son in the story line -- not just the show's sci-fi elements. For "Lie To Me," Fox believes the show could have a bigger following, warranting more marketing materials that explain the show's original premise.

ABC's "Castle" rode to some modest ratings last season. But ABC believes there is more there. The network will relaunch the show, explaining its premise as a crime novelist helping to solve crimes in this fall's marketing materials.

Relaunching a show isn't easy, says Manze. "It's harder than just promoting that a show is in a new time period. You need longer spots, commitment and more creativity to sell the concept."