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Spike Eyes More Scripted Fare To Broaden Male Target

Spike TV -- in an effort to draw in older, male viewers -- will jump into the scripted series ring with a slate of fictional comedy and drama shows. The network is hoping that the addition of scripted content will help bolster its struggling ratings by attracting more men 25 to 49 to complement its core18-to-34 male audience base,says Spike president Kevin Kay.

The network is looking to rebound from a 15% audience decline in total prime-time viewers during the third quarter. Kay says the mix of scripted comedy and drama fare will help broaden Spike's audience and reach more older, male viewers. Among the new pilots on tap for the network are Thunderballs, a half-hour comedy series following three life-long bowling buddies who try to balance the competitive drive on the lanes with their family lives.



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