• by March 24, 2003

For Court TV, this year's upfront is all about programming and playing through the commercials.

"Nielsen research shows that we are far ahead of average tune-in time when compared to other cable networks," said Evan Shapiro, VP/marketing of Court TV. "With a 500-channel cable universe, you still have to come up with something that makes you different."

Shapiro is betting that Court TV's "something different" is data from Nielsen that shows that 96% of all Court TV viewers stay with the network before, during and through commercial breaks. He also cites the average tune-in time of 23 minutes per viewer as a benchmark for this year's ad sales. The average tune-in time for all cable networks is 14 minutes.

Court TV announced several new shows and primetime programming blocks that the channel said expands its identity to snag younger viewers, continue its efforts in original documentaries and mine its continued strength in forensics-themed shows. The upfront presentation was held Monday morning in New York City. Chairman and CEO Henry Schleiff said the network has been able to develop a younger, upscale audience and millions of viewers during primetime. "Our focus on investigation has captured the nation's fascination with forensics, striking a positive chord with our viewers as well as creating the most effective cable environment for the messages of our advertisers."

The 8 p.m. programming block is called I Zone. It's designed for what Court TV said is original, innovative programming formats aimed at younger viewers. Programs include How Did It Happen?, a half-hour series that applies forensic science to crashes, industrial accidents and building failures; Masterminds, an in-depth look at criminal deceptions; Caper Challenge, a reality series/game show that asks contestants to recreate some of the most noted heists in history; and Hollywood Justice, a weekly half-hour series highlighting celebrities in trouble.

The 9 p.m. programming block is built around Court TV's popular series Forensics Files, what the channel calls "the real C.S.I" and also ran on NBC in the summer and early fall. Two other programs - I, Detective and Body of Evidence: From the Case Files of Dayle Hinman - have been renewed.

The 10 p.m. programming block is called The Investigators. It includes two current series - Dominick Dunne's Power, Privilege and Justice and The System - and a new limited series, The Innocence Project. The last show, created with Barry Scheck and Peter Neufeld, will focus on wrongful convictions that have been overturned.

The channel has also scheduled several specials and original movies, including a joint Court TV/ABC News quarterly show called Safety Challenge; Al Roker Investigates; In Pursuit of Justice; Uniform Justice; and Imposter. Court TV also plans to produce a forensics investigation in connection with November's 40th anniversary of the assassination of President John F. Kennedy.

Shapiro believes cable networks have to be smarter and work harder than ever before. They have to work harder before the upfront and after the upfront ever before.