Commentary

Where Are Original Cable Comedies When You Need Them?

For all the improvement cable networks have made in the quality of their programming, going back to the tried-and-true always works.

Right now USA Network may find tough sledding after pushing hard to get big ad deals and guarantees for its high-priced repeats of “Modern Family.” Some may argue that paying $1.4 million an episode might have been a stretch. But seeing how reruns of “Big Bang Theory” pulled TBS up from its bootstraps somewhat singlehandedly, how could USA not do the deal?

Cable networks and TV stations have long run after-market broadcast network programming multiple times a day to give marketers and viewers what they need.  But this is 2013 and the era of wallpapering a prime-time, daytime or overnight schedule with a single show -- reruns at that – may be coming to an end. Netflix, Hulu and Amazon could slowly see to that.

Surely, some veteran networks that have been in the network rerun business have decided on a different path. A&E Networks even touts this in its new tagline: Be Original. A&E promises a 100% original prime-time lineup. That means you’ll get all the “Duck Dynasty” and “Storage Wars” you can handle.

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Create original big cable comedy successes? The price would surely be lower than for buying proven broadcast network winners. Right now cable networks can point to lots of drama successes: AMC’s “Walking Dead”; TNT’s “Rizzoli & Isles”; and HBO’s “True Blood” to name a few. A number of USA dramas had been in that bigger viewer group in the last few years, but they have been trending down some recently.

Original cable comedies have been around, but from a large viewer/big business perspective they have been no match for the likes of “Modern Family” or “Big Bang Theory.” Viewers want the whole enchilada -- dramas, comedies, reality, you name it. Sometimes they seem to want it on one network.

USA will try.  The long-term plan is to get “Modern Family” established so the network can launch its own in-house comedies. “Sirens” from Denis Leary (“Rescue Me”) and the female buddy comedy “Playing House” are two upcoming efforts. TBS has tried a similar strategy on the back of “Big Bang Theory” repeats.

Can’t wait? USA’s dramedy “Psych” (2.2 million viewers by one last count) does well. You might consider Disney Channel’s light teen entertainment “Austin & Ally” (3.48 million viewers for a recent episode) or “Dog with a Blog” (3.2 million) in this mode; or perhaps Nickelodeon’s  “SpongeBob” (3.38 million) still makes you laugh.

Comedy Central, of course, also has a few shows to laugh at, including “The Daily Show with Jon Stewart” (1.5 million viewers). Stewart himself can sometimes be found getting his yucks from the likes of Fox News’ “The O’Reilly Report” (2.7 million).

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