• by Adam Buckman , April 13, 2017

USA Network is positioning itself this upfront season as the biggest of all the entertainment networks on basic cable, with audiences and brand-name content on par with the broadcast networks.

Mark Marshall, EVP, Entertainment Sales Group, for NBCUniversal, previewing USA’s upfront marketing and programming strategy, said marketing messages are "surrounded by highly engaging premium content with scale that rivals that of a broadcast network.

“Combining USA’s investment in compelling content across multiple genres, with the data and distribution capabilities of our portfolio, makes for a winning formula to help our clients fulfill their business objectives,” he said.

USA’s upfront sales efforts will apparently involve more existing and returning series than new ones, although the network did announce a few new programs.

They include “The Purge,” a series for both USA and co-owned Syfy, adapted from the “Purge” series of action-horror movies; “Damnation,” a drama in development that takes place in the American heartland during the Great Depression; and “The Sinner,” starring Jessica Biel (pictured above), a crime thriller set to debut in August.

Series returning to USA include the dramas “Colony,” back for a third season next year; “Mr. Robot,” returning in October for its own Season Three; “Queen of the South” (Season Two starts in June); “Shooter” (Season Two, July); and “Suits,” back for Season Seven, also in July.

Unscripted shows on USA include the celebrity family game show “Big Star, Little Star” and “Chrisley Knows Best.” USA continues as the home of “WWE Monday Night RAW” and “WWE Smackdown Live.”

USA’s wide range of programming is part of its strategy, the network’s executives say. “USA continues to invest in big brands and grow scale with must-see live events and buzzy original programming,” said Chris McCumber, president, Entertainment Networks, for NBCUniversal Cable Entertainment.

He added the network would offer “a wide range of entertaining shows that resonate with one of the biggest and most loyal audiences in television,” he said.

Underpinning USA’s pitch to advertisers this upfront season is its dominance in the cable ratings among entertainment networks. “USA Network heads into this year’s upfront season on top,” the network says, “as the No. 1 ad-supported cable entertainment network in [the first quarter of 2017] among key demos [adults] 18-49, 18-34 and 2+.

“After closing 2016 as the most-watched ad-supported cable entertainment network for an unprecedented 11^th consecutive year, 1Q17 marks the first time in seven years that USA has been No. 1 in [first quarter] in all three demos,” the network said.