• by Wayne Friedman , Staff Writer, July 9, 2007

Cable programming is surely a TV lover's saving grace this summer -- as more programs debut than ever before. But is it only more of the same? 

A ton of new shows from the likes of TNT, TBS, Lifetime, USA Network, Bravo and Discovery have started, all with plenty of press. But is there growth?

The answers: Yes and No.

On the first question, Daily Variety says, "Cable is no longer the daring alternative to broadcast networks." Network owners don't want niche programming, the trade paper says, but those shows with broader appeal. So we have mainstream dramas "The Closer" and "Army Wives." And we have standard-looking sitcoms -- "Tyler Perry's House of Payne." That's more of the same.

On the second question: Magna Global says ratings of the higher-rated basic cable networks have been virtually unchanged in five years. That's little growth.

For cable, that has always been the issue: daring new niche shows don't offer big ratings.

Where's the problem?  Not with advertisers, nor with the coffers at the cable networks. But maybe it's the viewers bored silly in the summer, just twiddling their thumbs hoping for some stuff to watch after their daytime hours at the beach, or barbecuing.

They watch because they need something -- good but not great shows.

Cable network executives would say there is nothing wrong with that.

Cable networks had their individual brand identities at one time. But what do they have now? Is USA Network really that much different from A&E Network or TNT or TBS or Lifetime or Bravo or Discovery?  They all have a bunch of individual comedies, dramas and reality shows -- stuff people want to watch just like the broadcast networks.

Cable's original intent was to be an audacious alternative to network programming. But that doesn't sell much advertising. Now the goals are more modest: Cable gives us some stuff we want, in times when we need it.

Is that wrong?