• by David Goetzl  @dgoetzl, June 27, 2008

Parent companies are increasing the amount of shows on their broadcast networks. The figure has risen from 57% of their schedules in 2006 to 67% in 2008, according to a new report from Bernstein Research.

Author Michael Nathanson writes that increased ownership is a "double-edged sword," and as with every aspect of TV, based on hit levels. In other words, when a network and its affiliated studio own a hit, "ancillary returns" can be bountiful, but owned shows that fail dramatically may chip into those revenues.

CW gets all of its programming from its co-owners, CBS and Warner Bros. NBC gets 82% from its in-house studio--followed by ABC at 73%, Fox at 70% and CBS at 36%, largely due to its efforts to co-produce shows that can limit risk, according to the report.

Nathanson also writes that so-called "independent" producers that try to sell shows to networks--such as Warner Bros. and Sony--seem to be facing tougher times "finding homes for their programs"--i.e., networks to pick them up. And with their heavy dependence on syndication revenues from network shows, the companies may be dealing with headwinds. Some 42% of programs in 2006 were from "independents," which has been sliced in half to 21% in 2008, according to Bernstein.

This may indicate why Warner Bros. would be reluctant to give up its half-ownership in the struggling CW network. If the studio increasingly has trouble finding outlets for its shows--although cable is growing as a possibility--then holding onto the CW as a venue may be critical.

The report says that Warner Bros. has four shows that are in the "early stage pipeline" that could lead to eventual notable syndication dollars, including "Gossip Girl" on the CW (co-produced by CBS). Others are Fox's "Sarah Connor Chronicles," CBS' "The Big Bang Theory" and NBC's "Chuck." But these shows need to remain on their various networks for several more seasons to allow Warner Bros. to reap the benefits.

News Corp.'s 20th Century Fox studio will produce the most prime-time hours this season at 16, followed by NBC Universal with 15.5 (a .5 comes from a studio serving as a half-owner) and Warner Bros. with 15, according to the report. But NBCU is producing the most new "owned" shows at 8.5.