Networks eye early start
Looking to get a jump on the upcoming TV season
By James Hibberd and Nellie Andreeva

May 8, 2008, 08:25 PM


Marred in double-digit ratings declines, the broadcast networks probably can't wait for the strike-impacted 2007-08 season to be over. But they also might be eager to get a fresh start with next season sooner than expected.

Fox is likely to kick-start its schedule the week of Aug. 25, a month before the official start of the broadcast season.

The CW is said to be mulling an even earlier return, possibly in early August. Even CBS -- which traditionally has been very conservative, rolling out most of its shows during premiere week -- might get a jump a week earlier.

A big incentive for early launches is the Summer Olympics in Beijing, which will air on NBC.

For the Peacock, launching a fall lineup right after its presentation of the Olympics closing ceremony Aug. 24 makes sense -- sluicing viewers right into such returning hits as "The Biggest Loser" and "The Office."

But an early rollout also would benefit NBC's rivals, which could pick up some of the viewers drawn to broadcast TV by the Olympics. During the Athens Summer Olympics in 2004, overall television audience viewing rose 10%, bridging about half the distance between summer levels and regular in-season levels. Such a rising audience tide can lift all network boats.

"The sooner the networks get past repeats and get past this season the better," said John Rash, senior vp at media agency Campbell Mithun. "It's wise for NBC's rivals to not allow it to have the exclusive post-Olympics promotional platform. They need to compete vigorously once the Olympics end."

Another factor is the writers strike.

Some shows such as NBC's "Heroes" and ABC's "Pushing Daisies" will have been off the network schedules since last year. Given the recent ratings decreases suffered by network dramas that returned after only a few months off the air, broadcasters would rather not make viewers wait longer than necessary.

The networks already are going with extended orders for next season to some of their hit series, including NBC's "The Office" and "My Name Is Earl" and the CW's "Gossip Girl."

Launching early could also help networks recoup lost ad revenue during this strike-addled fiscal year.

Premiering a fall lineup early is not completely new. Fox has premiered some shows in late August the past several years in support of its Major League Baseball playoff games and to try and get a jump on the competition.




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An early start is a good idea as long as it doesn't mean a month long run of repeats by September/October. the earlier stasrt to the season needs to bring with it a network plan for more 'year-round programming'. Run the Fall shows consistently through in the Fall and then bring on more new programming for the spring.

Right now, NBC/CBS are running some repeats in the first 2 weeks of May sweeps. Hopefully, an earlier start to the season won't mean repeats airing in November sweeps.

FOX tried this several years ago, and it was a complete failure. It is not a good idea to premiere new and old returning programs this early. You need to start when all the schools are back in session, and the weather turns colder, and the days are shorter. If they debut shows in what still is summer the ratings will be down again.

I think going early makes sense in a few instances.

First, for new series that might benefit from the exposure in the less competitive summer weeks. Prison Break is a good example...it launched well because FOX put it out early and it got good sampling before its competitor shows started their season.

Second, networks might benefit themselves by going early on a night where they want to ratchet up their numbers against the competition, especially if its a relatively new lineup. So this fall, The CW might want to go early with its Monday line-up led by Gossip Girl, or ABC might want to go early with its returning Wednesday line-up.

And third, when a network is brand new or debuting a mostly new slate, going early can help to gain critical sampling. MyNetworkTV was the first network to debut its full schedule the past two seasons: on September 5th, 2006, when the telenovellas "Fashion House" and "Desire" premiered, and last season on the Tuesday after Labour Day, when the new 2007-08 shows started to debut on MyNetworkTV. While the telenovellas launched well and then faded, last season MNT got a decent fall launch for "Jail" and that series is now its number one show that sometimes beats Reaper for fifth place.

I think late-summer fall debuts are a good thing if used selectively, and FOX and The WB have used them wisely in the past. Going early with an entire line-up (as NBC is contemplating) is a risky move that could see most of your shows abandoned once all the competition returns.

NBC really has no choice but to start up early. They will be increased viewership from the Olympics and they have to hook them while they are still on the network. If they wait 3 to 4 weeks after the Olympics, they will lose that potential auduience.

CW is just hoping to get any audience they can get to stay afloat. By starting first, they are hoping to grab the viewers before they leave to other networks.

FOX, CBS, and ABC I'm sure will follow. If their competitors are starting early, they won't put on 3 to 4 weeks of repeats while the other networks are putting on originals of their top shows.

The CW needs to go early, but better be smart enough to realize launching against the Olympics is suicide. The week after however, is a good move. NBC will roll out a ton in the 3 weeks post-Olympics with the heavy hitters like SVU and perhaps Friday's lineup waiting a few weeks. Fox will likely also launch early on nights like Monday, Wednesday, and Thursday. Their new Friday could launch a week or two before the new season and the animated comedies should launch the week then NFL begins. CBS can pretty much do what they want. If I were them, I'd wait for the regular season to launch most of it as they have plenty of established stuff to work with.

I like the idea.

I like the idea too, but it just wouldn't feel right watching new Desperate Housewives or Law & Order in August. But, with the Olympics, this idea is the only right thing to do.

Finally, NBC makes some sense.

In ABC's case, nights like Monday, Tuesday, Thursday, and Sunday have heavy hitters to launch the nights. Wait til the season starts for them. However, their Wednesday night needs to be relaunched. Launching one to two weeks early for that night is a good idea. Whatever airs on Fridays could just as well launch a week or two early also.