Broadcast Television Makes a Comeback
According to a recent statement from a network head to Variety, “Broadcast’s back, baby!” And it seems they are right. After a challenging year that saw a disrupted fall lineup due to Hollywood strikes, the networks are now back in full swing. Despite a rocky start with disruptions from the election, extreme weather events, and a struggling media industry, broadcast television is showing signs of revival.
Resilience of Primetime Series
While the landscape of fall TV has shifted with the rise of streaming platforms, traditional primetime series on the Big Four networks are proving their resilience. The latest data reveals a surprising interest in the new scripted shows airing on these networks.
ABC’s “High Potential” has garnered immediate success, increasing its viewership each week for the first three episodes – a feat not seen since Fox’s “Empire” in 2015. CBS’s “Matlock” and “Georgie & Mandy’s First Marriage” have also shown promise, with the former already renewed for a second season. NBC’s “Happy’s Place” premiered strongly on a Friday night, a time slot often overlooked by networks. Fox’s “Rescue: HI-Surf” has also shown promising initial returns.
Redefining Success in the Modern TV Landscape
While overnight and live+same-day Nielsen ratings may not paint the full picture of a show’s success, they still serve as a starting point for networks. Steve Kern, NBC’s senior VP of content planning, acquisitions, and strategy, emphasizes the need to look beyond these initial numbers. With audiences consuming content across various platforms and delayed viewing becoming more prevalent, the true success of a show may not be evident until days or weeks after its premiere.
Metrics such as time-shifted usage via DVRs, VOD, and multi-platform ratings now provide a more comprehensive view of a show’s performance. Shows like “Happy’s Place” and “High Potential” have demonstrated strong multi-platform viewership, indicating broad audience appeal.
A New Era of Television Success
Ari Goldman, senior VP of content strategy and scheduling at ABC, highlights the significant impact of playback and streaming platforms on the success of scripted programming. With the inclusion of multi-platform ratings, some shows are reaching audience numbers that would have been considered impressive in the past.
As the fall season progresses, networks are seeing the potential for shows like “High Potential” to thrive in the evolving landscape of television. The networks are indeed finding themselves in a “Happy’s Place” with the resurgence of broadcast television.
