"For most of the past decade the USA Network has lived by the mantra ‘blue skies,’ which has translated into programming a string of upbeat hourlong drama hits, like ‘Burn Notice’ and ‘Royal Pains," writes our good friend Bill Carter in The New York Times.
Carter continues, "That strategy has paid off, with USA ranking as the most-watched entertainment network on cable for eight straight years. So why is the network going to make a new pitch to advertisers on May 16 that emphasizes areas previously little explored by USA, like situation comedy and reality shows?"
Part of the reason, Carter notes, is that starting this fall USA Network has the syndication rights to the hit sitcom "Modern Family."
Carter adds, "But the network’s top program executives also acknowledge that in order to grow, and to maintain the top position in a competitive cable environment, it is time to branch out into new programming directions.
"At its advertiser [Upfront] presentation next week, USA is expected to announce that it has ordered its first two original sitcoms, as well as several new reality shows, and a new drama that breaks with the USA tradition by taking a bit of a walk on the dark side."
We urge you to click on the link in the first paragraph above to read more of Carter’s insightul article about USA Network’s upcoming strategy and how the network plans to pull it off tactically.