Will CBS Summer Hit Trigger a Strategic Shift for Broadcasters?

Jul 1, 2013  •  Post A Comment

A new hit for CBS — if it can be called a hit after just one airing — could spawn a strategic shift for the broadcast networks. Writing in The New York Times, Bill Carter says the early success of "Under the Dome" means broadcasters could be looking at fighting back against the summer domination of the cable networks.

CBS took a cue from cable by launching a high-profile drama series during the summer months, typically the realm of repeats and reality shows on broadcast. "Under the Dome" drew more than 13.5 million viewers for its premiere last Monday, making it the biggest audience for a summer drama in more than 20 years. During the subsequent three days, an additional 3 million viewers watched the show.

The ratings illustrate the potential “to create a whole new model for summer programming,” David F. Poltrack, the network’s chief research executive, told The Times.

Already, other broadcasters are readying summer dramas, including ABC’s "Resurrection," which is about a town visited by long-dead relatives, and Fox’s plan for some "event series" such as a revival of the hit "24."

“The networks have to stop losing viewers,” Brad Adgate, the senior vice president for research at Horizon Media, noted. “After the season they just had they can’t afford to lose any more.”

One Comment

  1. Well the networks need to stop droping a good show afer just one season. And keep old shows that has been on for years. Where they seem to just replace the samestory line iver and over again. And reality shows started dieing 5 years ago. Leave them to MTV and VH1. Stop copying a hit show. And get rid of dead wood. You do need more than one news or court show per week. This just ruins primetime. And trash TV shows such as Cops and cheaters. It is as if they do care about there veiwers. That is why I watch more Netflix and Hulu Plus. Because with all the copy cat of bad shows you can’t find anything worth watching.

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