CBS to Air Sister Cable Network’s ‘Brotherhood’

Jul 11, 2006  •  Post A Comment

CBS will present an encore presentation of its sister cable network Showtime’s new family crime drama “Brotherhood” on Saturday, marking the first time the two CBS Corp. networks have aired the other’s original programming.

It’s also the first time a pay cable network’s original programming has been run as a promotion on its sister broadcast stations. The pilot episode of “Brotherhood,” which premiered on Showtime Sunday, July 9, will be broadcast on CBS, edited for network audiences.

“This is just one example of how content divisions in our company can work together to complement and support each other’s efforts,” Leslie Moonves, president and CEO of CBS Corp., said in a Tuesday statement.

Media conglomerates that own both cable networks and broadcast networks have aired their basic cable content over the air to promote the programs in the past, prompting some local stations to ask how the promotions help them.

NBC ran Bravo’s “Queer Eye for the Straight Guy” in 2003 to some grumblings from a few local stations that objected to the content or wondered why they were promoting a show that was running on a rival service. The ABC broadcast network has run episodes of ABC Family’s “Kyle XY” on Fridays over the last two weeks.

Blake Masters, Henry Bromell and Elizabeth Guber Stephen are executive producing “Brotherhood” for Mandalay Television.