In the ever-changing landscape of cable television, a transformation is underway. Formerly known for their original dramas and comedies, many popular cable networks have become unrecognizable as they now primarily air endless reruns. Channels like USA, TBS, Comedy Central, and MTV have all morphed into zombie versions of their former selves. This shift is causing advertisers to pull their money from cable at alarming rates, leaving cable providers questioning the value they offer to consumers. With the rise of streaming services and declining cable subscribers, the future of cable networks hangs in the balance.
The Transformation of Cable Networks
Introduction
In recent years, the landscape of cable networks has undergone a significant transformation. What were once thriving channels with original scripted programming have now become vessels for endless reruns and reality shows. This shift has been driven by various factors, including the rise of streaming services and the decline in viewership for traditional cable television. While some exceptional cable channels continue to flourish, many others are facing trouble and uncertainty regarding their future revenue and relevance. In this article, we will explore the decline of cable networks, the shift towards streaming, the implications for future revenue, the decrease in original scripted programming, the rise of reruns, and the changes in programming strategies in this diminished landscape.
Decline of Cable Networks
One of the most prominent examples of the decline of cable networks is the USA cable network. In the past, this network was known for its compelling original programming, such as “Suits,” “Mr. Robot,” and “Royal Pains.” However, in recent years, viewership has significantly declined, and USA’s original programming department no longer exists. The channel now relies heavily on repeats of popular shows like NBC’s “Law & Order: Special Victims Unit” and CBS’s “NCIS” and “NCIS: Los Angeles.” USA’s transformation is reflective of the broader shift that many other popular cable channels, including TBS, Comedy Central, and MTV, have undergone.
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Shift Towards Streaming
The rise of streaming services has played a crucial role in the transformation of cable networks. With the decline in subscribers for traditional cable television, many media companies have shifted their resources to invest in their streaming platforms. For example, NBCUniversal’s Peacock has started producing more original scripted shows. However, despite the profitability of cable, most streaming services are currently operating at a loss. This raises questions about whether media companies have moved too quickly towards streaming, potentially limiting future revenue from distributors and advertisers.
Limiting Future Revenue
The shift towards streaming has consequences for the future revenue of cable networks. As media companies focus their investments on streaming services, they risk losing revenue from cable distributors and advertisers. This shift in resources has led some industry insiders and analysts to suggest that entertainment companies may be “killing the golden goose.” While cable may be getting smaller, it remains profitable. Thus, the decision to prioritize streaming over cable programming may have unintended financial ramifications.
Decrease in Original Scripted Programming
One significant consequence of the transformation of cable networks is the decrease in original scripted programming. According to records analyzed by The New York Times, the number of original scripted programs on cable has decreased by 39% since 2015. Factors such as strikes by writers and actors have contributed to this decline. Cable networks like TBS, TNT, Comedy Central, Freeform, A&E, History, MTV, and Lifetime have significantly reduced the number of scripted programs they air.
Rise of Reruns
With the decrease in original scripted programming, cable networks have turned to reruns to fill the programming gap. Popular shows like “Friends,” “The Big Bang Theory,” “Modern Family,” and “Seinfeld” now dominate cable lineups. Reruns play a crucial role in maintaining viewership for cable networks, even if they lack the novelty and originality of fresh content.
Programming Moves in a Diminished Landscape
Cable networks have had to make significant programming moves to adapt to the diminished landscape. One example is USA’s shift from scripted programming to unscripted programming, library rights, and sports. The network now heavily relies on live sports coverage, such as the Premier League, NASCAR, and Olympic events. According to spokespeople for USA, these programming moves align better with the current state of cable television and are more cost-effective to produce. Similarly, TBS and TNT have turned to offering scripted options that were originally made for other channels, such as “The Big Bang Theory” and “Modern Family.”
Exceptional Cable Channels
While many cable channels have struggled in the transformed landscape, some exceptional channels have managed to thrive. Bravo, for instance, remains a culturally relevant force with popular shows like the “Housewives” franchise and “Below Deck.” The Hallmark Channel has carved out a niche for itself during the holiday season with a series of Christmas movies that garner strong ratings. Additionally, the Paramount cable network has achieved success with its hit show “Yellowstone.”
Reality Shows as Nonsports Programming
As cable networks have faced limitations in original scripted programming, reality shows have become a prominent feature of their lineups. Programs like “Barmageddon” and “Race to Survive: Alaska” are examples of the reality shows that now dominate cable networks. While these shows may lack the upbeat and procedural nature of the original scripted programming that once defined cable networks, they have become a cost-effective alternative.
Trouble for Cable Networks
Despite efforts to adapt and find alternative programming options, there are concerns about the value and relevance of some cable networks. Advertisers have started to pull money from cable networks, and cable advertising revenue has seen double-digit percentage decreases for multiple quarters. This trend has led to advertisers questioning the value of nonsports cable programming and reevaluating their advertising spend. The implications of this decline in advertising revenue could have long-term consequences for cable networks.
In conclusion, the transformation of cable networks has been driven by various factors, including the rise of streaming services and the decline in viewership for traditional cable television. While exceptional cable channels continue to thrive, many others have struggled to find their place in the transformed landscape. The decrease in original scripted programming and the rise of reruns and reality shows have changed the programming landscape of cable networks. As advertising revenue declines and media companies prioritize streaming over cable, the future of cable networks remains uncertain.
Source: https://www.nytimes.com/2023/12/08/business/media/zombie-tv-cable-networks.html
