Word: nickelodeon
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With more focused channels like America's Health Network and the Sundance Channel competing for scarce channel space, why should Eye on People survive? Geoffrey Darby, a former top executive at Nickelodeon who was named president of the channel two months ago, makes a game effort to define its niche: "When you want to see stories about people, this is where you'll go." Yet Lloyd Werner, executive vice president of sales and marketing, admits that cable operators have so far reacted with "skepticism." Says he: "I've been doing this for 15 years, and it's never been...
Indeed, part of the networks' strategy to lure back Saturday-morning viewers focuses on copying a big secret of Nickelodeon's success: promotion, promotion, promotion. Fox, for example, has tripled the marketing and promotion budget, in part to advertise its kids' fare on cable and radio stations. ABC is now using its prime-time Friday-night block, which includes youth-oriented series like Clueless, to aggressively promote shows airing the next morning...
...broadcast networks, however, are all too aware of what Everett is missing, and they are desperate to do something about it. Distracted by home videos, computer games and round-the-clock cable channels such as Disney, the Cartoon Network and most significantly of all, Nickelodeon, children have abandoned traditional Saturday-morning television like so many grownups shunning whole milk. For the first six weeks of the new season, on average 4.16 million kids 2 to 11 years old tuned into Saturday-morning network shows, down 20% from last season, according to Nielsen Media Research, and a whopping 60% from...
...Nickelodeon is gaining a big chunk. As the networks have watched their ratings dwindle, Nick has seen its Saturday-morning audience grow 23.5% during the past year. "The networks have gone to the same tired well too many times," argues Nickelodeon president Herb Scannell. "They don't care about kids, and kids are feeling that...
...sort of innovative live-action fare it serves up in the evenings (The Secret World of Alex Mack) but rather with repeats of its weekday cartoons like the clever Rugrats, as well as reruns of older Saturday-morning shows that were canceled by the major networks years ago. "When Nickelodeon is able to beat broadcast networks with repeats of Muppet Babies and Beetlejuice," notes Jamie Kellner. head of the WB, "it suggests the matter goes far beyond programming...