Looking at the list of the recent 2009 Emmy nominations, one thing that jumps out is how prominent cable shows have become. Of the seven shows nominated for Best Drama, only two came from broadcast channels (ABC's Lost and Fox's House). Almost half of the Best Comedy nominations also came from cable. So what happened to broadcast? The past few years have seen this trend of cable shows getting more critical recognition than the typical broadcast fair, and ad revenue have followed suit. So what has caused this shift?
The Niche Factor
Most cable networks have respectable ratings numbers, but they typically don't approach the kind most hit broadcast shows reach. But cable finds itself attracting more and more advertisers. One reason for this is the efficiency of cable television. While broadcast stations have to promote numerous shows, cable channels tend to be able to throw all their support at just a few original programs, since the bulk of their programming comes from syndication of hit broadcast shows that already have a built-in audience.
More importantly, these shows tend to be made for a more niche audience. This means that advertisers have a much better idea of who they are trying to sell their products to. Broadcast shows are very different. The networks goal is to pull in as many viewers as possible, so you have a whole slew of different kinds of people watching. These people all have different preferences that are all over the board. This makes advertising tricky, as what works for one group may not work for another.
"The broadcast networks are not a terribly efficient way for marketers to reach people," entertainment and corporate lawyer Bill Abrams said in an interview with CNN Money.
Cable shows, on the other hand, have smaller but much more predictable audiences. Syfy, for example, caters to a very specific demographic. And these specific demographics make it much easier for advertisers to target their consumer base. And since it costs considerably less to advertise on cable networks as opposed to the broadcast networks, advertisers can get a lot more bang for their buck. "Certain advertisers can hit the exact mark they want at a lot lower cost," Abrams adds.
Risk Taking
The different approach of cable also has a big impact on the shows themselves. As stated earlier, most cable networks do not have to produce nearly as many programs as your broadcast networks. In addition to being a help in terms of promotion, it also means that cable networks can spend more time developing each show, putting more care into characters and scripts. Also, cable series tend to run fewer episodes per season (an average of 13 as opposed to 21), so the series themselves often feel tighter.
Another advantage cable has goes back to the niche market. Having smaller, niche markets means cable networks are not expecting the huge ratings that broadcast stations do. Because of this, they are more willing to take risks with their programs, looking to please the smaller set of devoted viewers instead of going for broad appeal. This is a big part in why cable shows have been getting more critical praise than your average broadcast show. They do not have to worry about pleasing any average viewer who may happen to tune in, and can focus more on the quality of the show as it applies to the genre. They can also tackle more issue driven premises (such as drugs and sex) that will not fly on broadcast television.
The Give and Take
Cable's success should not be read to mean that broadcast television is dead. While it is more of a scatter-shot, the ratings of broadcast shows are still too high for advertisers to abandon. And there are still a number of broadcast shows that still receive quite a bit of critical praise, just as there are plenty of cable shows that do not. It should also not be overlooked that having broadcast shows to syndicate is what frees up cable networks to focus on a smaller number of productions. Take away broadcast from the equation, and cable networks would have to pump out just as many shows, and run into the same problems.
The point is that cable should no longer be regarded as a minor player in the television industry. Being able to do things that broadcast networks can not has put them on an even playing field, despite having lower ratings on average. And it is a realization that broadcast networks and industry analysts will have to consider.
