Oct 11
10
USA Network Courts Advertisers, Develops Winning Formula
With more cable stations investing in their own original programming, USA has risen to the top with a proven formula – lighthearted dramas with interesting characters.
Hits like “Burn Notice,” “White Collar” and “Royal Pains” have created a definite niche for the cable giant – which used to air “Murder She Wrote” mysteries and wrestling events.
The popularity of their branding became even more important when Comcast purchased NBC Universal. Financially, the Comcast investors considered USA one NBCU’s biggest financial assets. Now that financial asset is paying off. For the first time, USA is playing a large part in the upfront advertising season. Advertising rates remain low for the amount of viewers that watch USA programming. This creates a good opportunity for advertisers before the rates increase, as they certainly will.
The tagline “Characters Welcome” has set it apart from other cable networks trying to get a toehold in the original programming space. Although USA airs repeats of “NCIS,” “NCIS Los Angeles” and “House,” the formula for original programming has become pretty standard – quirky characters set in sunny locales solving mysteries. The network’s hit show “Burn Notice” was originally set in New Jersey during the initial pitch, but was switched to Miami during development.
Every dreary shot in every original show needs a “fruit bowl” according to the head of original development – whether it is an actual fruit bowl or something colorful and interesting. If USA can avoid becoming too predictable, it can make use of the growing viewership numbers and translate those into advertising dollars this season and into the future.
