Folks interested in cable network strategies in general, or in FX in particular should check out a piece in Multichannel News today, on FX’s evolving strategy of producing more original television and using movie premieres to promote its line up. Here’s just a snippet:
For years, the most popular cable networks built their lineups on the backs of highly-rated off-network broadcast shows, slowly infusing the schedule original programming of their own.
One network has pitched that strategy — which, until recently, has nourished ratings — in the trash.
News Corp.’s FX is betting that a lineup of pure original programming, coupled with top-tier theatrical films, will catapult the network to upper echelon of cable networks reaching advertiser-coveted 18-to-49-year-olds.
FX’s unprecedented lineup of 11 originally-produced, scripted series, launching over the next 12 months, involves a variety of character-based storylines, including an old-fashioned lawman who doles out his own brand of justice in the Midwest (Justified); a struggling comedian who deals with his divorce through a mix of standup routines and sketches (Louis); a former boxing champ who struggles with life outside the ring (Lights Out); and an animated, cocky super-spy who employs curious methods to nab villains (Archer).
And over the next two years, the network will showcase an incredible lineup of more than 100 commercial-television premieres, including the rights to Avatar, now the top movie of all time in worldwide box-office grosses.
via Multichannel News.
As FX notes in the piece, with about an 85% failure rate on original programming, they’re hoping for about 3 keeper hours out of 11 hours introduced. Guess which category Archer seems headed for?
Hmm, looks like FX is tired of getting crushed by USA and TNT.
Archer is by far the funniest show on FX. It sucks more people aren’t into it… It also puzzles me that people actually like It’s always sunny… That show is just awful.
You’re probably just not smart enough to understand it, Chmarin. It’s okay.
The story seems to confuse “we never, ever, ever, yank anything off the air in-season, no matter how bad the ratings” with patience. Though a 2nd season of Archer wouldn’t actually surprise me much (networks seem prone to rolling the dice more with 30 minute shows) barring a remarkable ratings turnaround for Damages, a fourth season would surprise me.
Archers first two episodes were good, the third was freakin horrible, and the fourth was ok. I dont care either way about it.
“High-profile shows…were cancelled due to poor ratings.” & “‘Unbroken track record of [scripted-series] success…we’re going to be able to be successful with it indefinitely.’” Um…okay.
If 2.5 Men is compatible with their network, that makes me disinclined to want to watch…
Melanie, you’re obviously not the smart one if you spend your day online looking for ways to insult people.
Get a life.
I always thought of FX as the basic cable version of HBO. Where they show high-profile movies and have critically-acclaimed originals that people talk about. The only difference is that FX airs syndicated fare such as The Bernie Mac Show and Spin City while HBO does not.
I don’t watch Archer, because Frisky Dingo is on a few hours later on Adult Swim, and is funnier, more bizarre and more entertaining, with basically the same character. And besides, if I wanted to see (hear) some H Jon Benjamin, I could just watch the rest of Adult Swim’s lineup.
FX’s strategy is interesting. But are the really getting killed by USA and TNT? Seems to me they aren’t really in direct competition other than going for the same demo all 150 other broadcast/cable networks go for, but I could be wrong.
Chmarin: You really think Archer is funny? I watched two episodes and then gave up. It’s awful man!
Sucks that more people do not watch Damages, it is truly a unique and amazing show. Maybe give it one more year, and put it behind SOA. See if the network highest rated series could help it. Saw an episode of Archer didn’t really get into it, but I’m sure some people are and it just needs more exposure.
Catiebug, you realize that Frisky Dingo is canceled and Archer is the new show from the same creative team? You should give it a chance.
It’s Always Sunny in Philadelphia is hilarious!
Archer is a one-trick-pony it’s already getting old to me but I’m still watching…for now.
FX is pretty much in rebuilding mode, SOA is their only real hit. Justice looks interesting though. Hope they get back on track.
Yeah, Damages is done for. But seeing how it was a surprise to even reach season 2, getting 3 seasons out of it is a gift.
I just don’t think a drama focused on female characters was a good fit for FX. The quality was there, it just never found an audience.
We have no idea what Archer costs, do we? It seems like a very inexpensive show; it’s essentially the Flash-animation style the same team used on Sealab on Adult Swim.
I’m hopeful they’ll keep Archer around and try it on a slightly less brutal timeslot. It seems an odd choice to air a promising new (and quite funny) show up against that level of competition.
Nice, I like FX shows…
@Seidman: Why do you think that FX renewed Damages last season? The numbers were as bad as this year’s.
^
FX didn’t renew Damages last season. After S1 they renewed it for 2 seasons.
Thanks for the info, didn’t know that. I thought it was because of critical acclaim.
Pix, they gave Damages a 2 season renewal after the first season. And though I am not sure that necessarily required FX to do a third season, I’m sure some penalties would’ve been involved in not doing it.
FX might have hoped things would pick up in season three by retooling the story, or by simply not having the extra long break due to the writer’s strike (a lot of time elapsed between season 1 and 2 due to the strike).
The only real plus I can figure at this point is that Damages brings FX recognition via Emmy Awards. I’m not sure that will mean much though unless the awards and critical recognition somehow allow FX to negotiate better carriage fees.
It’s quite sad. Damages is a really good show
The animation in Archer is pretty elaborate by flash standards, and some of the stars are medium-famous. It might not be as cheap of a show to produce as those of us hoping FX keeps it around think.
FX has been more aggressive in acquiring movies than TNT and USA who show them but more as weekend filler than primetime programming. The films FX tend to acquire are more male skewing. The strategy of scheduling a premiere of a movie before a new show is good but it depends on the movies for example for Sons of Anarchy, FX scheduled Wild Hogs and Ghost Rider before it as a lead in, both are bikereque films being used for a drama about Bikers, The Simpsons Movie before Archer, an animated comedy leading into a animated comedy but for Damages season 2 premiere, they scheduled The Devil Wears Prada not sure of the link myself.
FX aren’t alone in doing this. USA scheduled Casino Royale as lead in for Burn Notice and I believe used National Treasure as a lead in for its first season.
Never actually seen Damages..
I see tougher times in the ratings department for FX in the short term future. While its not the ratings cash cow it used to be they are losing a signature series with the end of Nip/Tuck. I can’t remember how much longer Rescue Me is supposed to be around for but I dont think it was more than 2 seasons.
Damages while getting great reviews doesn’t bring in the ratings. Having the success in ratings Sons of Anarchy did in its second season balances that out and will probably be their two tent poles in the drama department.
Archer should be getting better ratings. It probably would be if it was paired with new episodes of the League or Always Sunny In Philadelphia. Although last year pairing Testees with Always Sunny… did’t really do much to keep it around. Hopefully FX will give Archer a second set of episodes to air with another comedy and see what happens. H. Jon Benjamin and Jessica Walter are great but Parnell and Greer round out the great voice work. Aisha Tyler can come and go and I wouldn’t care one way or another.
Not understanding the point of this article, FX has had this same formula in place for several seasons now, just this year they are trying more 30 minute comedies which are cheaper so they are launching a few more shows, last year they had, SOA, ASIF, Dammages, Rescue Me, The Shield, Nip/Tuck, 30 Days, Dirt, Testees, and several other originals, plus movies, and syndicated Fox sitcoms…it works, I can always find something to watch on that channle any time of the day
i really hope that damages will get another season. it’s just great, one of my favourites. and i know that it doesn’t have good ratings, but they are better than last season, right?