Source : Globe & Mail

Global gets serious with fall lineup as it tries to lure viewers away from CTV

Global Television executives described themselves last year as "the network that's not afraid to laugh," since it's been known in the past for buying big-name U.S. comedies such as Seinfeld and Friends.

But as CanWest Global Communications Corp. [CGS-T] attempts to make up lost ground against rival CTV in the prime-time ratings, the focus is shifting to dramas.

CanWest became the first of the big three Canadian commercial broadcasters Wednesday to unveil its lineup of new shows for fall, and the slate was decidedly skewed toward dramas, which have packed the most ratings punch in the past few years.

The company, which owns Global Television and the E! network, bought 13 dramas and just one comedy this year as the networks made their annual pilgrimage to Los Angeles to bid on the new shows being rolled out by U.S. producers. It bought 14 dramas last year, but also added eight comedies. The year before was similar, with 11 new dramas and nine half-hour sitcoms, an analyst said.

CTV commands at least 15 of the top 20 shows on television and most are one-hour dramas, such as CSI: Crime Scene Investigation, Grey's Anatomy and Lost. And Global's best-performing program is the one-hour drama House.

"We knew what we needed and we didn't need a ton," Barbara Williams, senior vice-president of programming and production for CanWest, said of the network's strategy this week in Los Angeles.

After coming into last year's buying season with 22 open slots to fill, CanWest had 15 vacancies in this year's fall schedule. It is carrying sophomore shows such as Heroes and Brothers & Sisters into this season.

Among the 13 new dramas it bought for undisclosed amounts are CBS's Cane, and NBC's Bionic Woman and Journeyman. Though CanWest bought one reality show, Kid Nation, and the half-hour sitcom Back to You, observers noted the focus on dramas this year in the battle with CTV.

"They probably think there's a better chance for a drama to survive, rather than a sitcom," said Florence Ng, vice-president of broadcast investments at Toronto media buyer Zenith Optimedia Canada.

"It takes longer for a sitcom to catch on because the viewers need to relate to and like the characters. But for dramas, there's a plot. You follow the storyline and then you come to like the show. That's probably the reason why the success rate for dramas is a little higher than comedies."

Ms. Ng. also noted there weren't a lot of great sitcoms for the Canadian networks to choose from this year.

CTV wouldn't comment on its acquisitions in Los Angeles, choosing to save the announcement for the unveiling of its schedule in early June. However, it appears CTV likely locked up several dramas of its own, including ABC's highly touted Big Shots, and the Grey's Anatomy spinoff Private Practice.

Though the networks don't disclose how many millions they spend each year, observers said it appears the networks weren't shy in opening up their wallets.

Global lost the rights to NFL football this week to CTV and Rogers Communications Inc., [RCI.B-T]after 25 years of showing the games and the Super Bowl.

That contract, worth an estimated $10-million to $15-million, freed up cash for CanWest to spend on prime time, the company said.

The trend comes after Canadian networks spent record amounts on foreign programming last year. Numbers made public by the Canadian Radio-television and Telecommunications Commission show the Canadian networks spent $688-million on foreign shows last year, and increase of 12 per cent — including $479-million on dramas.

Typically, dramas sell for more than comedies, since they come with higher production costs. But analyst Adam Shine at National Bank Financial in Montreal said it's not clear whether CanWest will see a significant increase in programming costs, since the network had fewer spots to fill.

"Given the number of dramas acquired this year, it's too early to gauge the potential change in programming costs," he said.

CHUM, which was bought by CTVglobemedia last summer in a deal that requires regulator approval, could not be reached for comment on its fall lineup. CTVglobemedia is the parent company of CTV and The Globe and Mail.

Ad buyers say it is a significant year for the Canadian networks. Global hopes to narrow the gap between itself and CTV, which ran into a string of bad luck last fall when several of its new shows underperformed and were cancelled by their U.S. networks. Highly touted shows that are not returning this season include Studio 60 on the Sunset Strip, from the creators of the West Wing, and Smith.

"This year is extremely important because this is a chance for CTV to increase their dominance," Ms. Ng said. "But if you're CanWest, it is also critically important because they're trying to rebound and it takes multiple years for that to happen."

© Globe and Mail

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