TV Land Pushes Boomer Focus at Upfront
By Anne Becker -- Broadcasting & Cable, 3/23/2007 12:04:00 PM
Continuing to position themselves as unique programmers for targeting older viewers, TV Land is lining up a raft of shows on iconic television stars and pop culture trends aimed at Baby Boomers. Somewhat divergently, the network also announced it has acquired younger-skewing off-network comedies Scrubs and Just Shoot Me.
The Story Of..., a pilot in development, examines fads and trends from what the network calls the "TV Generation." Also in the works are specials on Elvis and the 50 "Greatest TV Icons," a two-hour show in partnership with Entertainment Weekly.They join previously announced series like Back to the Grand, which sends TV actors to perform the real-life jobs they held on television and Penny and Cindy, a scripted pilot in development that would reunite Laverne & Shirley's Penny Marshall and Cindy Williams. Viacom-owned TV Land announced the shows in a New York upfront presentation to advertisers, at which Bill Clinton was expected to speak. The network, which averaged 984,000 total viewers in prime during February, has over the past year or so positioned itself to advertisers as the number one spot to target boomers. With the new shows, TV Land both expands its breadth of original series and freshens its reruns. The network originally ran mostly shows from the 1950s, 1960s, and 1970s. Scrubs and Just Shoot Me, both of which originally aired on NBC, join TV Land in October, 2008 and first quarter 2008, respectively.TV Land will also program boomer-focused movies on Friday nights beginning in April, with titles including Caddyshack, National Lampoon's Vacation and Beetlejuice.
"By expanding on our reach, where Boomers comprise roughly 75 percent of our target audience, TV Land is uniquely positioned to deliver entertainment and effective pro-social messaging that speaks to the life stage and values Boomers are currently experiencing," said TV Land President Larry W. Jones. "The days of targeting younger audiences, and hoping mature consumers will follow their lead, is now officially over."The network is also aiming to reach boomers on digital platforms. Having launched a broadband player in August 2006, the network will launch a mobile version of its website in second quarter, 2007. The Wireless Access Protocol (WAP) will include ad-supported content about the network's acquired and original shows.Other upfront news included a new pro-social initiative - "Cause Change" - which the network will plug in TV and online spots urging viewers to give back to society with philanthropy, volunteering and good citizenship.
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i JUST WANT TO LET YOU KNOW HOW VERY, VERY DISAPPOINTED i HAVE BECOME WITH TVLAND SINCE YOU STARTED PUTTING THOSE TERRIBLE, BORING MOVIES, WHICH MAKES ME SWITCH CHANNELS IMMEDIATELY AFTER TRYING TO VIEW SINE IF THE LOW CLASS, TASTELESS ONES YOU HAVE INCLUDED. i WISH YOU WOULD GO BACK TO THE GOOD OLD PROGRAMMING THAT MOST OF US HAVE ENJOYED AND WATCH OVER AND OVER SUCH AS I LOVE LUCY, ANDY GRIFFITH, LEAVE IT TO BEAVER, ALL IN THE FAMILY, BILL COSBY SHOW,DESIGNING WOMEN, BRADY BUNCH, MAMAS FAMILY, HOME IMPROVEMENT, GOLDEN GIRLS AND I COULD GO ON AND ON. THESE SHOWS WERE DONE IN GOOD TASTE AND ENJOYED OVER AND OVER. i HAVE TALKED WITH MANY OF MY FRIENDS AND THEY ALL SAY THEY CAN''''T STAND THE NEW PROGRAMING WITH THE 2ND RATE MOVIES. ITS TIME WE STOM HAVING ALL THE DIRTH FILTHY JUNK OUR CABLE FOR WHICH WE PAY. i THANK YOU FOR ALL THE HOURS i HAVE SPENT IN THE PAST 20 YEARS OR SO WATCHING THE GOOD UPSTANDING PROGRAMS BUT IF YOU CONTINUE RUNNING THE JUNK MOVIES THEN i WILL LOOK ELSEWHERE FOR MY VIEWING.
Mary A. Cornwell - 2/16/2008 9:46:00 AM EST -
If anyone including TVLand themselves, reads their message boards they will clearly see that loyal viewers hate the direction they are going. We want classics from the 50's and 60's not trashy tv like Just Shoot Me and High School Reunion. They don't listen, just acquire cheap programing. I used to watch the channel a lot, now, I have migrated to other channels such as ION and hallmark to see older shows.
Carly Sincovitch - 1/26/2008 8:56:00 PM EST -
I know of a lot of kids that would like to watch the Bugaloos on tv like I did, when I was little, I grew up with them, and I just in joyed watching, The Bugaloos, and H.R. Puff and stuff.
My kids, thats all they talk about, are they ever going to put those shows back on tv.
I would tell them, if enough people ask them to put them on, they just might do it, so they pray every night.
Thank you for listening
Joann - 1/9/2008 2:14:00 PM EST -
Please pick up Another World! You would make so many people happy, including me!
Deana Hayes - 4/2/2007 6:56:00 PM EDT -
Please pick up Another World!!!
Christine Bossung - 4/1/2007 10:38:00 PM EDT
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