"Consumers want us to make them laugh and cry and get excited. They want
us to surprise them. They want us to make them better informed. And they
want all that delivered in ways that fit into their lives and their technological
choices.” – Bruce Paisner, Executive Vice President, Hearst Entertainment &
Syndication
Cable television is a changing and very complex business, but Paisner says
it’s fairly easy to sum up the future for Hearst’s networks.
“Even in the middle of a media revolution where all assumptions are suspect
and everything is on the table, it’s a very promising outlook,” he said. “But as
with every other medium, the opportunity isn’t going to be handed to us.
“Our strength comes from our size and our popularity with audiences, earned
over many years,” Paisner continued. “It is increasingly going to be hard to
build big networks that attract big advertising. There are just over 30
networks that reach more than 85 million households. We may see a few
more, but it’s going to be challenging to get that many consumers to tune in
to something new. They don’t have the time or the attention span. So you
really want to be there right now. And we are. We’re invested in five of the
biggest and most valuable names in cable—ESPN, ESPN2, Lifetime, A&E and
The History Channel. Each of them reaches more than 90 million Nielsen
households. And all have created or strengthened interactive media units and
are expanding the menu of broadband services.
“There were a lot of successes in 2006,” he added, “and there were a few
setbacks. But all our businesses are in a very good place to take
advantage of the opportunities in a changing business.”
Lifetime began 2006 with a public dispute with the EchoStar DISH Network
and was off the network through January. With that dispute resolved, the
channel returned its attention to programming.
Deals were concluded for off-network rights to three popular series:
“Medium,” “Desperate Housewives” and “Grey’s Anatomy.” Both “Medium” and
“Desperate Housewives” began playing on Lifetime once a week during the
year. “Desperate Housewives” will be available for Monday-through-Friday
viewing in 2008, “Medium” in 2009. “Grey’s Anatomy” began a once-a-week
run on the network early in 2007 and will start its Monday-through-Friday
plays in 2009.
Lifetime original movies continued to win with both audiences and critics.
“The Fantasia Barrino Story: Life Is Not a Fairy Tale” debuted in prime time in
August and was one of the highest-rated TV movies of the year. Other
original movies included “A Girl Like Me: The Gwen Araujo Story” and “For
One Night.”
In 2006, Lifetime created a new digital and broadband unit to ensure that the
network’s brand, programming and specially created new content reach as
many women on as many distribution platforms as possible.
The Lifetime Movie Network continued to grow and is now available in more
than 50 million homes.
The A&E Network had one of the best years in its history, mainly due to its
focus on personality-driven reality shows. A strong lineup was led by a new
season of “Dog the Bounty Hunter,” and continued to attract larger and
younger audiences. “The average age of the A&E prime-time viewer has
dropped from the high 50s to the low 40s in the last few years,” said Paisner.
“That’s a very important demographic for advertising sales.”
Other successful returning A&E reality shows include “Criss Angel Mindfreak,”
“Intervention” and “Inked.” Among the additions to the reality lineup were
“Driving Force,” about drag-racing legend John Force, his wife and their three
daughters who followed in the family business; and “Gene Simmons Family
Jewels,” which chronicles the life of the former KISS frontman and his family.
A&E complemented its original reality shows with strong off-network
programming. In September, the network began showing “CSI: Miami” nightly
during the week, and in January 2007 it launched the much-awaited off-HBO
debut of “The Sopranos.”
The network presented several showcase movies during the year, including
“Flight 93,” a dramatization of the heroism of the passengers aboard the
United flight that crashed in Pennsylvania on 9/11, and “Touch the Top of the
World,” about the first blind person to reach the summit of Mount Everest.
The History Channel, A&E’s sister network, continued to expand its core
following with greater appeal to the prized, but elusive, male audience with
such series as “Modern Marvels” and “Lost Worlds.” The channel now has
some of the best male demographics in the industry.
Among audience and critical hit specials in 2006 were “Washington the
Warrior,” “Lincoln” and “Titanic: Final Moments.” The History Channel also
won three Primetime Emmy Awards—two for “Rome: Engineering an Empire,”
and one for “10 Days That Unexpectedly Changed America.”
Continuing to expand internationally, The History Channel completed a long-
term extension of its partnership with the Sky satellite service in the U.K. and
will now bring the channel to parts of central and northern Europe. Locally
tailored versions are currently available in 75 countries.
For both A&E and The History Channel, the broadband strategy centers on
using their digital networks—Biography, International History, and Crime &
Investigation—in both broadband and standard television applications. Said
Paisner: “It gives them a base for experimenting beyond the main networks
and creates new markets for the digital channels. You’ll see A&E- and
History-branded productions appearing in greater numbers in the digital
markets, including on iPods and cell phones.”
The big news at ESPN—aside from having another record year in revenues and
earnings, and bringing sports television to more than 90 million households
—was its snagging of “Monday Night Football.” After years as an icon for ABC,
it immediately started to deliver the highest ratings in ESPN’s history.
During the last two years, ESPN has announced two major new-media
initiatives. It licensed a wide range of its content to Electronic Arts for video
games in 2005, and it launched its own cell-phone business in early 2006.
While the licensing deal has worked out well, the cell phone business did not
and was shut down toward the end of the year. ESPN is now shifting its
strategy and licensing its valuable content to other cell-phone providers.
On the syndication side of the business, King Features had a strong year, with
the introduction of several new comic strips, including “The Brilliant Mind of
Edison Lee,” and a number of columns. In a tough newspaper syndication
marketplace, the company held its own and continued to be an important
source of supply for comics and features for newspapers around the world.
Betty Boop and Popeye continued to lead King Features’ merchandise
licensing business, and a new program built around Patrick McDonnell’s
“Mutts” comic strip began to get traction.
Hearst Entertainment, with its hit “Modern Marvels” series, is a major supplier
to cable television, and in 2006 received a pilot order from Paramount
Pictures for a new first-run station syndication series. The business also
manages a library of over 250 theatrical and television movies distributed in
the U.S. by Tribune Entertainment and outside the U.S. by Lakeshore
Entertainment. Sales in 2006 were strong around the world.
“Our core cable business is a great place to be,” said Paisner. “And it will be
the revenue engine for many years to come—particularly for strong
brands and proven programmers like Entertainment & Syndication’s networks.
But it’s also a place that is changing with our audiences and the new
technologies that, for more and more of them, are second nature. We are in
an excellent position to continue to expand our powerful brands and to take
them into new places in new ways.”