Saturday nights: From Murderers' Row to This Space For Rent

TV Arts

Milhouse
Saturday night is dead
How do you attract viewers to 'loneliest night of the week'?



NEW YORK (AP) -- The state of network television on Saturday nights has 
become so dire that ABC has essentially put a prime-time slot up for auction 
to anyone who has a compelling idea -- as long as it's done very cheaply.

ABC has put the word out to Hollywood producers that a Saturday night home 
is available to a program that can be made for no more than $500,000 an 
episode, which is about a quarter of what the traditional comedy or drama 
costs.

"Because it's Saturday night, they're willing to try things that they 
wouldn't try at midweek," said Jeff Bader, ABC's head of scheduling.

Saturday has become the forgotten night for broadcasters, who aren't 
entirely sure what to do there anymore. They just know it's not worth 
spending much to seek an audience that clearly has other plans.

"It's the loneliest night of the week for network television and television 
in general," said Mitch Metcalf, NBC's executive vice president for 
scheduling.

Except for occasional specials, CBS's "48 Hours Mysteries" is the only 
original Saturday night program on ABC, CBS and NBC this season. Fox has run 
"COPS" and "America's Most Wanted" on Saturday for years; the WB and UPN 
don't broadcast.

Viewers with long memories know it wasn't always this way. "Gunsmoke," 
"Perry Mason," "Mission: Impossible," "Love Boat," "Fantasy Island," "Golden 
Girls" and "Touched By an Angel" are among the classic series shown on 
Saturdays.

You could make a strong argument that during the early 1970s, CBS on 
Saturday night had the single best night of prime-time TV ever: "All in the 
Family," "M*A*S*H," "The Mary Tyler Moore Show," "The Bob Newhart Show" and 
"The Carol Burnett Show."

Saturday night -- date night -- was never the most popular night for TV. But 
the decline in Saturday viewership caught momentum with the advent of cable 
television, particularly when HBO scheduled its showcase movies then. The 
popularity of home videos and DVDs gave viewers still more options, said 
David Poltrack, chief researcher at CBS.

Since 2000, Saturday night network TV viewership has dropped 39 percent, 
compared to 16 percent for the seven nights in total, according to Nielsen 
Media Research.

So far this season, the four networks combined average 23.1 million viewers 
on Saturday, or less than a typical episode of "CSI: Crime Scene 
Investigation" or "Desperate Housewives" get on other nights.

Along with viewers, advertisers who are increasingly adept at targeting an 
audience are shying away from Saturdays, Metcalf said.

"They want to get their messages out before the weekend starts, before 
people make their purchasing decisions for the weekend," he said. "By 
Saturday, that ship has sailed."

Lately, it's a classic chicken-or-egg argument: Are the viewers fleeing 
because the networks aren't offering much, or are the networks abandoning 
Saturdays because they sense viewers' lack of interest?

Networks began dialing back early this decade. Saturday became "movie 
night," but even that rarely works because people are impatient watching 
movies clogged with commercials. With shows like "The District" and "Hack," 
CBS bragged two years ago that it was the only network still in business on 
Saturday, but that didn't last.

Now it's mostly reruns.

"I'd like to think we all tried," said Kelly Kahl, head of CBS's scheduling 
department. "We held out probably a little longer. But the choices at some 
point just become overwhelming."

CBS wraps its reruns in a nice bow: two hours it calls "Crimetime Saturday." 
It airs episodes of procedural dramas like "CSI: Crime Scene Investigation" 
and gets about the same modest ratings as it did with original shows, and 
even does better among young viewers, Poltrack said. As a result, the 
network now makes a nice profit on a night where it used to lose money.

Besides movies and NASCAR races, NBC has found Saturday to be a comfortable 
home for its "Law & Order" franchise. This year it has taken a cue from HBO 
and is using the night to give viewers a second chance to catch on with its 
new series. A week ago, NBC ran three straight episodes of "My Name is 
Earl," and has also showcased "Surface."

"People's lives are so busy and there are so many new shows to watch," 
Metcalf said. "They key is to pick shows that are showing signs of growth, 
or that people are talking about and there are good reviews."

For the past few weeks, ABC has given fans of "Lost" a second chance to keep 
up with that story. It has also aired repeats of "Invasion" and "Commander 
in Chief." A combination of movies and repeats will fill out the season, 
Bader said.
'Fresh apple pie'

As the force behind Saturday's island of original programming, "48 Hours 
Mysteries" executive producer Susan Zirinsky said she's happy to be 
scheduled there. How many times, she said, have you been home on a Saturday 
night and surfed aimlessly through the channels looking for something new?

"We're promising a fresh apple pie at 10 o'clock," she said.

She's also experimenting with new storytelling approaches. Often, the first 
five minutes of her show -- which usually feature true-crime mysteries --  
don't feature reporters or any indication that its a news program. The idea 
is to hook viewers on stories compatible with the dramas they've just been 
watching.

Experimentation, along the lines of what ABC is planning, might be the only 
other recourse on Saturday nights. Why can't the networks try out pilots of 
new shows, even ones executives have rejected, to see if something draws 
some interest?

ABC has set no boundaries for the suggestions it seeks: the shows could be 
reality, scripted, news, sports, whatever, Bader said.

"We use the summer to experiment," he said. "Well, Saturday can be our 
summer every week."
                                            
Its
Either more game shows or more movies. Oh wait, $500,000...so much for
Who Wants to be a MILLIONaire. ;-)