Field Notes Inside an Integrated Communications Agency

Hallelujah. Programming still matters.
 
With all the YouTube and streaming video hype, it’s easy to lose focus on content and get distracted by the delivery channel. It’s especially easy to forget about cable television, yesterday’s new media.
 
Cable’s performance this summer shows that the medium still has sizzle. It’s more than 24/7 news and Law and Order re-runs. Cable networks have always had a reputation for edgier programming and that’s ideal for competing in today’s consumer-driven media environment.
 
The broadcast networks bet on bottom of the barrel reality shows this summer. Maybe, as pointed out by The New York Times, this was designed to save production costs. Or maybe, the networks thought reality would help them compete with online consumer-generated reality content.
 
Whatever, the rationale, traditional network’s summer fare is coming up dismally short and cable execs are looking smart with drama programming like TNT’s Saving Grace, AMC’s Mad Men and Lifetime’s Army Wives. TNT is offering past episodes online. I believe this is a strategy that’ll help their dramas capitalize on buzz and build audiences over time.
 
Will the traditional networks rush to copy cable? Will cable be able to sustain this momentum into the fall when favorites return from summer re-runs? We’ll know more as the fall schedules are released.
 
No matter the outcome, it’s good to know that drama isn’t dead.
 
FYI, the Triangle Ad Club is hosting their annual fall premiere party next Thursday at 5:30 at the Matthews House in Cary. If any of you would like to go as our guests, please let us know.