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TV Land cutting back on reruns, aiming younger

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FriendsDon't get too worked up, they're not dumping all reruns. But TV Land announced that by the end of 2009 they are looking to have original programming fill up half of their prime-time lineup. Last year it was 4% and it's only 15% now. The Wall Street Journal article goes on and on about how the channel is aiming to skew younger, to generate more ad revenue. When it spun off solo in 1996, TV on DVD was still relatively new, so it was a lot of fun to have a place to go to get your nostalgia fix. But now, most folks can go to their DVD library if they want to see M*A*S*H again.

It goes on to say that the types of shows they're developing are romance and dating shows, like Cougar, which is basically The Bachelorette with an older woman scouting younger guys. The strides they've made so far have improved their ratings and median age, so I guess this will work, too but it's disappointing to me. Basic cable used to have channels where you knew what to expect when you went there and TV Land was one of them.

They've also said that they're looking to import newer shows to rerun like Friends and other more recent shows. Oh and since everyone else is doing it, they're developing their own scripted sitcom, too. Essentially, everything that made TV Land unique and special in the landscape of television is not worth it any more. Their average audience member is 55 and those people just aren't the kind of people you want watching your network, apparently. It almost seems like an integrity issue to me. Why go to the trouble of developing a brand and an identity that's unique if you're willing to drop it all by the wayside for a quick buck?

Now it's going to become just like all the rest of those networks that have lost their brand identity in search of the almighty advertisement dollar. Eventually, those network names will be completely meaningless, just like MTV and VH1 have already become. We already have AMC losing its meaning as its hardly all about American Movie Classics anymore. Sci Fi has wrestling and Cartoon Network has live action programming. At least TNN (The Nashville Network) had the decency to change their name to Spike to reflect their new more generalized approach.

So what do you think of this news? Is there any place left for a network focusing on rerunning classic television? Is there any place left for niche channels at all or will they all follow suit eventually?

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