Channel drift
Encyclopedia
Channel drift, or network decay is the gradual transition of a television network
away from its original programming focus to either target a newer more lucrative audience, or to broaden their viewership by including less niche
programming. Networks that focus on a particular theme, such as Golf Channel, tend to air shows outside of this scope that the channel's management feels that the viewers would also like to see, though balancing the needs of expanding a network's audience while continuing to service a channel's most loyal viewers.
However, this is not always successful. MTV
began the drifting in the early 1990s by dropping music videos and switching to reality and other programming, with VH1
and CMT
following. Viewers have complained and sometimes abandoned a channel that no longer airs the shows that the viewers originally tuned in to see, causing problems for the network in question, such has been the case for Cartoon Network's "CN Real" live-action reality television
block of programming, along with the rebranding of Sci-Fi Channel to Syfy
for both trademark reasons and to allow a stretching of the network's definition of appropriate programming, including Law and Order SVU reruns and ECW
wrestling. (In 2010 ECW was replaced by NXT
, and that October WWE SmackDown moved from MyNetworkTV
to Syfy.) CMT meanwhile has begun to air programming such as Nanny 911
, Trading Spouses
and Extreme Makeover: Home Edition
(which also airs on TV Land
, which would ironically have no connection to the classic TV shows it originally aired) along with other programming which has little or no connection to southern culture, much less country music
, while networks such as HGTV
and the Food Network
have in intervening years moved away from straight instructional shows for their audience in order to bring in an entertainment-minded audience. The Disney Channel has also experienced drift from swiftly phasing out animated shows with live action since Hannah Montana
premiered.
Sometimes, a channel will rebrand itself, and focus on completely different audience than intended at the channel's founding; for example, the conversion of Court TV
channel to truTV allowed it to show more reality-based programming (though retaining a law enforcement
focus, such as repeats of World's Wildest Police Videos
) and slowly phase out their advertising-adverse legal system and courtroom programming, a process which is to end in October 2009 when the remaining courtroom analysis programs transitioned to CNN.com's legal news section and unpromoted and reduced court coverage from CNN Center
on the mainline channel. TruTV even airs first-, second- and third-round games of the NCAA men's basketball tournament.
Television network
A television network is a telecommunications network for distribution of television program content, whereby a central operation provides programming to many television stations or pay TV providers. Until the mid-1980s, television programming in most countries of the world was dominated by a small...
away from its original programming focus to either target a newer more lucrative audience, or to broaden their viewership by including less niche
Niche market
A niche market is the subset of the market on which a specific product is focusing; therefore the market niche defines the specific product features aimed at satisfying specific market needs, as well as the price range, production quality and the demographics that is intended to impact...
programming. Networks that focus on a particular theme, such as Golf Channel, tend to air shows outside of this scope that the channel's management feels that the viewers would also like to see, though balancing the needs of expanding a network's audience while continuing to service a channel's most loyal viewers.
However, this is not always successful. MTV
MTV
MTV, formerly an initialism of Music Television, is an American network based in New York City that launched on August 1, 1981. The original purpose of the channel was to play music videos guided by on-air hosts known as VJs....
began the drifting in the early 1990s by dropping music videos and switching to reality and other programming, with VH1
VH1
VH1 or Vh1 is an American cable television network based in New York City. Launched on January 1, 1985 in the old space of Turner Broadcasting's short-lived Cable Music Channel, the original purpose of the channel was to build on the success of MTV by playing music videos, but targeting a slightly...
and CMT
Country Music Television
Country Music Television, or CMT, is an American country music-oriented cable television network. Programming includes music videos, taped concerts, movies, biographies of country music stars, game shows, and reality programs...
following. Viewers have complained and sometimes abandoned a channel that no longer airs the shows that the viewers originally tuned in to see, causing problems for the network in question, such has been the case for Cartoon Network's "CN Real" live-action reality television
Reality television
Reality television is a genre of television programming that presents purportedly unscripted dramatic or humorous situations, documents actual events, and usually features ordinary people instead of professional actors, sometimes in a contest or other situation where a prize is awarded...
block of programming, along with the rebranding of Sci-Fi Channel to Syfy
Syfy
Syfy , formerly known as the Sci-Fi Channel and SCI FI, is an American cable television channel featuring science fiction, supernatural, fantasy, reality, paranormal, wrestling, and horror programming. Launched on September 24, 1992, it is part of the entertainment conglomerate NBCUniversal, a...
for both trademark reasons and to allow a stretching of the network's definition of appropriate programming, including Law and Order SVU reruns and ECW
ECW
ECW may refer to:Professional wrestling* Extreme Championship Wrestling, a professional wrestling promotion that operated from 1992 to 2001...
wrestling. (In 2010 ECW was replaced by NXT
NXT
NXT may refer to:* Lego Mindstorms NXT, a kit for building robots with Lego bricks* The ticker symbol for the NYSE Arca Tech 100 exchange-traded fund...
, and that October WWE SmackDown moved from MyNetworkTV
MyNetworkTV
MyNetworkTV is a television broadcast syndication service in the United States, owned by the Fox Entertainment Group, a division of News Corporation...
to Syfy.) CMT meanwhile has begun to air programming such as Nanny 911
Nanny 911
Nanny 911 is a reality television show in the United States, which originally aired on FOX ....
, Trading Spouses
Trading Spouses
Trading Spouses, often advertised as Trading Spouses: Meet Your New Mommy, is a FOX reality show in which two families, usually of different social classes, swap wives or husbands for a week. Each family is awarded $50,000, with the stipulation that the guest mother decides how her host family must...
and Extreme Makeover: Home Edition
Extreme Makeover: Home Edition
Extreme Makeover: Home Edition is a reality television series providing home renovations for less fortunate families and community schools etc...
(which also airs on TV Land
TV Land
TV Land is an American cable television network launched on April 29, 1996. It is owned by MTV Networks, a division of Viacom, which also owns Paramount Pictures, and networks such as MTV and Nickelodeon...
, which would ironically have no connection to the classic TV shows it originally aired) along with other programming which has little or no connection to southern culture, much less country music
Country music
Country music is a popular American musical style that began in the rural Southern United States in the 1920s. It takes its roots from Western cowboy and folk music...
, while networks such as HGTV
HGTV
HGTV , is a cable-television network operating in the United States and Canada, broadcasting a variety of home and garden improvement, maintenance, renovation, craft and remodeling shows...
and the Food Network
Food Network
Food Network is a television specialty channel that airs both one-time and recurring programs about food and cooking. Scripps Networks Interactive owns 70 percent of the network, with Tribune Company controlling the remaining 30 percent....
have in intervening years moved away from straight instructional shows for their audience in order to bring in an entertainment-minded audience. The Disney Channel has also experienced drift from swiftly phasing out animated shows with live action since Hannah Montana
Hannah Montana
Hannah Montana is an American television series, which debuted on March 24, 2006 on the Disney Channel. The series focuses on a girl who lives a double life as an average teenage school girl named Miley Stewart by day and a famous pop singer named Hannah Montana by night, concealing her real...
premiered.
Sometimes, a channel will rebrand itself, and focus on completely different audience than intended at the channel's founding; for example, the conversion of Court TV
Court TV
truTV is an American cable television network owned by Turner Broadcasting, a subsidiary of Time Warner. The network launched as Court TV in 1991, changing to truTV in 2008...
channel to truTV allowed it to show more reality-based programming (though retaining a law enforcement
Law enforcement agency
In North American English, a law enforcement agency is a government agency responsible for the enforcement of the laws.Outside North America, such organizations are called police services. In North America, some of these services are called police while others have other names In North American...
focus, such as repeats of World's Wildest Police Videos
World's Wildest Police Videos
World's Wildest Police Videos is a reality TV series that dealt with police videos from across the world. Video footage of car chases, subsequent arrests, robberies, riots and other crimes appeared on the show...
) and slowly phase out their advertising-adverse legal system and courtroom programming, a process which is to end in October 2009 when the remaining courtroom analysis programs transitioned to CNN.com's legal news section and unpromoted and reduced court coverage from CNN Center
CNN Center
The CNN Center is the world headquarters of the Cable News Network . The main newsrooms and studios for several of CNN's news channels are located in the building...
on the mainline channel. TruTV even airs first-, second- and third-round games of the NCAA men's basketball tournament.