Since it’s a real possibility that the writers strike could extend far into the new year, the broadcast networks are seriously considering running repeats of hit shows from their sister cable networks in primetime. For CBS, that could mean a broadcast network berth for Dexter, the cult hit on its pay cabler Showtime about a forensics expert (Six Feet Under’s Michael C. Hall, pictured) who moonlights as criminal killer. And humble USA comers, like Burn Notice (a drama about a disavowed government spy) or Psych (a fake psychic teams with a cop), could get a second lease on life on sister NBC. The Peacock is already leaning on its cable sibling during the strike by airing repeats of Criminal Intent, which moved to USA this season. Says one network insider, "Big, big hits on cable get 3 to 5 million viewers whereas on networks it’s 10 to 15 million. You expose them to a whole new audience."
Previously, repurposing has gone the other way, with network repeats of, say, ER and Law & Order going on to
flourish on cable. The idea of cable shows repeating on networks was
once considered verboten because of "ego and pride," said the network
insider (the rare instances being when USA’s Monk aired a few years ago on ABC and Project Runway
ran on NBC to help the Bravo reality show gain exposure). Continues the
insider, "It was seen as a sign of failure even though it makes
business sense and the quality of cable series has improved immensely.
Ironically, we’re running into some of those same issues from the cable
folks who wonder if they’re diluting their brand by running shows on
the network as well."
Obviously, the cable shows have to be a good fit on their sister nets. Though Dexter is no more violent than a typical episode of Criminal Minds, it could be difficult for the Eye to air repeats of Showtime’s Weeds
because there are those who say the drama about a suburban drug dealing
mom promotes marijuana use. "One other small business hurdle," the
insider says. "Obviously, it’s easier when it’s produced by your
(in-house) studio and aired on your cable net." What’s more, all the
cable shows would have to be vetted by standards & practices and
edited to fit, since they typically run longer than the standard
44-minute broadcast drama.
Previously, repurposing has gone the other way, with network repeats of, say, ER and Law & Order going on toflourish on cable. The idea of cable shows repeating on networks wasonce considered verboten because of "ego and pride," said the networkinsider (the rare instances being when USA’s Monk aired a few years ago on ABC and Project Runwayran on NBC to help the Bravo reality show gain exposure). Continues theinsider, "It was seen as a sign of failure even though it makesbusiness sense and the quality of cable series has improved immensely.Ironically, we’re running into some of those same issues from the cablefolks who wonder if they’re diluting their brand by running shows onthe network as well."
Obviously, the cable shows have to be a good fit on their sister nets. Though Dexter is no more violent than a typical episode of Criminal Minds, it could be difficult for the Eye to air repeats of Showtime’s Weedsbecause there are those who say the drama about a suburban drug dealingmom promotes marijuana use. "One other small business hurdle," theinsider says. "Obviously, it’s easier when it’s produced by your(in-house) studio and aired on your cable net." What’s more, all thecable shows would have to be vetted by standards & practices andedited to fit, since they typically run longer than the standard44-minute broadcast drama.
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