'Dexter' on CBS? 'Burn Notice' on NBC?
Dec 14, 2007, 01:00 PM | by Lynette Rice
Categories: TV Biz
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.
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