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Decrease in children's programming on networks creates opportunity for cable
Nickelodeon dominates children's television on basic cable. The network's total day rating grew 18% in the second quarter, to a 1.7 household rating. In national ratings, according to Nielsen Media Research, Nickelodeon was up 42% from third quarter 1995 through second quarter 1996.
Excluding Nickelodeon, cable as a whole was up 25% in ratings for the period.
Another cable children's programer, Cartoon Network, was the fifth-highest-rated basic network for full-day coverage.
Audience, and inevitably advertiser, movement toward cable is evident. Linda Steiner, ABC vice president of children's entertainment, does not deny it: "The trend to cable really has put us on our toes. It would be silly not to acknowledge what's happened with Nickelodeon."
One weakness for ABC and CBS (but not Fox) is that they do not have Monday-through-Friday programing for children. And, say Nickelodeon executives, the broadcast networks ignore kids in early prime time as well. "The broadcast networks have abandoned kids at 8 p.m.," said Nickelodeon President Herb Scannell in announcing the cable service's $30 million commitment to extend its programing day by a half-hour-to 8:30- Sunday-Friday, to provide "kids-first, family-friendly" prime time programing. "The obsession with reaching 18-to-49-year-old audiences translates into a tremendous programing vacuum for kids."
Cyma Zarghami, Nickelodeon's programing senior vice president, says that the broadcast networks' failure to target kids at 8-8:30 pam. provided "exactly the rationale" for Nickelodeon to run programing until 8:30.
There is a "vacuum" at the broadcast networks that is "our opportunity," Zarghami says, adding that the key to Nickelodeon's hot streak is to consistently focus on its core audience: "We sort of keeps our heads down and stick to a plan."
It's no secret what cable prog would like to do with children's programing. Some are looking for a successful formula that does not duplicate Nickelodeon but creates a kids-friendly environment.
Showtime, for example, broke ground last year when it began producing a series of full-length features for children ages 8-14 under the umbrella Showtime Original Pictures for Kids. And The History Channel has a twohour kids block on Saturdays and Sundays, as well as a family-viewing hour Sunday nights at 7.
A look at some of cable's fall kids programing follows.