Four Reasons

Industry discussions center on networks that are not on top of their game (FOX’s “X-Factor” call) or hopeless (NBC in general), but there are networks doing things right. Let’s discuss one that I think understands how to operate in the modern landscape: USA.

1. It has a brand. If you think of all the great networks on television, cable or broadcast, they all have known brands: HBO (“Not TV, it’s HBO”), FX and Showtime (HBO-lite and HBO-ultra lite), CBS (old people!) and ABC (middle-aged cougars!).
USA has now moved into that territory with their “Characters Welcome” branding strategy.

Skeptics say it’s easier to create a niche brand in the cable arena, but USA exists in the upper-level of cable networks that could go just as broad as the broadcast powers, so its successful branding is impressive. “Characters Welcome” works for every one of the scripted series, as each features quirky individuals trying to accomplish something usually police- or crime-related.

2. It airs quality programming. “Burn Notice,” “Psych,” “White Collar” and “Royal Pains” all range from great to rock-solid, which gives USA a stable of content that performs well with audiences. Each one of those series (and the just-finished “Monk”) mixes procedural, close-ended cases with intriguing serialized elements.

It is very formulaic, but it’s formulaic in the best way. USA programming is fun, light-hearted and still compelling. Ask drowning NBC – USA’s broadcast partner, mind you – if it would like to have a series or two that hits with audiences like USA’s content does. 

3. It schedules smart. By now we all know the cable road map to success: air original series in the summer when the broadcast networks are taking it easy. USA’s been pretty damn masterful with that art, running most of its series in the summer first and letting the audience build when there is little competition.

It has also been smart enough to realize that diluting the schedule with a slew of new series isn’t in its best interest. By keeping its original series stable around a half-dozen, USA allows the audience to stay invested in the long-term health of the series already on the air.

4. But it takes risks. USA’s series might be a bit on the safe side and its scheduling model is par for the course, but it has also been willing to put its best up against the network powers. USA has aired new episodes of its biggest hits, “Burn Notice” and “Psych,” in the winter months up against original efforts from the big boys and done well.

This season, it shook things up by premiering its latest series in the fall, as “White Collar” debuted in October to strong ratings and hasn’t let up since. Currently, USA is airing new episodes of all three aforementioned series and everything is still going well.
USA proves that good content and smart business practices can mix, and struggling broadcast powers should take note.