Winning Television Isn't as Easy as ABC

I remember seeing the news conference on TV when Disney announced that it was buying Capital Cities/ABC Inc. for $25.8 billion in 1995. That was a big acquisition and one that showed that the Walt Disney Company was definitely a media giant. Everyone talked synergies and how great a pairing the two companies would be as one.

Eleven years later and ABC is trying to recover from its drop to the No. 4 network behind CBS, NBC and Fox. The past couple of years have looked promising with the introduction of bona fide hits like Desperate Housewives and Lost. This season started so well with a number of other shows getting plenty of buzz and viewers. Disney CEO Robert Iger was hailed as a savior for turning the network around.

But just weeks before ABC is set to unveil its Fall lineup, the network isn't looking so hot to me. Yes, Desperate Housewives and Lost are still doing pretty well, joined by Grey's Anatomy and Dancing with the Stars as two other standout hits. ABC had great ratings with broadcast rights to this year's Super Bowl and Academy Awards. But for the first week of May sweeps, ABC is fourth in total viewers; third in the advertising-coveted 18-to-49 demo. Where's the turnaround?

ABC announced that is yanking Commander in Chief from the remainder of this sweeps period. This show was both critically acclaimed and highly viewed when it debuted. Then baseball wrapped up on Fox and viewers shifted from the White House to House. Invasion couldn't scare up viewers. Hot Properties got the cold shoulder. Night Stalker failed to continue seeing the light of day. The heavily promoted midseason show Emily's Reasons Why Not lasted one episode on the network. One episode.

I've heard rumblings that people are growing tired of Lost's complex storylines and the number of repeats between original episodes. Monday Night Football, a Top Ten staple for years, is moving to ESPN next season. But not to fret, ABC will be broadcasting the finals of the National Spelling Bee in primetime this June. That's appointment television! To counter NBC's Deal or No Deal juggernaut, ABC will be airing a game show of its own where contestants compete for a monthly pension for the rest of their lives.

All of this news makes me nervous that ABC's turnaround will be rather short-lived. With so many other entertainment options available, I'm not too sure how much network TV will really matter anymore anyway. Already, there will be one fewer network next year as the WB and UPN are combining to form CW. Devices like TiVo make it easy to watch programs on viewers' own schedules and the ability to fast-forward through commercials is extra appealing. It will be interesting to see how the big networks counter viewer erosion in the future.

But, for now, I'm most interested in how ABC will win viewers next season. Guess I'll find out when the Fall season is announced May 16.