From DirecTV Delves Deeper Into Content With New Audience Network - WSJ.com :
"DirecTV Delves Deeper Into Content With New Audience Network
By Roger Cheng Of DOW JONES NEWSWIRES NEW YORK (Dow Jones)--DirecTV Group Inc. (DTV) wants to create a channel with the same cachet as HBO or Showtime to draw new customers.
The El Segundo, Calif., satellite-TV provider next month will rebrand its exclusive 101 Network channel as the Audience Network. DirecTV executives say they plan to create original shows for the channel, and expect to launch a new crop of programs in February.
While DirecTV has dabbled with some of its own shows, the push to expand the programming for the Audience Network represents a deeper dive into the content business. The company originally created 101 Network as a way to keep its existing subscribers on the service. But by devoting additional resources to develop new buzz-worthy shows, it has higher ambitions for the channel.
"It's been a maturation process for this channel," said Chris Long, senior vice president of entertainment and production for DirecTV. "It's really about smart, engaging, thought-provoking shows."
DirecTV is working with Apostle, the Denis Leary-run production company which produced "Rescue Me." The company is also working with Scott Free Productions, which is run by directors Ridley and Tony Scott.
101 Network began in 2006 as a DirecTV-exclusive channel featuring concerts. It gained prominence when DirecTV cut a deal to save the critically acclaimed but low-rated show "Friday Night Lights," agreeing to co-finance the show in exchange for exclusive rights to air the first run on the show on its in-house channel. The company is hopes to draw even more customers with its exclusive rights to run the fourth and fifth seasons of "Damages," which originally ran on FX.
Derek Chang, executive vice president of content, strategy and development for DirecTV, warned that the company wasn't going to start spending millions of dollars developing shows along the same vein of other cable channels. The company would consider looking at unique shows that didn't find a fit at HBO or the other networks, or work with well-known producers on more cost-effective projects. Or, like Damages and Friday Night Lights, it would look to extending the life of low-rated but lauded shows.
"We can't get enough of a return on a $3 million-per-episode show," Chang said.
Still, Long said he is hoping to find the next "Sopranos," a show so popular that it convinced consumers to pay for the premium HBO service.
In the meantime, DirecTV is filling the gap with shows that have had successful runs outside the U.S., including an Australian drama called "Rake," and Canadian comedy called "Call Me Fitz" starring Jason Priestley.
While Audience Network will remain on channel 101, it will also run on channel 239, in between other popular networks such as USA, TNT, TBS and FX.
"It's in a good neighborhood," Long said."
-By Roger Cheng, Dow Jones Newswires; 212-416-2153; roger.cheng@dowjones.com
"DirecTV Delves Deeper Into Content With New Audience Network
By Roger Cheng Of DOW JONES NEWSWIRES NEW YORK (Dow Jones)--DirecTV Group Inc. (DTV) wants to create a channel with the same cachet as HBO or Showtime to draw new customers.
The El Segundo, Calif., satellite-TV provider next month will rebrand its exclusive 101 Network channel as the Audience Network. DirecTV executives say they plan to create original shows for the channel, and expect to launch a new crop of programs in February.
While DirecTV has dabbled with some of its own shows, the push to expand the programming for the Audience Network represents a deeper dive into the content business. The company originally created 101 Network as a way to keep its existing subscribers on the service. But by devoting additional resources to develop new buzz-worthy shows, it has higher ambitions for the channel.
"It's been a maturation process for this channel," said Chris Long, senior vice president of entertainment and production for DirecTV. "It's really about smart, engaging, thought-provoking shows."
DirecTV is working with Apostle, the Denis Leary-run production company which produced "Rescue Me." The company is also working with Scott Free Productions, which is run by directors Ridley and Tony Scott.
101 Network began in 2006 as a DirecTV-exclusive channel featuring concerts. It gained prominence when DirecTV cut a deal to save the critically acclaimed but low-rated show "Friday Night Lights," agreeing to co-finance the show in exchange for exclusive rights to air the first run on the show on its in-house channel. The company is hopes to draw even more customers with its exclusive rights to run the fourth and fifth seasons of "Damages," which originally ran on FX.
Derek Chang, executive vice president of content, strategy and development for DirecTV, warned that the company wasn't going to start spending millions of dollars developing shows along the same vein of other cable channels. The company would consider looking at unique shows that didn't find a fit at HBO or the other networks, or work with well-known producers on more cost-effective projects. Or, like Damages and Friday Night Lights, it would look to extending the life of low-rated but lauded shows.
"We can't get enough of a return on a $3 million-per-episode show," Chang said.
Still, Long said he is hoping to find the next "Sopranos," a show so popular that it convinced consumers to pay for the premium HBO service.
In the meantime, DirecTV is filling the gap with shows that have had successful runs outside the U.S., including an Australian drama called "Rake," and Canadian comedy called "Call Me Fitz" starring Jason Priestley.
While Audience Network will remain on channel 101, it will also run on channel 239, in between other popular networks such as USA, TNT, TBS and FX.
"It's in a good neighborhood," Long said."
-By Roger Cheng, Dow Jones Newswires; 212-416-2153; roger.cheng@dowjones.com
