As a long-time television connoisseur who has seen the rise and fall of many a network’s fortunes, I must say that Disney‘s latest move is a masterful chess game. The company, much like a seasoned quarterback, is taking calculated risks to maximize their ratings and revenue.
Disney is adopting a tactic that provided it an advantage during the recent Hollywood labor disputes, aiming to integrate it into its usual operations.
The plan is for ABC to air six episodes of “Monday Night Football,” traditionally shown on ESPN, across their broadcast network. This move could potentially attract a wider audience and yield higher ratings than usual Monday night content, which was anticipated to feature reality shows and game shows such as “Celebrity Wheel of Fortune.” Even the series “Scamanda” set for Wednesday nights will be rescheduled. ABC will now air “Monday Night Football” on October 14th, 25th; November 4th, 18th, and 25th; and December 23rd – in addition to the eight regular or post-season games that were previously scheduled for television on their network.
In the autumn, Disney and the NFL reached an agreement for ten additional live broadcasts on ABC, a decision aimed at shielding the network from potential viewership dips resulting from a scarcity of programming due to writers’ and actors’ strikes. This year, it seems both parties have negotiated similar arrangements – all without the need for a labor dispute being a factor. The NFL has endorsed these schedule adjustments, which will only apply during the current television season.
Disney is still dealing with the impact of viewers shifting from traditional TV to streaming video platforms. Interestingly, sports programming appears to be the exception, still managing to attract the massive audiences that both advertisers and distributors desire. The NFL, in particular, has been encouraging its media partners to brainstorm ways to expand the distribution of their broadcasts. This information comes from someone who is familiar with the NFL’s perspective.
Nonetheless, ABC had invested considerable resources into marketing the upcoming series, such as “Scamanda,” which airs on Wednesdays and is inspired by a real-crime podcast. This decision will also delay some of the final episodes of “Wheel of Fortune” that feature Pat Sajak, who recently relinquished his hosting duties.
The ratings and audience’s response played a significant part in the decision, as confirmed by sources privy to the matter. Notably, “Monday Night Football” experienced its highest viewership in 23 years during the last season, outperforming all 18 seasons on ESPN and the last five seasons on ABC. Furthermore, moving the games to ABC provides the network with an opportunity to maintain their regular programming – like “Celebrity Wheel of Fortune” and “Press Your Luck” – without disruptions due to coverage of the 2024 presidential election or scheduled “MNF” games.
The action won’t just cause small impacts; Disney’s decision could trigger changes, possibly increasing costs for advertising slots. This shift might influence the ratings of “Good Morning America” on ABC, as it relies somewhat on maintaining viewers from the previous evening’s programming tuned in to morning content. Furthermore, the new simulcasts for “MNF” will provide Disney with a louder platform to promote other shows and series using advertisements that they usually air during commercial breaks.
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2024-10-11 19:46