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Are Cable Networks Being Shortsighted with Summer’s Breakout Hits?

"Carpe diem" might be sage advice for living one's life, but TV executives would be wise to wait and stretch their advertising dollars.

From Campaign US: Aside from run-ins with the law, current A+E police docuseries “Live PD” and monster MTV reality show from yesteryear “Jersey Shore” don’t have much in common. They are both, however, breakout hits for their respective cable networks. But where MTV failed, I implore A+E to succeed. The issue at hand is how to successfully navigate television’s waters when you have a popular series.

For an outlet and an advertiser, breakout hits like these are veritable goldmines. Networks can hype their other inventory while utilizing series like “Jersey Shore” as lead-in support to potential new successes. Marketers, in turn, get their messages seen, often at bargain rates if they make a commitment before there is an explosion of interest. 

But no one, of course, said finding a breakout hit was easy. It wasn’t in the past, and it certainly isn’t now, in this era of post-Peak TV. For more, click here

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Written by Marc Berman

Marc Berman has been writing professionally since 1999 and is the author of weekly column “Mr. Television” for Campaign US (www.campaignlive.com). Most recently, Berman was the creator and Editor-in-Chief of website and newsletter TV Media Insights for Cross MediaWorks. From 1999-2011, he was the Senior Editor for Mediaweek and has also written for The New York Daily News, Variety, The Hollywood Reporter and Emmy Magazine, among others. Berman has also appeared on “Entertainment Tonight,” “Extra,” “Access Hollywood,” “Inside Edition,” “The CBS Evening News,” E!, CNN, CNBC, Fox News and MSNBC.

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