An app relaunch, big franchise shows and a year-round approach mark ABC’s offering
ABC’s goal for the new season was announced loud and clear at its upfront presentation Tuesday – compelling storytelling on a 12-month cycle across every screen.
Although ABC is building audience momentum in the prime time block, it is not the number-one network in the market. The network’s point of differentiation is its upscale audience and consistent performance of the morning and late night dayparts with Good Morning American and Jimmy Kimmel. ABC is also building out their viewer experience outside of the traditional space, delivering the best of broadcast with the dynamics of digital offering a complete video solution.
The network opened its presentation with a report card of its achievements: first network to offer rating guarantees, first to introduce multi-screen viewing and first network to redefine what viewers were watching on television. This statement set the tone for the remainder of the presentation.
DaSilva’s Upfront Diary 2013
• Day One: NBC and Fox
ABC is truly on the rise – words like “playing to strengths,” “stability” and “emotional storytelling” were used to describe the up-coming line-up. The network brought out Jimmy Kimmel – an audience favourite. He took centre stage and poked fun at the upfronts. New star Rebel Wilson also came out on stage to entertain the audience and introduce the trailer to her new comedy Big Fun Night. And after 50 years in the business, ABC announced Barbara Walters’ retirement, for which she received a standing ovation for her unprecedented career in broadcasting.
The network then announced what it called a series of industry firsts:
• Live television streaming through Watch ABC, a relaunch of its player app. It’s currently only available in New York and Philadelphia, there are plans to expand into other markets in early July
• A joint effort with Nielsen on a complete cross-screen validation including tablets and smart phones
From a programming standpoint, ABC will be launching shows throughout the year including short-run series that will bridge the gap between the fall and mid-season schedules. Sound familiar? It has become a necessary programming strategy for all the networks in order to keep viewers connected and engaged. Let’s see if this strategy plays out in with Canadian networks.
ABC’s fall shows include The Goldbergs, Trophy Wife, Lucky7, Back in the Game, Marvel Agents of S.H.I.E.L.D., Super Fun Night and Mixology.
Mid-season programs include The Quest, Resurrection, Mind Games and Killer Women. Returning programs will include Modern Family, Nashville, Dancing with the Stars, Grey’s Anatomy, Revenge, Once Upon a Time and Castle.
Overall, I really enjoyed ABC’s storytelling approach to the upfronts. Although it seemed to take no huge risks, they are building on an already promising schedule of returning performers. They have quality programming and are committed to delivering compelling content all year round across every screen with the best measurement. Well done ABC. Let’s see what story CBS will tell.
Robert DaSilva is the managing director, trading, at Mindshare Canada
