Steven Spielberg. Brian Grazer. J.J. Abrams. Michael Patrick King. They’re some of entertainment’s best-known producers and writers, and they’re behind a sizable part of Citytv’s 2011-12 primetime schedule.
Malcolm Dunlop, executive vice-president, programming at Rogers Media Television, told Marketing he was amazed by the quality of this year’s programming. “The storylines, the quality of the programs, the way they’re shot… it was by far the best pilot season I’ve ever seen.”
In all, Citytv’s 2011-12 primetime schedule features two new Canadian original series—Canada’s Got Talent and Secret Millionaire—six new acquired dramas, five new comedies, and four newly acquired series (Private Practice, Raising Hope, Shameless, and The Middle).
“In the U.S. there’s a real effort to boost over-the-air television because the specialty programming is so good that for conventional to compete, they have to get better and I think they’ve done that,” said Dunlop.
Rogers Media is the first Canadian network to reveal its fall lineup. Shaw Media plans to reveal its Global TV lineup Tuesday while CTV will announce its schedule Thursday, with CBC to follow next week.
One of the biggest dramas in the Citytv lineup is Terra Nova, which tells the story of a family that goes back in time to prehistoric Earth to help save the human race. It’s appointment viewing, said Dunlop. “It’s such a huge show, it’s so well shot, it’s Steven Spielberg [as an executive producer] and in the first two episodes alone, there are 250 special effects.” With an 8 p.m. slot on Monday evenings, Dunlop predicted it will be family viewing.
Other new dramas in Citytv’s 2011-12 schedule include The Playboy Club, Revenge, Person of Interest, as well as the newly acquired Private Practice and mid-season series Alcatraz, Shameless and Scandal.
The Playboy Club, along with a couple of other new shows in this lineup, come with instant brand recognition, said Scott Moore, president, Rogers Broadcasting. “Playboy Club will have people curious about it, so hopefully they’ll tune in and see the quality of the show and the storytelling.”
Moore also noted that Alcatraz, a mid-season premiere, has an identifiable brand by way of its location, in addition to a well-known executive producer in J.J. Abrams, who is also co-executive producer on crime thriller Person of Interest.
When it comes to the new and returning comedy shows on Citytv, Dunlop said the common theme is warmth and great characters. “Comedies have to have a gentle side with characters you care about.”
For example, he believes 2 Broke Girls, executive-produced by Michael Patrick King of Sex and the City, has both elements. It follows two waitresses trying to raise funds to launch a business. He also noted New Girl (working title), starring Zooey Deschanel. “You watch it and love her; she’s such a fantastic character. It’s funny, but there’s so much emotion to it.”
Other new ensemble comedies include Suburgatory, Last Man Standing, Raising Hope and The Middle. Apartment 23 will start mid-season.
Returning shows for Citytv’s Fall 2011 schedule include Body of Proof, Fringe, Modern Family, Happy Endings, How I Met Your Mother, Rules of Engagement, Parks and Recreation, Community, The Biggest Loser and Extreme Makeover: Home Edition.
New seasons of Cougar Town and 30 Rock will return with mid-season premieres; the first season of Shameless will also start mid-season.
Gone from the Citytv fall schedule are Harry’s Law and Parenthood.
The two new original Canadian series also represent important additions to the Citytv lineup, said Moore. Canada’s Got Talent opens up an element of audience interaction for Rogers Media. “We’ve been talking about integration of all of the Rogers Media assets since both [Rogers Media president] Keith Pelley and I joined a few months ago,” said Moore. “This is a perfect opportunity to take content and potentially sponsors over all of our platforms.”
For example, “Front of the Line auditions” from the audition phase of Canada’s Got Talent will play on many Rogers radio stations, as well as on Breakfast Television shows on Citytv and on wireless. “Canadian viewers will see something a little different than what they’re used to with America’s Got Talent, and I think that’s good,” said Moore.
The other new Canadian original series in the lineup, Secret Millionaire, is still in development.
Rogers’ other big addition for the fall will be an all-news channel, CityNews Channel, which launches in October. The 24-hour channel will bring together the concepts of CityNews on TV and 680News on the radio, adopting a version of the latter’s “news wheel”—traffic and weather on the “1s,” sports on the “15s,” etc. “People in Southern Ontario and particularly in Toronto are very familiar with that format… it’s one we’ve exported to a number of cities across Canada, so it’s a natural for a local news television show,” said Moore. He said the channel will also feature some integration with Rogers publications, including Maclean’s magazine, Today’s Parent and Chatelaine.
Citytv is a part of Rogers Broadcasting Limited, a division of Rogers Communications. Marketing is also owned by Rogers.
