Jumping off the awards fanfare, major broadcast networks—still tied to a seasonal scheduling cycle—will roll out around 60 prime-time shows in one week
By John Jurgensen Sept. 22, 2019 9:00 am ET Sunday’s Emmy Award show is the year’s biggest night of fanfare for a television industry on a rolling wave of change. For the major broadcast networks, still yoked to the traditional rhythms of the business, more is riding on the days immediately following the Emmys.
Some network schedulers chafe at the narrow launch window they have to work with each fall, when advertising for new cars, big movies and Christmas shopping hits high gear. Cramming most of their premieres into one week accentuates the competition broadcasters face not just from their main network rivals, but also the endless programming alternatives that audiences can summon on-demand.
“It’s a big opportunity to promote the entire business on our air, and do that on the night before premiere week starts,” says Dan Harrison, executive vice president of strategy and scheduling for Fox Entertainment. The Emmy telecast, on Fox this year, rotates annually among the broadcasters. A factor in Fox’s premiere-week hustle is the October pre-emption of shows when it airs Major League Baseball playoff games and the World Series. “Post-season baseball is coming up quickly, so we want to get moving and take advantage of higher viewing levels as it’s getting darker earlier around the country,” Mr. Harrison says.
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