A rising tide
For cable networks of every size, original productions take center stage

By Kathy Haley

A torrent of new original programming premieres on basic cable this winter and spring, as cable networks capitalize on the extraordinary gains they've made in both viewership and critical acclaim over the past few years. No one has an official count, but programming and advertising veterans point to what is probably a record number of new shows premiering between January and May, the so-called "second season," when networks refresh their lineups with new series, specials and movies.

This year, much of the action is in reality, lifestyle and non-fiction, a genre made red hot by breakout hits such as Bravo's "Queer Eye for the Straight Guy," which was the highest rated show on advertiser-supported cable the night it returned with new episodes in November. Cable networks trying to strike similar ratings gold are debuting new takes on the makeover, the crime-solving series, the relationship show and even the nature documentary.

Reality's rise, in fact, may be helping to propel the increase in new original cable shows. Reality has leveled the playing field for program development, allowing cable outlets to compete head to head with the broadcast networks in which cable programmers are developing many of the most-talked-about shows in the genre, says Larry Jones, president of TV Land. "Cable has begun playing in this very accessible reality playground, [and] it has chipped away at broadcast even more. You're going to see more and more originals on cable," Mr. Jones predicts. "Everyone is ramping up their originals agenda."

This doesn't mean that reality and non-fiction are the only big stories emerging from the opening weeks of the second season. Punctuating all the unscripted fare are at least two-dozen new original films and miniseries, a long list of specials and a flurry of new comedy and drama series.

The flood of new shows stems in part from competition. Networks that were small five years ago have grown into today's up-and-comers and even networks that only dabbled in original programming in the past have lately jumped in with both feet. ESPN may have built its reputation on sporting events and sports news, but it now also airs movies, a scripted drama and reality series, says Kathryn Thomas, associate director of Starcom Entertainment. Meanwhile, Game Show Network , which changes its name to GSN next month in an attempt to broaden its name appeal) and TV Land have boosted their commitments to original series and specials. Networks such as these have "established their brands," Ms. Thomas says, "and now they're ready to expand their niches."

With the dam wide open on program development, advertising and programming executives see another trend on the rise: innovation. From "Now Who's Boss?" a TLC reality series that sends corporate CEOs to work among the rank and file in their companies, to "Significant Others," an improvisational comedy headed for Bravo , cable outlets are digging deep and coming up with some of the newest concepts to arrive on the small screen in years.

Cable's willingness to experiment has burnished its reputation as the development lab for American TV, says Starcom's Thomas. "Cable networks have become the testing grounds for new and different ideas." Others note that in many cases, broadcast networks now copy cable's programming concepts.

The same openness to new ideas has attracted many prominent actors, directors, writers and producers to appear in or work on cable originals (see story, page 00). And it has created some new stars, ranging from "TRL" host Carson Daly on MTV and "Daily Show" host Jon Stewart on Comedy Central, to "Queer Eye's" Fab Five.

While mining the creative community for breakthrough shows, cable networks have also caught advertisers' attention with another trend: a big increase in their efforts to promote what's on the air. "There seems to be a lot more promotional weight being put behind some of these shows," says Harry Keeshan, exec VP-director of national broadcast at media buying agency PHD. Mr. Keeshan points to the publicity surrounding A&E's launch last month of "Airline," a new reality show, and to the ongoing push behind Discovery Channel's popular prime-time series "American Chopper."

For Lauren Zalaznick, president of Tr!o, the promotional blitzes are part of what it takes to create a hit in today's TV marketplace. "Making a hit is more marketing based than it's ever been," she says during last month's TV Critics Association Winter Tour in California. "You have to be excellent at two things: Making [a hit] and telling people about it."