Broadcast Networks Face Identity Crisis

Evidence is mounting that at least one broadcast network may have to find a new way of operating in the not-too-distant future. Already, many of the broadcasters are cutting back on the time they would otherwise have to fill with costlier fare. NBC is gambling on a new five-day-a-week Jay Leno prime-time talk show for the 2009-10 TV season; the move would cut costs and reduce scripted prime-time programming. Fox recently agreed to drop four hours of Saturday-morning kiddie content in favor of giving two hours back to affiliates and running infomercials in the other half. The CW tried, unsuccessfully, to give up programming its Sunday nights in order to focus on making better shows for Monday through Friday.

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