Sunday, February 26, 2012

GSN, the spinoff

A favorite fantasy of the older-is-better GSN Internet boards is GSN2, devoted exclusively to those beloved golden oldies. I knock down the latest rehash of the idea...

Other poster: Could this be a solution: Two Channels? GSN Classic and GSN Modern?

Pipe dream. GSN itself can't get full distribution, thanks to old demos and modest overall ratings. An all-oldies network, with even worse demos, wouldn't get any carriage at all from the system operators (with the possible exception of DirecTV, which still owns part of GSN).

Another poster: I can't imagine History Channel does either but there's 3 of those now I believe.

Yet another poster: But, it worked out for ESPN, didn't it?

The comparison with ESPN or History is...let's just say, wildly far-fetched. Both ESPN and History are almost fully distributed on cable/satellite because they get far bigger audiences and much more advertiser-friendly demos than GSN does. That's why they can spin off channels and still coax (or browbeat) the system operators into carrying them. The operators don't want to lose the main channels, so they accept the spinoffs.

In the latest February 13-19 week which I linked, for instance, both ESPN and History landed in the top six among all cable networks in prime time 18-49 viewers. Don't hold your breath until GSN comes within light-years of a similar performance. GSN is lucky to get any 18-49 viewers at all (slight exaggeration, but not too much of one). So wasting money to launch GSN2 would make no sense at all. Nobody would carry it.

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