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Repercussions of the 1994–1996 United States broadcast TV realignment

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Main article: 1994–1996 United States broadcast television realignment

Between 1994 and 1996, a wide-ranging series of network affiliation switches took place in media markets across the United States as the result of a multimillion-dollar deal between Fox and New World Communications which was announced on May 23, 1994. The Fox–New World agreement, which saw twelve stations owned by New World change affiliations to Fox, initiated some of the most sweeping changes in American broadcasting history. This deal, and the ancillary deals that followed, created a domino effect and presented a wide-ranging series of ramifications that have impacted local broadcasting up to the present day.[1]

Ramifications

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Rise of Fox in prime time

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In 1993, Fox was the Big Three networks’ bratty half-brother ... it was capable of simultaneously producing some of the very best and very worst shows on TV. It had The Simpsons and The X-Files. It also had Chevy Chase’s late-night talk show and a sitcom where Henry Winkler played Rush Limbaugh-lite ... That Fox saw the NFL as a way of gaining credibility was ironic. The year before, as part of its strategy of giving the finger to the old networks, Fox had aired an In Living Color special opposite CBS’s Super Bowl halftime show. Now, Rupert Murdoch was saying, he wanted the Super Bowl.

Bryan Curtis, The Ringer[1]

Prior to the affiliation switches, Fox largely catered to the 18–34 demographic with younger-skewing shows and an "irreverent, sometimes sophomoric" style[2] typified by Married... with Children and The Simpsons, the latter the network's first definitive hit.[3] Emphasis was given to Black audiences with shows like The Sinbad Show,[4] Martin, Living Single and New York Undercover.[5] Sketch comedy series In Living Color gained national attention for broadcasting a live episode against the Super Bowl XXVI halftime show[6] that was a ratings success.[7] The debut season of teen-oriented Beverly Hills, 90210 had a controversial storyline centering around the loss of a character's virginity, unprecedented in network television.[8] Fox expanded their prime time schedule incrementally, resulting in the network programming seven nights a week by the 1993–94 season.[4] Entering that season, Fox heavily promoted The Adventures of Brisco County, Jr. intending for it to be their next hit show,[9] but it was the show following it on Friday night, The X-Files, that became a sleeper hit instead.[10] Fox's reputation by 1993 was still largely limited to hits like The Simpsons[11] along with a string of failed shows that attained similar levels of notoriety.[1] The network attempted to re-enter late night with The Chevy Chase Show but was cancelled after six weeks amid negative reviews and dismal ratings.[12]

Fox Kids, which had been created as a joint venture between Fox and the affiliates in 1990,[13] continued after the realignment with a roster of affiliates considerably different from the main Fox network. WBNX-TV and KSMO-TV saw their profiles boosted with the addition of Fox Kids: KSMO experienced dramatic viewership increases in the early afternoon,[14] while WBNX became Cleveland's WB affiliate in 1997 owing to their success with Fox Kids.[15] Facing increased competition from basic cable channels along with Kids' WB and UPN Kids,[16] Fox Kids merged their in-house production arm with Saban Entertainment (who produced Mighty Morphin Power Rangers for the program block) to form Fox Kids Worldwide in 1996,[17] purchased The Family Channel the following year and relaunched it as Fox Family Channel.[18] By 1998, Fox Kids affiliates sold their ownership interests back to Fox in a deal where Fox affiliates would pay a combined $50 million per year for Fox's renewed NFC contract.[19] Fox Family Channel struggled to find viewership and lost money,[17] and Fox–Saban sold Fox Kids Worldwide to The Walt Disney Company in 2001.[20] Fox Kids' operations were reassigned to the network proper[21] and were ultimately replaced with a program block from 4Kids Entertainment in 2002.[22]

90210 and spin-off Melrose Place became hit shows, with Fox ordering 32 and 35 episodes for each show in the 1995–96 television season;[2] The Simpsons alone had 25 episodes commission for their sixth and seventh seasons.

A WJBK reporter interviewing an attendee at a 2014 American Idol viewing party

Fox's entertainment programs have also benefited from the heavy promotion they received during the sports telecasts, including shows that it already aired at the time, as well as newer programs (such as American Idol, 24 and House). In fact, Idol was the highest-rated prime time network program for eight consecutive seasons, from 2003–04 to 2010–11, the longest such streak in U.S. television history.[23]

Stations in affected markets that did not switch

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Notes

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References

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  1. ^ a b c Curtis, Bryan (December 13, 2018). "The Great NFL Heist: How Fox Paid for and Changed Football Forever". The Ringer. Archived from the original on December 13, 2018. Retrieved December 13, 2018.
  2. ^ a b Feran, Tom (July 14, 1995). "'Growing up' Fox wants to expand audience". The Plain Dealer. Cleveland, Ohio. p. 1E. Retrieved May 2, 2023 – via NewsBank.
  3. ^ Kleinfield, N.R. (April 29, 1990). "Cashing in on a Hot New Brand Name". The New York Times. p. 1:3. Archived from the original on May 16, 2013. Retrieved April 15, 2009.
  4. ^ a b Gay, Verne (May 26, 1993). "Fox Gets Into The Ratings Hunt". Newsday (Nassau Edition). Hempstead, New York. p. 100:2. Retrieved May 13, 2023 – via Newspapers.com.
  5. ^ Stanley, T.L. (April 8, 1996). "Must-flee TV". Mediaweek. 6 (15): 9. ProQuest 213644280.
  6. ^ Carter, Bill (January 26, 1992). "Frito-Lay Sponsors Own Halftime Show: Advertisers play new games with Super Bowl". The Des Moines Register. Des Moines, Iowa. The New York Times. p. 4:TV. Retrieved May 13, 2023 – via Newspapers.com.
  7. ^ Maksian, George (January 28, 1992). "Ratings are super for game & 'Color'". Daily News. New York, New York. p. 62. Retrieved May 13, 2023 – via Newspapers.com.
  8. ^ Meltzer, Marisa (December 7, 2006). "When Brenda Walsh Was Young: The Revolutionary First Season of Beverly Hills, 90210". Slate Magazine. Retrieved November 20, 2018.
  9. ^ Carter, Alan (September 13, 1993). "Rookie of the Year: Will the Butler Do It?". Entertainment Weekly. No. 188. Archived from the original on April 21, 2009.
  10. ^ Stevenson, Jennifer (July 15, 1994). "Fox president shoots for the top from the bottom line". St. Petersburg Times. p. 6B. Retrieved May 13, 2023 – via Newspapers.com.
  11. ^ Hendricks, Mike; Vockrodt, Steve (February 10, 2019). "Kansas City Chiefs' tax returns provide rare look inside the business of pro football". The Kansas City Star. Kansas City, Missouri. pp. 1B, 6B. Retrieved May 16, 2023 – via Newspapers.com.
  12. ^ Carter, Bill (October 18, 1993). "Chevy Chase's Show Canceled After 6 Weeks". The New York Times. p. 8:B. ISSN 0362-4331. Retrieved May 13, 2023.
  13. ^ Freeh, John (February 13, 1990). "Television stations woo kids for their loyalty, buying power". The Plain Dealer. Cleveland, Ohio. Archived from the original on October 6, 2022. Retrieved October 5, 2022 – via NewsBank.
  14. ^ Garron, Barry (October 29, 1994). "Ratings have surprise 'winner': 'Big switch' leaves KSMO in best shape". The Kansas City Star. pp. E-1, E-2. Archived from the original on February 5, 2023. Retrieved February 4, 2023 – via Newspapers.com.
  15. ^ Feran, Tom (July 3, 1997). "Channel 55 to become WB outlet". The Plain Dealer. Cleveland, Ohio. p. 4E. Archived from the original on October 6, 2022. Retrieved October 6, 2022 – via NewsBank.
  16. ^ Feran, Tom (July 29, 1995). "WB, UPN find their TV niche". The Plain Dealer. Cleveland, Ohio. p. 8E. Archived from the original on October 6, 2022. Retrieved October 6, 2022 – via NewsBank.
  17. ^ a b Bruck, Connie (May 10, 2010). "The Influencer". The New Yorker. Retrieved May 15, 2023.
  18. ^ Katz, Richard (July 10, 1998). "Fox Family squeezes 'Club' in youthful sked". Variety. Retrieved August 13, 2009.
  19. ^ "Coates pleads innocent to domestic assault". The News and Observer. Raleigh, North Carolina. July 28, 1998. p. 6C. Retrieved May 14, 2023 – via Newspapers.com.
  20. ^ DiOrio, Carl (October 24, 2001). "Fox Family costs Mouse less cheese in final deal". Variety. Retrieved August 13, 2009.
  21. ^ Schneider, Michael; Grego, Melissa (September 9, 2001). "Fox Kids net adopted by Fox TV Ent". Variety. Retrieved August 13, 2009.
  22. ^ Paula Bernstein (January 18, 2002). "4Kids buys 4 hours from Fox Kids". Variety. Retrieved August 13, 2009.
  23. ^ de Moraes, Lisa (May 23, 2012). "CBS wins network ratings-war again; reality-competition shows still dominate". The Washington Post. Archived from the original on June 11, 2012. Retrieved July 6, 2012.
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