Acquired Content: Cable's Cornerstone

[Commentary] As the cable industry descends upon Chicago for INTX, town cars, taxis and Ubers will undoubtedly pass the Willis Tower. Where most see an obligatory sightseeing stop, I see an analogy for the programming schedule of a basic-cable network. The antennas adorning the top of this landmark skyscraper represent the pinnacle achievement of a cable network -- a showcase of highly acclaimed, attention-getting, critically-applauded original series. Like those originals, the antennas provide the building with even greater height and stature; they send a commanding signal to those in the immediate vicinity.

In today’s challenging environment we must remember that now more than ever, off-network and movie product is an integral, highly successful component of a top-rated basic-cable network. Advertisers pay for results. Off -net series and movies are proven performers with strong historical track records. Cable networks can leverage these established brands to energize their existing audiences, bring in new viewers, grow their cume distribution and provide potent launch platforms for their original series. Acquired content delivers existing mass-market appeal and powerful accumulation of episodes. These qualities give cable networks the versatility and flexibility to turn proven assets into ratings-and-revenue producing machines. The right formula of acquired content can empower, revitalize and even single-handedly drive a network up the cable ranks overnight. We’ve seen it happen time and again. As you admire the Chicago skyline, let it remind you that both famous buildings and top-ranked networks stand on strong foundations -- foundations built from proven materials. Remember that acquired content makes up 72 percent of the 4 pm-midnight programming hours across the top 10 cable networks. Acquired series and movies are the tempered steel and concrete of the top-ranked networks.

[Steve MacDonald is executive vice president and general sales manager of cables sales at 20th Television]