Broadcastingcable.com has published a new article revealing Viacom's intentions to gradually shift SpikeTV's focus from reality programming and male targeted content to a broader range of programming and scripted television.
The article notes the following, including quotes from Spike's head of ad sales for Viacom's entertainment and music networks:
Viacom's male-oriented Spike TV is looking to compete directly with the top rated general-entertainment cable networks like TNT, TBS, USA and FX, and has begun developing scripted programming.
Plans to transition the network, which was down last year in ratings and ad revenues, have been discussed with media buyers and advertising clients as the upfront market approaches, according to Jeff Lucas, head of ad sales for Viacom's music and entertainment networks.
"Spike is a network that is transitioning, a majority of it, to more of a general entertainment network," he says. "This year we're announcing to the marketplace that we're developing scripted programming for Spike."
The goal is to compete directly with top-rated networks. "We're saying 'bring it on baby,'" Lucas says.
You can read more by clicking on the above link.
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