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Networks Fuel Ratings Race; Broadcasters Challenge Cable''s Annual Summer Initiatives.

Publication: TelevisionWeek
Publication Date: 09-JUN-03 		Format: Online - approximately 1374 words
Delivery: Immediate Online Access
Full Article Title: Networks Fuel Ratings Race; Broadcasters Challenge Cable''s Annual Summer Initiatives.(Special Report: Cable Preview)(broadcast networks are being more aggressive during the summer to better compete with cable)

Article Excerpt
Byline: Daisy Whitney

The dog days of summer used to be firmly leashed to cable networks, who used the season's absence of new broadcast programming to make their mark with new-series launches and summer-long stunts.

But broadcasters aren't on vacation anymore and cable networks now have a different battle to fight as their rivals become more aggressive with summer slates this season. That puts the pressure on cablers, who are responding with their most intense lineups ever.

It's also a summer that will test viewers' appetites for reality fare. While many in the TV business have claimed the end is nigh for reality, the schedule doesn't bear that out. Cable networks' schedules will be filled with assisted, altered and otherwise concocted reality shows, with E!, Game Show Network, Lifetime and even ABC Family Network working the field in the so-called real world.

However, cable will largely stake its claim with scripted series as big players such as FX, USA and Lifetime put forth new scripted series with the goal of building on the success they have found over the past few summers.

"I think it's just natural that with broadcasters spending summer on reality, this is a chance for us to get some traction,'' said...

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