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CABLE WORLD STAFF
VH1 continues efforts to up the programming ante for middle-aged audiences by trading on-air promotion time for early rerun rights. Last week the cable network announced that it nabbed rights to ABC's And the Beat Goes On: The Sonny and Cher Story, which airs Feb. 22, along with early rights to NBC's The '60s, which cut some impressive numbers for the Peacock earlier this month.
The trade of on-air promo time helps VH-1 land some fresh programming in an attractive window that follows close on the heels of the initial broadcast release. Sources said some cash is involved in the deals, but that the trades keep prices modest.
At the same time, the deals give broadcasters new revenue streams and more back-end profits out of miniseries. And while broadcasters affiliates are less than thrilled to share programming with their cable rivals, most cable networks have such low ratings that little damage is done by upping cable's window, networks argue.
In the recent past, VH1 has cut similar deals with CBS, UPN and Fox.
Earlier this month, Richard Anderson, Jr., 6, of Brooklyn, N.Y. testified on Capitol Hill before the House subcommittee on Social Security. Richard testified that as punishment for misbehaving his dad would make him watch CNBC. But he added that he has no regrets because time spent watching the network helped him learn the value of saving and investing early.
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