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Mike Reynolds
Hoping to make advertisers and viewers offers they can't refuse, Court TV unveiled three primetime series and its first consumer marketing campaign at its upfront presentation last week.
Court TV will spend $120 million on crime and justice programming over the next two years, a 20% jump from what it announced last year. It will yield some 250 hours of original evening programming during the course of 2000, a 47% jump from 1999's total of 170 hours. The network averaged a 0.6 rating in primetime for the third consecutive month during February.
Presided over by chief Court TV justice Henry Schleiff, the presentation satirized the mafia and featured cameos from the likes of The Sopranos star Lorraine Bracco, Regis "Millionaire" Philbin, Court TV's Catherine Crier and Time Warner Inc's. president Dick Parsons. Court TV is owned by Time Warner Entertainment and Liberty Media.
The network also trumpeted the launch of its first national consumer marketing campaign, earmarking some $20 million for a program that launches next month and then appears at various intervals. Chairman/CEO Henry Schleiff noted the budget surpassed Court TV's previous marketing allocations during its nine-year history.
Beginning April 1, Court TV's combined consumer marketing thrust will turn on the concept "Judgement Days, Sleepless Nights." Targeting adults 25-54, the multimedia campaign, encompassing TV, radio, Internet, newspaper and outdoor components on both national and local levels, will not only herald a branding concept, but tout specific shows as well.
"Our momentum has been recognized by our parents," said Schleiff. "They are getting behind us with this promotional campaign to help push Court TV toward becoming a top 10 network."
During the late third quarter or early in the fourth quarter, Court TV will debut the series, The Wrong Man. It will be one-hour investigative pieces that break open controversial cases about people who may be wrongfully imprisoned and in some instances, on death row. "Think Hurricane Carter," said Schleiff.
Forensic Files, slated to open early in the fourth quarter, shows how modern science is solving some of the most puzzling crimes. "Think of this one as 'Dead Men Talking'"Schleiff said.
In an as-yet to-be-named series, crime beat author Dominick Dunne will also explore how the wealthy and powerful often go free and unpunished. "Think of this one as 'Rich Man Walking,'" Schleiff averred.
Court TV will also bring the gavel down on two miniseries, billed as docu-soaps. Filmed by Academy Award nominee Jonathan Stack (The Farm), the first will follow a female New Orleans defense attorney whose clients are as complex and steamy as Nawlins itself. Brooklyn North Homicide will track the exploits of nation's most active homicide unit.
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