​Television dramas are having a moment. And that has cable execs saying that it’s time for producers on the unscripted side of the TV industry need to step up their game.

Variety reported Thursday that a recent RealScreen panel of execs from TruTV, TLC, and HGTV on the “pressure cooker” of the reality world, the trio agreed that the definition of marketing is changing.

“It’s social media, it’s digital. Our audience isn’t finding shows the way they have in the past, so we have to innovate. The old way of thinking was that if it’s not popping by episode three, it’s done. Now, it’s not about the launch. ‘Duck Dynasty’ didn’t pop big until season two!” TruTV boss Chris Linn.

TLC chief Nancy Daniels pointed out that “Sex Sent Me to the E.R.” received no marketing or promo, but was still a hit with audiences. Sometimes, she said, it’s easier to attract attention with a “noisy” title, since you can’t “buy eyeballs” with a fancy launch.

Read More: Variety

Brief Take: Just as the renaissance in TV drama forced the industry to rethink everything from season length to distribution, the pressure is on in the reality world to innovate to stay competitive.

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