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Primetime is changing, and as more coveted demographics use the late-night hours to catch up on recorded content or surf the Web, television networks are taking note and taking risks with programming starting at 11:00 or later.
Since some late-night comedy debuts this fall proved their worth in this capacity, it seems more networks are comfortable testing out the later hours. ”@midnight” (airing, when else? At midnight) on Comedy Central launched in October, and was able to pick up on the channel’s “Daily Show” and “Colbert Report” viewership, partly thanks to its media mogul host, Chris Hardwick.
But its other strength was in its ability to pick up on that same viewership’s tendency to being on the second screen during those broadcasts, using features throughout the show like Hashtag Wars and other social integrations, encouraging viewers to play along. Comedy Central is planning to extend late night further, slating a 12:30 a.m. show with comedian Dave Attell for 2014.
Over at TBS, the successful “Conan” late-night comedy block got an extension when comedian Pete Holmes was offered his own talk show, which premiered one week after “@midnight” right after “Conan.” “The Pete Holmes Show” also takes advantage with a social audience, posting sketches and interviews daily on a YouTube channel.
USA Network is also reportedly eyeing a possible late-night brand, according to Variety, to compete with other networks’ programming blocks like Fox’s “Animation Domination” or Adult Swim. Read more at Variety.
Brief Take: Original content at later hours also helps bring ad dollars to networks, rather than re-airing a show that viewers may have already seen or recorded as audiences update their viewing habits to match the available technology.
[Images courtesy of Comedy Central and TBS]
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