“Peak TV” has become the focus of the scripted television world this year, but cable networks are careful not to forget their unscripted counterparts.

Adweek reports that during the third quarter, 39 of the top 50 cable entertainment telecasts were unscripted shows. That’s a powerful market to nurture and grow.

Bravo recently conducted a study of its reality shows as well as its competitors’ to find out more about growing an unscripted audience. Of the 330 studied, 65 percent of the series’ audience decreased from one season to the next.

Bravo says it uses viewer feedback to gauge what works on its reality shows, through social media, focus groups and surveys. The network provides that information, as well as flash polls every few episodes, to show producers. Bravo says that keeping that constant feedback loop open helps a show like The Real Housewives of Orange County engaging for viewers even in its 10th season.

In the study, Bravo and Investigation Discovery both had 10 series increase their viewership from season to season, with HGTV and DIY following close behind with eight and seven respectively.

Scripps networks, which includes HGTV, DIY and Food Network, says that solid branding is the key to keep their viewers. If someone wants food-related content, they know to turn to Food Network or Cooking Channel. For home improvement, they can turn to HGTV or DIY. The result is an audience who is loyal to the channel but also the channel’s hosts, who work with Scripps to build content all year-round.

Read more at Adweek.

Brief Take: Never underestimate the power of reality TV stars and hosts when it comes to building engagement.

[Image courtesy of Bravo]

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