To honor 10 years on the air, The Hollywood Reporter spoke with Spike TV president Kevin Kay about brand perception, a foray into scripted series and stepping away from its origins at The Nashville Network.
Originally branded as the network for men, Spike TV programming is now pulling up to 50% female viewers per show. Kay says this is all about brand perception, noting that though they do not program their days for women, the network is looking at more series that are aimed at men but don’t alienate women.
Kay also points out that the brand name is changing, from male skewed to female friendly, but the Spike name isn’t something to walk away from. “We built the brand over 10 years, and changing a network name is never easy,” he told The Hollywood Reporter. “It changed from TNN to Spike while I was here: a big decision and an expensive decision. We have a tremendous amount of value in the name Spike, so it’s not necessarily something you throw out.”
For the next 10 years, Spike is looking at finding more shows like “Bar Rescue” and new unscripted projects that reflect the network’s audience and their interests.
And to the Esquire Network, which launches next month in the niche market of male-centric channels, Kay says this: “I wish them luck. It’s a challenging space.”
Read the full interview at The Hollywood Reporter.
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