`West Wing' Deal Signals `New' Bravo

Cable World, March 12, 2001

For years, Bravo was content with being a second-tier network more concerned with building its subscriber base than pumping millions of dollars into programming. But as Bravo continues to show impressive gains among both advertisers and subscribers, it is making a bold grab to crash the A-list party.

The Rainbow Media Group-owned Bravo last week bought the rights to Warner Bros. The West Wing series, paying an estimated $1.2 million an episode, according to sources familiar with the deal.

Bravo's cash flow grew by 97% to $9.8 million in the fourth quarter. Now flush with a fatter checkbook and ready to be spun off as part of Rainbow's tracking stock plan this month, Bravo wants to be a player.

"This lakes us to the next level," says Ed Carroll, EVP/GM of Bravo Network and IFC.

Does this mow mean Bravo has unveiled an open checkbook policy?

Not at all, Carroll insists.

"We'll continue to be selective and look for shows that are critical favorites and speak to very discerning TV viewers," he says.

Bravo hopes to use The West Wing to attract more viewers to its original programming. The network plans to unveil five new original series at its upfront presentation next month in New York.

Bravo has a history of buying series; it runs St. Elsewhere and will debut The Larry Sanders Show next year, but The West Wing deal is the networks most expensive deal by far. Carroll says the show fits snugly into the network's profile of upscale viewers in the 25-54-year-old category.

Sources said TNT and A&E also bid for the NBC show. A&E is in a precarious position because it's losing its successful Law & Order series to TNT next year. That show has earned ratings in the 1.5-2.0 range at 7 p.m. and 11 p.m. on A&E and has acted as an important tent pole for the network's primetime programming.

Neither TNT nor A&E would comment on the deal, but A&E has played down the loss of Law & Order, saying it is expanding its commitment to original programming. TNT reportedly believes the price on The West Wing was far too steep.

How will the show do for Bravo, which has been flat at 0.3-0.4 in primetime?

Bill Carroll, VP/director of programming for station rep firm Katz Television Group says, "It's one of those shows that's kind of tough to know for sure."

Carroll notes that conventional wisdom says hour-long serial-type dramas such as E.R. don't play that well in reruns, but that E.R. and The X-Files have done well in their runs. E.R., however, was a disappointment for TNT at 7 p.m. on weeknights after the network paid about $1.15 million per episode for that show.