TNN Climbs into the Ring

Cable World, July 24, 2000 by Jennifer Pendleton

TNN believes it can body slam its way into the primetime top 10 of cable networks with the addition of World Wrestling Federation programming, backed by the marketing muscle of the Viacom networks.

TNN's VP-programming Brian Hughes says that WWF ratings will match those at USA Network to start, and rise from there. "There is huge support for this sports entertainment property in the way of marketing, not only on our air, but across the Viacom family," Hughes says.

WWF starts on TNN this fall. At present, the network is 12th in primetime cable ratings, according to Nielsen Media Research.

Linda E. McMahon, president of the WWF, says she has a guarantee that $8 million will be spent on MTV Networks' cable channels and CBS to promote the WWF's move to TNN, starting in late September or early October.

Will the switch change the nature of what viewers see on the WWF? Hughes says TNN has been evolving, even before the addition of WWF, into "a more broadly-based, more diverse network with more of an Americana theme."

McMahon defended the WWF when asked how far it can go before crossing the line of acceptability. "In the World Wrestling Federation, we don't kill anyone. We're not shooting people. Nor are we giving the impression that we're killing anyone or knifing anyone," she says. McMahon adds the WWF has recognized when it's pushed the envelope too far and has pulled back.

McMahon says she thinks the WWF is close to having the right formula with edgier fare on Monday nights for the cable audience.

Hughes shook off a question about Coca-Cola pulling its commercial support, presumably because the environment wasn't suitable for its company image. "This is an individualized business, and, unfortunately, there are some maybe who have followed a trend. However, this is an enormous entertainment property, and there are a lot of advertisers who are supporting this property."

Separately, TNN says it's acquired the rights to the 1970s series, Starsky & Hutch, which will become part of its largely off-network series daytime programming schedule. It will air at noon and 6 p.m. five days a week starting July 31.

TNN will introduce theme days this summer, with a marathon of The Dukes of Hazzard Tuesday, Sept. 5 plus "Bad Boys Week," a marathon of old TV series highlighting rotten behavior, Aug. 14 to 18, hosted by bad-girl ice skater Tonya Harding. Child stars Gary Coleman and Danny Bonaduce will host "Dysfunctional Families Week," another TV series marathon, Sept. 11 to Sept. 15.

Meanwhile, top-rated USA Network is attempting to counter the loss of wrestling. "With or without WWF, we're moving forward," says Stephen Chao, president of USA Cable. "It's a hard task, but we are working night and day to make sure USA remains number one by focusing our energies on what USA does best: original programming and key movie and series acquisitions."

USA is starting a new night of original programming Wednesday, July 26 with the premiere of The Huntress, an hour-long show starring Annette O'Toole based on the USA original movie of the same name. It's a true story of the wife of a legendary bounty hunter who followed in her former husband's career footsteps. That same night Cover Me, another new hour-long series, will air at 9 p.m. The latter follows the adventures of an undercover FBI agent who will go to any lengths to protect his wife and kids.

New original comedy series The War Next Door is the story of a former secret agent who fights his life-long nemesis to the death in every episode. Another original comedy, Manhattan AZ, is a half-hour, single-camera show about a big city cop who becomes sheriff in a quirky desert town. Both shows premiered July 23.

In its most ambitious effort ever, USA Network will present the epic saga Attila the Hun in an elaborate four-hour mini-series shot in Lithuania to air in January 2001.