
At BuzzerBlog Alex Davis provides more of what is becoming his specialty, unintentional humor. In response to the news about GSN's upcoming
Life at Stake, he
promises: "Now I know some people [moi, perhaps?] expect a knee jerk reaction from me, saying how terrible this is, how it’s off brand and I can’t really see this going well. But I won’t."
Of course, he then proceeds to dump on the show, sight unseen. For good measure he also unloads on another upcoming reality
show from GSN, again sight unseen. (To prove how important the unloading is, he tosses in a little cussing.) To top it off, he praises
Newlywed Game and
Catch 21, which are only the two least interesting shows on the network right now.
Yes, the whining about GSN's foray into reality shows is in full swing, both at BuzzerBlog and on the GSN boards. Alex predicts doom for all the non-traditional efforts and mentions GSN's previous venture into non-trad shows back in 2004.
Trouble is, that effort eventually produced
High Stakes Poker, a non-traditional show which has only become one of GSN's biggest winners in 18-49, the demo that counts most with advertisers. The non-trad dodgeball show even lured some 18-34 viewers, a demo the ancient-skewing GSN usually doesn't know exists.
Even Alex Davis and the GSN Classics board have to realize that GSN's audience is older than most hills. While the network still makes money by cutting costs to the bone, they would also like to attract a few viewers not on Medicare.
I don't know if any of these reality efforts will turn the trick. But I can understand what the network is doing. After a zillion Nielsen charts, it gets pretty obvious that traditional game shows skew really, really, and I mean
really old. Is it so terrible for GSN to try a few shows that might attract a slightly less gray-haired audience?
With its current schedule almost completely dominated by traditional game shows, GSN's audience has become the
third oldest in all of cableland. That fatal skew has sharply limited the network's growth potential. GSN still isn't even
available in 30% of this country's cable/satellite households. Sooner or later GSN has to show advertisers and cable system operators that it can attract at least some viewers in the younger demos.
And there's one thing traditional game shows don't do: deliver a lot of viewers in younger demos. You can complain about ageism and the unfairness of life. But GSN is a commercial operation with no pipeline to the taxpayer's pocket. The network depends on advertisers and system operators. And those folks want to see some younger people watching the the network.