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truTV goes "Bigger, Bolder & Broader"

Dedication to actuality programming has paid off with shows that deliver ratings

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"Bigger, bolder, broader" is the watch cry as truTV adds several new original series to its production and development slate. The network is placing a strong emphasis on comedic and action-packed "actuality" programming designed to appeal to its young adult and young male audience. Projects in the works include a unique new game show set on an airplane, which is being developed by Howie Mandel and his production company, Alevy Productions. truTV has also ordered a pilot starring Shaquille O'Neal and developed by Fishbowl Worldwide Media, with America's Funniest Home Videos creator/executive producer Vin Di Bona and Tosh.0 co-creator Mike Gibbons among the executive producers.

"truTV has firmly established itself as a leader in TV's fastest-growing genre, delivering on the promise of outrageous, fun television with truTV's unique spin," said Marc Juris, executive vice president and chief operating officer of truTV. "We're also programming with an eye towards creating content that works across multiple screens and establishing ourselves as a truly multi-platform brand."

Since its re-brand in 2008, truTV has been on a tear when it comes to ratings growth and competitive position. After scoring its best year ever with key demos in 2011, truTV just charted its best quarter ever in Q1 2012. truTV has also planted itself among basic cable's Top 10 networks with men 18-49. And with a median age of 41, truTV has the youngest primetime audience of such direct non-fiction competitors as Discovery, History and A&E.

truTV's dedication to actuality programming has paid off with shows that deliver ratings success every night of the week. Six of truTV's primetime series rank in the top 10 for their time period with key adult and male demos. In addition, nine truTV series average more than 1 million viewers, while several truTV shows - including Hardcore Pawn, Lizard Lick Towing and Impractical Jokers - ranked among basic cable's Top 50 unscripted series for the first quarter.

For this year's Upfront, rather than putting on a single large presentation, truTV hit the road to conduct in-person meetings with small groups of key clients. "Given the rapidly changing media environment, we decided the big budget upfront presentation does not provide the opportunity to sit down and develop unique solutions for our clients," Juris said. "This year we don't want to pitch. We want to partner."

"truTV has experienced record-breaking growth and a desirable young adult audience, catching the eye of over 30 new advertisers this year," said Joe Hogan, executive vice president, Young Adults Ad Sales, Turner Broadcasting. "We have enjoyed sharing this success story with clients the last several weeks, and look forward to attracting more marketers to the network this Upfront through customized multi-screen opportunities."

Looking ahead, truTV is working in the development arena to craft additional on-target series for the network's audience. truTV is specifically focusing on the comedic reality genre, with an eye toward shows that tap into the network's recent success with the acquired hit Wipeout.

Find out more about truTV on their website at www.trutv.com or on Follow them on Twitter at www.trutv.com.


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