The average person watches four hours of television a day, and while the average time watching TV hasn't dramatically changed in years, viewers are beginning to press different buttons on their remotes.
Large networks such as NBC, FOX, and ABC have been longtime favorites, however, independent networks are beginning to climb the media ladder and are bringing in top ratings.
AMC's Mad Men is set in the 1960's New York, and gives a glimpse of a life that contrasts greatly with reality today. Randee Heller, who plays main character Don Draper's newest secretary Miss Blankenship on Mad Men, understands what makes the show appeal to viewers.
"The popularity of Mad Men is [due to the] attention to detail and quality," Heller says, "and a complete respect for this time period. Perhaps younger generations are fascinated by a glimpse of a time period that is so different than today. Politics, style, gender status.... we have come a long way in such a short time," she said.
The way Mad Men is filmed also adds to the uniqueness of the show.
"The show is beautiful," Heller says. "(From the) lighting and palate, (to) cinematography that is theatrical film quality."
Heller's character brings a new dynamic to the show. She plays an older secretary brought in to curb Draper's habit of sleeping with his secretaries. Heller is the latest addition to Mad Men, a show with tradition of memorable characters.
"I think it is very well cast," Heller said. "These shows [on smaller networks] are not afraid to depart from the formulaic shows on network TV."
For AMC, this more original approach to television is working. A fact evidenced by its consecutive Golden Globe and Emmy wins.
Freshman Psychology Major Sally Highsmith, a Mad Men fanatic, said that viewers "can find shows on the smaller networks that fit [their] personalities or interests better."
"So many people watch the major networks," Highsmith said, "so if a show goes against the grain in any way they consider it offensive or too ‘out there'. If you have a smaller audience, they tend to appreciate the quirks more."
The results of the 2010 Emmy Awards, which aired on August 29, show that people's tastes are becoming more varied and independent. Many of the minor network stars heard their names called that Sunday evening.
Jon Hamm and January Jones from Mad Men, Tony Shalhoub from Monk, Bryan Cranston from Breaking Bad, and Kyra Sedgwick from The Closer were all nominated for lead actor/actress in either a comedy or drama; Sedgwick took home the Emmy.
AMC's Mad Men and Breaking Bad were nominated as an outstanding drama series, with Mad Men winning for top drama once again.
Freshman Computer Engineering major Matt Needleham has noticed the extra attention smaller networks are receiving.
"It's because they have original shows and ideas," Needleham said, "and they are down to earth in a way and small enough to be in touch with their viewers, making for better TV."
The USA Network began its ascent in 2006, with the premiere of the still popular series Psych. The comedy set in Santa Barbara was at the top of the charts until In Plain Sight was introduced into the schedule two years later. TNT's hit series The Closer has also manifested the success of original series on smaller networks, as the show has received consecutive Emmy nominations since 2006. USA's Monk has also received multiple awards from the Emmy's, Golden Globes, and Screen Actors Guild.
Original series on such networks increase ratings on a per-show basis. In 2008, USA was the number one network in basic cable, with an average of more than 1.33 million viewers—coincidently, the same year that the network began to introduce its hottest shows. USA's 2008 average was the highest recorded forPrimetime, and TNT placed second. One year later White Collar caught the attention of millions of viewers, and started strong on its second season this past summer. Starring the talented Matt Bomer, the series instantly became a favorite. Following right behind was the new spy drama Covert Affairs. The two dramas are the epitome of successful original series, with fans of both shows already pleading on Facebook fan pages for a crossover. Freshman Construction Engineering Major Earl Sturdivant finds that the triumph of such programs are due to the fact that "the the shows are more specific" to viewer predilections, instead of having a large variety of content. "If the viewers know what specific shows are on, that may spark their interest, as opposed to a station with a wide range of topics."
White Collar features an extremely attractive and clever criminal who was finally apprehended by the FBI, and now works with them as a part of his prison release program to solve the toughest crimes. Kelly Christen, founder and webmaster of the Matt Bomer Fan website, concludes that "White Collar has become so increasingly popular because it's a show an entire family can sit down and enjoy together. Just by reading/watching interviews and connecting with the amazing and talented cast/crew on Twitter, you can tell they are a close knit family. It's also extremely apparent that a lot of heart goes into making each and every episode. USA Network has such a terrific lineup of shows that are such a breath of fresh air. Along with their well-developed and relatable characters, the storylines are the perfect mix of drama, humor, and suspense. What more could a fan ask for? I think the smaller networks are becoming more popular because they stand behind their shows and truly give them the chance they deserve to succeed."
An hour later on the schedule, Covert Affairs is an action thriller that hosts eccentric characters, exciting fight scenes, and mysterious romance. Both shows have become increasingly popular and are both new, original series without many similarities to other programs aired on television. They aren't another branch off of Law and Order or CSI; the individuality of smaller network programs make them stand out against other shows aired on the bigger networks at the same hour. Sophomore Biochemistry Major Hemant Desai agrees that he personally enjoys the "variety of the shows" the smaller networks offer. Desai thinks that the programs on the larger networks "just get boring—like, every show has the same story line," but on the smaller channels the shows are " just more entertaining."
The witty banter between characters on many USA shows, for example, manifest the scripts as raw, refreshing gold that smaller networks seem to master better than larger ones. On FOX's House, the title character is known for his sharp sarcasm, and audiences love his horrible comments. However, the remarks are expected and can often be foretold. The smaller networks have found writers that incorporate such humor and style into their television shows that it isn't forced or predictable.
The smaller networks also take more risks with the shows that they air—risks that many of the larger networks rarely take. NBC's Chuck, for example, surprised everybody by being given a second shot with a new season. The show is generally considered a flop, with season two's highest rating being only a 3.0—a poor number for a major network program. The reasoning behind the bad reputation of the show is that it is too quirky to be on such a big network. The title character works at a pseudo-Best Buy, but secretly he is an undercover agent with a memory chip lodged in his brain, which gives him amazing Intel that the CIA uses to their advantage. It is an adorably funny spy comedy, but it doesn't belong on NBC. It would do marvelously on USA, where unique plots and characters are "welcomed", according to the new slogan.
The same could be said in the opposite manner for a show like Royal Pains. The comedic medical series would probably not do so well ratings-wise on FOX, because the writing is so unique and it would contrast with the other shows aired. On a network like USA, it is still perceived as fun and refreshing. On a network like FOX, it would be just plain weird.
Despite networks like FOX having a large number of viewers, the popularity of the smaller networks is in the middle of an audience revolution that may turn the tide of primetime television.
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