According to Silverman, "The future of TV is bright in a world in which technological advances are increasing at exponential rates.” He admits that while some might see growing Internet content as a problematic situation for network programming, Silverman sees “tremendous opportunities in the fact that consumers will be able to find content anywhere anytime and make it the spokes for how they want to enjoy it and embrace it.” Shows that were once limited to their hourly time slot are now not only available to watch online, but also may offer additional features or “Web exclusives” for fans to enjoy. Heroes, for example, offers watchable graphic novels, a chance for fans to create a custom hero of their own and offers weekly show trivia. These additional features allow fans to develop “a deeper connection” to the show’s characters, says Sillverman, a feat that would most likely not be achieved if Internet content worked to replace TV programming rather than complement it. Silverman prefers to see the Internet as a way to add viewers, to build loyal fans and to touch consumers on a more regular basis.
The ability to complement network programming and even build upon an individual’s viewing patterns make the Internet far less of a threat to the future of television than an excellent resource, Silverman claims. “Today, by far and away, the majority of people are still watching a television show the way it was watched 25 years ago,” says Silverman. “There are definitely people who may discover a show further on into its run and go online and watch old episodes to catch up.” DVDs hold just as much power in building viewer support for a show which may also benefit the network. “We’re seeing the highest growth in our DVD business coming from television shows,” says Silverman. A new revenue stream has opened up to NBC thanks to viewers looking for a fast means of catching up on their favorite shows because, as Silverman points out, “we not only broadcast those shows, we own them as well.”
While DVD sales detract from views and thus advertising sales, Silverman is quick to point out the rise in revenue from foreign markets, which even out the difference. “We’re not just an advertising channel anymore,” says Silverman. “We’re a content company, migrating our content all over the world and across all platforms to make money. The DVD doesn’t really cannibalize the primary broadcast. What’s being hurt by all of these things is reruns that are now much less valuable on air than they used to be.” The result has been a push toward original content all year round in hopes of keeping viewers tuned in.
Further capitalizing on online endeavors, NBC has recently partnered with News Corp to launch Hulu, an online video distribution site. The concept is to “legally provide full episode programming,” both from NBC and News Corp, in a “piracy protected environment.” The site offers streaming video only, rather than download options, with ads embedded in the content. Instead of toiling online to find rebroadcasts of shows they may have missed, audiences will now have a one-stop site for their viewing pleasure. With the help of sites like Hulu, TV programming and online content can exist peacefully − for the time being at least. “I think we’re just seeing people expanding what they can fill their time with,” says Silverman. “You guys do a lot. You multitask.”
As far as the future of programming goes, much of what you see today has quite a bit of staying power. For you reality TV junkies, rest assured that your game shows, elimination challenges and glimpses into the drama-filled lives of others aren’t going anywhere anytime soon. “We’ve looked at the number one shows on all the networks and they’re singularly reality franchises. They’re so important to the networks, whether it’s us with Deal or No Deal, Biggest Loser, The Apprentice… They’re just getting such big ratings,” says Silverman. He likens reality TV shows to live sporting events, pointing out how viewers want to see the outcome live, when the event takes place. There is, however, a shift into what Silverman refers to as “hybrid entertainment” where shows like The Office play off the idea of reality television in its “mocumentary” style. “I think there’s going to be other story telling techniques lifted from reality and brought to scripted and storytelling techniques from scripted that will be lifted and brought to reality,” Silverman predicts, adding that the basis of Survivor was strongly rooted in the story of Robinson Crusoe. As programming keeps evolving, audiences will continue to want to find a familiar story theme in the reality shows and will look for the real-life moments in the scripted programs. Even nostalgia will play a role in what shows wind up on the box as Silverman found with the success of the recently revamped American Gladiators. “I just knew as a guy who grew up in the ‘80s, my relationship to those shows was very strong,” he says. Familiar material is “a great building block for attracting a great cast and director.”
Silverman has also learned that bringing hits from overseas to the states can be a great vehicle when it comes to capturing audiences and earning high ratings. But knowing just which shows will work with discerning American viewers is an area in which Silverman is particularly gifted. As many may know, The Office was originally a BBC comedy before Silverman had the gutsy idea to translate it into an American program. But according to Silverman, it was a no-brainer. “Turning on The Office in the UK, when I saw it for the first time, and laughing at it because I enjoyed it was a good sign to me that other people would also,” Silverman recalls.
In the case of Ugly Betty, a Columbian telenovela that is now one of ABC’s hit shows, Silverman had never even watched an episode when his instincts kicked in. “I didn’t even watch the Columbian version,” he says. “I just saw the one-sheet, and I knew that that was a story that would play in America and that was a journey that the American audience would want to follow.”
Still, Silverman explains that a hit show overseas doesn’t necessarily yield American success. It’s all about the perfect combination of story, script and cast − a delicate balance he has been lucky enough to achieve so far. “You have to add so many distinct elements and hope they coalesce at the same time and create a chemistry,” he says. “America Ferrera − is there anyone else who could’ve been Ugly Betty? She was our only choice. I don’t know what we would’ve done had we not gone with her.” Silverman hopes to achieve the same magical mix with the upcoming Kath & Kim starring Molly Shannon and Selma Blair premiering in the fall. The show is based on an Australian comedy and Silverman thinks it has great potential to resonate with the American audience.
With all this talk about shows of the future, we couldn’t help but ask Silverman about the shows that stood out as his favorites growing up. “I loved Mash, St. Elsewhere, Cheers. I loved Masterpiece Theatre growing up. It was a good mixture,” he remembers. “And now I love Sports Center and The Office.”
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