SCI FI Channel Growing, Looks to Expand

[Geekyfanboy]

http://www.sliceofscifi.com/2008/05/23/sci-fi-channel-growing-looks-to-expand/

Written by: Michael Hickerson (SoSF Assistant Editor)

Over the years, we've had a lot of fun pointing out the fact that some of what ends up on the SCI FI Channel isn't necessarily science-fiction, or fantasy, or horror. Wrestling anyone?

But based on recent ratings results and audience figures that move seems to be paying dividends for the SCI FI Channel. The network is one of the few owned by parent-company NBC/Universal that has shown growth in the past few quarters. This led SCI FI being rated the sixth overall cable network for the month of April.

Part of that is the demographics for SCI FI viewers are slowly starting to change. Once thought of as a predominantly male-viewership network, the latest figures show that the cable outlet is picking up lots more female viewers. Growth in female viewers outpaced that in men and 43 percent of SCI FI's viewers are female, reports the New York Times.

The network is riding high on the ratings from original programming as well as repeats of favorite genre shows. Two of the biggest ratings winners are "Battlestar Galactica" and "Ghost Hunters," both of which have promos that downplay their science-fiction elements to entice female viewers.

Both shows are number one in the coveted 25-to-54 demographic during their timeslots. This may explain why SCI FI is eager to sign on for three new "Battlestar Galactica" movies as we reported at our website. And the new attempt to reach a female demographic might be the reason that SCI FI inked the deal to syndicate repeats of the Jennifer Love Hewitt hit series "Ghost Whisperer" and has, so far, declined the chance to pick up a third season of "Jericho."

"There were a lot of mis-perceptions that SCI FI was [just] for men, that it was for young men and that it was for geeky young men," said Bonnie Hammer, the president of NBC Universal Cable Entertainment, which ultimately oversees SCI FI. "We had to broaden the channel to change the misconceptions of the genre."

"It's not just aliens, spaceships and the future," said SCI FI president Dave Howe. "It's about asking that simple question, 'What if?' "

A frequent discussion at NBC Universal is whether to water it down even more and do away with the "SCI FI" name altogether. Among the new names that have been considered are "SCF" and "The Imagination Channel." However, Howe has nixed any idea of changing the name.

"We always come back to, we are not going to change the name because with the fragmentation of media, there's a real advantage of having that signpost," said Howe. "We just have to manage the downside."

The growth of SCI FI in the United States has led NBC Universal to begin plans for expanding the network internationally. A Russian version of the network is planned for later this year and NBC/Universal is looking to expand into up 25 more channels in international markets by the end of 2009.

"For an international standpoint, we really have two global brands," said Jeffrey Zucker, the chief executive of NBC Universal. "We have CNBC, which is in 400 million homes worldwide. And SCI FI. Business is universal. And science fiction is such a well-known global genre."

Each outlet would be tailored for its market and included shows dubbed into the local language. First targets for SCI FI's expansion could include Turkey, Romania, Hungary, Portugal and South Africa.

"We are now what MTV was 10 years ago, or what ESPN was 10 years ago," said Howe, who joined the SCI FI Channel six years ago after 15 years at the BBC. "We can own sci-fi as a category globally."

[lostrekkie]

Good to hear that SCIFI channel is getting some good news and good ratings. Outside of its original movies and Ghost Hunters, it really is one of the best channels out there. Sure, they sometimes make stupid decisions (like not picking up The Dresden Files or (as of now) not picking up Jericho), but almost every show is great.