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Characters Welcome: the Brand That Reinvented USA Network a Thesis

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Characters Welcome: the Brand That Reinvented USA Network a Thesis Characters Welcome: The Brand That Reinvented USA Network A Thesis Submitted to the Faculty of Drexel University by Allison Lynn Toner in partial fulfillment of the requirements for the degree of Masters of Science in Television Management April 2012 © Copyright 2012 Allison L. Toner. All Rights Reserved. ! ! ii Dedications To my parents. For their endless love and support. Also, for their encouragement to always reach for the stars. Thank you for nurturing my intellectual curiosity, academic interests and helping make this milestone possible. All my love. ! iii Acknowledgments I would like to convey my gratitude to the following individuals for their support during the completion of my thesis. My deepest thanks to my advisor and professor, Albert Tedesco, for his support, time and guidance. Special thanks to my incredible family for always being there. Specifically, my parents for their constant motivation and being another set of eyes. I would also like to thank my wonderful friends for their support and encouragement during this process. ! iv Table of Contents LIST OF TABLES ............................................................................................................. vi LIST OF FIGURES ......................................................................................................... viii ABSTRACT ....................................................................................................................... x 1. INTRODUCTION ........................................................................................................ 1 2. LITERATURE REVIEW ............................................................................................... 6 2.1 Television History & Brands .................................................................................... 8 2.2 Television Branding: Broadcast vs. Cable ............................................................ 11 2.3 Broadcast Networks & Brands ............................................................................... 12 2.4 Cable Networks & Brands ...................................................................................... 14 2.5 USA Network & Branding ...................................................................................... 17 3. USA NETWORK ........................................................................................................ 19 4. METHODS .................................................................................................................. 26 5. FINDINGS ................................................................................................................... 31 5.1 Description of USA Network Shows ..................................................................... 34 5.1.1 Psych ........................................................................................................................ 34 5.1.2 Burn Notice .............................................................................................................. 36 ! v 5.1.3 Necessary Roughness ............................................................................................... 38 5.1.4 Suits ......................................................................................................................... 39 5.3 Characters Welcome Brand .................................................................................... 41 5.3.1 Blue Sky .................................................................................................................. 42 5.3.2 Central Character .................................................................................................. 50 5.3.3 Levity ...................................................................................................................... 60 6. DISCUSSION .............................................................................................................. 70 6.1 Blue Sky ..................................................................................................................... 70 6.2 Central Character ..................................................................................................... 74 6.3 Levity ......................................................................................................................... 80 6.4 Future of USA Programming & Brand ................................................................. 83 6.5 Limitations & Recommendations .......................................................................... 86 6.6 Conclusion ................................................................................................................ 87 LIST OF REFERENCES ................................................................................................. 90 Appendix A: Episode Synopses ................................................................................. 100 Appendix B: Reliability Analysis ............................................................................... 121 ! vi List of Tables 1. Top-rated USA summer telecasts in 2000 and 2011 .............................................. 24 2. Blue Sky Characteristics ............................................................................................ 29 3. Psych Characters and Actors .................................................................................... 35 4. Burn Notice Characters and Actors .......................................................................... 36 5. Necessary Roughness Characters and Actors ........................................................... 38 6. Suits Characters and Actors ...................................................................................... 40 7. Psych Episode 1 Blue Sky Results ............................................................................ 44 8. Psych Episode 2 Blue Sky Results ............................................................................ 44 9. Psych Episode 3 Blue Sky Results ............................................................................ 44 10. Burn Notice Episode 1 Blue Sky Results ................................................................ 46 11. Burn Notice Episode 2 Blue Sky Results ................................................................ 46 12. Burn Notice Episode 3 Blue Sky Results ................................................................ 46 13. Necessary Roughness Episode 1 Blue Sky Results ................................................. 47 14. Necessary Roughness Episode 2 Blue Sky Results ................................................. 47 15. Necessary Roughness Episode 3 Blue Sky Results ................................................. 48 16. Suits Episode 1 Blue Sky Results ........................................................................... 49 ! vii 17. Suits Episode 2 Blue Sky Results ........................................................................... 49 18. Suits Episode 3 Blue Sky Results ........................................................................... 49 19. Total Shots of Cities ................................................................................................. 71 20. Outside Versus Inside Totals .................................................................................. 72 21. Day Versus Night Totals ......................................................................................... 73 ! viii List of Figures 1. Prime-time share for ABC, NBC & CBS .................................................................. 10 2. Timeline of USA Network ........................................................................................ 20 3. USA Network Ratings 2005-2010 ............................................................................. 24 4. Psych’s Shawn Spencer & Gus .................................................................................. 34 5. Burn Notice Cast .......................................................................................................... 36 6. Necessary Roughness Promotional Picture ............................................................... 38 7. Suits’ Harvey Specter & Mike Ross ......................................................................... 39 8. Shawn Spencer ........................................................................................................... 51 9. Michael Westen .......................................................................................................... 53 10. Michael Westen using his spy craft ....................................................................... 55 11. Dr. Dani Santino ....................................................................................................... 56 12. Mike Ross .................................................................................................................. 58 13. Shawn & Gus in “This Episode Sucks” ................................................................. 60 14. Shawn & Gus in Psych Credits ............................................................................... 64 15.!Screenshot of Burn Notice Opening Credits .......................................................... 66 16.!Screenshot of Necessary Roughness Opening Credits in Pilot ............................. 67 ! ix 17.!Screenshot of Necessary Roughness Opening Credits in “Spinning Out” ......... 67 18. Screenshot of Suits Opening Credits ..................................................................... 68 19. Screenshot of Suits Opening
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