Nashville No More Scannell Is Insisting That the TNN Transi- Tion Is an "Evolution," Not a Repositioning

Programming

and USA spend $300 million to $600 million a year on programming to dominate in general entertainment, according to esti- mates by Paul Kagan Associates. TNN has been spending just $90 million a year for programming. MTVN Chairman Tom Freston's imme- diate plan is to load up on older theatrical movies to generate some reliable ratings. Longer -term tactics include buying off-network broadcast series, possibly sharing split runs of new series with sister broadcast network CBS, and looking to share sporting events like pro golf or NCAA finals with CBS. The challenge in pulling a Pygmalion with TNN is to transform the network without alienating the current audience. Fox Family Channel couldn't do it: After an overhaul from a soft, stale schedule to Fox's version of family programming, half the audience left. They were mostly the 50- plus viewers that are unattractive to adver- tisers, but Fox Family's younger viewers are 18 Wheels of Justice is among a smattering of still far too sparse. original programs on the old TNN. "Fox Family is exactly what we don't want to do," Freston said. Quick, dramatic changes also risk irritat- ing cable operators, which could use the switch to resist TNN. That could be why Nashville no more Scannell is insisting that the TNN transition is an "evolution," not a repositioning. MTV moves to make TNN its general- entertainment empire "Our intent is to take the programming to a new level. In terms of the flavor that has By Deborah D. McAdams Is War, which Viacom wrested from USA always been there, we'll remain consistent oodbye, John Boy. In its first direct in a contentious bidding battle. with what operators expect." attack on general- entertainment "What we think is valuable and what we TBS, USA and TNT are among the six G cable nets like TNT and USA hope to cash in on is what the old TNN most widely distributed cable networks, Network, Viacom is squeezing the last bits had: real, authentic people. The goal, ulti- and all are consistently among the top five of country out of TNN, once known as The mately, is to reflect the diversity of the in ratings. As The Nashville Network, Nashville Network. American people," said Herb Scannell, TNN is the 10th -largest in size but hovers The channel will be recast as TNN, The president of MTV Networks' Nickelodeon, around 18th to 20th in the ratings. Its cash National Network. Country-and- TV Land and now TNN, which MTVN margin beats the top dogs, but, at the end western- flavored shows like The Waltons inherited in Viacom's CBS acquisition. of the day, TBS, TNT and USA bring in and The Real McCoys will be phased out in The made -over Nashville net will be about twice the money that TNN gener- favor of hipper, general -entertainment pop - MTVN's first entry into general entertain- ates. culture fare. The transition begins tonight ment, the most expensive and competitive In its Nashville incarnation, TNN offers with the World Wrestling Federation's Raw field in cable. Networks like TBS, TNT a schedule full of cowpokes, good ole boys

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