Sci-Fi
May 9th, 2005, 11:20 AM
From Media Life Magazine:
Last mission: Say so long to 'Star Trek' (http://www.medialifemagazine.com/News2005/may05/may09/1_mon/news3amonday.html)
An era ends for UPN, as does a bit of TV history
By Abigail Azote
Friday at 8 p.m. marks the series finale of UPN’s “Star Trek: Enterprise,” the latest in a long line of “Star Trek” shows, but it could also mark the finale for the franchise. Consider it a historic moment, coming almost 40 years since the first “Star Trek" aired on broadcast TV.
But the series end is fitting. After a very promising start four years ago, “Enterprise” quickly flamed out, with viewership dropping to less than a fourth of its premiere numbers.
Just why is not all that clear. Perhaps it was that viewers just didn’t like the storylines or actors in the latest incarnation. Or it may simply be that the entire series is better suited these days for cable or in syndication and the dedicated audience they can deliver.
For whatever reason, the old “Star Trek” magic has fizzled, and it may be a long time before anyone wants to try it again, especially UPN, which has paid dearly for the series.
But no less significant is the change of direction the show's end represents for UPN, as the last holdover from an era when the network had no cohesive programming strategy and far fewer viewers. Each night was different, targeting a different audience than the night before, and the effect was a crazy quilt of a primetime lineup that most likely confused all but those who put it together.
UPN's strategy has since changed to target young women 18-34 with a lineup that builds on itself through the week, which has certainly helped ratings. By canceling “Enterprise,” UPN has yet more room to add shows that work with that revamped focus.
Why it’s important: At 39 years old, the “Star Trek” franchise is showing its age. With other networks like Sci Fi offering more “Star Trek”-like fare, “Enterprise’s” departure could be the just break it the franchise needs to rejuvenate.
And as UPN grows increasingly female-centric, the network needs to shed that old skin and position itself as the WB’s challenger for the coveted young female demographic. UPN already has many of the right programs in place. With “Enterprise” gone, it can complete its transformation.
Background: When “Enterprise” debuted on UPN in September 2001, it averaged an impressive 12.5 million viewers. It quickly emerged as one of the network’s top-rated shows and the top new drama among adults 18-34.
But just as quickly, “Enterprise” fizzled. “Star Trek” fans weren’t engaged by the storylines, and some loyal Trekkies did not like lead actor Scott Bakula. By 2003, the show had fallen to an average 3.6 million total viewers.
It has slipped even further this year, with just 2.7 million average total viewers, down 25 percent from 2003 after moving from Wednesday to Friday night. Last week, “Enterprise” drew an average 3.3 million total viewers and a 1.3 18-49 rating.
The show is the fifth in the long line of “Star Trek” TV series, with the original airing on NBC in 1966. “Enterprise” immediately followed “Star Trek: Voyager,” which also aired on UPN.
Major competition: “Enterprise” goes head-to-head with the similarly positioned “Stargate SG-1” on Sci Fi, which, bundled with “Stargate Atlantis” and “Battlestar Galactica,” presents a more compelling alternative to viewers seeking sci fi fare.
Spike’s Friday night “CSI” is also a huge cable draw, siphoning even more of “Enterprise’s” core demographic. In broadcast, the show is on the same hour as NBC’s “Dateline” and ABC’s “America’s Funniest Home Videos,” but “Enterprise’s” audience doesn’t have much crossover. It will be more hurt by an Elvis special on CBS Friday.
Prediction: Based on “Enterprise’s” performance, it will see a comparatively modest audience for its finale, perhaps averaging 4.5 million total viewers. That’s a big number for UPN but still way lower than it would have hoped for four years ago when the series launched.
Last mission: Say so long to 'Star Trek' (http://www.medialifemagazine.com/News2005/may05/may09/1_mon/news3amonday.html)
An era ends for UPN, as does a bit of TV history
By Abigail Azote
Friday at 8 p.m. marks the series finale of UPN’s “Star Trek: Enterprise,” the latest in a long line of “Star Trek” shows, but it could also mark the finale for the franchise. Consider it a historic moment, coming almost 40 years since the first “Star Trek" aired on broadcast TV.
But the series end is fitting. After a very promising start four years ago, “Enterprise” quickly flamed out, with viewership dropping to less than a fourth of its premiere numbers.
Just why is not all that clear. Perhaps it was that viewers just didn’t like the storylines or actors in the latest incarnation. Or it may simply be that the entire series is better suited these days for cable or in syndication and the dedicated audience they can deliver.
For whatever reason, the old “Star Trek” magic has fizzled, and it may be a long time before anyone wants to try it again, especially UPN, which has paid dearly for the series.
But no less significant is the change of direction the show's end represents for UPN, as the last holdover from an era when the network had no cohesive programming strategy and far fewer viewers. Each night was different, targeting a different audience than the night before, and the effect was a crazy quilt of a primetime lineup that most likely confused all but those who put it together.
UPN's strategy has since changed to target young women 18-34 with a lineup that builds on itself through the week, which has certainly helped ratings. By canceling “Enterprise,” UPN has yet more room to add shows that work with that revamped focus.
Why it’s important: At 39 years old, the “Star Trek” franchise is showing its age. With other networks like Sci Fi offering more “Star Trek”-like fare, “Enterprise’s” departure could be the just break it the franchise needs to rejuvenate.
And as UPN grows increasingly female-centric, the network needs to shed that old skin and position itself as the WB’s challenger for the coveted young female demographic. UPN already has many of the right programs in place. With “Enterprise” gone, it can complete its transformation.
Background: When “Enterprise” debuted on UPN in September 2001, it averaged an impressive 12.5 million viewers. It quickly emerged as one of the network’s top-rated shows and the top new drama among adults 18-34.
But just as quickly, “Enterprise” fizzled. “Star Trek” fans weren’t engaged by the storylines, and some loyal Trekkies did not like lead actor Scott Bakula. By 2003, the show had fallen to an average 3.6 million total viewers.
It has slipped even further this year, with just 2.7 million average total viewers, down 25 percent from 2003 after moving from Wednesday to Friday night. Last week, “Enterprise” drew an average 3.3 million total viewers and a 1.3 18-49 rating.
The show is the fifth in the long line of “Star Trek” TV series, with the original airing on NBC in 1966. “Enterprise” immediately followed “Star Trek: Voyager,” which also aired on UPN.
Major competition: “Enterprise” goes head-to-head with the similarly positioned “Stargate SG-1” on Sci Fi, which, bundled with “Stargate Atlantis” and “Battlestar Galactica,” presents a more compelling alternative to viewers seeking sci fi fare.
Spike’s Friday night “CSI” is also a huge cable draw, siphoning even more of “Enterprise’s” core demographic. In broadcast, the show is on the same hour as NBC’s “Dateline” and ABC’s “America’s Funniest Home Videos,” but “Enterprise’s” audience doesn’t have much crossover. It will be more hurt by an Elvis special on CBS Friday.
Prediction: Based on “Enterprise’s” performance, it will see a comparatively modest audience for its finale, perhaps averaging 4.5 million total viewers. That’s a big number for UPN but still way lower than it would have hoped for four years ago when the series launched.