This is the panel that focused on what’s next for reality TV:
Andrew Cohen, SVP, Production & Programming, Bravo, NBC Universal
David Lyle, President, Fox Reality Channel
John Saade, SVP, Alternative Series, Specials & Late-Night, ABC Entertainment
Ryan O’Hara, President, TV Guide Network & TV Guide Broadband
Moderator: Ken Rutkowski, Host & President, KenRadio Broadcasting

Do you start with content or advertising when you consider a reality show? Aware that advertisers may not support some show, but the greatest influence is to produce shows that breakout. They need to be self-publicizing. The focus is usually on finding content that fits with the target audience.

How important is the connection to the major network?

It helps, but it’s really about knowing the audience, the fit with the channel. The programming is the driver.

As your making the shows - how soon do advertisers get involved?

Typically, can’t wait for advertisers because they don’t really want to be involved until the show is proven. That’s why the start is the show. You have to triangulate between the producers, sales and advertising agency and the client. In that group, anyone can block the deal which makes it tricky.

When a show fits well with advertisers it can lend itself well and drive to higher ratings. A fashion related show might pull in higher CPMs for the same audience than a less advertiser attractive program.

How does new media fit in?

As long as it can be supported by advertising, the online media sites like Hulu will play an important role. It’s almost like a virtual Comcast. Media companies are seeing that the they should be putting their content everywhere. It provides way to expand the audience and keep people up to date.

New media is also an important part of the consideration about how to develop the show. Mobile is important in this process as well. How the monetization for online and mobile will develop is still up in the air.

Live web shows, webisodes, games are all part of the package for the audience.

What will it take to get mobile more integrated into shows?

Big Brother is a great example of this. America’s super model is also using it as voting mechanism. Voting is key mechanism for using

How important is Social Networking?

MySpace was used to promote a show called “Look a like”. They did a partnership with MySpace who do you look like? Turned it into a viral explosion of promotion. They then took a contestant and brought them onto the show. She was dressed up like Angelina Jolie and it was a great success.

Bravo has worked a lot with MySpace and at BravoTV.com and sees them as a key part of the programming.

What’s happening with to the cost of reality TV?

Cheapest reality $50,000 per hour. $200k-300k per hour of reality for focused reality shows and $1 million per hour for broadcast television, with occasional peaks of $1.5 million. The panel seemed to think that costs are continuing to drop.

What’s the next year look like?

Reality could be quite strong given the shortage of scripted TV episodes and the number of reality shows that have been produced.

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