For an article about reality TV shows, big networks and advertising dollars, Broadcasting & Cable’s Andrea Morabito reached out to Ben Silverman, the CEO of multimedia product company Electus. In the article, Morabito discussed how many advertisers are still hesitant to put money toward unscripted programming, even though reality TV has proved it has staying power.
“For all the upfront process, the media buyers still seem to prefer scripted content on broadcast in terms of what they’ll value it as,” Ben Silverman said, who recently sold his unscripted show, “Fashion Star,” to NBC.
According to Silverman and other executives who Morabito interviewed, networks and media buyers both seem to relate high production costs with high quality. She wrote, “This upfront season, expect to see the broadcast networks highlighting their expensive new comedies and dramas as usual, with unscripted fare taking its customary back seat.” Reality TV shows might be drawing in the viewers, but they’re not necessarily drawing in the dollars. Sign up for Broadcasting & Cable to read the full article.