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ABC's 'Nashville' symbolizes waiting week for TV

Published on NewsOK Modified: May 7, 2014 at 7:49 am •  Published: May 7, 2014
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NEW YORK (AP) — Stars of "Nashville" including Charles Esten, Clare Bowen and Jonathan Jackson performed songs from the ABC drama at a New York theater this week — and they hope rabid fans weren't the only ones watching.

Now is a nerve-jangling time for actors and creators of television shows, one week before the biggest broadcast networks reveal their plans for next season. The wait is particularly intense for series like "Nashville" that are considered on the bubble between returning and having the plug pulled.

The decisions get more complicated every year. Broadcast executives have more than just ratings to consider, and "Nashville" offers a good example. A thumbs-down from ABC not only ends a televised soap opera, but also a growing music franchise.

"I'm a combination of optimistic and emotionally vulnerable," Esten, who portrays Deacon Claybourne, the musical and former romantic partner to fictional country star Rayna James (Connie Britton), said before Tuesday's concert. "Everyone seems to be coming to a nice peak right now."

Under the old rules, "Nashville" would probably be toast by now. It was on the bubble last year, too, and in its second season averaged 4.5 million viewers, the Nielsen company said. That's down 9 percent from the show's rookie season, 18 percent among the youthful demographic ABC cares most about. In an industry obsessed by youth, the median age of the "Nashville" audience increased by two years.

Fortunately, "next-day ratings don't really mean as much as they used to," said Brad Adgate, a television analyst for Horizon Media.

Networks also look at how many people stream the show online, or record it to watch later on DVRs. This delayed viewing isn't as valuable to a network as people who watch live, but it counts for something, and "Nashville" adds to its audience more this way than most ABC shows, said Kevin Beggs, chairman of Lionsgate Television Group, the show's producer.

That indicates a devoted group of fans that makes time to watch every episode. Even if that group is small, passion is important, he said.

"More than ever it's about finding fan bases that are more than casual, who are obsessed with a show," he said.

ABC's parent Walt Disney Co. shares in ancillary revenue from CDs of music featured on "Nashville" (the fourth collection was released Tuesday) and the concert tour. More than 600,000 soundtrack CDs have been sold, according to Big Machine Label Group. A special collection of tunes from the show's April 23 performance special was immediately made available on iTunes and was among the top five country albums two weeks later.

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