Zombie TV Has Come for Cable

In 2015, the USA cable network was a force in original programming. Dramas like “Suits,” “Mr. Robot” and “Royal Pains” either won awards or attracted big audiences.

What a difference a few years make.

Viewership is way down, and USA’s original programming department is gone. The channel has had just one original scripted show this year, and it is not exclusive to the network — it also airs on another channel. During one 46-hour stretch last week, USA showed repeats of NBC’s “Law & Order: Special Victims Unit” for all but two hours, when it showed reruns of CBS’s “NCIS” and “NCIS: Los Angeles.”

Instead of standing out among its peers, USA is emblematic of cable television’s transformation. Many of the most popular channels — TBS, Comedy Central, MTV — have quickly morphed into zombie versions of their former selves.

Networks that were once rich with original scripted programming are now vessels for endless marathons of reruns, along with occasional reality shows and live sports. While the network call letters and logos are the same as before, that is effectively where the overlap stops.

The transformation could accelerate even more, remaking the cable landscape. Advertisers have begun to pull money from cable at high rates, analysts say, and leaders at cable providers have started to question what their consumers are paying for. In a dispute with Disney this year, executives who oversee the Spectrum cable service said media companies were letting their cable “programming house burn to the ground.”

“It’s kind of like when you drive by a store and you can see they’re not keeping it up, and it looks kind of sad,” said Linda Ong, a consultant who works with many entertainment companies and used to run marketing at the Oxygen cable network. “It feels like they don’t have the attention. And they don’t — they’re being stripped for parts.”