October 13, 2006
For years, ABC tried -- in vain -- to restore "Monday Night Football" to its former ratings glory. Just ask comic-turned-color-commentator Dennis Miller.
The minds behind the annual "Miss America Pageant" fought a similar battle.
Now, both aging franchises have found the fountain of youth, via ESPN and CMT, respectively.
Cable television is taking on shopworn shows and giving them the proverbial new lease on life.
The New Orleans Saints' 23-3 victory over the Atlanta Falcons Sept. 25 not only gave ESPN its highest ratings ever but beat the competition, both network and cable, according to ESPN.
David Berson, ESPN's senior vice president for program planning and development, says his network didn't think twice when it came time to bring "MNF" aboard.
"We were not worried about it being a decaying property. We knew the opportunity was there to grow 'Monday Night Football,'?" Mr. Berson says.
The cable channel is taking advantage of the ratings windfall by molding its programming and online content around the franchise.
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