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Yahoo! My Yahoo! Mail More Yahoo! Services Account Options New User? Sign Up Sign In Help Yahoo! Search web search Home Singapore Asia Pacific World Business Entertainment Sports Technology Asia Pacific World USA network shakes up schedule under new strategy By DAVID BAUDER,AP Television Writer - Sunday, January 17 Send IM Story Print PASADENA, Calif. – Cable television's top-rated network, USA, is shaking things up a bit. Starting this week, USA will no longer air any of its original dramas on Friday nights but will start putting new shows at 10 p.m. ET on Tuesday and Wednesday, nights that had previously been reserved for reruns of network shows like "NCIS." The season premiere of "White Collar" on Tuesday starts the new schedule. "Psych" will start on Wednesdays on Jan. 27. USA will be trading away a signature Friday night where shows like "Monk" thrived for several years, in favor of two nights when more people generally are watching television. "We decided it was time to take some risks," said Bonnie Hammer, the network's chief executive. "Being complacent was never going to teach us anything." Hammer said she has a 16-year-old son who has asked her mom why "White Collar" was on Friday nights, saying his friends would otherwise watch the show. Instead, they're out. Or, like many adults, they're catching up on what was recorded that week on DVR. Those are some reasons why the bigger broadcast networks have de-emphasized Fridays over the past few years. USA has used that to its advantage by offering some of its most popular programs that night as an alternative. The struggles of corporate sister NBC with the just-canceled "Jay Leno Show" also convinced USA that more people interested in drama series might be available at 10 p.m. on weeknights, Hammer said. Both companies are owned by NBC Universal. USA also programs original shows on Sundays, where "Law & Order: Criminal Intent" and "In Plain Sight" are most likely to land. The popular WWE professional wrestling airs on Mondays, and the original show "Burn Notice" will stay on Thursdays, with new episodes beginning this week. The typical strategy for cable networks is to build on successes, not fiddle with them. Walking away from Friday nights could be a risky move for USA, said Marc Berman, a television analyst for Media Week Online. "You don't want to break up something that works," Berman said. "You want to accentuate what's working." "White Collar" was also the first new show that USA has begun in the middle of the broadcast TV season. Usually cable networks try for months when broadcasters aren't airing their own originals in order to get more attention. USA, in other words, is starting to act like a broadcast network. "We're always nervous that we could lose the crown," Hammer said. "We're always nervous that our operating profit could slide. I think it's the nervousness and the worry that it won't last forever that keeps us working so hard." Recommend Send IM Story Print Related Articles USA network shakes up schedule under new strategy AP - Sunday, January 17 Turkish movie sparks Israeli fury AFP - Sunday, January 17 "Hurt Locker" a blast at Critics Choice Awards Reuters - Saturday, January 16 Sandra Bullock gives $1 million to Haiti relief AP - Saturday, January 16 2010 could be busy year for digital music mergers Reuters - Saturday, January 16 News Search Top Stories Johnson & Johnson accused of drug kickbacks Cancer-stricken Dennis Hopper files for divorce Obama defends banking fee Britain rules out copying US bank tax plan Hershey eyes $17.9 bln bid for Cadbury: report More Top Stories » ADVERTISEMENT Most Popular Most Viewed Most Recommended Aborigines to ask Prince William for slain warrior's head Chicago businessman charged over Mumbai attacks Scientists praise Obama as Doomsday clock reset JP Morgan reports big jump in profits to $3.27 bln Airbus A400M partners 'committed': Britain More Most Viewed » Beat the blues by going to bed early: study Huge tomb found at Egypt's Saqqara pyramid Woman who saved Anne Frank's diary dead at 100 Scientists praise Obama as Doomsday clock reset More Most Recommended » Elsewhere on Yahoo! Financial news on Yahoo! Finance Stars and latest movies Best travel destinations More on Yahoo! News Home Singapore Asia Pacific World Business Entertainment Sports Technology Subscribe to our news feeds Top StoriesMy Yahoo!RSS » More news feeds | What are news feeds? Also on Yahoo Answers Groups Mail Messenger Mobile Travel Finance Movies Sports Games » All Yahoo! Services Site Highlights Singapore Full Coverage Most Popular Asia Entertainment Photos Copyright © 2010 Yahoo! Southeast Asia Pte. Ltd. (Co. Reg. No. 199700735D). All Rights Reserved. Terms of Service | Privacy Policy | Community | Intellectual Property Rights Policy | Help

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