Turner Takes Off With Repurposing

BY TOM BIERBAUM

A month into the fall season, the new crop of off-network programs is doing its part to energize basic-cable ratings. [snip to O&A mention]

Lifetime continues to repurpose the ABC drama Once and Again (0.5/2 in 18 to 49, 1.0/2 in homes) in the Sunday 11 p.m. to midnight hour. The resulting Nielsens are nothing special, down in share from what Lifetime's original Sunday prime-time dramas are averaging. But according to Lifetime SVP of research, Tim Brooks, Once and Again hits the demographic bull's eye for Lifetime — younger women — and encourages the show's loyal audience to sample Lifetime's wares. __Cable World (October 29, 2001)