The Transition of CBS: From Rural Hits to Urban Appeal

CBS, one of the foremost television networks in the United States, made a significant shift in the 1960s and 1970s from programming aimed at a rural audience to content that appealed to a younger, urban demographic. This article explores the impact of this transition, including the financial gains and cultural shifts that followed.

From The Beverly Hillbillies to All in the Family

The transition was characterized by the replacement of beloved rural sitcoms such as The Beverly Hillbillies, Green Acres, and Hee Haw with shows that aimed at a younger and more urban audience. The move was driven by the changing priorities of advertisers, who sought to reach a more affluent and younger demographic, and by CBS's desire to attract viewers who had more disposable income.

Financial Impact: Short-Term Gains and Long-Term Consequences

Initially, the shift toward urban programming brought some financial success to CBS. The network was able to attract advertisers looking to reach younger viewers, a market that was deemed more lucrative. Shows such as The Mary Tyler Moore Show and All in the Family resonated well with the new demographic, garnering high ratings and leading to significant financial gains. However, over the long term, this decision had some negative consequences.

The cancellation of beloved rural shows like The Beverly Hillbillies and Green Acres led to significant backlash. CBS alienated a substantial portion of its audience, particularly those in rural areas. While the network found success with new formats, it also faced criticism and a loss of viewership from fans of the canceled shows. This demonstrates the complexity of shifting a network's content to match changing audience tastes.

Cultural Shifts and Network Shifting Strategy

The shift of CBS's programming strategy from rural programming to urban-oriented content also reflected a broader cultural shift in the United States during the 1960s and 1970s. Increasing urbanization and changes in social norms influenced the type of programming that was both desired and profitable. Shows like All in the Family and The Mary Tyler Moore Show addressed issues of social change and the evolving role of women in American society, resonating well with the new demographic.

The financial success of CBS from this transition was significant. By 1971, the network had enough color episodes from its shows to syndicate them successfully. They were already airing reruns of The Beverly Hillbillies in the daytime for years, and the network decided to fully syndicate the shows to maximize profits. In this effort, CBS retained co-ownership of the shows through the "In Association with the CBS Television Network" credit, which allowed them to benefit financially from the syndication.

However, what happened to Petticoat Junction was a source of some regret. The cancellation of the show came due to the death of Bea Benaderet in October 1968, and Filmways, the production company, wanted to end the series after one more season in color. CBS, however, did not want to end it because they needed more episodes for syndication. The network also provided opportunities for some of the stars after the cancellation: Buddy Ebsen starred in Barnaby Jones for eight seasons, Eddie Albert appeared in Switch for three seasons, and Edgar Buchanan co-starred in Cade’s County for a single season.

Conclusion

In conclusion, while CBS saw financial success from this transition, the move from rural to urban programming also led to a loss of audience loyalty and cultural significance. The network's strategic shift, while driven by pragmatic business decisions, did not come without consequences. It serves as an important case study in the ever-evolving landscape of television networks and their efforts to stay relevant and profitable.