For a while now, The History Channel has been a reliable source when it comes to revisiting many evens from years past, but now the channel hopes to turn a corner for an all-new genre of content: comedy.
The network has made forays into fictionalized programming before, including its well-received action/drama Vikings. However, it has recently decided to take a dive into late night comedy, and it could be a move that pays off in the long run, bringing in a fresh audience that will see beyond its “historic” approach.
Join Or Die, a new comedic talk show that made its debut last night, features host Craig Ferguson and three unique guests as they discuss something from history, whether it’s the worst medical treatments (surprise, lobotomies won) or the worst Presidential blunder in history. Though ratings haven’t been reported just yet, reception of the show has been positive, no doubt bolstered by how it lets viewers play along using social media with the #joinordie hashtag.
That’s just the beginning. Next week will see the debut of a series called Night Class, which focuses on short-form stories with portrayals of figures in history, played by celebrity guests. For example, Jack Black will portray Ludwig von Beethoven.
More series will also be making their debut in the future, with a lighthearted approach to history. Crossroads of History will look at some of the lesser characters in timelines, like Abraham Lincoln’s bodyguard, who stepped away from the theater the night of his assassination. How To Lose the Presidency will also make its debut soon, featuring moments that spelled doom for potential presidential campaigns.
So, what prompted History Channel’s turnaround into such programming? “When I see people talk about some of the things they’re watching, it’s on the fringes of the schedule, the things that really push the creative, like a late-night comedy experiment. And I realized that was new territory we could explore,” said Paul Cabana, executive vice president and head of programming for History, speaking with AdWeek.
The focus of these new shows seem to be aimed at millennials, primarily men, as well as potential advertisers looking to reach out to them. And the channel isn’t playing around either, as it’s brought some big talent on board to drive particular shows. Dan Harmon, the co-creator of the hit series Rick and Morty, is just one of the forces working on content, for example.
“It just made sense that we start to produce content that was as much at home on your phone as it was in your living room,” said Cabana. “We’re entering an age where it’s about cumulative viewers and good content being forward to each other, so it’s a great way for us to explore the digital space.”
“Our hope is this block becomes an opportunity to get into business with younger clients, maybe clients with a little more of a comedic take that don’t always look to History as their first or probably second choice,” added Peter Olsen, executive vice president for A&E Networks. “In success, we have an opportunity to talk in a much bigger way with groups of clients that we don’t do a ton of business with.”
Digital content could go a long way for the network. “More and more, we’re talking about creating digital content short-form things but using linear as a launching pad and another place to run it,” said Olsen. “On our big brands, we’re talking about doing some comedy stuff that doesn’t have to be a 30-minute sitcom. It can be a five-minute comedic piece that can run on linear and on digital. So we’re looking at our non-prime dayparts in a way that they can almost become digital verticals that run on linear and have a digital life as well.”
