Don't mourn the death of the TV movie just yet. With most examples of the format having migrated from broadcast to cable over the past decade, the telefilm remains a big ratings draw for many cable nets.
Cases in point: On Feb. 7, TNT's original movie Gifted Hands, starring Cuba Gooding Jr. attracted more than 4.2 million viewers, according to Nielsen Media Research. On Jan. 31, the Hallmark Channel's premiere of Taking a Chance on Love drew more than 3.3 million viewers. On January 24, Lifetime's Prayers for Bobby, starring Sigourney Weaver, grabbed 3.8 million viewers.
In an exclusive video report, Mediaweek correspondent Alan Frutkin examines the role of the TV movie in an ever changing marketplace.