Stepping Back, USA's Hammer Appoints Two Successors

In a move that reflects the cooperative nature of USA Network’s programming and marketing efforts, Jeff Wachtel and Chris McCumber have been named co-presidents of the top-rated cable channel.

The twin appointments were announced by Bonnie Hammer, chairman, NBC Universal Cable Entertainment and Cable Studios. Wachtel and McCumber will jointly manage strategic direction and day-to-day operations across all platforms for USA, reporting to Hammer.

Wachtel has served as USA’s president of original programming since March 2009. Since joining the network 10 years ago, Wachtel has spearheaded development of a vast roster of hits, including Burn Notice, Royal Pains, White Collar and Covert Affairs. He also was an engineer of the network’s earlier successes, steering signature programs like Monk and The Dead Zone.

As Wachtel worked to distinguish USA by way of its original series offerings––as co-head of creative for Universal Cable Productions, he also shares oversight of all studio operations––McCumber was charged with transforming the network’s public face. Once a sleepy outpost for ‘80s movies, game shows and oddities like the Gilbert Gottfried-hosted Up All Night, USA’s rise to the top of the cable heap called for a deft reimagining of the brand.

Upped in December 2007 to evp of marketing, digital and brand strategy, McCumber oversaw the conception, development and execution of “Characters Welcome,” the first comprehensive brand positioning in USA’s 30-year history. Out went the generic American flag logo; in its place, McCumber envisioned a more organic design that would serve as a graphic counterpoint to the network’s “blue skies” programming philosophy.
 
The symbiotic relationship between content and brand identity has helped USA lead the cable pack for five years running, in both total viewers and the core TV demos. In 2010, the net averaged 3.16 million viewers in prime, down only slightly from the record 3.27 million viewers it delivered the previous year.

Naturally, the homegrown series have been a cornerstone of USA’s success. Last year, the network boasted four of the top 10 original series on basic cable, including third-ranked Royal Pains (7.33 million viewers) and rookie upstart Covert Affairs, which ranked fourth with an average draw of 7.05 million viewers, per Nielsen live-plus-seven-day ratings data.

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