Bye Bye TNN! Hello, Spike!

On paper, it's not a bad idea. Starting next month, the struggling TNN cable network is changing its name to Spike. Not Spike-TV, just Spike.

Ever since TNN changed format, it has suffered, as have many cable outlets, with identity crisis, and its numbers are even lower this month, with even "Star Trek: The Next Generation" down thirty-two percent. It seems that many don't know that The Nashville Network has been gone for years, and that the "new" TNN is The National Network.

With its new branding, the network will proudly advance its agenda as being the antidote for cable networks like WE (Women's Entertainment) and Oprah's Oxygen network. Spike is All-Guy TV. That fits in well with its Trek lineup (Next Generation airs now, Deep Space Nine debuts this fall with Voyager en route for 2004), WWF, and repeats of "V.I.P.," "Miami Vice" and "Mad TV."

I applaud TNN's decision to change its branding, and I think it just may have found a disenfranchised niche. I don't plan to spend much time visiting the Spikester, however. The only program that would remotely interest me would be "Deep Space Nine," and I plan on buying the lot on DVD in the near future.

Despite A&E's protestations to the contrary, I believe that the future of these cable networks is going to rely on original programming. If you look at the performance of the cable networks, the stronger ones are producing original fare. The top-rated programs in all of cable are wrestling and cartoons on Nickelodeon. Frankly, TV Land has pretty much cornered the market in classic reruns.

So best of luck, Spike. Get to work on some development, though. I don't want to tune in in six months and see promotions for reruns of "Fear Factor" and "The Man Show." One outlet a piece is more than enough.

By Bill Wilson