Here’s the latest from the crossroads of faith and media:

In a challenging and divisive year, viewers are tuning into UPtv’s brand of uplifting entertainment. Given the genuinely unnerving world and national headlines of 2020, it’s perhaps no wonder that the upstart cable entertainment network UPtv (launched in 2013) is experiencing its highest ratings ever.  In fact, Nielsen numbers show that UPtv’s July household viewership rose 68% over the same period last year. A good portion of that success is built on original series like the Thursday night reality hit Bringing Up Bates (now in its ninth season) and the well-received Friday night dramedy 800 Words (an Australia/New Zealand import). Both family-centered shows have seen their ratings rise dramatically.

While other networks are seeing year-to-year declines, the fact that UPtv is growing its viewership is no accident.  It’s the result of a focused programming strategy implemented through the shared vision of UP Entertainment Founder and CEO Charley Humbard and Programming V.P. Hector Campos (who came aboard from CMT in 2015). In many ways it resembles the blueprint followed by NBC during the legendary Brandon Tartikoff era of the 1980’s that ushered in such well-remembered TV classics as Family Ties, The Fresh Prince of Bel-Air, ALF, The Golden Girls and, yes, The Cosby Show.  As a programming exec who worked there at the time told me, all those shows were positive takes on the most fundamental of all social institutions, the family. Everyone, he told me, relates to stories about family. He noted that even the NBC hits that weren’t directly about family (i.e. Cheers and The A-Team) were, at root, about family-like relationships. I never forgot that insight. It’s one that the “edgy” networks of today seem largely to have forgotten – though many of broadcast’s current biggest hits (i.e. Young Shelton, Mom, Bob Hearts Abishola and This is Us) proves that it still holds true.

For his part, Humbard (the son of the late televangelist Rex Humbard, founder of UP predecessor Gospel Music Television and a former development executive at Discovery Networks) believes that this year of COVID has made audiences even more hungry for programming that leans intelligently but unabashedly into themes of love, forgiveness and family. “These are tough times for a lot of people,” he told me, “and I think a lot of people have found us during this time.”

Humbard and Campos tell me the five-year plan for UP Entertainment, which includes UPtv, the urban-focused AspireTV (a partnership with NBA legend Magic Johnson)  and the subscription streaming service UP Faith & Family, is to grow its brand as a destination for those seeking inspirational and aspirational content built on traditional and inclusive values. The plan involves increasing its production of original series and made-for-TV movies. UP aired 26 first-run MOWs last year and plans 30 for the upcoming season, mostly premiering on Sunday nights. The duo notes that some of the films could serve as backdoor pilots for potential series. The company also plans on reaching beyond cable television and streaming to create branded video-game content and even theatrical films.

As for this season, UPtv has what Campos says is “a good stockpile of programming” to get through the production shutdowns brought on by the COVID crisis, including several original Christmas-themed movies and specials that will begin airing just after Halloween. “Unlike some other networks,” he says UP’s Christmas programming “really tries to connect to the meaning of the season.”

The network is kicking the 2020 fall season off this Saturday night (9/5) with the cable premiere of the 2018 theatrical hit I Can Only Imagine at 9:00 PM (ET). The faith-themed film tells the emotional true-life story behind the MercyMe hit song of the same name. Campos says the movie, which will rebroadcast Sunday at 7:00 PM, is a perfect fit for UP because it features “great relationships, a great story about overcoming and faith.”

https://www.youtube.com/watch?v=cOeFZOi3_ZQ

Besides family-themed theatrical films, original MOWs and series, UPtv has also mined some ratings gold from its selection of iconic and beloved series like Home Improvement, Reba, Little House on the Prairie and the Gilmore Girls. The latter series has proven so hot that Scott Patterson, who plays Luke on the series, as well as Sean Gunn and Yanic Truesdale, have all hosted UPtv’s annual GilMORE the Merrier binge-a-thon featuring all seven seasons/153 episodes of the series. (I personally know how popular the show is with some people since my sister is a huge fan.)

UPtv is also involved in social media with Humbard expressing particular satisfaction with its Uplift Someone Facebook page that encourages users to share uplifting videos that remind and inspire people to make the world a better place is currently closing in on 100,000 likes.

While UPtv enjoys its strongest ratings among women in the 25-54 demographic, Humbard and Campos note that their schedule includes shows for all members of the family. Men, for example, really enjoy Home Improvement and kids love Little House on the Prairie. And, among originals, Bringing Up Bates has broad appeal and is still going strong in its ninth season.

Humbard says he views the 2009 Sandra Bullock theatrical smash The Blind Side as an example of the kind of storytelling that UP Entertainment plans to continue creating across all entertainment genres and platforms. “(We’re looking for projects) with deeper meaning and themes of redemption and forgiveness. And, of course, you can’t beat a good love story.”