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April 19, 2014

Will a Time Swap With 'Cold Case' Save CBS' 'Three Rivers'?

by Elizabeth Chan, posted Nov 17th 2009 1:50PM
The cast of 'Three Rivers' Can CBS transplant some hope into its Sunday night lineup?

The network is about to find out after announcing a one-time scheduling swap between 'Three Rivers' and 'Cold Case.' The swap will take place next week, according to the Live Feed.

'Three Rivers'' current 9PM time slot makes it the beneficiary of a traditionally strong lead-in from 'The Amazing Race.' But so far this season, 'Rivers' has failed to 'Race''s audience, and is also being blamed for offering a weak lead-in for 'Cold Case.'

There is speculation that CBS is deciding whether or not to pull the plug on 'Three Rivers' altogether -- that is, unless the network can find the heart to order more episodes after this last-ditch programming attempt.The cast of 'Three Rivers' Can CBS transplant some hope into its Sunday night lineup?

The network is about to find out after announcing a one-time scheduling swap between 'Three Rivers' and 'Cold Case.' The swap will take place next week, according to the Live Feed.

'Three Rivers'' current 9PM time slot makes it the beneficiary of a traditionally strong lead-in from 'The Amazing Race.' But so far this season, 'Rivers' has failed to 'Race''s audience, and is also being blamed for offering a weak lead-in for 'Cold Case.'

There is speculation that CBS is deciding whether or not to pull the plug on 'Three Rivers' altogether -- that is, unless the network can find the heart to order more episodes after this last-ditch programming attempt.

The competition proves tough on Sundays at 9PM. 'Three Rivers' is pitted up against a number of ratings strongholds, which include NBC's 'Sunday Night Football,' ABC's 'Desperate Housewives' and Fox's 'Family Guy.' The network is hedging that the show might do better in the less-competitive 10PM slot, and will also see if 'Cold Case' can hold up against the big boys.

In last week's ratings round-up, 'Three Rivers' drew 8.45 million viewers and a 2.0 rating among adults 18-49, while 'Cold Case' drew 9.24 million viewers and a slightly better 2.1 rating among the same audience.

The timing is a bit questionable for the switch, since 'Three Rivers' numbers show an 11 percent growth week over week, while 'The Amazing Race' posted a 9 percent drop in viewership; the move may alienate new fans in this fairly recent viewership gain.

'Cold Case,' on the other hand, hit its best ratings since early October, proving a stable viewership irrespective of its 'Rivers' lead in. Nevertheless, it would be interesting to see how hot 'Cold Case' can get after a lead-in from 'Race,' and whether 'Three Rivers' will keep it's own heart beating on the network.

Both series will air in their regularly scheduled time slots following holiday programming preemptions on December 6.

Tell us: Is this a good move? And will it work?

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