Howe Steps In — Hammer Takes Two Steps Back

Dave Howe is the new “up front” boss over at the SCI FI Channel. He stepped into the position currently occupied by SCI FI prexy Bonnie Hammer. She will still be the big gun for the network, but Howe will be in control of the day-to-day activities and decision making, according to Variety.

“I’ve had my shot, and our team was able to take SCI FI from basic obscurity to a No. 6 channel,” Hammer said in an interview on Tuesday. “I’m still going to be a part of the process, but far more distantly. It’s time for someone else to have their fun and take it to the next level. I have tremendous faith in his [Howe’s] abilities.”

Hammer will still be at the top of the food chain for the cabler, but soon could be moving her desk into bigger quarters at NBC Universal.

Howe, who will now have direct command of SCI FI’s original programming department, first worked for the BBC before joining NBC Universal six years ago as their new marketing and brand VP. He received a promotion to general manager two years later and has be rising in the ranks ever since. His biggest kudos for the SCI FI Channel have been the award winning “Battlestar Galactica,” the highly praised and popular weekly series “Eureka,” and the semi-successful “Tin Man” mini-series. With a track record like this the network looks to be back in the hands of someone with an appreciation for sci-fi and related genre. However, Howe was also one of the major forces behind widening the appeal of the channel to an audience not necessarily in-tune with sci-fi. This has been a double-edged sword of sorts as it has brought in such programs as “Who Wants To Be A Superhero?” and “Ghost Hunters.” While these type of shows seem to be popular with the general audience, they are like wet sand in a bathing suit to sci-fi enthusiasts. But, Howe must be given credit for giving the SCI FI Channel its best overall ratings year ever by the close of 2007.

“This brand has so much more untapped potential,” Howe said. “My role is to really figure out how we take SCI FI as a cable network and build it into more of an affinity lifestyle brand.”

“As things stand, we’re primarily a cable TV brand,” he added. “In five years’ time, I’d love to be able to say that SCI FI is no longer just a cable network but a category killer in videogames, mobile and the youth market.”

While that sounds interesting, lovers of genre would like to see Howe return to really good sci-fi progamming. One good idea coming from the new boss is a plan to possibly develop a sci-fi movie brand linked to the network. He is currently in talks with NBC Universal about the plan.

“I’d love for there to be a SCI FI Pictures label out there,” he said.

The task laying before Howe is a huge one. As well as taking over Hammer’s duties, the cable’s parent company, NBC Universal, has charged him with a whole TO DO List as the new channel prexy. Some of these will include:

International Expansion

“At the end of 2007, SCI FI was in 10 markets,” Howe said. “By the end of 2008, we’re hoping to be in 20 markets, and I think we might even surpass that.”

Digital Expansion

SCI FI launched a tech-themed site last year called Dvice and has plans for more specialty offshoots for its online outreach at Sci Fi.com. Especially targeting the male demographic age 18-34.

“You’ll see us diversifying and spin off into more stand-alone websites,” Howe said

Development of Powerful Scripted Series

Replacing “Battlestar Galactica.” SCI FI’s Peabody Award winning series will end with the upcoming Season Four, even if it gets stretched into 2009. Howe is currently looking for his next mega scripted series to replace it. He is even looking at the possiblity of a big BSG movie.

“We just screened two pilots,” Howe said. [The WGA strike] “has slowed us down, but it won’t stop our growth in 2008.”

Expansion of Unscripted Series

Taking a cue for the phenomenal success of “Ghost Hunters,” Howe is looking for more reality-type, unscripted programming.