Member Since: 1/1/2014
Posts: 4,173
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More info on Hearts and Clubs:
Quote:
ABC Family Plots Big Scripted Music Push as Focus Shifts to "Becomers"
The younger-skewing cable network will double its original programming over the next four years as part of its year-round plan with a scripted music drama from Christina Aguilera and comedy from Irving Azoff in the works.
ABC Family is shifting from targeting millennials to what it has dubbed "Becomers" as part of a rebranding of sorts to focus on music and the many "firsts" in the lives of its young adult audience.
As part of the push, the Disney-owned network is teaming with Christina Aguilera, Eva Longoria, Maker Studios and Pretty Little Liars boss I. Marlene King to develop its next round of original programming as the cabler, under president Tom Ascheim, shifts to a year-round model and looks to double its original programming over the next four years.
While not a shift in its target demographic of 14-34, ABC Family's strategy will continue to explore a life stage with Becomers focusing on high school, college and the decade that follows — where many of the estimated 69 million with a spending power in the trillions experience the most "firsts" — cars, apartments, jobs, love and heartbreak.
"We are renewing our focus on an especially vibrant and important part of the consuming public, whom we have named Becomers, and are committing to this life stage, rather than to a generation," Ascheim said. "Becomers are exploring and establishing who they are becoming — personally, professionally and romantically — they live in that magical and messy place between their first kiss and their first kid."
Looking to the future, ABC Family's new development slate also reflects Becomers with a mix of drama, comedy and unscripted entries with a heavy focus on music.
Drama Hearts and Clubs hails from EP Aguilera and celebrates the intersecting lives of young performers as they chase their dreams and fight demons in Las Vegas. With what it described as an "incredible soundtrack," this drama hails from Austin Winsberg (Gossip Girl), Matthew Rutler, Prospect Park and Lionsgate TV.
Ascheim compared Hearts and Clubs to Glee, with a more serious look at the life of a performer — and without the Fox musical's social issues.
On the comedy side, Sold Out is an ensemble from ABC Signature Studios — the studio's low-cost cable arm — and centers on a young band hitting the road for their first tour. The comedy will be written by Andrea Abbate (Young & Hungry, Accidentally on Purpose) and is executive produced by Irving Azoff with Todd Holland on board to direct the pilot. The comedy reunites ABC Family exec vp development Karey Burke with her former producing partner Holland. In what Burke described as an "unprecedented" deal, Azoff will oversee casting of the band at the center of Sold Out, which will include original songs and a concert tour — taking a page out of both Glee and Nashville, with the network also looking to score a secondary revenue stream from digital downloads.
For this audience, music is hugely important," Ascheim said. "We looked at our air and said what's missing and we felt that music was — not only in the fiber of what we're doing in the shows but you'll also start to feel a more relevant, current sound in some of the branding as well."
Taking the music push even further is special We Heart Disney, a concert special in which pop stars will sing classic Disney songs. While the special will be taped live it will be broadcast at a later date and be exec produced by David Foster and Nigel Lythgoe (American Idol).
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http://www.hollywoodreporter.com/liv...cripted-788503
Not Irving getting a show on ABC Family too.
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Xtina will be doing a performance with her team tonight. 
. I'm excited for it even tho it's for ABC Family.
