TV re-discovers its country-music friends

Media people keep straining to reach the “early adapters” – the people who are always ready to try something new.
But now TV networks are leaning tbe other way. They need the late adapters … and country music is getting fresh attention. Consider:
— The Grand Ole Opry – snubbed by TV and cable for decades – is getting three hours of prime time on NBC and Peacock. On March 19, Blake Shelton (shown here) will host a 100-year celebration that includes approximately everyone.
— That’s shortly after two other events: On March 9 (8-10 p.m., ABC) country star Carrie Underwood takes over as an “American Idol” judge . The next day (8-10 p.m., CBS), Ringo Starr is at the Ryman Auditorium (the Opry’s former home), surrounded by country singers.
— And this fall, CBS has Shelton and Keith Urban in “The Road,” focusing on emerging country stars.
There’s a logic to this … and to all the times you see country folks on “Saturday Night Live” and on holiday specials and award shows and talent competitions and more.
Many viewers keep jumping to the next big thing. They’ve gone from broadcast TV to cable, then to streaming, then to whatever’s inside their phones. But country fans have been less likely to stray.
Alas, TV and basic-cable haven’t been good to them.
Early in the cable era, country was thriving. It had two channels – the Nashville Network and Country Music Television – and a new auditorium that had an ideal set-up for the Opry and for specials.
Then both channels were sold to CBS, which treated them badly. The Nashville Network became the National Network and then Spike and now the Paramount Network; Country Music Television is country in name only.
Meanwhile, the Opry was tossed around – to CMT, then to Great American Country (now Great American Family), then to The Circle (then a digital network, now a streamer) and now (via reruns) to RFD-TV.
Networks kept ignoring country. Then they noticed that their other viewers have left and the country ones are still there. That’s when late adapters can feel like your new best friends.