For many years, TBS stood proudly as the home of some of the biggest broadcast comedies, dominating the television landscape with beloved shows like Seinfeld, Friends, and The Big Bang Theory. However, in an unexpected turn of events, USA Network, a relative newcomer in the off-network comedy space, shocked the competition in 2010 by outbidding everyone to secure the rights to Modern Family for a staggering $1.8 million per episode. Now, after more than a decade, Modern Family is finally making its way back to TBS, starting September 25th, much to the delight of fans. This momentous occasion also comes with an extended daytime marathon of the popular show, as well as the continuation of other TBS favorites like The Big Bang Theory and Young Sheldon.
After enjoying exclusivity on NBCUniversal for ten years, Modern Family will now be shared between NBCUniversal and TBS. The series’ producer and distributor, 20th Television/Disney, sold the show to the Warner Bros. Discovery cable network, enabling TBS to add the hit comedy to its programming lineup. It’s worth noting that TBS already airs Friends and The Big Bang Theory, further solidifying its collection of iconic network comedy hits from the 2000s, 2010s, and 2020s. This move by TBS to expand its comedy repertoire is a strategic one, as it aims to appeal to fans of all ages and generations.
It’s interesting to observe the stark contrast between the elaborate $10-million marketing campaign mounted by USA Network for Modern Family’s launch in 2013 and TBS’s promotional approach for the show. USA’s extensive campaign included promotional spots featuring the Modern Family cast, in a bid to attract new audiences and secure higher ad rates. However, despite these efforts, Modern Family repeats eventually disappeared from the network in 2021. Instead, they found a new home on E!, a former TV haven for the Kardashians that has now rebranded itself as a comedy channel. E! punctuates long stretches of Saved By the Bell and Sex and the City with Modern Family marathons, nurturing a growing comedy brand.
Despite the mixed results of USA Network’s ambitions in comedy programming, Modern Family’s syndication deal with the network did yield a substantial benefit for NBCUniversal. As a result of this deal, NBCU’s streaming platform, Peacock, was able to secure the rights to stream Modern Family alongside its 20th Television sibling, Hulu. The USA deal effectively locked in the digital rights within the basic-cable sphere, granting NBCU a coveted seat at the streaming table. Therefore, both Peacock and E! will continue to carry Modern Family following the agreement with TBS, making the show accessible to an even wider audience.
While Modern Family may have thrived in the streaming realm, it is also poised to find a comfortable new home on TBS, a cable network that seems like a natural fit for the beloved comedy. TBS has already established a strong presence with its collection of hit network comedies, and the addition of Modern Family further solidifies its status as a go-to destination for laughter and entertainment. With its relatable characters, heartwarming storylines, and enduring popularity, Modern Family is sure to resonate with TBS viewers, both old and new.
The surprising twist of Modern Family finding a new home on TBS marks an important milestone for the show and its dedicated fanbase. With its inclusion in TBS’s lineup, alongside other comedic powerhouses like Seinfeld, Friends, and The Big Bang Theory, Modern Family’s legacy is further solidified. This move also highlights TBS’s commitment to diversifying its comedy offerings and catering to a wide range of audiences. As Modern Family settles comfortably into its new cable home, viewers can look forward to revisiting the beloved characters, hilarious moments, and heartwarming stories that have made the show a true classic.