Franchise programming.(original programs created by cable networks)(Statistical Data Included)

Cable networks look to original content to help establish brand identities

When it works, an original program is a voice above the clamor in an increasingly crowded and noisy cable universe-one heard by cable operators and the public alike.

"Original programming is essential to cable's success," says Madison Bond, executive vice president of programming for AT&T BIS. "Customers really value original content, [and] we value quality original programming more than quality acquired programming. Cable can't just be reruns."

This year, basic cable networks will spend more than $3 billion on original programs, about 52% of all programming expenses. That figure is expected to reach $8.3 billion, or 64% of the total in 10 years, accounting for the biggest jump in overall programming …