This Has Got to Be Scary for TV Networks

kinnon —  May 18, 2006 — Leave a comment

AdAge reports that only one in four teens can name the TV Networks. A study by Bolt Media shows that TV watching is the fourth most popular activity of those between the ages of 12 and 34. Behind the net, hanging with friends and watching movies.

Although, (perhaps) less-biased stats* show that TV still dominates actual youth attention… they’re just not watching network content. From the IBM white paper, The End of TV as We Know It:

In the face of explosively expanding choices across all media (for example, tens of thousands of podcasts, more than 43,000 magazines worldwide, over 350 million Internet domains and multicasting TV streams), viewers have trended toward targeted, niche content and messages. In 2005, 57 percent of U.S. TV viewership was on cable content networks versus broadcast.

Similarly, viewership in other countries has tracked away from broadcast, free-to-air channels to more specialized, targeted content. Demand is going niche and beyond, yet business models lag.

It truly is “the end of the world as we know it, and I feel fine” – although Network Execs are probably examining their options. (Repeat after me, “Would you like to supersize your meal?”)

(*Bolt’s survey was taken from a sample of 400 users of its recently relaunched YouTube meets Flickr meets MySpace website.)

[AdAge HT: Doc Searls]

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A television editor, writer & director since 1978. A Christian since 1982. More than a little frustrated with the Church in the West since late in the last millennium.

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