If you have an Internet connection at home, odds are you're watching less television. Maybe as much as 25% less, depending on the broadcast or cable network, according to research now being distributed to TV executives by Nielsen/NetRatings Inc.
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He added, "Yahoo users are watching less. MySpace.com much (less), the difference is 20%."
I am in this demograpic myself. We rarely turn on the TV until 11pm and then it's only on for the hour that the Daily Show and the Colbert Report (silent ts everyone) are on.
Of course, if TV wants to stay strong, they'll need to:
1-Beef up what they're offering
If the best idea you've got to introduce pizazz into your lineup is to add Catie Couric to it, um, there's your answer as to why you're struggling. They shoudl get a clue and attempt to reach a younger audience. Boomers are great, but at some point they will die and TV will be left with no audience.
2-Focus on kid and tween programming
Other than Comedy Central, the one area of programming that does get used is by our kids. DisneyChannel should be a model to any other TV producer. Their TV shows are strong and their web is just as strong. They've got great original programming, a subscription-only ($10/month) game for tweenagers that won 2003's Best MMORPG (massive multiplayer online role playing game) of the year, several solid sites, parenting magazines with strong web presence and even a radio station on XM and the web. They know their audience and they spend the money to cover their bases.
Old media is dead, but CPR is possible.
Robyn is on MySpace
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