What's Prime Time?
from the that's-so-last-millennium dept
Prime time TV may quickly be a thing of the past. While the rise of personal video recorders like TiVo mean time shifting shows out of prime time (or, into prime time) is playing a role, new studies are suggesting that many people are simply giving up television programming for alternatives like the internet, DVDs and video games. Broadcasters were so surprised by the severity of the numbers in one recent ratings report that they originally claimed that the data must be bad. However, there’s plenty of evidence to suggest that there’s quite a large movement away from broadcast television. What the broadcasters still don’t realize is that people are beginning to realize that they want more control over their entertainment time. They don’t want to be force-fed what a producer picks. They want interactivity or they want choice – which goes against the entire broadcast mentality. In the meantime, the advertisers are realizing that this shift is happening, and thus are moving their advertising dollars to other venues such as the internet and video games.