As TV news is dying, along with other programming, network and cable companies are scrambling for advertisers.
If TV is dying then TV news is dying. And there is more evidence that TV is dying—specifically that they are now forced to find new ways to boost viewership to attract advertisers. What this means is that people are getting out of the habit of watching TV. There’s no way such change is not affecting TV news. And that in turn means that people are much closer to coming in contact with the alternative media.
Reuters reports, “TV networks try new tricks to woo pay TV partners as ratings slide.”
The way people watch TV is rapidly changing. Fewer people are watching live television, leading to declines in ratings and ad revenue. And at the same time, more people are cancelling cable subscriptions to watch shows online on their tablets or phones, resulting in record customer losses.
Declining subscriptions have left cable companies hard-pressed to pay higher prices for TV shows.
Cable and satellite companies shed 793,000 subscribers in the first quarter, more than four times the loss during the same quarter last year, according to research firm BTIG. Analysts at UBS estimate another 1 million customers will cut the cord in the second quarter as there are no signs of this trend abating.
“The distribution business has changed more rapidly in the past 12 months than in the prior five years,” said Tom Gorke, executive vice president of content distribution at Viacom. “If we just focus on ‘here are my channels and here is my price, call me with your response,’ that is not going to grow the pie.”
The story goes on to describe how networks are trying to negotiate relationships with internet companies. In other words, the need to get on the web to get more viewers.
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