According to the latest Nielson ratings, network television has 2.5 million fewer viewers tuning in to the four major stations this spring than in 2006.
Early daylight-savings time, reruns, recorded or downloaded shows -- take any excuse you want -- people stopped watching. One reason at the top of my list: the creation of the middle-of-the-season hiatus. It truly was a horrible idea.
Despite every network's desire to increase public viewing, ratings are probably going to get worse. I think they will get worse for one network in particular: General Electric's (NYSE: GE) NBC.
Primetime hasn't been doing well at NBC for the last few years. The network had three consecutive fourth place finishes in primetime viewing since 2004, behind CBS, ABC, and Fox. Strangely enough, the powers that be continue to keep the people who bring the worst to primetime on their roster. Jeff Zucker, the former head of NBC television who presided over the decline, was promoted last October to President and CEO of NBC Universal. Kevin Reilly, NBC's President of entertainment since 2004 (note that he's been president for the same three years NBC's been in fourth place) had his contract extended in February.
Sounds about right.
In a desperate attempt to get out of the basement, NBC ordered 16 pilots this year, the exact same number as last year. The problem you ask? It's the least number of pilots ordered compared to any of the other networks again! ABC ordered 30 pilots while Fox and CBS called for 25. Some might say that NBC is simply showing confidence in their pilots. Others say it could be NBC Universal President Zucker's $750 million cost-cutting plan announced last fall. I say they just don't know what good television is.
Let's take a look at NBC's "new" up-and-coming shows this fall, and you'll see what I'm talking about:
The Bionic Woman: Yes folks, the show which stared Lindsay Wagner as Jaime Sommers is coming back to NBC after 21 years. The new Bionic Woman will star British Actress Michelle Ryan (who?).
Lipstick Jungle: This is another novel-turned-primetime show about three high powered women in New York, written by Sex in the City creator Candace Bushnell. That sounds familiar.
Journeyman: Kevin McKidd (Rome) is set to star in this sci-fi drama about a man who can time travel and fix the lives of people in trouble. Does this remind anyone of NBC's hit Quantum Leap, staring Scott Bakula?
Beth Gaston Moon wrote on BloggingStocks that prime-time television has rarely been better with the likes of The Office, 30 Rock, and Entourage on the air. While I might agree with her, I also remember NBC's Kidnapped, stolen just after three episodes, and Twenty Good Years, staring John Lithgow, which became Four Bad Shows, and then cancelled. For every one good show, there's hundreds more pulled off the air.
If NBC doesn't step up to the plate and provide viewers with original content, people will continue to find other mediums (and other television stations) for entertainment -- and that doesn't bode well for General Electric.
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