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.
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