Do the Networks Still Hate Tivo Viewers?
Michael Hinman over at SyFy Portal has posted an interesting article on the networks approach to TiVo and DVR viewers. In a nutshell, Michael notes that people "...better be watching live (or at least getting their neighborhood Nielsen family to watch it live), because even strong DVR numbers aren't going to cut it."
The networks are driving me nuts with their inability to accept the new methods of watching shows. I know very few people that actually watch a 9:00 PM show at 9:00 PM. We all TiVo, DVR, VCR and download - timeshifting is a way of life!
There seems to be two main camps between the networks. Here is the wrong approach, personified by CBS's entertainment president Nina Tessler (who I previous spoke well of!):
"We want them to watch on Wednesday at 8 o'clock," Tassler told The New York Times. "And we need them to recruit new viewers who are going to watch the broadcast."
She is now back on my "idiot" list.
To contrast Tessler's stance, Marc Graboff, the co-chairman of NBC Entertainment, said:
"The TiVo effect is a growing part of the business...It's not going away. It's something that we have to address because advertisers are demanding it."
He goes on my "gets it" list.
Note that the statement references that *Advertisers* are demanding it. Not just viewers. Advertisers know that we all watch shows at different times - they just want the networks to provide a method to reach those viewers. It seems reasonable enough. CBS is holding on to the old model, while NBC looks to be trying to reach the new viewer. They have already made attempts, utilizing product placement within "Heroes" via Hiro's rental of a Nissan Versa. ABC also dabbled in that area with "Lost" and the Katana phone in the season finale.
So, what does this mean for our type of Sci-Fi shows? Well, I think it bodes poorly. Since most of the Sci-Fi shows are serial by nature, fans do not want to miss an episode. Thus, the vast majority of people timeshift those shows, if for no other reason than to ensure that no vital episode is missed. In CBS's view, this is bad. "Moonlight" and "Jericho" (both CBS offerings) will be damaged by this archaic thinking. Conversely, "Heroes", "Bionic Woman" and "Journeyman" could be bolstered by NBC's willingness to embrace the current viewing model.
For my part, this news makes me more likely to watch NBC this fall. How about you?
@Kaydee
You have a good point. I was trying to make the point that we probably shouldn't get invested in the CBS shows, since they are stacking the deck against 'our' type of shows. NBC is at least giving them a fighting chance to survive.
I think you should check out 'Bionic Woman', though. A 'Battlestar Galactica' creator is in charge...so, you know that it will be nothing like the old series.
-- Posted by: fred at June 15, 2007 8:40 AM@Fred
I do love genre shows, but also love NCIS and enjoy watching Criminal Minds, Jericho and Numbers on CBS. I'm just hoping the NBC attitude rubs off on them!
Regarding Bionic Woman, I'll probably check it out. I'm not a fan of Battlestar Galactic, but won't let that stop me from seeing what BW is all about. I'm hoping Moonlight, New Amsterdam and Pushing Daisies stay around long enough to get and grow their audience! Networks have a notoriusly short attention-span for the more picky genre audience.
If there is something on NBC I want to watch, I will. But I won't watch them merely because they have a progressive attitude. They have to offer good programming as well, and as I am not a "Heroes" fan and "Bionic Woman" didn't interest me the first time around (of course, reruns showed it was a bit campy), I'll probably be watching something else!
-- Posted by: Kaydee at June 15, 2007 4:39 AM