During the weekend, network television companies slashed their schedules of many programs to make way for this week’s upfronts. This is an annual tradition where networks preview new shows to secure coveted advertising dollars from companies. NBC in particular is depending upon these new shows to bring in the money — the network nearly obliterated its comedy lineup, leaving only two shows, “Community” and “Parks and Recreation,” coming back next season — but will these efforts be enough to keep the dying industry afloat?
For years, the landscape of television has been changing. Ratings for network television have steadily dropped as competition from cable networks became increasingly popular. AMC’s “The Walking Dead” was the most-watched series on cable and broadcast television for adults under 50. History’s “The Bible” closely followed “The Walking Dead” in total-viewer numbers. Dramas continue to flourish on cable while shows like ABC’s “Last Resort,” a series with a strong, compelling, original premise, failed to find an audience. Viewers will go wherever the best content is, and right now, the best shows are cable shows.
Comedies aren’t faring very well either. After this season is over, some of the biggest network comedies, such as “30 Rock” and “The Office,” will be gone. FOX’s “New Girl” and “The Mindy Project” both dipped in recent ratings. Times are tough for network comedies as many shows aren’t given the chance to flourish and establish themselves, getting canceled due to low ratings despite comedic strength. ABC’s “Happy Endings” was particularly difficult to see get the cut as it continued its tradition of being the best show no one was watching, but hopes that it will be picked up by a cable network like “Cougar Town” could signal a steady shift of sitcoms flourishing on cable the way dramas already do.
Technology is making it increasingly difficult for networks to secure advertising money as it becomes easier to watch shows on one’s own schedule. Services like Hulu and Netflix make it unnecessary to watch programs when they first air, decreasing a show’s live viewership and making it less valuable to spend money to advertise during the show. DVRs allow you record shows and watch them whenever you want without watching any of the commercials. Because of this, networks are struggling to find ways to monetize their investments. First-quarter profits at ABC fell 40 percent from last year to $138 million, while NBC lost $35 million in profits during the same period. As viewership declines, it will only become more difficult to get advertisers to spend their money on network television.
CBS bucks these trends, holding onto strong ratings that other networks can’t seem to find. What’s the difference between the strongest network, CBS, and the weakest, NBC? While NBC cancels many of its shows, CBS renews its shows. Over time, their programming has gained the loyalty and viewership only time can give you.
All indications point to network television being an industry in decline. Networks need to adapt to technology to stay relevant and increase profits. Most importantly though, networks need to find high quality programming to produce and let it stay on air long enough for audiences to grow.
James Gatmaitan has a Bachelor of Science in astronomy and graduated from UF in the spring.
