The man who isn't there
Broadcast networks are reeling as record numbers of young men say 'no thanks' to their offerings.
Glenn Fajardo rides a mean motorcycle when he gets the chance. This 24-year-old computer technician by day, online enthusiast by night, wishes he had more time for his bike.Skip to next paragraph
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Between his job and the various online communities he frequents (one for poetry, another for singles), not to mention his goal to get back to graduate school for advanced networking training, he has little time for the open road. And, to the chagrin of TV executives on both coasts, few hours for what he and his buddies consider "old-fashioned" entertainment, television.
"Oh, I keep it on when I'm cooking or getting ready to go out," says the cheerful techie. But he looks quizzical when asked about one of the broadcasting world's currently favorite concepts, "appointment TV."
Shows that you actually change your plans to watch? "Nah," he says with a laugh. "I keep the TV on the Discovery Channel or something interesting when I leave it on," he says, adding with a grimace, "Why would I keep it on the broadcast networks?"
Network executives appear to have a lot of trouble answering that question these days. Overall viewership is down nearly 10 percent from a year ago - a record low. (The decline is limited primarily to the six broadcast networks: basic and pay cable appear to be holding steady.) The new fall shows are being felled left and right - "Coupling" was just canceled this week, joining "Luis" and "The Brotherhood of Poland, N.H." on the casualty list.
Most important and most distressing to the TV executives, young males such as Mr. Fajardo, who are considered the most sought-after demographic by advertisers, appear to be deserting their television sets in record numbers. Nielsen reports that people in this age group are watching nearly 12 percent less primetime TV than they were last fall.
Primetime pundits call Fajardo and his cohorts a canary in the network mine. "It's time for the broadcaster to wake up to what's going on right under their noses," says TV historian Ed Robertson. "The television audience has been changing for a while," he says. "People have far too many other choices of what to do with their time, and it's never going to go back to the good old days when most people - especially young people - choose TV as their first entertainment choice."
Ever since Ted Turner's CNN took cable mainstream and Rupert Murdoch's Fox network exploded the three-channel universe in the 1980s, networks have gotten used to hearing about their own demise. But don't count us out yet, says David Poltrack, head of research at CBS. The eye network has called on Nielsen to produce more information about what the numbers really mean.
"We don't know if this behavior is unique to this time and place," says Mr. Poltrack. "Or if this decline is likely to persist or grow more significant or change to an even greater degree in the future."
Nielsen says these numbers already tell a bigger story. In an effort to gauge just how much competition TV is getting from other forms of media entertainment in the lives of its 5,100 sample families, Nielsen also tracks every device hooked up to the TV.
"One of the things we've noticed is a big jump in the use of video games," says Nielsen's Anne Elliot, vice president for marketing and communications.