by Kimberly Roos

Created on: June 18, 2009

The television watching experience today is much different than it was even ten years ago. It is the age of the DVR and Tivo and rather than taking these things into consideration and changing marketing strategies dramatically, networks are canceling great shows.

We use a DVR in our house and many people would be appalled if they knew of the shows I wait to watch. Our lifestyle puts me so far behind on some of my favorites that sometimes I haven't even gotten a chance to watch the season finale before the next season begins. As ridiculous as this is, there are many families with the same issue.

We all understand the Nielsen system and know that in the past it worked, to an extent, but now you can not judge a show solely on the Nielsen system and what is recorded and watched within 3 days. It is not at all realistic. Although shows are saved by advertising dollars, and advertising dollars are spent on shows that are perceived to have the higher ratings, what is recorded by the consumer should hold more weight than anything now. If the consumer records a show it is because he or she wants to watch it. Just because a consumer has their tv on does not mean that they are watching. I can't tell you how many times, when I am watching something live, I fall asleep, or go to check my email and don't get back to the tv to finish what I started. This is why Dvrs need to be taken more seriously.

There are a few things left that will still be watched live as it happens, like sporting events. No one wants to record the baseball game and then go to work the next day to overhear who won, or record the boxing match and accidentally glimpse in the paper who knocked who out in the third round. These events should still have the same advertising draw as they always have, but scripted tv has changed.

Although I have heard many complaints about too much product placement, it is necessary for the survival of tv advertising, and therefore critical to the survival of good tv. If I am watching The New Adventures Of Old Christine, I don't care if she is eating Kraft Mayo and having a Pepsi, especially if I don't have to sit through commercials. The only time people enjoy sitting through commercials is the Super Bowl.

While tv watching has changed dramatically, the tv and advertising executives have not yet caught up. It is terrible to see good shows disappear before they even get a chance.

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