An Even Keel-Olympics: Are TV Execs Out of Touch?

Saturday’s blow up about NBC’s decision to not air the 400M Individual Medley until primetime is just another example of what I have been saying for years, broadcast TV executives are stuck in 70’s methodology, failing to evolve with the times.

   NBC wanted to save the race for primetime viewing, the traditional time that television viewing is at its highest and the only time the really exciting Olympic events were traditionally aired. This worked great in the 70’s, 80’s and 90’s when television was the main medium for getting the latest information.

   With the technological evolution; the Internet, mobile devices and social media all showcasing information in real time and almost instantaneously, television has slide towards the back row as a means to get information. What made matters even worse; NBC’s Nightly News broadcast the results of the race before NBC Sports had played the race.

   NBC’s argument is that most people still watch the Games at primetime and that is when they make the big money from the advertisers. I understand that. What NBC doesn’t understand is that I did not watch the race at primetime because I already knew the results. Had the race been broadcast live in the afternoon I would have tuned in to watch, especially since it was a Saturday and I was looking for a good Olympic event to watch (I couldn’t find a good one therefore I turned the TV OFF). NBC could still rebroadcast the race in primetime. This would have resulted in satisfying two groups of viewers; resulting in more viewers, which results in higher advertising rates. Not a hard solution in my book.

   Alas this is not first gaffe by broadcast TV execs. I have watched for years as they have continually tripped over their feet while battling audience erosion. It used to be there was a full television season from September to May with some specials thrown in during the holidays. Summer time was for repeats.

   Now the season has shrunk considerably to cut costs and is constantly interrupted with repeats at any point when the ratings may take historical quick dip for one reason or another. There are so many of these repeat breaks now that I get extremely frustrated and have lost interest in shows by the time February rolls around. I actually end up watching shows on cable channels or doing something else. I am being driven away from the Networks by the Networks.

    Broadcast TV has been in constant retreat since they began facing competition from cable, Internet and a range of other sources that vie for people’s time. They need to step up and compete for the audience rather than spend their time figuring out how to lessen the impact of a smaller audience. Instead of accepting an eroding audience they should be adapting to the times and fighting back for a larger audience; that is how successful businesses are run.

   As for the Olympics, NBC needs to listen to their audience and adjust to the times. In today’s world of “done, move on to next” hearing the results of an event, especially a sporting event, prior to seeing that event, makes that event “old news” hours before it is NOT seen by a vast majority of the advertiser’s preferred audience.