..not the polar ice gaps or global warming mind you, rather things are continuing to heat up for broadcast executives as we see more chinks in the ice of the old broadcast model.

A major sign of this came last year (as reported in MediaPost), when Jeff Zucker dropped some jaw with the announcement that NBC would forego scripted programming in Saturday nights to cut costs. That apparently was only step #1. Step #2 means dipping into the weeks programming as new word from another NBC exec hints at cuts into Fridays.

For years, everyone programmed Saturday night with originals.  Now, nobody programs Saturday. Maybe that will happen with Friday?” A network simply “can’t afford to pay for 19 hours a week of original high-quality programming” these days….something has got to give”
- Marc Grabof, NBC exec commenting on the escalating costs of programming.

So one can figure we’ll continue to see even more drastic declines in “high quality” production content in primetime. And of course more mind-numbing gameshows, celebrity voyeurism, and real-people in ridiculous situations. To be honest, I am not a reality show snob, having spent some quality time watching Screech make a fool of himself on Celebrity Fit Club, with more than my fare share of American Idol finales under my belt. That said, channel surfing during prime time is beginning to look more-and-more like a wasteland, a sea of sameness. Sameness that can only kill the networks in the long term.

Why is tv content on the decline? Well beyond the obvious loss of revenue to other media, a predictable lack of risk taking and creativity at the network suit level could be a factor. Taking a good look at goings-on with iTunes and other web-based content there’s got to be more to programming than Howie Mandell. The question is, how do the networks fend off total erosion, keep things interesting for viewers and attract more advertisers &revenue?  Here’s a few thoughts:

1. Get ahead of the curve, embrace the addressable media future.
   The technology of “on demand”, internet-like browsing of content via broadcast systems is still clunky. VOD and On-Demand service have limited in content archives and surfing programs is far from Google like. Until the platforms within cable, etc catch up, perhaps ‘voting’ system for selected shows that the masses want to see, using the internet as the content clearing house, and giving people the choice on what gets aired for primetime is a way into addressable media. That is, if the execs are willing to bust their model up a bit more.
2. Tap into your long tail of content.
   With millions of hours of historical programming and unseen pilots, the nets are losing out when not bringing back old programming for limited runs. Um.. hello? Can you say “Twin Peaks”? The possibilities are endless here, and such that you could mix it up to avoid being too predictable, or worse becoming a lesser Nick at Nite.
3. Consumer Generated Programming meets Cable Access
   Certainly this isn’t a genius thought, but why haven’t the networks touched it? Dig deeper into sites like you tube, funnyordie, or flickr and there truly is amazing “amateur” talent to be tapped into. How about trying to do so in a way that isn’t another long winded season of “On the Lot”? Let the masses take control of a night of programming in a way that takes open, cable access-like programming out of Wayne’s World or the front page of You Tube, and closer to IFC content.
4. Move from 1200 channels to one.
   ..or at least begin to consolidate. As the old song says “57 (*now more like 1200) stations and nothing’s on”. Consolidate some of these channel offerings and move more content to the web. Dotcom re-broadcasts, subplots and iTunes content was a good start, but a step to more simplicity and searchable content will only help the nets brace for the bottom falling out of ad revenues.

All of the above are inevitable in some shape or form in the very near future. So c’mon ladies and gentleman of the networks, get on it before your competitors get out ahead of you.