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Television Isn’t About Ratings Anymore, Apparently

Television isn’t just about ratings anymore. Or, at least, that’s what the CW’s president Dawn Ostroff is telling journalists on the Television Critics Association press tour. But what has changed things enough for her to admit that?

Ostroff told journalists, “We’re no longer looking at digital pennies, we have achieved digital dollars… The days of waking up and looking at the overnight ratings are gone, especially for the younger demographic.” Of course, it’s easy to say this when your ratings are CW-sized, but the network’s TCA presentation emphasized both broadcast and online airing equally, something that I wouldn’t be surprised to see becoming a trend sooner rather than later; between iTunes, Hulu and individual network and show sites, there are now many recognized, legal ways to watch shows online, and with the launch of Hulu Plus, more seemingly-accepted ways to monetize that experience. Who would’ve thought that it’d be the internet, and not DVD, that proved to be the first gamechanger for broadcasters?


  • Badthingus

    I would have thought people realized this when The Family Guy came back as a result of DVD sales. Even Heroes lasted longer than it should have because of the back end off DVD

  • UhHuh

    Yeah, when I do watch a CW show it's usually online on their sight. Oh guilty pleasures.

  • Alex

    I couldn't imagine sitting in front of a computer and watching a show. So many people have to sit in front of a computer for their job it seems excruciating to do that.

  • Scavenger

    More and more folks have computers connected to TVs. I have an old P4 that was lying around that with a $15 video card hooks to my tv so I can watch Hulu or netflix

  • Karesmile

    We watch all of our shows via an old desktop computer than we amped up (for very little $$) that's now hooked up to our TV.