NBC (NASDAQ:CMCSA)
The Wall Street Journal claims that as the broadcast audience continues to decline, NBC (NASDAQ:CMCSA) is considering reducing prime-time programming in order to reduce costs.
The article states that the issue has not yet been brought up with NBC’s affiliate board. The rough plans call for NBC to stop broadcasting the 10 p.m.–11 p.m. ET hour and give local affiliates seven hours per week to do so.
Historically, the 8 p.m. to 11 p.m. Eastern Time period has been designated as “prime time” in the United States (7 p.m.-10 p.m. in Central and Mountain). Before NBC’s late-night staple The Tonight Show Starring Jimmy Fallon premieres at 11:35 p.m., local newscasts are typically broadcast at that time.
If NBC did eliminate the hour, it would have to choose which programs from its schedule to axe. The majority of the network’s 10 o’clock programming right now is scripted drama. These could be substituted for other content earlier in the evening.
According to the source, NBC would likely try to move The Tonight Show earlier, to 11 p.m. or possibly 10:30 p.m., in order to get a jump on competitor shows at CBS (PARA) (PARAA) and ABC (DIS). The 10–11 p.m. hour is already unprogrammed on Fox (FOX) (FOXA).
Factoring Current Viewership Dynamics?
Given the years-long drop in broadcast audiences and the growing popularity of streaming advertising among advertisers, changing the definition of prime time is both a paradigm shift and perhaps long overdue. According to Nielsen, streaming has eclipsed cable (and previously passed broadcast) as the most popular way to watch television.
Since the invention of television, the top three broadcast networks—NBC, CBS, and ABC—have produced at least three hours of programming each night. Network television served as the primary source of entertainment and news for many years, working in conjunction with regional stations around the nation. It was also the main method used by advertisers to connect with a large audience.
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Author Jowi Kwasu 
