Revenue is fading for traditional television. Included in the industry are the “local stations”. Advertisers are starting to get a feel for A) the decreased viewership and B) the quality of the viewership. How many more people are either getting their news and entertainment from other sources, or have DVRs and simply skip by the interruption of commercials?

If Television is to continue on in the way it used to be, Television will need to reinvent itself. It should have become more interactive long, long time ago—and I don’t mean voting for American Idol (which certainly does help that enterprise).

Expect non-interruptive ads running concurrently on items like news, more interactivity, and certainly ways to combat the “DVR issue”. At some point, Television will begin and end as a pay-per-view, and view-on-demand. The model of interruptive commercials and waiting until 8:30 to watch it are going away quickly. The market preordains it.

This article from The Wall Street Journal showcases the downturn trend in local television.

[photo by Husky]