As viewers dispersed across a broadening array of cable channels, the Big Three's audience shrunk: by 1990, cable revenues had soared to eighteen billion dollars, dwarfing the nine billion collected by CBS, NBC, and ABC.
And many folks will let go of the mouse only to pick up the remote and sample an array of cable channels with election coverage — from Comedy Central to BBC America.
But as younger audiences migrate toward a dizzying array of cable channels, Internet sites and video games, some industry analysts believe heartland viewers represent an underserved audience that could prove crucial to the future of television.
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At a time when digital video recorders and an array of cable channels have splintered television audiences, sporting events attract a large and passionate audience who often watch events as they happen.
At Comcast, revenue for the NBCUniversal division — which includes the NBC network, a wide array of cable channels, a movie studio and other assets — was up 8.9 percent year-over-year, to almost $6 billion.
Viacom not only owns CBS, which is in contention to win the overall ratings this season, but it also owns the Paramount television and movie production studios and it has a vast array of cable channels serving a wide range of viewers.
Television programmers, media analysts like Mr. Gerbrandt and academic experts attribute the resurgence to the expanding array of cable channels; the relatively low costs of making wildlife documentaries, which are now shot with vastly improved cameras; and the growing adoration e for nonhumans of every stripe.
It is also unclear just how effective television advertisements continue to be in today's rapidly changing media environment, with audiences segmented over a kaleidoscopic array of cable channels and with the competing din of the Internet and other information sources.
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