Channels That Outlived Their Heyday – Sky Bulletin

Once the cultural zeitgeist of entertainment, cable TV is now akin to the ghosts of its former glory — with channels that linger on despite dwindling reasons for audiences to tune in. Channel pioneers like Honey Boo Boo, Tony Soprano, and SpongeBob SquarePants once captivated viewers, but the era of iconic cable personalities may be coming to a close.

Major cable and satellite channels are no longer dominating forces in entertainment as rapid changes in consumer behavior have led to significant audience loss. Many channels have seen their viewership slashed by more than half over the past decade, resulting in schedules replete with reruns and very little new programming.

Doug Herzog, a former executive at Viacom with tenure at MTV and Comedy Central, remarks on the decline stating, “These networks, once central to viewers and entire generations, have been abandoned.”

Communities formed by these channels are also dissipating.

The Decline of Cultural Mainstays

Some niches like lifestyle and news remain successful, and it is not as though there is a lack of content — streaming services like Netflix offer a plethora of choices. Nevertheless, the unique offerings cable once provided are disappearing. Jon Stewart’s return to “The Daily Show” has viewers nostalgic and wondering if the decline of cable TV was truly unavoidable.

Cable TV originally soared in the 1980s, diversifying the media landscape previously dominated by ABC, CBS, and NBC. Eric Deggans, the TV critic for NPR, notes that cable created spaces for previously marginalized groups and unified viewers with shared interests, from music lovers on MTV to political aficionados on new channels like CNN.

However, these once-mighty networks are now shadows of their former selves, as seen in the prime-time audience numbers of MTV plummeting from 807,000 in 2014 to 256,000 in 2023, according to Nielsen.

General interest networks such as USA Network have also seen a drastic decline, with the departure of “WWE Raw” signifying a further hit to viewership numbers.

Not even AMC, which was once buoyed by hits like “The Walking Dead” and “Better Call Saul,” has been immune to the downturn. Disney Channel, home to numerous young stars, has suffered an incredible 93% decline in its audience from 2014 to 2023.

Similar drastic declines in viewership have afflicted TBS, TNT, History, Lifetime, FX, and many others. Their programming now heavily consists of reruns and low-budget reality TV, making them far from the destination viewing networks they once were.

The Inevitability of Streaming’s Rise

The surge of streaming platforms has led many entertainment giants to pivot their focus to this new medium, leaving cable channels somewhat neglected. The after-effects of this shift are being felt now, but whether it was inevitable remains debatable.

In 2015, roughly 87% of American homes subscribed to cable or satellite TV. Fast-forward to 2023, and that number has dipped to 47%. As streaming becomes the default choice for content consumption, networks struggle to keep their relevance.

Cable networks face a dilemma: do subscriber numbers fall because the networks offer less value, or do networks offer less because of decreasing viewership? Landgraf predicts that as streaming and other digital platforms continue to engage viewers, traditional couch surfing for entertainment will become obsolete.

Streaming platforms also tend to reinforce user preferences with their algorithms, leading to a more insular viewing experience. The collective, shared experience once provided by cable TV is diminishing.

Only a few networks, such as FX and HBO, are successfully transitioning their brand to the streaming world. However, many others are struggling to keep up.

Despite the flight of audiences, ghost networks persist due to the revenue they generate from carriage fees and advertising. The duration of their survival, however, remains uncertain as the industry continues to evolve.

FAQs About the Ghost Networks of Television

Q: What is causing the decline of cable networks?

A: The decline is attributed to a shift in viewer habits toward streaming services and a lack of investment in new content for cable.

Q: Are any cable networks still successful?

A: Yes, some networks like HGTV, Fox News Channel, and the Hallmark Channel continue to maintain or grow their viewership.

Q: Will cable TV completely disappear?

A: While it’s unclear whether cable TV will disappear, its influence and relevance are undoubtedly waning as streaming platforms rise in prominence.

Conclusion

With their former influence ebbing away and programming drifting toward obscurity, cable TV’s “ghost networks” continue to haunt the entertainment landscape. The glory days of discovering cultural icons through cable may be part of a bygone era, as the ever-changing media consumption habits favor streaming services. Though some networks carve new paths and adapt to digital trends, the future of these lingering channels remains intertwined with the evolving preferences of viewers and the volatile tides of the industry.