For decades network TV has been about reach. Programmers traditionally chose shows with broad appeal, the better to get millions of viewers and, in turn, persuade national advertisers to buy those eyeballs. That era is essentially over and the networks are scrambling to adapt to a fragmented landscape where even popular shows are lucky to pull in 10 million viewers. Five years from now network television will look very different. The 8 p.m. to 11 p.m. prime-time period likely will be shorter, programs will be tailored to audiences, and increasingly advertisers will show up in the programs instead of just the commercials. Even more radical, say industry insiders: Networks may turn over programming to outsiders some nights or let local stations provide their own shows on, say, Saturday evenings.
