And Now, a Word for Our Demographic

[SOURCE: New York Times, AUTHOR: Ted Koppel]
[Commentary] I cannot help but see that the industry in which I have spent my entire adult life is in decline and in distress. Once, 30 or 40 years ago, the target audience for network news was made up of everyone with a television, and the most common criticism lodged against us was that we were tempted to operate on a lowest-common-denominator basis. This, however, was in the days before deregulation, when the Federal Communications Commission was still perceived to have teeth, and its mandate that broadcasters operate in "the public interest, convenience and necessity" was enough to give each licensee pause. Network owners nurtured their news divisions, encouraged them to tackle serious issues, cultivated them as shields to be brandished before Congressional committees whenever questions were raised about the quality of entertainment programs and the vast sums earned by those programs. News divisions occasionally came under political pressures but rarely commercial ones. The expectation was that they would search out issues of importance, sift out the trivial and then tell the public what it needed to know. With the advent of cable, satellite and broadband technology, today's marketplace has become so overcrowded that network news divisions are increasingly vulnerable to the dictatorship of the demographic. Now, every division of every network is expected to make a profit. And so we have entered the age of boutique journalism. The goal for the traditional broadcast networks now is to identify those segments of the audience considered most desirable by the advertising community and then to cater to them.
http://select.nytimes.com/2006/01/29/opinion/29koppel.html
(requires subscription)