For TV Reruns, an Existential Crisis

The decline of Nielsen as being the workhorse of ratings it once was is one of the biggest threats facing cable channels. Cable channels had a low-risk but lucrative business model: fill much of the schedule with reruns of shows that were proven hits on broadcast networks -- CBS, NBC, Fox and ABC -- taking a lot of the guesswork out of programming.

But that formula is no longer reliable.

Audiences have fragmented so badly among myriad cable channels and online video outlets that broadcast networks are finding it harder to produce a hit. That means the pool of shows that can guarantee a strong audience in reruns for cable channels has shrunk drastically, driving up prices for what is available -- even when audiences aren't as strong.

Cutting down on reruns by investing more in original programming, meanwhile, can also be costly if those shows don't gain traction. That is why all the big cable networks are hoping for broadcasters to rediscover their mojo.

Further complicating matters for cable networks, viewers now have other ways to watch reruns, including streaming video services and video-on-demand. The serialized dramas that broadcasters are increasingly producing have proved extremely popular on Netflix, viewers often "binge watch," devouring multiple episodes at a time. Shows suited for binge-watching often don't work as well as traditional reruns for cable channels.