2009 Emmy Awards

There was a common theme in tonight’s Emmy awards, which is still being broadcast live as I write this. Numerous times thus far in the program they have mentioned the demise of broadcast television. The producers and writers are going all out to make sure you don't change the channel so they can get their message across. Oh, and so CBS can make a killing on the ratings.

So why the demise of broadcast TV? Simple, social networking and social media have started to undo the fabric of network TV. No longer do we wait for them to feed us programming on their schedule. We can now make our own anytime, anyplace. It has been said that with social media the news doesn't come to us, we make it. The same can be said for entertainment, we don't wait for it to come to us, we make it.

Try as they might the big networks are still having trouble making all this work. They promote that you can watch their shows online anytime (a big point of contention in last year's writer's strike, remember) and yet the core of their business model is the notion that we will all sit down at 9:00 on Thursday night to watch a show.  TiVo anyone?

So enjoy watching them squirm while you can. They know they are in trouble, they know folks are turning off their TV's in droves, hence all the sarcastic references and creative attempts to capture and keep our attention in tonight’s Emmy awards. Although I haven't seen a promo for any sort of official Twitter channel or hash tag - fascinating.