Jaffe Juice

It's articles like these that make life worthwhile.

USA Today reports that the networks TOP shows are showing rating losses, which no doubt will compound the ever-fragmenting erosion of their viewer base. This, on top of the Upfront process, where marketers will continue (albeit decreasingly so) to pay more money for less audience.

In the past few weeks, a raft of top shows on all major networks have hit record lows: Lost, Desperate Housewives, ER, My Name Is Earl, The Simpsons, Two and a Half Men, CSI: Miami and, just Monday, Heroes. Still others, such as 24, Law & Order: Special Victims Unit and American Idol, had their worst ratings in two years or more.

The reasons (or excuses as the article calls it) for the losses are sublime and priceless:

1. Daylight
2. Long Breaks
3. DVR's

Daylight? Jeez, when execs like CBS' Dave Poltrack are attempting to justify the inevitable and permanent migration of audience away from terrestrial and clutter-filled television by blaming Daylight Savings Time, you know the end is nigh.

The only surprising part of the article is that Global Warming, Alien Invasions and Terrorism weren't cited as well.