It's fashionable in marketing to declare the death of TV. The problem is, people keep watching TV, so we can hardly say the medium is dead.
The latest news on this front was reported the other day in a New York Times article titled "TV Still Has a Hold on Teenagers". The basis of the report was a Forrester study of media use by European teenagers that found them using TV more than any other medium. The Internet and other media are used less.
Also noteworthy is the apparent conclusion that all media do not add up to 100% of a teen's waking hours. In a startling recognition of human nature, a Forrester analyst is quoted saying "real-world social interaction with friends remain important for online teens."
How, then, do they seem to use so much media? Multitasking. As noted here before, our research shows this time and again.
To be sure, TV's business model is under threat. On one extreme, Fox considered cancelling the popular series "24" because production costs exceed ad revenue; on the other extreme, NBC's Jay Leno Show will make a profit even though low audience numbers mean low ad revenue because production costs are so low.
TV will be different in the future; it has to be. We already have so many ways to reach consumers via TV, and there are many more TV-like media available, such as pre-roll and digital out-of-home. The next decade will bring twice as many changes, and we'll all still be watching, just like the baby on The Tubes' album cover pictured above.