TV Networks are in a search of better recipe for Online Ads

LOS ANGELES (AP)- CBS Corp. executives surprised everybody when they took an unexpected risk during the last fall earlier to the beginning of their series “Big Bang Theory” .They presented complete episode online knowing that it might weakened viewership for the TV premier.

“Big Bang Theory” caught the viewership of 90,000 over a week on CBS.com and other Web sites followed by better than expected 9.5 million for the Sept.24 on-air opening.
The other broadcast networks are now taking even bigger risk on Internet delivery of their shows as they want to pile up new revenue through online ads and catch new viewers.

However, online viewers are still limited to an uncertain block and it is probable that it would be a point to ponder at the National Association of Broadcasters’ annual meeting, which will start on Monday in Las Vegas.

Comparing T.V. and online viewership it is quite obvious that T.V. viewers are distinctly greater in numbers than online viewers. The entire lineup of shows on ABC.com was visited by 8.5 million viewers while a single episode of CBS’s “CSI” caught the viewership of more than 20 million TV viewers in one night.

But chances are still there that online broadcasting will be profitable. Because of the better accounting of viewers the advertisers like to pay more online secondly just a click of mouse can turn the urge into online purchase.

ABC moves its series “Lost” and “Desperate Housewives” on ABC.Com site after telecasting them on T.V. ABC is now also planning to develop a formula to make its online ads as profitable as on T.V

The CBS network was so happy with the success of “Big Bang Theory” that it repeated the online-preview formula with two other shows, “Dexter” in February and “The Tudors,” on the CBS-owned pay cable channel, Showtime, in March.

I.T. companies are also working to style ads more attractive and more tempting for the higher sales.

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