Apparently last week was the least-watched week ever for the four big US broadcasters. The July 4th long weekend had a lot to do with it, but this kind of viewer decline for the leading networks has been happening for some time. The audience is more fragmented and web-surfing is replacing TV viewing for many people. The generation that grew up with the Internet are now entering the coveted 18-49 demographic. The days of massive, homogeneous audiences are over. What is going to replace it?

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