|Excerpt from Adage.com||
The networks collectively and individually struggled through the fall, with Nielsen numbers reflecting lost viewers in nearly every demographic considered important to advertisers.
So, executives say, it's time to break out some new tactics for audiences that are watching TV differently and turning to other entertainment more frequently.
"We'll be looking at new business models, new creative models," ABC Entertainment President Susan Lyne says. "We'll try different ways to schedule and produce, and we'll learn from this experimentation."