Apparently Canada and/or Europe has ala carte cable channels. The powers that be here in the US say it's impossible to do. Smaller, less-subscribed channels would loose ad revenue because they'd have to charge less because a smaller viewer share.
Eeeeeeennnnh! Want to go for Double Jeopardy where the game can really change?
Right now cable packages are carrying along these "weaker" (business Darwinism) channels. Being part of package A, B, C, etc., a media company can sell time on smaller channels, claiming "over 25 million subscribers to this channel" and it won't be a lie. The problem can be only 300 people watch the channel. Or something statistically insignificant based on Nielsen ratings.
But here's the kicker with ala carte packages: The people who subscribe to these channels will watch them. It will be a more focused and targeted advertising because the advertisers will be actually reaching who they want. No blind shotgun approach, or a guess to who's watching.
Regardless of ratings and demographics, in today's media environment there is no concrete method to tell what people are actually watching. Tivo, yes. But how many homes have Tivo/DVR in overall TV-watching homes? I think if I dig deep enough, I'll find some evidence of young viewers melding today's media- cable, internet, cell- which I've seen a few advertisers try to accomplish.
However, a target-market focused campaign will be more effective if advertisers know exactly who is watching. Sure, it won't be cheap (inexpensive), but reaching who you want isn't.
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