During the third week of May each year the American television networks engage in a unique ritual, announcing their fall schedules.
At the 2012 "upfronts" (as the programming announcements made to an audience of potential advertisers are known) the major network heads were very bullish.
As reported by Daniel Frankel in the May 17th, 2012 Paid Content the network heads were especially dismissive of the threats to their hegemony from online competitors:
"'Not Google, Netflix, Yahoo or, YouTube can compete with our scale,' Fox Broadcasting entertainment chairman Peter Rice told advertisers and their agencies Tuesday. “They’re now buying shows — good for them. In reality they’re going to find they’re in the NFL. It takes a lot to make a show that people want to watch across all media.”
“Everyone is still talking about the first screen, the TV screen,” CBS Corp. chief Les Moonves told the Carnegie Hall audience Wednesday. 'The first screen must come first, and there’s no second screen without it.'"
"When they weren’t belittling the premium video efforts of the digital stalwarts, network entertainment chiefs were touting their own digital prowess.
Rice told advertisers that on Fox, their brands “can live across platforms, with digital and social we can engage with your customers like never before … We’re delivering both impressions and expressions that makes Fox the number one network on TV and social.”
Meanwhile, on Thursday, CW detailed plans for a new digital studio called CWD, which will produce online programming including game shows, comedies and animation."
If you want to dig a bit deeper, here's a NY Times report about "The Future of TV" from David Carr and A. O. Scott.
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