Has Cable News Peaked?

Jack Shafer makes an interesting point about the future of the cable news business:

CNN isn’t the only network riding the down escalator when it comes to ratings. Over the same week, Fox News Channel attracted its fewest viewers in the important 25-to-54-year-old category since July 2008, the Times added.

Various observers have blamed the viewership downturn on the lull in the 2012 campaign, on viewers defecting to the season finales on the entertainment channels and on the lack of breaking news. But I interpret the falloffs as fresh evidence that the audience for cable news has peaked.

Despite my favourite (and pretty much only) TV show being on cable news, I see discussion like this with more curiosity than concern. Beyond a few bright spots, the format is starting to feel tired and predictable, and I'm waiting for some innovative multimedia format to become profitable enough to take off.

That's one of the reasons I'm drawn to television personalities who didn't originally come from television - who started out as professors or bloggers or writers. With a little basic talent you can always learn how to look good on TV, but I think if you want to stay afloat in the media over the next few decades you need to be able to evolve and do something out of the ordinary.