And it’s cheaper to produce too.

For the first time ever, ABC’s NIGHTLINE was #1 in total viewership during the 4th quarter of 2010.

The news show, NIGHTLINE, beat NBC’s TONIGHT SHOW with Jay Leno and CBS’s LATE SHOW WITH DAVID LETTERMAN, both in total viewers as well as the key demo 25-54.

Why?

Why is a network news program scheduled to air when most of us are in bed beating two comedy/variety shows?

It could be because the formats of both comedy/variety shows are so predictable as to be boring. If I don’t see a promo for a guest I really wanna see, I don’t feel as if I’m missing anything by not watching.

Plus, both Leno and Letterman have lost a bit of their lustre over the past year.

Boring, predictable content, aging hosts who aren’t always all that funny anymore, the sense they’re filling slots of content rather than really entertaining, the way Johnny Carson used to…

Sound familiar?

I hear it on many big name morning shows around the world.

It’s 2011. We have so many choices that if you’re not dazzling me, really making me listen and take notice, I can find something better. Different at the least, and sometimes different is better.

It’s all about the content, and yours better be remarkable. Every hour. Every day.

Here’s the good news though: It’s never been easier to find great content. If you need some ideas on how to do that, call me. I’d love to help.