Lafayette, IndianaIt has always been curious to me that a level of one’s fame does not coincide with the actual number of people who are fans. For example, if you ask people if they know who Larry King, Chris Matthews, Wolf Blitzer and Jerry Seinfeld, are most of course answer yes. If you ask if they are about equally famous, again most have a sense that they are all very well known.

The fact is, however that on nights when Seinfeld was on the air he was watched by between 20 and 30 million people - approaching 10 percent of the entire population. Larry King and Wolf Blizter, on the other hand are routinely watched by a number in the few hundred thousand at most. It tells us that there is a great divide between the perception of someone’s appeal and the reality of their appeal. Clearly many millions would opt for a half hour of Seinfeld than CNN, FOX NEWS or MSNBC in prime time.

What Does This Mean?

It indicates that despite how much you might enjoy them, in the end the reality for cable news shows is a mad scramble for viewers. The more viewers, obviously the more advertising revenue. When the audience shrinks too far producers are frantic, the numbers being so low the show’s very existence is in jeopardy. The network must do whatever is necessary survive. Now for hit shows like Gray’s Anatomy, American Idol or Seinfeld, losing a percentage of audience is problem, but does not demand drastic corrective action. Cable news programs are in a never-ending, desperate challenge to keep viewers. They will do whatever it takes to garner eyes - even if it means resorting to the sensational and the salacious.

The distressing reality is that producers of news programs succumb to the temptation to air shows that will pike an audience. How? They usually do it with guests that they can depend upon to say the most outrageous and inflammatory things - in other words, they make news themselves. So if Hardball’s audience is shrinking, what to do? Put on psycho Ann Coulter to spew about John Edwards (even invoking a phone call from Mr. Edward’s wife) and the whole sorry episode gets in the newspapers and the other programs. This month, when ratings are watched carefully, we suddenly see a spate of news cable shows with he likes of Paris Hilton, Ann Coulter, Al Sharpton and the rest of their ilk. It makes it clear that program integrity takes a back seat to hyping viewers. And the sad reality is that we are often taken in by the ruse. Are you aware that as a viewer you are being manipulated by the network and the program?

It may be a small step, but my suggestion is that during sweeps month and the noxious shenanigans of the various cable news programs, take a break and find some alternative form of information and entertainment. Watch a rerun or browse the Internet. It’s better than being used for the profit of an already rich, albeit frightened network.