Media Outlook
Cable comes of age
Hank CloseComedy Central
Each week the Cable Advertising Bureau releases a ratings report detailing basic cable's audience performance versus broadcast network television. For some time, basic cable has been out-rating broadcast in aggregate viewing. While some are quick to point out that the number of basic networks far outnumber broadcast outlets, these figures illustrate several factors that have cable services feeling optimistic about the near and long-term future.
Twenty-nine basic cable networks now reach 80 million homes or more. Thirty-six reach 70 million or better. Growth in cable and satellite distribution has made...