Future Shock: Only 1 in 4 Young People Can Name All 4 Broadcast Networks

In a cautionary signal for the future of American media, an online poll conducted by Bolt Media indicates some interesting changes in viewing behavior as a result of the Internet. AdAge.com reported on Monday (hat tip to Drudge): “Only one in four 12- to 34-year-olds can name all four major broadcast networks: ABC, NBC, CBS and Fox."

The poll also asked what respondents’ favorite activities were. The number one answer? “That would be surfing the Internet, which 84% said they did during their idle periods.” By contrast, TV viewing got a 69 percent response. Their favorite TV Networks:? “Fox, Comedy Central, ABC, MTV and Cartoon Network.”

The article continued: “‘There's a massive movement going on in people under 30 and how they spend their media time,’ said Bolt President Lou Kerner, who once upon a time was a cable analyst on Wall Street before leaving to run TV.com and then Bolt. ‘Our audience spends lots of time on net, creating their own media.’"

Kerner believes this is a sign of a significant change in media usage habits: “‘We're finally at an inflection point where advertisers are tired of spending more and more and getting less and less, particularly as it relates to youth,’ he said. ‘You're going to see a much broader embracement of the Internet as a distribution mechanism to get their shows out there.’"