Why the boom in live TV? To get viewers away from time-shifting (which often means skipped commercials) and lure them "back in the habit of watching TV as it airs," writes Schnieder. And "Live viewing is still the best lead-in to whatever is behind it," according to Lisa Vebber, NBC's senior vice president of scheduling.
We don't think network execs were persuaded by last week's live episode of "30 Rock" -- also a valentine to to the format -- though it was great, wasn't it? (We loved Jon Hamm in an Afro.)