• by Wayne Friedman , Staff Writer, April 4, 2012

Let's talk viewer erosion: not just the type we have seen on broadcast TV, but also on cable TV networks. Should this be any sort of concern?

CW has made an output deal with the likes of Netflix -- and, according to its owners, has made it immediately profitable. So, who are we to say that viewer erosion is bad?

Viewer erosion only seems to have an immediate effect on TV marketers. And if overall TV viewing is climbing, there is no need to point the figure at say, an NBC, or the broadcast networks in general, or some established cable networks that have witnessed lower numbers this season.

Sometimes it ’s confusing where to look to answers: Take one of the better known critic-favorite shows, AMC's "The Killing." Its new season debut posted 1.8 million viewers, down 20% from its 2.3 million viewers debut of a year ago. Hey, even MTV's "Jersey Show" took a hit.

This doesn't mean these TV assets are not worth buying. Just as with broadcast TV, a scarcity issue also pertains to those cable shows marketers feel they can't do without.

In the near term, it may all come down to shelf space.

Years ago Discovery Communications thought this was the right approach -- and launched one of the many new micro-targeting digital cable networks -- from science, to health, to kids, to the military.

For a long time, it took somewhat of a hit from critics, who noted that its shelf-space expansion efforts were out of hand. But now it seems some of those smaller networks like Science, Investigation Discovery, Velocity, Military Channel, and others were able to re-invent themselves after much tinkering.

From the media owner ’s point of view -- what if you don't have access to a slew of traditionally delivered TV networks? Don't worry. Everyone expects another healthy upfront with strong price increases and more money for all networks, apparently.

Viewer erosion is only relative. For some programmers, all it really ends up meaning is that TV marketers weren't paying enough for those TV consumers. But in a world of growing options? TV marketers might tell you they have been paying too much.