• by Wendy Davis , Staff Writer @wendyndavis, March 7, 2006

With the increased competition for consumers' eyeballs, it's no secret that TV networks today have a harder time than, say, 20 years ago in generating interest in new programs.

But, if viewership of the top programs is down from what it was in years past, the fans who remain are proving to be quite dedicated. Not only do they still watch TV, but they're willing to pay for the opportunity to view shows in advance of their air dates, according to a new study by Points North Group.

The study, based on a survey of 500 Web users, found that almost half--47 percent--of adults between the ages 18 and 34 said they would pay to see a TV show one week before it runs on the air. And, while 36 percent of that age group wants to view such shows on TVs, a sizable proportion--22 percent--said they'd like to watch on a computer.

How much will they pay? Thirty-four percent said they'd spend 99 cents to see a show one week before the air date.

Of course, these results could be due to the novelty of the concept. It's entirely possible that the ability to see a program ahead of time will soon lose its luster. But, until that happens, it appears that both the online and TV industries can profit by arranging for "on demand" viewing to include viewing before a show's air date as well as after.