• by Wayne Friedman , May 8, 2007

ABC has taken the unusual step of telling consumers and advertisers that its prized show "Lost" will go off the air in three years.

ABC will stop the show at the end of the 2010 season. Over the next three years, it will air 16 episodes a season instead of the usual 22. ABC will run the series with consecutive original episodes starting in January.

"It'll keep those viewers interested," says Shari Anne Brill, vice president of director of programming services of Carat North America. "There will be a natural end. There will be a payoff. It's good for the writers. They can build a story."

Executives believe this structure will help revive the show, and aid marketing in giving viewers specific story-line resolutions. This season, critics say the show seemingly lost viewers with plot lines that strayed away from its original stories about core airplane survivors.

As a result, "Lost" dropped more than 15% in live-only adults 18-49, averaging a 5.3--tied for a 10th place this season to date. Last year, the show's live-only rating was a 6.2, and it tied for seventh place.

However, these numbers aren't as bleak when adding in DVR viewing. Including three days of DVR playback, "Lost" ratings are actually at a 6.2. Adding in seven days brings the show up to an even better 6.4.

"The lost fans are still around; they are just choosing to see it later," says Brill.

Executives say all dramas have had an increasingly tough time this season--especially when those shows go on hiatus with mid-season reruns. Even NBC's big rookie hit show "Heroes" took a dip mid-season, and is only now getting back on track.

ABC's plan to run a serial drama with yearly limited consecutive original episodes follows in the footsteps of Fox's handling of "24."