Suspect Five: The Cable Networks
Broadcast executives blame the expanded reach of cable networks for the lowered ratings of their Saturday morning programming, and they wouldn't be wrong.
Cable began to permiate the consciousness of the nation in the 1980s. Cable slowly took over the stranglehold of broadcast television by providing programming every hour of the day. Children's programming was also readily availiable at all hours thanks to the creation of Nickelodeon, which launched nationally in 1982, The Disney Channel, which launched a year later, and Cartoon Network, which launched in 1992. Between Nickelodeon's and Cartoon Network's launch, children's programming was seen throughout the cablescape. USA Network had Calliope, Pumpkin Patch, and the legendary USA Cartoon Express. TBS had classic MGM, Warner Bros., and Popeye shorts as well as reruns of The Flintstones every afternoon. TNT had those shorts as well as reruns of Fraggle Rock and The Muppet Show.
By the mid-80s, cable started to develop original fare. Nickelodeon became an early leader and never truly let go after they began acquiring international shows that never aired in the US as well as developing live-action programs. In 1991, they launched their first original animated series with Doug, Rugrats, and Ren and Stimpy. A year later, Cartoon Network was launched, following the template of airing classic programming before they began airing original fare and international programs never seen in this country. USA did likewise until 1998.
By the 2000s, Cartoon Network, Nickelodeon, and Disney Channel began to focus their energies on Saturday mornings for the first time in their lives. They launched and premiered original programming exclusively to Saturday mornings where they have earned the highest ratings ever. Nickelodeon has emerged as the number one network on Saturday mornings this decade and overtook Kids' WB and Fox Kids on occasion. Their domination has just begun.
Suspect Six: Outside Interests
Kids don't always watch Saturday morning cartoons. Sometimes they're distracted by other things on a Saturday.
For as long as there has been Saturday mornings, there have always been outside distractions. Whether it's soccer practice or just hanging out at the mall, there are always things to do other than watch television.
In recent years, network executives blame the current generation of video games as well as the advent of the Internet for the dropping viewership of Saturday morning programming, and they may be right. The Playstation series of consoles, the X-Box series of consoles, Sega's older consoles, and the Nintendo consoles have entertained children over the decades. They play and rent games every day in this country. Someone right behind you may be playing a game now, much to Jack Thompson's dismay. Of course, the internet has become just as big of a time distractor as video games. Downloading music and games, playing RPGs with guilds and such, chatting with friends, complaining on message boards, or even reading long, wordy commentary from folks that have nothing better to do than write, these distractions are so commonplace on the internet.
Up next: the first exoneration.