What will change, however, once the programming grows recognizably stale?  Will you pick up that paperback you’ve put off because your weekly viewing schedule no longer has the same juice it once did?  Or will you take even more enthusiastically to the internet than you already do in search of a new entertainment fix?

One man, Steve Sternberg, Executive VP of Audience Analysis at Magna Global, believes the notion that TV viewing habits will adjust due to a prolonged strike is “nonsense,” as he was quoted as saying by The Hollywood Reporter. 

In a written statement, Sternberg said, "Video streaming is currently a minor occurrence, and is primarily driven by new television content.  The impact on TV viewing, even during a lengthy strike, will be negligible."

The last strike, a 22-week affair in 1988, caused a 9% decline in primetime viewing, said The Hollywood Reporter.  Magna Global believes the decline will be the same for adults ages 18-49 between January and May.  However, if the strike continues into sweeps in the spring, the drop will fall between 12-13% - no small decline.

Sternberg has a valid point that current popular programming – shows like Dancing with the Stars and American Idol – did not exist in 1988, and because reality TV will continue to produce through the strike, it’s reasonable to foresee only a small drop in viewers.  But the internet, DVDs, and the quality, quantity, and ubiquity of video games didn’t exist either.  The net effect will be one researchers watch carefully.

Take our Poll: Which side of the WGA strike are you on?

Other strike news from DMW:
Soap Writers Cross WGA Line; CBS News Writers Weigh Options
WGA Criticizes Ellen DeGeneres for Continuing her Show
NBC's 'The Office' Shut Down for Strike

Photo by NoHoDamon