When TV was the only game
in town, TV networks were defined as channels – the conduit through which
content got to consumers.

But channels are no longer
enough.  

What drives consumption
now are brands. 

Whereas, many cable
networks are clear with their “brand promise”, the major non-cable networks are
not.  

Lost could
just as easily be on NBC as ABC. 

Heroes
could be on ABC.  

In contrast, we know that TNT
is drama, Spike is action (usually considered “for men”), and the SciFi Network
broadcasts science fiction.

We can understand these
brands. We know how they fit (or don’t
fit) into the mix of content we want to watch. 

Can anyone say the same
for the major networks?

What are they? What do they want to be? What should we expect from their products
(content)? 

I don’t know. Do you?