Television broadcast networks are finding it harder than ever to bring in viewers. Broadcast television has become a sluggish and inefficient method of entertainment, and decreased viewership has led to increased marketing for television programs. With the fall television season growing near, broadcasters are doing all that they can to market their upcoming premieres.

According to an article written by Bill Carter of the New York Times, “The broadcast networks have been challenged by a continuing decline in their ratings and because competition for leisure time is everywhere.” While this may be true, the 2013 Emmy awards brought in 17 million viewers – the most since 2005. These TV networks may not be thriving, but the love for television programs is strong.

Rather than a competition with other leisurely activities, these broadcasters face an even fiercer competitor: digital media. Digital media sites such as Netflix have dramatically changed the way that viewers access content. The ease of access to online television streams or digital downloads allow virtually anyone with internet access to tune in – a much more convenient option than planning one’s night around an 8-o-clock program.

In this speech Kevin Spacey discusses his role in the Netflix original series “House of Cards” and why the ‘Netflix Model’ of an entire season release all at once is successful and cost-effective in comparison to the ‘Pilot Model’, which is used by all major broadcasters. Spacey discusses the idea of giving the viewer the control, and the positive effect that it will have on the television industry.

This shift from broadcast television to digital media poses an interesting challenge to marketers: How can companies market to viewers when companies like Netflix refuse to allow advertisers access to their millions of viewers?

The network giants must recognize the threats that companies such as Netflix impose, but also must identify the opportunities that come along with the growth of digital media. Perhaps the “Netflix Model” is unrealistic for a reality or contest show airing on primetime every week, but unless these broadcasting giants find a way to diversify the way that their viewers access their content, they will surely experience decreased viewership in the near future.