Chris Ayres
Take a trip to New York and see the city from the air
In case you missed it, the world ended last week. Or it did here in Los Angeles, at least. We knew our time was up when the Four Horsemen of Nielsen TV ratings arrived bearing news bad enough to make a grown media executive all sniffly and puffy-eyed. Yes, the ratings of American Idol, the televised singing competition - and perhaps the only remaining evidence that Old Media still matters - are finally beginning to fall.
Last week, Idol attracted its smallest audience in five years. Worse still, it is estimated that a fifth of women aged 18-34 have lost interest, along with a similar percentage of kids aged 2-11.
So where did it go wrong for Idol, which was once a media franchise as lucrative and reliable as a Saudi oil well? Did the contestants become too polished and boring, as the judge Simon Cowell has claimed? Or did the show's management - awash with so much cash that Cowell commutes in a $1.6 million Bugatti - become complacent?
Alas, for LA's media executives, the answer is much more terrifying than that. After all, Idol isn't alone in ratings hell - in fact, it remains in the No 1 slot, largely because a huge number of Americans appear to have abandoned the goggle-box altogether. Even viewership of the Academy Awards this year was down 20 per cent. Over at CBS News, meanwhile, the numbers are so grim that “America's sweetheart”, Katie Couric, is widely expected to leave the news anchor's chair before her reported $15 million-a-year contract expires.
This is exactly the worst-case scenario envisioned last year when LA's scriptwriters went on strike. It was predicted that the resulting six-month gap in television schedules - new episodes of popular scripted shows such as CSI: Miami and House are only just coming back on the air - would drive audiences away to the land of YouTube and Wii, whence they would never return.
I never believed it. Yes, it's fun to watch a squirrel wrestling a goldfish on YouTube. But am I going to sit in front of my home office computer at 9pm with a bottle of Old Sheep to watch such an amusing spectacle? Hardly.
And then I got an iPhone. In many ways it has been a disappointment: it won't let me search my contacts, I can't copy and paste text, and downloading a web page on AT&T's network is like trying to melt concrete with a cigarette lighter: slow. Nevertheless, the iPhone can hook up to my speedy home wi-fi network, and its screen is big enough to make internet browsing worthwhile. Hence the reason I found myself sitting in front of a particularly boring number on Idol the other day while scouring YouTube for something amusing and squirrel-related.
Then it came to me: the fall of Idol - and American TV in general - has nothing to do with boring stars, the writer's strike or over-exposure to Cowell's curiously nipple-revealing sweaters. No, the answer is even scarier than that.
It was the iPhone wot done it.

Chris Ayres is the Los Angeles Correspondent for The Times and the author of War Reporting for Cowards, a critically-acclaimed account of the Iraq War. He joined The Times in 1997 and was nominated as Foreign Correspondent of the Year in 2004. He lives in the Hollywood Hills
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As the TV owners are dominated by viewing numbers,most programmes are an excersise in sensationalism. A few gems still emerge, and sometimes one is engrossed by a specialist programme,[ eg astronomy or engineering] where an old fashioned enthusiast can still be found.
DAVID VINTER, Louth, Lincs., UK.
Start writing TV's epitaph.
It persists in being a mass media, communication tool in a niche, one-2-one world.
Golfers don't watch wrestling..
Those microcephalics who watch wrestling don't watch golf.
We need to customize TV so that devotees can find and watch their fave progs and drool over them.
Underwater yodellers watching "Underwater Yodeller's Weekly".
And, so on.
And STOP the constant hyping of programmes, ads, reality shows and chat shows.
Put Oprah out to grass and use her bank account to solve the prime mortgage crisis.
By way of a niche example I leave everyone with the world's best ever targeting ad headline:
"To all one legged men in Manchester sale of odd shoes tomorrow at Footimart".
Leigh Vernier, Riyadh, Saudi Arabia
They have been sounding the death knell for television for about forty years now. We don't see any of you running out to the rubbish bin to throw away those new plasma screens, now do we? Now pipe down please , the Office is about to begin. Both the british and american version. I recorded them both.
ingo, los angeles,
TV? Whats that, sounds so 20th Century
Mark Wakeling, London,
Real simple. Radical egalitarianism and radical individualism. This will, as we are seeing destroy a culture quite effectively. I am sorry to tell the great philosopher Keith Richards that it is not just about " Sex Drugs and Rock and Roll ".
Desmond Taylor, Houston, USA Tx
Adrian, London. Unfortunately many people can't afford £1500 for an 18 month iphone contract, or the money required for a decent internet connection to be able to watch stuff online. The television is the main form of entertainment for many, and represents good value for money.
David Leslie, Perth, Scotland
The iPhone?? The iPhone?? I read this whole article only to wind up with one of the worst conclusions of all time?
I have an iPhone too and love it, but one can hardly pin televisions decline on it.
Or was the conclusion a stab at humour? I do wonder how you manage to keep an article in the Times Sir.
Television is declining because it plays the same format over and over again. American Idol's decline is due to that fact that it is in its seventh or eighth season. Who wouldn't get bored of that kind of repetition?
T Jeanes, London,
David Leslie started his post with:
"Unfortunately..."
Why?
If we can get our jollies in a million new ways, who cares whether traditional TV survives?
Adrian, London, UK
American networks have failed to grasp what the BBC captured perfectly with the iPlayer. People are too busy to sit down at a regular time each night to watch a show that may-or-may-not be worth the time invested. But give people a chance to watch what they want, *when* they want and they'll make their own TV schedules.
And do people over 30 still watch Youtube? Its amusing but no longer The Next Big Thing.
Ross , Brighton,
Unfortunately I can see the same thing happening over here, with even more time being given over to advertisements. If you have a situation where 50% of a programme is advertising and a further 10% is given over to reminding you what happened 30 seconds ago, then viewers will lose interest. The multitude of channels has also probably overwhelmed the system. You may be able to access 100 channels on Sky or whatever, but 80 are rubbish and the remaining 20 are showing the same thing at different times.
David Leslie, Perth, Scotland
Chris, Chris! We, Californians, are reading the UK Times!
I am not joking. My two brothers and my father are now
regular readers of the Times because the TV is sooooo bad.
The LA Times is a pro Mexico rag printed in some language
that resembles English but without prepositions, verbs or
articles, like "a" or "The." TV will continue to drop until the TV
people realize that they actually have to deliver quality not
quantity. Keep up the good work at the Times.
John, Placentia, OC California
Forget You tube, try Veoh Tv or Quicksilver Screen. You will soon see that TV is dead and is already starting to smell
Matt, Hunter Valley, NSW Australia
Numbers are down because, in the grand Hollywood tradition, the winning horse has been flogged well beyond death.
Rick Hepner, Salt Lake City, USA