When it comes to the world of television, no show has been as hot over the last year as Desperate Housewives. Though the sexy/violent content of the show has been protested and Time Magazine (with the help of Super hot Teri Hatcher) asks, "Has TV Gone Too Far?" its a ratings bonanza and a highlights a strategic shift in the television industry.
For much of history, Sunday was the Lord's Day. Enter HBO. By creating new expectations about Sunday night and winning boatloads of awards, HBO became a new church in America. Hits like Sex and the City, the Sopranos, Six Feet Under, The Larry David Show, Da Ali G Show, and Deadwood captured market share and watercoolers.
That was then. Desperate Housewives is now. ABC's current lineup of the heartwarming Extreme Makeover Home Edition, Desperate Housewives, and Boston Legal has become a juggernaut. So much so that the network is letting Boston Legal take a breather and bringing up a promising new medical drama called Grey's Anatomoy -- ER is tired, accept it.
Why and how HBO fell can be summed up by one word: ARROGRANCE. They took their viewers for granted and screwed with the schedule,
when was Sopranos last on and when will it be back? Anyone? Bueller? When will Larry David be back?
As I considered HBO's demise and loss of Sundays, I wondered if this fate might await Toyota's humongous stranglehold on hybrid marketshare and mindshare in the US. It is possible given the early stage of the auto industry's transition towards more efficient technologies. Far more people have never been in a hybrid than have been in one, just as far more people had not seen Sex and the City than had seen it. The viewership of Desperate Housewives dwarfs the viewership Carrie Bradshaw commanded -- 20 odd million versus a few million. Business history is riddled with leaders and innovators who failed to succeed in the mass market over the long run -- IBM's PC, Netscape's browsers, Sears (now merged with KMart), etc..
Is it likely that Toyota will give up its lead anytime in the near future? No, probably not. Are they getting arrogant? Probably not, but in a
recent interview, Toyota's David Hermance, the executive engineer for environmental engineering at Toyota Technical Centre USA, sounded pretty confident and not very Japanese.
INTERVIEWER: By number of hybrid vehicles sold, Toyota's far ahead. You have sold more hybrid vehicles than all other manufacturers combined. But now all your competitors are getting into hybrids. Who worries you the most?
HERMANCE: Worries us? None. We appreciate the competition because it expands the market and the awareness.
Does this one statement mean anything? No, but arrogance before a fall is commonplace. And given the massive raves and coverage the Prius has gotten and the forthcoming release of the Highlander Hybrid and the Lexus 400h are getting, there can be no doubt Toyota will continue to be crowned the King of Hybrids.
Only time will tell if Toyota's hybrid domination will end, but last Sunday, as I again accepted that the irrascible Larry David and his Prius Zippy were not on, I watched ABC. As Extreme Makeover Home Edition wrapped up, with the
Leomoti-Higgins family getting a much need home makeover, Ty Pennington gave them one last gift -- a 2005 Ford Escape Hybrid. Over 16 million people (
according to Nielsen) watched, though the more actually saw it because the Escape moment occurred just a few minutes before Desperate Housewives began. DH drew over 26 million viewers. Thats a lot of people potentially learning about hybrids courtesy of the Blue Oval. And yes Oprah,
Ford did pick up the sales tax and license fee on the car.