First, CBS boss Les Moonves admits: ”I’m a bit concerned about the state of network television generally.” Then NBC-Universal Chief Jeff Zucker admits that the last two years were ”more difficult.” And to add insult to injury, advertisers are convinced that the looming writers strike will permanently harm TV viewership:

The big concern for advertisers is that the broadcast networks - ABC, CBS, NBC, Fox and the CW - will lose even more of their already-shrinking audience.

“If ratings fall by 15, 20 or even 30 percent because we’re getting reruns or shows less appealing to viewers, that’s a big problem,” said one ad buyer. “There are advertisers who are depending on a certain level of ratings points a week.”

The networks are having a hard enough time delivering the viewers they promised advertisers.

They are still doling out millions in so-called “make-goods” - additional ad spots - to compensate advertisers for last year’s ratings shortfall.

Moreover, viewership is down for a lot of returning shows this season, and most new shows have debuted to lackluster ratings and little buzz. 

As if all of this wasn’t bad enough, the FCC is attempting to eliminate the last bastion of media ownership rules.

Don’t say we didn’t warn you.