Networks Scramble to Boost Live Programming as DVRs Shift Audiences

At a time when nearly half of all U.S. homes have DVRs, networks are shelling out an estimated $7 billion for rights to air NFL games, awards shows are popping up all over the dial, and there doesn’t seem to be a major cable network that isn’t exploring a foray into topical late-night.

On Feb. 14, CBS -- already home to a mix of awards shows and sports -- announced it would not only provide content for but also invest in Mark Cuban’s AXS, a fledgling cable channel devoted to live programming. Advertisers, too, are clamoring for such opportunities in a fractured, ad-skipping environment, shelling out $444 million on awards shows and live nonsports events in 2012, up 22 percent compared with five years ago, according to Kantar Media. Thirty-second spots during the Feb. 24 Oscarcast went for as much as $1.8 million.