Broadcast TV primetime is changing due to popularity of online video sites such as YouTube, which was recently acquired by Google for $1.6 billion.
AOL says that its video-on-demand channels peak on weekends from 8 a.m. to 1 a.m., according to a Newsweek report.
"It's a terrific alternative to lackluster network-TV offerings," Bob Benya, AOL's chief of video on demand, told Newsweek.
TV viewing consumption is changing as the way consumers watch video as well. With online video growing, portable video devices such as Apple's Video iPod and mobile phones capable of playing downloadable video have become more mainstream and affordable.
Instead of starting at 8 p.m., "the new prime time is daytime," TV producer Mark Burnett told Newsweek. In September Burnett and AOL teamed up to launch online game show "Gold Rush."
NBC Universal acknowledged the viewing time shift and announced that it plans to air reality and game shows at 8 p.m. in place of expensive dramas and sitcoms. Last week, NBC also announced the launch of a new digital strategic initiative called NBCU 2.0.
The company did not disclose how the prime time shifting impacts advertising and sponsorships. But it is likely that if the networks augment their focus online offerings of their shows, they will court digital advertising dollars.
