As if the ongoing streaming takeover isn't enough, it turns out that even when people are watching TV, they're not really watching it.
A New York Times magazine article on Sunday chronicles Comedy Central's ongoing transformation from a cable channel with "a guy yelling at you" to an integrated media machine with 4.2 million YouTube subscribers and 1.3 million Twitter followers.
But, as Comedy Central is learning—Viacom, the channel's parent company, saw a 6 percent drop in advertising revenue in the first quarter of this year—and many other channels are fearing, viewing figures aren't all they're cracked up to be.