With greater numbers of viewers switching to streaming and on-demand services every day, you’d think television executives would be dreaming up more ways to cater to the crowds wanting to watch what they want, when they want.

And you’d be wrong.

AP TV writer David Bauder reported Friday that the shift to on-demand viewing has meant networks suits are redoubling their efforts to capture live viewers, as those viewers have become even more valuable commodities for the Big Four and other broadcasters.

Get ready for more stunts, more awards shows, more sports, and more Big Events.

The ultimate goal: DVR-proof programming.

“Television executives are looking for more than hot actors these days. They’re searching for the next Nik Wallenda,” Broder reported, referring to the tightrope walker whose high wire act over the Grand Canyon in June was the most watched program in the Discovery Channel’s history.

But recent experiments have met with somewhat mixed results. NBC’s “The Million Second Quiz” was a critical and commercial flop this fall. But the show, which encouraged viewers to play along at home, still earned higher ratings than reruns in the same slot would have, according to Broder.

And execs are still mindful that live eyeballs aren’t limited to live events. Scripted dramas can still pull in the viewers, especially with major cliffhangers or big debuts and bows. The series finale of “Breaking Bad” and the season premiere of “The Walking Dead” were both events in their own rights. But as Broder pointed out, “it’s ironic, then, that much of their popularity is attributable to delayed viewing by people who discovered the shows on streaming services.”

Read More: AP

Brief Take: Until Nielsen or some other service provides a reliable and accurate way for networks to measure and profit from delayed viewing, executives are going to continue to seek out the Big Event that lures live viewers and large advertising checks.

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