I'm writing this from my laptop, with my iPod plugged into it, a lamp lit next me, satellite radio on behind me (but signal going in and out, no surprise) and sitting directly next to a sliding door to my balcony with metal fencing, during a massive lightening storm. So should this entry not post incomplete - call 911 for me;)

I've been thinking today about the state of broadcast television. Share/ratings keep dropping thanks to those crazy kids on the INTERNET (what do they do on that blasted computer all day?!) and broadcasters are scrambling to stop from bleeding out.

NBC took some steps in the right direction with youtube partnership and everyone else is trying new distribution methods, like selling episodes online. It's a start, but what I can't figure out, is why broadcasters don't see the answer right in front of them: flip the model.

You know that there's a demographic still watching TV, maybe a bit older, those who aren't wedded to other screens. TV is the screen they know. Those people, baby boomers and beyond, will continue to keep TV their primary screen and you don't want to lose that market. What you want to do, is pull in the younger viewers who like the social media revolution they have online.

And that's where my idea comes in to play. This week we heard a lot about Time Warner's investment in veoh. The cable conglomerate sees the future in consumer generated video.

Now what Time Warner and broadcast properties neeed to do, is flip the model and bring consumer generated video to their line up. We already have a plethora of On Demand channels. We know that On Demand is the future, be it portable devices, PC's or TV's. What they need to do is make that web content available On Demand on TV.

My mother and her generation (pre-baby boomer) have all heard about the Diet Coke-Mentos video from MSM coverage but for whatever reason, they haven't seen the video online. Now On Demand on their TV, that they understand. If there were a tab for viral video on that TV menu, they'd be able to participate in this social media revolution in the way they are most comfortable.

And I'd venture to say that some teenagers might think it's pretty dope to order up their favorite viral videos on the telly as well.

So step up broadcasters. Make your opportunities, stop fighting the New World, join the revolution.