From Chapter 6 of The Business Podcasting Bible - "When To Start Podcasting"

Why does the NBC "must see TV" campaign work so well? Because many people feel comfortable with having someone else tell them what to do, whether or not they admit that. NBC says, “Thursday night, you are going to sit down in front of your television and consume.” That’s exactly what many folks do. Sure, some people are excited about TiVo and the idea of choosing the time and the night of the week that they consume their favorite shows, but millions of people still like to be told exactly what to do—and those folks are going to be around for quite some time.

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