Many of us who study the gilded world of Christian media and megaministries have wondered what impact these harsh economic times would have on evangelical broadcasting. Well, according to Religion News Service, some statistics are in. The number of viewers has remained constant, but financial contributions are way down. This reality is leading Christian broadcasters and networks not only to cut back, but also return to tried and true audiences and fundraising techniques.
For instance, Trinity Broadcasting Network has been forced to lay off employees while trying to fill empty time slots due to the reduction of airtime purchased by otherwise high profile personalities. Rather than the conversational talk-show formats that have become popular with ministries in recent years, evangelists like Joyce Meyers and T.D. Jakes are airing more traditional sermon formats.
Television and radio networks are also targeting their core senior audience with increased talk content. Moody Radio, a nationwide Christian network, is now 80 percent talk in order to appeal to the seniors and conservative demographic that tends to be much more liberal in their giving. In contrast, other ministries have come to discover that while streaming video and Internet downloads attract nontraditional viewers (i.e., a younger and more mainstream crowd), the podcast generation does not reach into their pockets with the same consistency or generosity as their parents and grandparents.
It appears, then, that the economic recession is causing Christian broadcasters to return to the “big hair, blue hair” crowd that they so desperately sought to move away from in recent years. Mainstream appeal is one thing, keeping the lights on is another!
