Burning down the TV pilot season

|By:, SA News Editor

Fox (FOXA) says it will launch shows whenever it feels like it might be a strategic time throughout the calendar year as it breaks from the concept of a strict pilot season.

Though the move runs the risk of disrupting how big budget ad buyers approach new shows, it also reflects the modern reality that TV viewers have given up on the idea of a "TV season" as their choices from cable networks, Amazon, and Netflix (NFLX) proliferate all year long.

Down the road, consumer product companies could also benefit as data mining and Internet-viewer tracking becomes a larger factor in advertising spending than the wining and dining at the annual May upfront meetings.

Expect CBS (CBS), NBC (CMCSA), and ABC (DIS) to consider similar moves.