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By Joshua Jamerson 

When television executives present their winter lineup of shows to media critics this week, officials from three of the nation's four major broadcasters will sit out a panel to answer questions about the season or the industry, a break in tradition that signals the waning importance of press coverage.

TV producers and talent typically pitch their shows for the upcoming season at the semiannual Television Critics Association press tour. But networks and industry insiders are reconsidering the value of having TV executives field questions, especially as social media and targeted digital advertising have made it easier for companies to reach audiences directly.

"Generally, the best sessions are the ones where no news is made," said Preston Beckman, a former top programming executive at Fox and NBC, of TCA's sessions with reporters. "More and more, it's becoming about talking directly to the consumer. It makes a lot more sense and is becoming a lot easier to do."

The national broadcast networks -- NBC, CBS, ABC and Fox -- typically host executive sessions when journalists and critics can ask questions about the TV business. Cable network executives generally don't hold executive sessions at the same rate as their broadcast counterparts.

Only two broadcasters -- 21st Century Fox's Fox, which had decided against taking questions before reversing course, and the CW Network -- planned to have executives participate in formal question-and-answer panels at the winter tour, though many will be in attendance. In the past, executives have found themselves on stage fielding questions on a range of topics such as diversity in the television industry and sexual content on screen.

While many broadcast executives will skip out on sessions, the networks will continue to bring out their stars and producers to the stage to answer questions related to their shows.

Television broadcasters are grappling with declining ratings as viewers disperse across more channels and platforms, leaving networks competing more than ever for an audience -- and advertising dollars.

The trend comes as corporations are now much less reliant on the press to get their message in front of a desired audience.

In a statement, the critics association said the executive sessions are "crucial for accountability, furthering the critical conversation and providing a full picture of the state of the industry."

A spokeswoman for Comcast Corp.'s NBC said the network skipped the executive sessions this time around to instead focus on an unusually high number of new shows to promote, but it will host a session with executives at the summer gathering this year.

A representative for Walt Disney Co.'s ABC also said the network is using its time "to focus on our shows and hold panels for them" and will hold an executive session this summer. A representative from CBS couldn't be reached for comment.

The TCA's winter press tour kicked off Thursday and continues through Jan. 18. This week, critics will get a glimpse at shows from CBS and its premium cable network, Showtime; ABC; and Fox and its cable channel, FX. Next week, PBS, NBC and NBC's cable channels, such as E! and Bravo, will be presenting their shows.

The Wall Street Journal's publisher, News Corp., shares common ownership with 21st Century Fox.

Write to Joshua Jamerson at joshua.jamerson@wsj.com

(END) Dow Jones Newswires

January 10, 2017 05:44 ET (10:44 GMT)

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