Fellow un-scripted cable programming fans... it’s time! It’s time to let the world know that you did, in fact, stay up until 1 AM watching MTV’s Run’s House marathon last Tuesday. It’s time to admit you always think the well-meaning couple should have gone with house number one in HGTV’s House Hunters. It’s time to stand up and say “Yes, I’m addicted to E!’s The Girls Next Door!”

But why the sudden emphasis on the shows we’ve been watching on cable programming? With production halted on many broadcast primetime-favorites due to contract disagreements between the Writers Guild of America (WGA) and the Alliance of Motion Picture and Television Producers (AMPTP), television viewers are looking beyond the “Big 3” broadcast networks for entertaining programming options.

As the Writers Strike progresses into its twelfth week, cable television reaps the benefits of strong reality and sports-based programming schedules. With many networks continuing production on their unscripted television series, as well as touting high-profile reality programming, cable has held over 50% of the viewing audience each week since the strike began. Also in cable’s favor – a full line-up of sports on networks like ESPN, ESPN2 and SPEED to entice sports fans well into the summer.

Obviously the impact of the strike is felt by more than just TV viewers. While many major television advertisers continue their Q1 advertising schedule, some, like auto-leader Chrysler, have opted out, using the Internet to target audiences instead. While the overall impact of the Writers Strike on television advertising continues to unfold, industry insiders say they have not yet seen "meaningful losses" but estimate the networks could collectively lose $600 million if the walkout continues.

Hollywood is hopeful the WGA and AMPTP will be able to reach an agreement soon, bringing back the scripted series that continue to disappear from the airwaves. Regardless, you’ll know where to find me this television season - curled up on my couch, happily enthralled in a USA Law & Order: Criminal Intent marathon.

by Merrie Beth Salazar, a research analyst at Cox Media