One of the reasons TV networks value the 18- to 49-year-old demographic is because of the belief that baby boomers and older viewers are stuck in their ways and aren't open to new products and experiences.
TV Land president Larry Jones said that as of now, "Boomers will now be the filter of everything we do."
The reason for his declaration is that the commissioned a study through aging authority Ken Dychtwald and his Age Wave consultancy group, along with Harris Interactive, discovered that 'boomers' are 
frustrated with the emphasis on younger viewers and advertisers are losing out on a lot of money as a result.
This was enough for TV Land to take on American Life TV which has positioned itself as "The Baby Boomer TV Choice," and has a presence in around 10 million homes.
TV Land, according to Cabletelevision Advertising Bureau, is in 87 million homes.
Larry Meli, president and COO of American Life TV said that they don't have to position themselves, as they are already geared toward boomers; their challenge is to gain "critical mass and marketplace leverage as an independent network."
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