As the 2010 Tour de France prepares to climb the Pyrenees, TV ratings are up while TDF numbers are down. Crashes and injuries have forced 20 cyclists to drop out.

But riders’ pain may be cable’s gain. Versus’ live morning coverage is setting ratings records.

One of this summer’s “hottest” new shows is a reality based sports drama featuring daily updates each morning. It raises the usual reality fare a few notches, including spontaneous fistfights, a psychopath who has been kicked off the island, illicit drug use and egos which dwarf anything that Hollywood could imagine. This production uses real world class athletes competing for big prizes. And instead of unseen producers manipulating the circumstances to imitate reality…it uses reality.

IMMI has a better way to measure out of home and all media, albeit unaudited and unapproved by the MRC. Is that better or just a bet they will get it right?

Nielsen says that VCRs are down but not (thrown) out. At least not yet.

Don’t get steamed about TV viewing. Get streamed.