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The phrase “not ready for prime time” or “not yet ready for prime time” implies that a system or product is not fully finished or not designed in a way that will help it to compete in a current market. This term is used in a negative way to describe technologies or items that people feel will not be received well by a certain audience.
The phrase “not ready for prime time” is an analogy to the television networks’ placement of new television shows in primetime broadcasting slots. Many also attribute the source of the term to the show "Saturday Night Live," the cast of which was originally known as the "Not Ready For Prime Time Players." Over time, the term has become popular to describe any lack of confidence that a new product or initiative will succeed in its intended goals or be effective for a target audience.