Is It Prime Time For Cable?

The Big Three aren't so big with audiences anymore

For years, executives at the big broadcast networks have laughed off the efforts of their poor cousins toiling in the obscurity of cable TV. Sure, the Big Three--ABC, CBS, and NBC--have been losing their hold on viewers for decades, but no one has really questioned the primacy of the networks and the hard-to-duplicate mass appeal their most popular programs possess. And certainly in the eyes of advertisers, who pay huge premiums for its airtime, broadcast still reigns.

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