But cable news channels needn't be part of a giant media company to prosper. Federal law has helped broadcasters like Albritton to create news outlets on cable. Lawmakers gave TV station owners the right to demand payments from systems that retransmit their local broadcast signals. While the services attract strong ratings in the cable universe, few are popular enough yet to pose a major threat to TV stations' newscasts. Their business plan, says Eric Braun, is built on their cumulative audience over the course of a week.
People dip in and dip out.
Viewers almost have to. Even slickly produced cable news programming can become monotonous over long stretches and few can brag about their pizzazz. Styles vary, but a typical rundown consists of a half-hour newscast that's repeated and updated throughout the day. Channels also fill lots of airtime with panel discussions, call-in shows, and live coverage of city council meetings, planning board sessions, and state legislature activities. Some channels are starting to flex their journalistic muscles by freeing reporters to handle major investigations.