Such TV-business-giants as CNN and NBC compete particularly actively at this time in order to attract additional viewers, so they apply such broadcasting techniques as counter-programming, block-booking and tent-poling as a the means of inertia law maximization. Program scheduling thus becomes a critical business-strategy for both channels, since their ratings have decreased over the last several months (www.dawgnetnews.com, 2006) because of their ineffective counter-programming.
Counter-programming is a telecast of similar programs at the same time. For example, at 11 p.m. on September, 29, NBC broadcasts The TV Show with Jay Leno (www.nbc.com, 2006), whereas one might watch Larry King at the same time on CNN. Both shows include interviews and Hollywood chronicles so that the viewer has a chance to selects between the two channels.
Block booking includes introduction of a new (‘fresh’) program within a set of similar telecasts. For instance, at 8 p.m. CNN broadcasts ‘Rumsfeld: Man of War’ that “takes an unprecedented, up-close look at U.S. Secretary of Defense Donald Rumsfeld. CNN special correspondent Frank Sesno was given rare access to the defense secretary, his allies and critics of his stewardship of the war in Iraq” (cnn.com, 2006), whereas NBC telecasts ‘Deal or No Deal’ and ‘Dateline: to Catch a Predator’, adventure series.