A Tale of Two Networks

Todd Chanko | September 07, 2006, 03:16 PM

It was the best of times...ah, you all know how it goes.

Today CBS announced it would re-ink with David Letterman, the curmudgeonly yet courageous funnyman, for four more years (hmmm, now that has a nice ring to it...) Earlier this week Katie made her debut, eating the competition. Mr. Moonves has restored much luster to the Tiffany network, relying on a savvy combo of prime time talent, daring shows, and cultivating successful franchises while leveraging non-traditional TV platforms. To wit, CBS' simulcasting Katie on the web and its announcement earlier this week of a deal with TiVo to enable the latter's subs to record at once four premier episodes from the new CBS season.

Now, nearby at 30 Rock, NBC is about to start broadcasting NFL football again since its deal expired with the league in 1998. In fourth place, the Peacock network is paying $600 million annually for six years for the privilege to be back in the game. It's a risky gambit but one that NBC couldn't afford not to wager - even its omnipresent Law & Order franchise can't seem to move the needle. NBC's multiplatform strategy can't help but a feel a bit forced: promoting the NFL on iVillage?

Ironic, isn't it, but as one character on NBC's very own Seinfeld famously said, "What's ironic?"