Still, NBC News has something no cable rival can match - a broadcast network with a news division.

Worried by CNN Dropping soap operas for the O. J. Simpson proceedings, the big three networks showed a fear of their cable rival.

Broadcast news executives wonder, however, who exactly their cable rivals are chattering at all day long.

HBO shares on-air correspondents like James Brown and Armen Keteyian with broadcast networks, but not with cable rivals.

The phone companies have offered many more features than their cable rivals by linking with Internet companies.

And children today have plenty of temptation to change channels, notably to two cable rivals, Nickelodeon and the Cartoon Network.

Yet network branding has met with some success, especially among the broadcasters' cable rivals.

FOX's typical viewer also makes more money on average - nearly $60,000 a year - than those of its main cable rivals.

The legislation permits satellite companies to carry the same local-broadcast affiliates that are provided by cable rivals.

The telephone companies have been waging an expensive and protracted town-by-town war with their cable rivals, to offer video services.