• by Wayne Friedman , Staff Writer, August 12, 2004

Taking network bickering to new pole-vaulting heights, CBS, in an effort to steal NBC's thunder, has declared in a semi-mockingly press release, that it cut the summer season short ending today, declaring itself the winner in all viewing categories.

Why? Because CBS, technically, would not win the entire summer due to the huge ratings the Summer Athens Olympics will no doubt give NBC in the next two weeks. CBS derisively said in the release if NBC can start the new primetime season early right after the two-week Olympic event - which begins tomorrow -- then it has the right to end the season August 12.

What difference does this make? Absolutely none.

All the posturing by the network executives - whether serious or not - aren't given a second of thought by media agency TV research executives. For many years, these executives devise their own regular scheduled programming analysis which typically strip out any special programming - this includes the "Super Bowl," "The Academy Awards," "The ESPYs," and yes, even "Christmas at Rockefeller Center."

So, sorry CBS. Nice try. Media agency researchers won't be stopping today. Their numbers will go to the end of August or through Labor Day. Basically whenever they feel. Sorry to NBC as well. They won't gain any extra summer rating points because of the Olympics. NBC will just hope its $760 million investment in the games pays off with all the promos it'll run during the Olympics to help launch fall season shows such as "LAX" and "Joey."

CBS has been inching closer to NBC, the top network, for a few seasons now. The headlines will be loud and long over the next two weeks for NBC. In a battle of network image and positioning, what better way to drum up some press by Viacom co-president and CBS chief Les Moonves than to have a little fun and a little jab.

But it'll have the same effect as a pole-vaulter competing without a pole.