CNBC is far and away the television ratings leader in the financial cable news business. Now, evidence arrives that its executives, producers and reporters are going to great lengths to maintain its status.
The channel has adopted a policy that prohibits guests from appearing on rival channels amid breaking news if they want to be seen by CNBC's larger audience.
The tension over the policy with one of its peers offers a window into the intensity of the cable battles over what's called booking — landing interviews with key financial players, commentators, insiders and analysts.
"Every network should be trying to hustle to get content that's distinctive to their channel," said Andrew Morse, president of Bloomberg Television's U.S. operations. "That's our job. We're in the news business."
But Morse said Bloomberg doesn't try to dictate who can appear elsewhere.
"We want to talk to the newsmaker," Morse said. "If there's news we also understand, though, that newsmakers need to get their information out. People aren't in the world of just consuming one source of news and information now."
Politico was first to report the policy last week. CNBC's top spokesman initially denied to Politico that any such explicit policy existed. But a guest interviewed on CNBC earlier this month shared with NPR a copy of an email from a CNBC producer.
It carried this warning in red:
"CNBC POLICY REMINDER: Per CNBC policy, we cannot use guests who have a same-day appearance on Fox Business or Bloomberg...By accepting a booking with CNBC, you acknowledge and accept the terms of this policy."
So much of broadcast news revolves around the booking — with the pressure on the booker to land the guest.
“ Bookers are a unique life form in the ecosystem of news gathering. They are often the snipers who sit waiting for their prey, drinking black coffee, smoking cigarettes and striking at the ideal moment."