Cable TV's ratings put networks on notice

Cable networks have been challenging broadcasters' hold on TV viewers for years, but the big networks' lackluster fall is proof of a new parity.

Nielsen figures show the Big 4 and basic cable gained 1% in 2010 as overall viewing continues to rise to a record 34 hours a week. But the fall season has been less kind: Fox is down 15% and ABC is off 5%, offsetting smaller gains by CBS and NBC. Few cable series outpace broadcast hits, but increasingly the strongest are beating many of their big-network rivals.

Among the biggest gainers this year: No. 8 History, up 34% and riding high on unhistorical series such as Pawn Stars and American Pickers. Jersey Shore, MTV's biggest hit, propelled it 22%; Keeping Up With the Kardashians helped E! grow 16%. Sitcom Hot in Cleveland fueled a 15% gain for TV Land, and tiny Investigation Discovery grew a big 63%.

Conversely, CNN continued to plummet, down 34%. Hitless VH1 is off 31%, and Hallmark fell 24%. Even top-rated USA is down 4% from a stellar 2009, while Fox News fell 7%.