Cable networks to air key March Madness games

The NCAA men's basketball tournament starts tonight with coverage during the three weeks spread between CBS (CBS) and Time Warner (TWX) properties TNT, TBS, and TruTV.

The biggest shift this year for media coverage of March Madness will be that the national semi-finals will be aired exclusively on cable for the first time. TBS will air the normal national feed, while TNT and TruTV will each air a team-specific broadcast.

What to watch: Cable networks have been chipping away at the stranglehold that major TV broadcasters have held over the biggest sporting events. Media companies have a financial incentive to spread out the wealth to gain leverage in carriage fee negotiations.

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