A group of cable networks are seeking to redefine the primetime viewing hours as 7 p.m. to midnight, arguing that they do not need to be held to the broadcast schedule of 8 p.m. to 11 p.m. Although media buyers concede that several cable networks do air compelling programs in the 11 p.m. to midnight timeslot, they say the ploy to extend cable primetime may not wash on Madison Avenue.

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