Three of the Big 4 Cable Guys carried the dog in the river story in real time:
Since this is LA, choppers were hovering overhead as a dog was being rescued from the rain-swollen Los Angeles river. And because it doesn't cost them a dime, and it's compelling TV, three of the four cable news channels carried it live. Fox News, MSNBC and HLN watched as the dog was first spotted walking along a raised edge in the river but then got trapped along a concrete embankment. Crews dangled a life vest and float but the dog ignored them. Finally, a rescue helicopter hovered while a firefighter went in after the canine.