Radarscreen: MSNBC TV

No two films are the same, and the way they're handled by broadcasters shouldn't be either. Such is the thinking of Michael Rubin, VP of long form programming at MSNBC TV, a New York-based cable channel that's known for its live, breaking news coverage, but has boosted its doc profile since January 2007 with its rejuvenated 'Doc Block' slot. Half of the slot's content comes from indie production companies and, as Rubin says, 'If we had a different name we would call ourselves 'Handmade Films' because every deal we do is handmade; we re-invent the wheel for every project.'