"We'd love to have cable distribution," said Lindsay Oliver, the channel's commercial director, "but it's not going to kill us if we don't."

Public television would provide the programs, he said, while the Discovery Channel would provide its expertise in cable distribution.

CBC stereo networks start 24-hour broadcasting and supplementary cable distribution.

The corporation has said that gaining cable distribution in New York City is vital to the future of the channel.

Disney has expressed fears that the new company will wield too much control over access to both the Internet and cable distribution.

The morning program generates 100,000 pieces of mail a month from viewers who see it in nationwide cable distribution.

"I don't think there is any chance of them getting domestic cable distribution now."

Putting your video where people will actually see it on the Web is the equivalent of basic cable distribution or a wide opening at the theater.

"Gerry knows the value of cable distribution," Mr. Gerbrandt said.

But subscriptions to digital cable distribution are expected to be on par with those of satellite TV by the end of this year.