As if the argument between network television and cable television needed any more support, half of the Golden Globe award winners this year were from cable, which also claimed eight of AFI's top 10 television shows of 2013. It's hip to watch "Breaking Bad" and "House of Cards," even as the 40 and over population cling to acronymic favorites like NCIS, CSI, and SVU. That's why it doesn't make sense, according to channels like MTV, BET, and Comedy Central (though they didn't produce any major award-winning shows between them and also tend towards abbreviation), for court-mandated anti-smoking ads to appear only on ABC, NBC, and NBC (not including FOX) when their target audience, young people and black people, typically clicks numbers higher on the cable box, the Washington Post reported. FOX, of course, is also arguing its rightful claim to the advertisements.

The process of having cigarette companies right past wrongs in terms of misleading advertising began in 2006 and is finally taking action with the upcoming ads, which will cost companies around $40-$50 million each. Participating companies (by court order) include the top three tobacco manufacturers in the United States: Altria Group Inc. (owner of Philip Morris), R.J. American, Inc. (owner of Reynolds Tobacco Co.) and Lorillard, Inc., the third largest tobacco distributor in the country, according to the Post.

Viacom, owner of Comedy Central, MTV, BET, Nickelodeon, among others, argued that restricting ads to three channels "may pervert - rather than serve" and "ignores the reality that much of the programming on those networks during those hours is not geared to reach youth and African-American demographics."

Brad Adgate, an analyst at Horizon Media, agreed with Viacom and would likely agree with this story's opening proclamations. Though network television may be the surest way to generate ratings, it's not always the most efficient in terms of capturing a young audience. And it gets less efficient ever year.

"Younger viewers are more likely to watch cable (and) the broadcast networks every season is getting a little more grayer and grayer," Adgate said. "If you look at pure ratings maybe the networks will beat them because they're much bigger, but if you want to look at where the target is going to be without waste ... I think they do have a legitimate claim."