David Cummings As Boxing Returns to Prime Time, Will Ad Dollars Follow? Looking for the latest proof of the power of live programming? Turn to NBC on Saturday night. Nickelodeon Says It’s Growing Audience by Adding Sports to the Mix It's been four months since kid-focused cable network Nickelodeon took the leap of dedicating a 2-hour prime-time block to sports programming. So how is it working out? Will the NHL Stoke More Interest in Its 2015 Winter Classic by Going With Epix over HBO? Every New Year, the National Hockey League takes one of its regular-season games outdoors—an old-school showdown in the freezing-cold elements. And this time, it's looking for innovative ways to draw fans to the Winter Classic.