Cable360AM — News briefing for Thursday, Dec. 20 »

A Cable360 exclusive: The WGA has refused to grant Yule Log writers permission to return to work before Christmas. Good morning.

Motorola may submit its DOCSIS 3.0 cable modem termination system to CableLabs “soon,” Motorola’s Mike Cookish told Cable Digital News. CableLabs recently awarded DOCSIS 3.0 qualification status to Casa Systems, Arris and Cisco for their new CMTS head-end gear. [Cable Digital News | Business Wire]

Cable operators are poised to take one-third of the small and medium-size business market from the telcos by 2012, AMI-Partners’ Sanjeev Aggarwal tells Bloomberg.com. Currently, cable serves 5% of the SMB market. [Bloomberg.com]

Microsoft and Viacom have signed a wide-ranging and inscrutable advertising/content deal. [BetaNews | Wall Street Journal]

EchoStar will be bidding on the 700 MHz wireless spectrum after all. A company called Frontier Wireless, which is partly owned by EchoStar, filed an application with the FCC to take part in the auction, which begins in late January, according to a Reuters report. [Reuters]

The city of Gillette, Wyo., is demanding better service from local cable operator Bresnan Communications in its franchise agreement negotiations with the company. [Gillette News-Record]

A junkie is a junkie: A study shows that late-night talk show viewers haven’t watched TV any less since the writers’ strike began. [Marketwire]

Hertz is offering a media player loaded with Nickelodeon content with its rental cars, according to an Associated Press story picked up by the San Jose Mercury News. [San Jose Mercury News]

Alcohol advertising targeted at young Americans has shrunk in magazines and boomed on cable TV networks, Brandweek reports. [Brandweek]

USA Network has canceled The 4400, according to SyFy Portal. [SyFy Portal]

In CableFAX Daily: Multicast must-carry still on the table at the FCC.
Yesterday’s 360AM.

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Comcast NBCU , Bank of America and the Lenfest Foundation teamed up to invest nearly $1mln to launch the OnE Philadelphia initiative. It

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