The good news: no one at Discovery's Silver Springs HQ was physically hurt ... though police shot and killed suspect James Jay (or Jae) Lee rescuing the 3 hostages held since just after 1 pm EDT.  An explosive device was detonated and smoked as the suspect was shot,  but there were no reports of damages or other devices at press time.  

Kudos to the coverage by cable nets (MSNBC-FOX News-CNN) and the local TV stations ... all were quickly on the scene.  The suspect had a history of protesting and harassing at Discovery and had served 6-months of probation in '08 after he was arrested for littering (he threw money in the air but was acquitted of littering).  

The building had been evacuated, including the Discovery Kids Place day care center.

Besides the mainstream coverage, Twitter turned into a constant stream of short stories as employees tweeted relatives and friends; watchers in adjacent or nearby offices and restaurants across from Discovery HQ also tweeted updates almost continuously.  Internet news sites jumped into gear tracking down the suspect's MySpace postings, old rantings at savetheplanetprotest.com, old booking photos, YouTube video of the earlier protests at Discovery and more.  The only trade bulletins were our Morning BRIDGE bulletins and TV Newscheck.•

Yesterday's FCC NPRM - an extension of the Open Internet Proceeding - asks for more and detailed comments on (1) specialized services and their impact on investments; and, (2) the “application of open internet principles to mobile wireless platforms.  (Full text here.)   NCTA's Kyle McSlarrow - in a burst of understatement  - issued this release, “We remain strong in our belief that there is a reasonable path forward to establish a framework that preserves a free and open Internet, protects consumers, and encourages the investment and innovation needed to deploy next-generation broadband networks and new products and services on the Internet.  We will continue to work constructively with the Commission, Congress and other stakeholders to accomplish this goal.  The public notice issued today raises important and complex issues and we will provide our input.” 

As Stifel Nicolaus analysts Rebecca Abrogast and David Kaut noted, "The comment period on these questions will keep the issue alive through the end of November, which confirms our view that there will be no classification decision made until later this year."•

• Discovery says it hit new ratings highs during August with returning series and specials averaging 1.2M total viewers or more. 

• Zee TV also hit new rating highs (up 275%) with two new programs including a popular reality show, "Raza.com Sa Re Ga Ma Pa Singing Superstar".

• The AT&T U-verse/Hallmark fight devolved into a war as the big T kicked the Hallmark Channel and Hallmark Movie channel off its video system citing Hallmark's refusal to come to a "fair deal."  Meanwhile, Hallmark says customers are supporting it in droves.

• Cable One and Knology are adding the NFL Network and NFL RedZone this season ... these additions for NFL follow on their NCTC deal.•

Apple TV at $99:  Apple's big September 1 announcement included an Apple TV at $99 with some TV show rentals at 99¢.  So far only ABC and Fox have signed up for the commercial-free 99¢ gig.  Apple TV will also offer Netflix integration.  The new box should be available in about four weeks.

Eisner Takes Tribune?  Those who claim to be in the know say Michael Eisner is close to becoming chairman of the Tribune Co. with an announcement expected as soon as next week.  Apparently, the money guys really like him ... which is important as Tribune exits bankruptcy with a court appointed mediator.

Panasonic's 3D:  Panasonic unveiled its first full HD/3D Blu-ray home theater systems with "advanced proprietary technology" including a full array of sound and video bells and whistles, plus connectivity for Netflix, Amazon VOD, YouTube, iPhone/iPod content etc etc.  Panasonic also took the wraps off a 3D-capable camcorder and announced that  it will establish a 3D Innovation Center based in Secaucus, NJ this fall.  The Center will also have a branch in LA.