OVERTIME GAME.

The article looks at a television program that shows the actions of the Dallas Cowboys football team all day, every day. The Dallas Cowboys launched the Dallas Cowboys Channel with Comcast in 2004, which promises 24-hour coverage of the team seven days a week in 1.3 million homes. It will broadcast behind-the-scenes interviews, press conferences and call-in shows featuring players, coaches and, of course, the Dallas Cowboys Cheerleaders. The National Football League's national television contract prevents the team from broadcasting regular-season games. The new channels are as much about brand-building as making money. The Cowboys' network, for instance, should yield $5 million a year for the team compared with the $81 million they receive for their share of the league's national television contract.