So what does that programming service actually do? Do Amewrican broadcasters get on to them and say "Send us your pick of programs, and we'll put them on" or what? Or does the programming service go along to the broadcasters in the States and say "give us a list of your requirements and well see what we can come up with to fulfill them"? Or is it done some othewr way?

That's a genuine question, I'm curious to know how things like that work.