Tempers at the TV newsrooms of Al Jazeera and Alhurra are flaring with the summer heat, so one can only imagine what August may bring.

The "New Alhurra" is on a fast track. In just over half a year, two of its embattled top leaders either slipped off the track or were pushed.

Larry Register is the latest news chief to exit the American government's Arabic satellite channel. The embattled former CNN newsman came in to lead Alhurra only last November.

U.S. public diplomacy programs aim to cultivate connections between foreign publics and the United States, which in theory fosters greater understanding of the United States, its motivations, and ultimate policy objectives. It should make sense of U.S. politics and reveal a more "objective" picture of the stewards of U.S. policy, who act at the behest of the American people. And it’s not an exact science. Strongly entrenched negative views about the U.S. in the Middle East (and elsewhere) continue to push the State Department towards new ideas for how this can be accomplished.

The latest Middle East TV ratings that list actual tune-in of news channels, obtained exclusively by Worldcasting, show business as usual but also some surprises.

Al Jazeera, the Qatari government-owned channel, continues to hold forth in popularity in Egypt. Al Arabiya, funded in part by the Saudi government through a holding company, once again tops others in Saudi Arabia by a wide margin, but it also garnered impressive audience ratings in Iraq, where Alhurra, the U.S. government service, continues to trail its competition, there and elsewhere.

Egypt this week pulled the plug on al-Zawraa, the controversial channel controlled by Iraq's Sunni insurgency, but it is still available across the Middle East thanks to America's Gulf allies.

The channel broadcasts non-stop footage of attacks on U.S. troops interwoven with verbal attacks on Iran and Shiites, like Iraqi Prime Minister Nouri al-Maliki, who it accuses of being loyal to Iran. Since its launch in mid-November, al-Zawraa has been distributed by Nilesat, a satellite provider controlled by the Egyptian government.

On January 10, 2007, the State Department hosted a Private Sector Summit on Public Diplomacy. The purpose of the conference was to bring together professionals from the public relations sector to consider how U.S. public diplomacy programs and objectives could be improved by input from the corporate communications world. Given the recent BBC polls showing that U.S. popularity continues to plummet worldwide -- it's no surprise that the State Department is reaching out to organizations that are defined by their communication expertise.