Tonight, Glenn Beck urged his Fox News viewers to tune in to a holiday special on GlennBeck.com at 8 p.m. Eastern Time -- right at the time that Glenn Beck's bosses at Fox News would like viewers to tune in to The O'Reilly Factor.

Beck's public service announcement on behalf of Glenn Beck was followed by a Fox News promo for The O'Reilly Factor. Awkward.

In October, Media Matters documented Rupert Murdoch's laughable claim during a shareholder meeting that Beck “is the least of our stars who take liberties in promoting their interests.”

It will be interesting to see whether directing viewers away from one of Fox News' top-rated programs -- and one that hasn't been bleeding advertisers for the past 18 months -- constitutes “taking liberties.”

UPDATE: Only subscribers to Glenn Beck's Insider Extreme will be able to watch Beck's special, “American Traditions: Christmas.” Meaning that Beck is using his Fox News show to funnel viewers away from Fox News in order to get them to pay him directly.

That's some news channel you have over there.