HBO 'Girls'

From left, Allison Williams, Jemima Kirke, Lena Dunham, and Zosia Mamet star in HBO's new dramedy "Girls." (Handout, MCT / April 27, 2012)

With the arrival last week of HBO's "VEEP," it is official: Sunday night TV is out of control, but in a good way.

Hard as might be to imagine in a medium that some characterize as having 10 million choices but nothing worth watching, Sunday nights now seem to have way too many options. And some of them include the richest and most compelling writing and performances in all of popular culture.

Take the 9 o'clock hour. HBO continues to thrive in premium cable with the mythic madness of "Game of Thrones," while AMC counters with its dark, existential and acclaimed cop saga, "The Killing."

Lifetime, meanwhile, offers "Army Wives." And if you are talking seriously about quality drama, there's "The Good Wife," with Julianna Margulies on CBS, the highest-rated Sunday night drama on television.

And that's just the high end. There's also "Oprah's Next Chapter" on OWN, which is up and down depending on the topic, but when Oprah's up, you want to be there. And how about a little reality TV with Bravo's "The Real Housewives of Atlanta," which draws more viewers than almost any other series on basic cable?

Thanks to the Maryland-made "VEEP" and its 10:30 p.m. partner on HBO, "Girls," the 10 o'clock hour is just as tough or tougher in terms of deciding what to watch, what to record and what to try and find on Hulu later.

The two outstanding HBO comedies square off against season five of AMC's "Mad Men," which is still generating big buzz despite losing 25 percent of its first-play audience from the first week of the season. That's not a good thing on basic cable, but it is more evidence of how tough the competition is on Sunday nights.

And laugh if you want, but much of that basic cable competition is coming from shows like Jennifer Love Hewitt's "The Client List," a ratings winner on Lifetime, the channel that once promoted itself as being "for women." And if you want to drill (or sink) a little lower, Bravo's "The Real Housewives of New Jersey" is getting some Nielsen love as well at 10 p.m.

During football season, forget about it. The most popular show on all of TV airs Sunday nights with "NBC's Sunday Night Football" in prime time.

The question is: Why Sunday? Why are the cable channels and broadcast networks going head to head this way on Sunday nights?

"The first, quick, conventional-wisdom answer would be HUT levels," says Tobe Berkovitz, associate professor of advertising at Boston University, referring to the Nielsen term for the percentage of households using television at any given moment. "Sunday night is still the night of highest HUT levels."

But that's only the "foundation," he adds.

"First, you have the popularity of football driving viewers during the season to television during the day on Sundays," he says, explaining it like a habit.

"And then, there's the history of HBO for years and years, using Sunday as their powerhouse for series like 'The Sopranos.'"

And that builds as other channels imitate the model, he says.

"So now, you have a certain chic-ness with channels like AMC putting 'Mad Men' on Sunday nights," Berkovitz says. "And it becomes the place to put your prestige programs for other channels."

Beyond all that, there are also lifestyle considerations involving the way we use media, analysts say. And we use television in different ways on different nights.

"Every night of the week feels a little different, but Sunday night has a really special feel to it," Mike McCarley said in a Sun interview last year about the marketing of "Sunday Night Football" on NBC.

"It's the last moment in time before the crazy workweek begins and everyone is off to the races Monday morning," the former NBC executive who now heads The Golf Channel said. "Sunday night is the only night that has that feeling of everyone being at home."