Absolutely, it can. But, unless the GM, GSM, or President comes from the programming background, there are squabbles. These days, a terrestrial station could break any number of 'obvious' programming rules by selling their soul and unless the upper echelon care, there won't be repercussions.
We're fortunate at our station, the squabbles are minimal. IMHO, doesn't matter what the situation is - - there will be fights, you just have to know when to pick 'em and fight 'em. Sales job is to sell and make a commission. Turning down revenue/ad dollars is not in their nature. Programmers are trained to work with a 'sound' and a 'direction'. Those two don't go hand in hand. Ever hear the story of the "frog and scorpion..."?