Bloomberg TV gets the profile treatment from NPR’s David Folkenflik. The article, which features unusual on-the-record interviews from David Rhodes and Norman Pearlstine, focuses on how the network is trying to differentiate itself from its louder competition on CNBC and Fox Business Network.

“It’s tempting to join the food fight that sometimes passes for business news — who can scream loudest, and so forth,” says Norman Pearlstine, Bloomberg News’ chief content officer.

“We think there’s an audience that is willing and able to be more reflective, and I think our television tries to speak to it,” he says.

Instead of gimmickry or partisan programming, the plan is to become a reliable source of breaking business news on television:

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Breaking: Bloomberg L.P. has announced it is acquiring BusinessWeek. “The BusinessWeek acquisition will yield huge benefits for users of the Bloomberg terminal, and for our television, online and mobile properties,” said Daniel Doctoroff, president of Bloomberg in a press release. “We couldn’t be more excited.”

BloombergTV, which has undergone belt tightening since the arrival of former NBC News president Andy Lack last year, will incorporate the BusinessWeek brand and its journalists on air.

Heading up the operation as Chairman is former Time and Wall Street Journal editor Norman Pearlstine who joined Bloomberg in May 2008 as Chief Content Officer.

Terms of the deal were not disclosed.