SBD/3/Sports Media


     Sports Illustrated and Fortune are joining CompuServe's on-
line service "soon," offering full text and photos from each
issue, live news conferences, message access to writers and
editors, and possibly back-issue archives (SAN JOSE MERCURY NEWS,
10/3)....Philadelphia's new Comcast system GM Michael Aderly says
he will emphasize customer service and offer services according
to area interests:  "If they want a wider display of sports
channels, we'll probably do that" (PHILADELPHIA INQUIRER,
10/3)....News Corp. announced plans to issue "preference stock"
with limited voting rights to allow for easier acquisitions and
to raise capital with a "strategic partner without taking on
additional debt or diluting" Chair Rupert Murdoch's control (WALL
STREET JOURNAL, 10/3)....Turner Sports Senior VP Don McGuire said
TNT hasn't "figured out how to maximize" NFL exposure as they
have done with the NBA.  TNT's football coverage has a "lack of
identity" because it televises games only in the first half of
the season (MIAMI HERALD, 10/2)....ESPN hockey production chief
Mark Quenzel considers new NHL analyst Mike Milbury "a
potentially major talent" who can "make a sports audience
suddenly pay attention" (Jack Craig, BOSTON GLOBE, 10/2)....NBC's
AFC coverage beat the NFC for September NFL ratings for the first
time in 15 years.  Several "good" AFC games and Fox's "poor
signal" in many areas are considered two factors (Baltimore SUN,
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