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CBS HEADS BACK INTO SPORTS IN "NON-FLAMBOYANT" MANNER
Published January 12, 1995
CBS Sports has committed "billions in 1994 to let the world know that it's still in the sports business," according to a report in the current issue of BROADCASTING & CABLE. CBS Sports President David Kenin has overseen the network's purchase of "multisport" rights to the NCAA, the college bowl alliance, and the PGA Tour. Kenin has "earmarked millions to build an anthology franchise, Eye on Sports, as well as various figure skating events and a boxing series." Kenin: "It was never the case that we as a sports division should have been written off. We were never out of business, and it was never our goal to leave the business." Kenin calls the NCAA deal his "most important deal to date," and he is committed to make CBS' boxing series "work" at least through next summer, despite poor ratings thus far. Kenin said the series attracted a major sponsor in Quaker State and "came close to paying for itself." Kenin said CBS will continue to invest in "Eye on Sports" (Steve McClellan, BROADCASTING & CABLE, 1/9 issue). CBS TALKS WITH BIG-12: CBS Sports is "considering" broadcasting both the Southwest Conference and Big East Conference post-season men's basketball tournament in '96. The network is also in discussions about a basketball TV package with the Big 12 in its inaugural season in '96-97 (Steve Richardson, DALLAS MORNING NEWS, 1/11).