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THE ABC'S OF PUTTING ON A SUPER BOWL BROADCAST
Published January 25, 1995
Amid all the talk that ABC's 2nd half ratings could suffer if this year's Super Bowl is another NFC blowout, Dennis Lewin, Senior VP of Programming for ABC Sports, said there is no specific barometer for a successful Super Bowl other than the fact that, "in all likelihood, it is going to be the highest rated television show of the year. And that is successful by any standard." Lewin, who made his remarks during of news conference attended by members of ABC's Super Bowl broadcast team, also noted that ad sales for this year's game "are as good as they've ever been for the history of this game." Also in attendance: Announcers Al Michaels, Frank Gifford and Dan Dierdorf, sideline reporter Lynn Swann, pregame host Brent Musberger, pregame producer Curt Gowdy Jr., "Monday Night Football" Producer Ken Wolfe and Exec Producer Jack O'Hara. Excerpts follow: THE GOALS OF THE BROADCAST: Ken Wolfe said that the goals won't change and called the Super Bowl "a natural extension of what we don on 'Monday Night' on a regular basis." He noted the "diverse audience" that tunes into "Monday Night," including "peripheral" males and women. THE "FOX BOX": Wolfe maintained his position that the on- screen scoreboard, instituted this year by Fox, is not necessary and will not be used during the Super Bowl. Wolfe: "I think too much has been made of it." THE HYPE: Brent Musberger said there was no need to hype the game in the pre-game show: "The printed media, ESPN and all the cable channels do it for us. ... [Viewers will want to know] Is there a chance for an upset? If there is, if this game turns the corner in the 4th quarter and the Chargers have a chance to win it, then I think you'll see one of the greatest Super Bowl ratings of all time." Gifford said if the Chargers were to win, it would probably be the biggest Super Bowl upset ever, at least similar to Super Bowl III (Jets over Colts). Dierdorf countered that it would be "bigger" Super Bowl III (THE DAILY).