SBD/10/Sports Media

TURNER GOES FOR A RECORD WITH BULLS-MAGIC GAME TONIGHT

     Tonight "could be legendary" for TNT when the Bulls and
Magic meet in game 2 of their Conference semi-final, writes
Prentis Rogers in this morning's ATLANTA CONSTITUTION.  Noting
the arrival of Kareem-Abdul Jabbar as studio analysts and the
Bulls-Magic's 13.3 overnight for NBC's Sunday coverage, Rogers
writes that Turner's single-game record of 4.3 million homes
"appears ripe for a fall."  To break that mark (set in Game 2 of
the '93 Knicks-Bulls Eastern Finals), TNT would need a 6.8
(ATLANTA CONSTITUTION, 5/10).  Turner Senior VP Kevin O'Malley:
"To top a 6 rating in this day and age of cable television is
unbelievable.  We certainly have the ideal circumstances" (USA
TODAY, 5/10).
     PROUD PEACOCK:  NBC announced yesterday that the national
rating for the Bulls-Magic on Sunday was a 12.2/24, making its
the most watched conference semi-final in NBA history.  Through
six NBA playoff telecasts, NBC is averaging a 7.3/19, and
increase of 18% over ratings the same six games in '94 -- 6.2/17
(NBC Sports).
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