SBD/9/Sports Media


     For the second time in 10 months, Prime Sports-West has been
awarded a cable piracy judgment against British-American
Communications, a wireless company serving several Southern CA
suburbs (Prime Sports)....In St. Louis, Dan Caesar calls the
awarding of Rams radio rights to KSD for $25M over seven years
($3.57M a year) "the biggest upheaval in local sportscasting"
since the Cardinals changed from KSDK-TV to KPLR in '88.  KSD
outbid local sports powerhouse KMOX by $1.1M per year.  Bob
Costas, who got his start on KMOX, compared it to Fox outbidding
CBS for NFL rights.  But Caesar reports, "Industry sources doubt
KSD can make money on the deal" (ST. LOUIS POST-DISPATCH,
5/9)....The first venture of CBS/Fox Co. and the NHL's exclusive
worldwide video deal will be the "Official 1995 Stanley Cup
Championship Video," which will be rolled out on July 28
(CBS/FOX)....In another move to give a unified look,
SportsChannel has announced that all pre-game shows on its
regionals will be called "GAME TIME."  SportsChannel also debuted
a new logo this week (SportsChannel)....NBC's Magic-Bulls game
drew a 13.3 rating/25 share on Sunday (WASHINGTON POST, 5/9).
Mike Heistand notes that the final 15 minutes (with Jurassic Park
as a lead-out) drew a 20.4.  With a 2.5 overnight, Fox's NHL
coverage was up 19% from ABC's last year.  The Kentucky derby
drew only a 6.4 -- its lowest national rating ever (USA TODAY,
5/9)....Classic Sports President Steve Greenberg, before flipping
the switch to kick off the new cable channel:  "This is much
better than being a lawyer, and even better than being deputy
commissioner of baseball."  In New York, Richard Sandomir writes,
"Classic has the potential to be mesmerizing" (N.Y. TIMES,
5/9)....ESPN will begin an "advertising blitz" for its Extreme
Games, to be held June 24-July 1 in RI (ESPN).
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