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SPORTSCHANNEL'S NEW LOOK IS GETTING NOTICED
Published July 26, 1995
SportsChannel debuted this summer a new logo and on-air look linking its regional networks, and SportsChannel Regional Network Senior VP Michael Bair says that advertisers and customers alike "are really impressed." Bair told THE SPORTS BUSINESS DAILY that SportsChannel's changes are an attempt at "pulling a loose network together," and this is the first time anything like this has ever been done. Bair: "The world of cable and the world of sports is changing so rapidly, and when you get a crowded marketplace out there for consumers, particularly in the sports area, it is critical to establish a brand identity. One of the key ways to do that is to take your name and start branding it consistently and effectively across the country." Bair said SportsChannel changed its logo to have a more "contemporary look," and, at the same time, to also have a consistent look throughout the country for all of their RSNs so that it would have automatic recognition among advertisers and customers. Bair said one of the challenges SportsChannel faces as a "pioneer of the local sports category," is in making it "accessible for national advertisers." Bair said while national sponsors sometimes view local markets as "lower quality," SportsChannel is changing this perception by updating their look, and by demonstrating ratings for games which "far outpace what ESPN and the national networks do locally" (THE DAILY).