SBD/26/Sports Media

SPORTSCHANNEL'S NEW LOOK IS GETTING NOTICED

     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).
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ESPN, Media, Walt Disney

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