ANY SECOND THOUGHTS GEORGIA? RAMS DON'T BURN UP RATINGS

     "The Rams got thumped last week by Seattle in their first
exhibition game, and fared almost as poorly in the ratings game,"
writes Dan Caesar in today's ST. LOUIS POST-DISPATCH.  In their
first game as the St. Louis Rams, the team drew a 13.6 rating on
KTVI-TV, "32 percent below what KTVI had hoped."  Station GM
Spencer Koch: ""We had estimated about a 20."  Caesar writes the
team's rating for the game "rivals a good Blues playoff figure.
But it wasn't a blockbuster."  Max Lummis, COO for rival KPLR:
"If I was in KTVI's shoes, I wouldn't be catatonic.  But it would
concern me."  The team's next exhibition on KTVI is Saturday
against the Raiders in Oakland, a telecast Caesar calls "a key
ratings indicator" (ST. LOUIS POST-DISPATCH, 8/11).