SBD/6/Sports Media

DISHIN' IT OUT: DBS INDUSTRY ENTERS SECOND PHASE

     In July, sales of direct broadcast satellite dishes fell for
the first time this year -- dipping on a month-to-month basis
from 70,000 to 50,000, according to a profile of the industry in
the WASHINGTON POST.  Bob Scherman, Publisher of SATELLITE
BUSINESS NEWS:  "It's R.I.P. for the early adapter phase of this
business" -- the group of buyers (mostly male) who sought to be
first to own the new technology.  Since the July drop,
manufacturers "have shifted their marketing strategy, introducing
rebates and revamping their ads to focus on entertainment rather
than technology" (Paul Farhi, WASHINGTON POST, 9/6).
     NOTES:  MCI is "pressing" the FCC for a chance to bid on DBS
frequencies and says it is ready to use News Corp. programming if
it wins them (BROADCASTING & CABLE, 9/4).... Noting ESPN's deal
with MLB to provide out-of-market games on DBS and regular
satellite this season, ELECTRONIC MEDIA's Wayne Walley writes
that college basketball and NHL games are next from ESPN.
Walley:  "For ESPN, the goal with its PPV offering is to help
solidify the company's position as a provider of sports
programming in different media and to give cable operators more
options to satisfy the subscriber appetite for sports
programming" (ELECTRONIC MEDIA, 9/4).
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ESPN, MLB, News Corp./Fox, NHL, Media, Walt Disney

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