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FOX AND CBS EXECS SPEAK OUT ON THE FUTURE OF SPORTS TV
Published December 21, 1995
In a Q&A in the current issue of INSIDE MEDIA, Fox Sports President David Hill said the network looks at each sports event "as it comes up to find out if it will work for us, what we can do with it, what we think the growth opportunities are. How sponsor-friendly is it?" Hill spoke of Fox's desire to acquire rights to major golf tournaments, but he acknowledged, "It's going to be a very tough field to break into." Asked if the future might bring advertisers partnering with networks in bidding for sports rights, Hill said he sees "global sponsorships coming into being." Hill: "Our (NFL) pregame show, (for example), is going to South America, and it's going to heaven knows how many billion in Asia. I can see the day very soon when an advertiser comes to us for virtually one-stop shopping and get exposure throughout Europe, throughout South America, in the U.S, wherever the delivery systems are. We will be used very much as one-stop shopping for a multi-national advertiser" -- like Budweiser, Coca-Cola or General Motors. Hill predicts telcos as the next players on the sports horizon, as they "might look for a package" like DirecTV has done with the major leagues (INSIDE MEDIA, 12/13 issue). ON THE ROCK: Westinghouse Chair Michael Jordan and CBS President Peter Lund were interviewed in the current issue of BROADCASTING & CABLE. Jordan said the network is "willing to step up to the plate and do what's needed to drive ratings. We look at this very selfishly because ... we're the largest affiliate and running an affiliate is a fixed-cost business -- and the more ratings you get the more profitable it is" (BROADCASTING & CABLE, 12/18 issue).