FOX PROMOS LOOK TO GIVE BASEBALL A NEW EDGE

     Fox Sports is "bringing a sense of edginess and irreverence"
to their upcoming MLB promotions in "attempt to restore the
game's damaged image," according to Jeff Jensen of AD AGE.  Fox
begins baseball coverage this summer, but its first spots break
in April, and will feature Cal Ripken, Mike Piazza and Frank
Thomas.  The spots are a "continuation of the 'Same game, new
attitude,' campaigns created by Fox" for its NHL and NFL
broadcasts.  The campaign is reportedly "already a hit with team
marketing executives."  Rob Gallas, White Sox Senior
VP/Broadcasting & Marketing:  "To see a TV partner step up with
this kind of marketing ... it's exactly the tonic that baseball
needs."  The first spots were created by Tool, an L.A. based
company.  One spot features Ripken and suggests he had "an evil
twin" help him break Lou Gehrig's consecutive game record.  An
additional 30 spots will be shot during spring training (AD AGE,
1/29 issue).