THOMSON CONSUMER ELECTRONICS TARGETS COLLEGE HOOPS FANS

     Thomson Consumer Electronics is launching a rebate program
to link RCA TVs and VCRs with its RCA Digital Satellite System,
according to BRANDWEEK.   Thomson will use its position as
official NCAA sponsor to target college basketball fans with a
$5M TV ad campaign, including buys on CBS during the NCAA
tournament.  Thomson is attracted by the demographics -- a
$40,000-plus annual income, 49% under age 35, and 85% college
educated.  A 30-second spot, produced by Ammirati Puris, will
feature broadcasters Dick Vitale and Billy Packer, and include a
mention of rebates good through April 13.  The rebates are
intended to help Thomson sell merchandise during a traditionally
slow period after the Christmas holiday.  Thomson hopes to link
the sales of these conventional products to its DSS systems.
Thomson is the market leader in the DSS category having sold more
than 1.5 million DSS units (Steve Gelsi, BRANDWEEK, 2/19 issue).