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THE MADNESS OF MARCH A KEY IN CBS' LIMITED SPORTS ARSENAL
Published March 14, 1996
CBS hopes to rebound from a 22% drop in NCAA tournament ratings since '93. CBS Sports Exec Producer Rick Gentile said they have "legit excuses" for the drop, citing the O.J. trial and Michael Jordan's return to the NBA last year, and the lack of close games in '94. But Grey Advertising's Jon Mandel said CBS "has the potential to fall again" because of the loss of many star players to the NBA. Mandel: "But even if the NCAA's are below break-even, it's a good event. Nothing else is comparable for male viewers at this time of year, and it shows that CBS still is in the game" (Rudy Martzke, USA TODAY, 3/14). In Baltimore, Milton Kent writes CBS "needs this tournament to produce in a big way to promote its flagging prime-time lineup" (Baltimore SUN, 3/14). CBS Sports President David Kenin said he had "no specific" rating in mind, but expects to be "about where we were last year" (Michael Starr, N.Y. POST, 3/14). MAS MADNESS: Prime Deportiva will broadcast the entire tournament live to Latin America for the first time (Prime Deportiva)....CBS Radio's home page on the Web -- http:// www.cbsradio.com -- also will provide coverage (CBS Radio).