SBD/4/Sports Media

BASEBALL BACK IN THE 'BURGH? OPENER RATINGS UP 119 PERCENT

     Ratings for the Pirates' opener on Prime Sports KBL's
telecast of Tuesday were up 119% over last year, with ad revenues
up 39%, according to Prime/KBL GM Bill Craig.  The game drew a
5.9 rating, according to the PITTSBURGH POST-GAZETTE, compared
with the 2.7 rating for last year's opener.  Steve Halvonik
reports ad revenues totaled $25,000 for this year's game, up from
$18,000 in '95.  Pirates VP/Broadcasting & Advertising Mark
Driscoll called the improved ratings a "sign the Pirates are
back," and noted the improved numbers will enable the team to
charge more for spots in the future.  The Pirates averaged a 4.0
rating on KBL/Prime in '95 (PITTSBURGH POST-GAZETTE, 4/4)....New
Red Sox rights holder WABU-TV got a 6.2 for the Sox opener, an
improvement over 1995's 5.7 on WSBK (BOSTON HERALD, 4/3).
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