NBC's got one item from its "wish list for an ideal
television schedule" when the IAAF agreed to push back the times
of five of the most popular track events further into prime time,
according to the ATLANTA CONSTITUTION. Michael Johnson's bid for
gold in the 200 and 400 meters will now air about an hour later
than originally scheduled. Similar changes were made with the
Men's and Women's 100 and the Women's 200. NBC spokesperson Ed
Markey said NBC did not use any "muscle" with the IAAF to gain
the changes. Markey: "If you ask did we paint them in a corner
or give them an ultimatum, the answer is no. But do we want
Michael Johnson to run at 9 p.m. instead of 8 p.m.? Of course we
do" (Prentis Rogers, ATLANTA CONSTITUTION, 7/18). The N.Y.
TIMES' Neil Amdur calls the shift the latest effort by the IAAF
"to strengthen its position for maximum television exposure" and
also notes it is "certain to help NBC's bid to strengthen its
prime-time ratings" (N.Y. TIMES, 7/18).
SAVIOR? In Minneapolis, Jerry Zgoda examines Johnson's
potential to fuel a "renaissance" in track & field. Johnson's
agent, Brad Hunt: "Can Michael Johnson save the sport? Do you
remember where the NBA was in the late '70s, early '80s?"
(Minneapolis STAR TRIBUNE, 7/18). Media buyer Paul Schulman:
"Michael Johnson to the Olympics could be Michael Jordan to the
NBA" (HOUSTON CHRONICLE, 7/18).
NOT READY FOR PRIME TIME: USA TODAY notes that NBC won't
show any boxing during prime time, relegating the sport to 12:30-
2:00am. NBC Sports President Dick Ebersol: "When we put on
boxing, we lose 75 percent of the female audience." Team USA
coach Al Mitchell: "Any sport made up of inner-city kids has a
problem getting the public's attention" (Cecil Harris,
GANNETT/USA TODAY, 7/18).
