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TIMES MIRROR AND RAINBOW HOLDINGS ANNOUNCE STRATEGIC DEAL
Published August 15, 1996
Times Mirror's The Sporting News has joined with Rainbow Programming Holdings' sports networks -- NewSport, Prime and SportsChannel Regional Network -- to provide integrated media opportunities for both companies. The deal enables them to leverage each other's editorial, production, advertising, promotional and marketing components to gain increased access to advertisers and consumers. With a single buy, advertisers now have access to the partnership's media, TV and online presence. Prime will distribute six one-hour TV programs, the first being The Sporting News' NHL Preview in October (Rainbow).