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SAN FRANCISCO COLUMNIST CALLS NFL BLACKOUT POLICY OUTDATED

          The NFL's blackout policy is examined by C.W. Nevius of
     the S.F. CHRONICLE.  Nevius: "Lots of ideas from the '60s
     seemed like a good concept at the time ... [but] refusing to
     allow potential customers to look at your product is
     probably not the best way to sell tickets."  He concludes:
     "The blackout has become a self-perpetuating mistake ... you
     are not only losing die-hard fans, you aren't building a fan
     base, you aren't attracting young viewers and you aren't
     helping your merchandising.  And, let's get serious, you're
     not attracting any more people to the stadium" (S.F.
     CHRONICLE, 12/11). 
          SUSPICIOUS MINDS IN ATLANTA? In Atlanta, Prentis Rogers
     notes "for the first time this decade, and possibly for the
     first time ever," both the Falcons telecast and "Monday
     Night Football" last week failed to get double digit
     ratings.  Sunday's Falcons-Saints drew local 9.7/19, and
     Monday's Chiefs-Raiders earned a "surprising" 9.9.  Rogers:
     "There can be no doubt the apathy generated by the Falcons'
     sorry season is having an dramatic impact on overall NFL
     viewership locally" (ATLANTA CONSTITUTION, 12/11).
          THE BIG PICTURE: ABC's Chiefs-Raiders drew a 13.8
     national rating.  Its "Monday Night Football" season average
     is 16.4, down 4% from last year's 17.1 (USA TODAY, 12/11).  


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