CBS, SportsLine, Fox and AOL "appear to be taking aim
at ESPNET SportsZone's most prized asset: The on-air
promotional advantage on cable networks ESPN and ESPN2,"
according to Robert Silverman of INSIDE MEDIA. SportsLine
is in talks on a branding and promotion deal on CBS Sports'
programming on TV and radio, with the network's sports
content tied into SportsLine. AOL and Fox are "close to a
similar on-air promotional deal." SportsLine VP/Marketing
Ken Dotson refused to confirm the CBS talks, but said,
"We're the last pretty girl at the dance. The ultimate goal
is to build a worldwide media brand with SportsLine."
INTEGRATE, FACILITATE, APPROPRIATE: The SportsLine/CBS
deal includes Sportsline receiving on-air promo and branding
on CBS TV coverage of college football and bowl games, NCAA
basketball and golf, and CBS radio coverage of NFL, MLB and
other sporting events. Content would be shared between the
two and sources close to the deal say "both sides are likely
to sell advertising keyed to the shared content, with
revenue splits weighted more heavily to the company that
brokered each individual ad sale." Details of a Fox/AOL
deal "are far murkier," with sources close to talks saying
AOL "appears to be spending more" than $20M to gain a
presence on Fox and, "possibly," for some Fox content to be
put on the online service (INSIDE MEDIA, 12/11 issue).
