SBD/9/Sports Media


          Time Warner shares rose 3%, to $39 yesterday morning,
     "on a rumor that CEO Gerald Levin might leave" the company. 
     Time Warner spokesperson Ed Adler called the rumor "totally
     ludicrous" (USA TODAY, 1/9)....Lifetime TV will sponsor
     "Take a Girl to the Game" national program this February
     where women and men under 18 are admitted free to women's
     basketball games at one of 75 participating college campuses
     when accompanied by an adult.  Lifetime will get game
     signage for its new block of women's programming called "The
     Place" at all 75 schools promoting the campaign (INSIDE
     MEDIA, 1/9)....The new sports magazines for women are
     examined by Denise Gellene of the L.A. TIMES.  SI Associate
     Publisher John Jay said their new women's publication is
     also "likely" to cover men's sports as well.  Jay: "We might
     do a piece on Mike Tyson or Michael Irvin, but from a
     women's point of view" (L.A. TIMES, 1/9)....ACTV, the NY-
     based system allowing viewers to tailor design their sports
     coverage through a remote, "plans to launch premium digital
     services in at least three markets this year, after signing
     a seven-year master programming agreement with Fox Sports
     Net" (ELECTRONIC MEDIA, 1/6 issue). 

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