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THIS IS NOT YOUR FATHER'S PBA: CNBC EXAMINES NEW PBA FORMAT
Published February 19, 1998
The repositioning of the PBA Tour was examined by CNBC's Mike Hegedus on "Market Wrap." A new marketing plan is "aimed at redefining bowling as a sport and a business." The Marquee Group now handles the PBA's TV and marketing sales, and CEO Bob Gutkowski said one of the reasons for the Tour's switch from longtime carrier ABC to CBS and ESPN was, "We thought there was a staleness [at ABC], there was a cathedral-like quietness to it." Telecast now feature "stadium bowling and multi-colored pins," as the idea is to "make it more interactive and attract younger viewers." Hegedus: "So far, ratings are up 20%, and the demographics show a younger audience than in the past. And a new commercial campaign was launched just this month ... [to] get folks at home to think of pro bowlers as athletes, athletes that can sell products" ("Market Wrap," 2/18). PIN PLACEMENT: The '98 Intercollegiate Bowling Championships, presented by Brunswick April 15-18, will be televised on ESPN2 on a tape-delay basis (Strike Ten).