SBD/5/Sports Media

ADVERTISERS, BROADCASTING UNIONS MAY BALK AT NFL TV DEALS

          Just weeks after paying a record $18B for NFL TV
     rights, "the networks are meeting stiff resistance from some
     partners they expected to help foot the bill," according to
     Kyle Pope of the WALL STREET JOURNAL.  The biggest
     broadcasting unions say they fear the NFL TV deals "might
     reduce the chances of member pay raises."  The National
     Association of Broadcast Employees and Technicians, and the
     American Federation of TV and Radio Artists have both warned
     members "of the possible NFL drain."  Meanwhile, Madison
     Avenue also "is growing more skeptical."  Ad buyers expect a
     rate increase of 25% or more -- "a jump they say would be
     impossible to justify" (WALL STREET JOURNAL, 2/5).     

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