DESPITE AGGRESSIVE BID FROM KFRC, 49ERS NOT KGO-ING ANYWHERE

          KGO-AM "fended off a sizable bid" from KFRC-AM
     yesterday and signed a new radio rights deal with the 49ers,
     retaining the team's rights which it has held for the past
     11 years, reports Susan Slusser of the S.F. CHRONICLE.  The
     three-year deal is said to be worth "just over" $5M per
     year, an increase of "more than" 40% from the last deal.
     KFRC, a CBS Station Group, would have given the team an FM
     outlet for simulcast purposes, and had "promised a wealth of
     marketing and promotion opportunities."  KGO, however,
     teamed up with NC-based sports syndication business Capitol
     Broadcasting "to match KFRC's bid."  Capitol will sell ad
     time and will also "expand the 49ers broadcast network,"
     which currently includes 36 markets (S.F. CHRONICLE, 3/5).