SBD/2/Sports Media


          OLYMPICS: USA TODAY's Michael Hiestand examines NBC's
     Olympic efforts, noting the creation of new, in-house arm
     NBC Olympics, year-round Olympic programming on CNBC and
     NBC's plans for the 2000 Games in Australia.  Hiestand, on
     the 2000 Games: "NBC simply isn't going to worry about live
     coverage, which can get messy."  NBC VP/Sports Information
     Ed Markey: "If you're a viewer just interested in immediate
     results, you'll have plenty of other places to find them." 
     NBC Olympics President Randy Falco: "We're sticking with the
     same basic game plan of story telling.  We know, generally,
     what works."  But Grey Advertising's Jon Mandel said, "My
     concern is that NBC might overproduce the Games.  As a
     viewer, let me have my emotions" (USA TODAY, 4/2).
          NOTES: In KC, RB Marcus Allen, who has been talking
     with CBS, said he intends to return to the Chiefs (K.C.
     STAR, 4/2)....In L.A., Randy Harvey reports that Angels
     Manager Terry Collins "recently touted" Classic Sports
     Network to Disney Chair Michael Eisner.  Collins: "It's
     great."  Eisner responded, "I know.  We own it" (L.A. TIMES,
     4/2)....Justice Dept. lawyers will "urge" Deputy Attorney
     General Joel Klein to reject News Corp. Chair Rupert
     Murdoch's deal "to merge his satellite TV operations with
     Primestar."  A Justice Dept. decision "is at least a month
     away" (USA TODAY, 4/2)....Korean fans will be able to watch
     Dodgers P Chan Ho Park's first start today on Ichon TV
     Limited (iTV).  The game is being produced exclusively for
     iTV by MLB Int'l's production team (MLB International).

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