SBD/6/Sports Media


          The WALL STREET JOURNAL's Pope & Cauley examine the
     efforts of broadcast networks to convince advertisers to buy
     time on the networks, rather than on cable.  CBS has sent
     out a study which shows statistics "suggesting that cable
     viewership is higher than the national average in households
     earning less than $30,000 a year" (WALL STREET JOURNAL,
     5/6)....In Toronto, William Houston reports that the "most
     important" regional cable package in Canada is the Maple
     Leafs' rights, and that rights to the Leafs and Raptors
     could be sold as a package.   Houston: "Insiders predict TSN
     will outbid CTVSN for the Leafs and perhaps also the
     Raptors" (Toronto GLOBE & MAIL, 5/6)....In his final column
     for the HOCKEY NEWS, Al Morganti thanks Editor-in-Chief
     Steve Dryden for "giving me a forum to express my views over
     the years."  Morganti: "As a conflict due to my expanded
     role with ESPN has arisen, I reflect back on how my decade-
     long association with THN has always enhanced my ability to
     gather news" (HOCKEY NEWS, 5/8 issue)....N.Y. media buyer
     Paul Schulman on ABC rebranding "Monday Night Football" to
     include the name ESPN: "[A]s a buyer, I don't think it will
     help in the NFL marketplace.  It takes away from it.  ESPN's
     name means a lot, but ABC's 'Monday Night Football' has
     already got a great name" (Rudy Martzke, USA TODAY, 5/6).

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