CAN TIME WARNER MAKE PUBLIC CARE ABOUT THE GOODWILL GAMES?

          The Goodwill Games, taking place from July 19 to August
     2 in Manhattan and Nassau County, NY, are "about" marketing,
     media, prizes, show business and "promoting Time Warner,"
     according to Harry Berkowitz of NEWSDAY.  With Time Warner
     operating its first Goodwill Games, it "has a lot to prove,"
     including that "there is still justification" for the event
     and that it can draw interest.  It must also "show sponsors
     paying a total" of $50-60M "that they can benefit and not
     get embarrassed by the lack of interest among sports fans or
     overshadowed by the focus on Time Warner units."  The
     company "must" also prove that it can "put on a spectacle
     pulling together an array of corporate resources, talents,
     and hoopla the way Walt Disney Co. does."  In presenting the
     Games, Time Warner said that it is in "full control," which
     is "a key to avoiding past financial and logistical
     problems."  They own the Games and official sponsors can be
     assured that they won't be ambushed by "advertisers who are
     unofficial add-ons or who just pay to run TV spots."  TBS
     will have 45 hours of Games coverage, with HBO handling
     boxing.  Time Warner also bought 10 hours of weekend time on
     CBS and will produce that coverage and sell the ads. 
     Goodwill Games President Mike Plant said the operating
     budget is $100M "hard cash" with $100M in in-kind and
     promotional support.  Sponsors include Canon, Chrysler,
     Citgo, Discover Card, Energizer, Master Lock, Swatch, Sony,
     A-B, Gillette and Johnson & Johnson (NEWSDAY, 6/1).
          GOODWILL HUNTING: NEWSDAY's John Jeansonne reported
     that Warner Syndication is selling the int'l TV broadcast
     rights and Warner's music division is producing the opening
     and closing ceremonies.  Turner networks are providing $17M
     in "free on-air promos," and Time Inc. publications will
     contribute 46 pages of free ads.  The Games will benefit the
     Boys & Girls Club of America and UNICEF (NEWSDAY, 5/31). 
     ...Nassau County may sell naming rights to the recently
     opened Aquatic Center that will host the swimming events. 
     Speedo is reportedly interested (NEWSDAY, 5/31).