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SPORTSLINE'S BRAND EXTENSION INCLUDES TV, FILM COMPONENT
Published June 18, 1998
SportsLine USA "would appear to be in the catbird seat" as World Cup action attracts "as many as" 10 million hits a day to its Web site and its stock price is "holding its own after sinking sharply last month," according to Jay Sherman of the HOLLYWOOD REPORTER. However, although "the outlook looks bright," some execs "aren't satisfied and have launched an initiative designed to bring the SportsLine name beyond personal computer screens." SportsLine USA VP/Programming Ross Levinsohn said that he "envisions" expanding the brand "by rolling out TV-like content on the site, building a fan base and then making the leap to either TV or movies." Levinsohn said that the company "is in talks" with a major studio to develop a TV program which would start on the Web and "eventually air on TV, provided it developed an audience online." Although he declined to be more specific, he said he "would like" to have a show running by year-end or early next year. SportsLine has been working with the William Morris Agency and "exploring" how to meld its "sports business with entertainment," and the company has set aside "its second-largest financial commitment yet to develop new content." Levinsohn has been "scouring the creative communities" in Hollywood, N.Y. and London in search of "ideas that will work within the SportsLine framework" (HOLLYWOOD REPORTER, 6/18).