Sports Media

ABC DROPS PLANS FOR EXTENDING ESPN BRAND TO MONDAY NIGHT

7.16.1998

          Due to the reaction of its affils, ABC "has backed
     away" from using ESPN in the title of its "Monday Night
     Football," according to Richard Huff of the N.Y. DAILY NEWS. 
     ABC "will give exposure" to ESPN during the pre-game show
     "by virtue of its new location" at Baltimore's ESPN Zone
     (N.Y. DAILY NEWS, 7/16).  The pre-game show for "MNF," which
     will be called "Monday Night Blast," as well as the "MNF"
     halftime show, will be broadcast live from the Zone
     restaurant.  The pre-game show will be co-hosted by Chris
     Berman and Frank Gifford, and will air at 8:00pm ET, with
     "MNF" kickoff set for 8:20ET.  "Blast" will be the first
     primetime network pre-game show in NFL history (ESPN Zone).

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