ARE GAMES BRINGING TBS GOOD(WILL) RATINGS? MAYBE, MAYBE NOT

          Time Warner's "massive cross-promotional push" behind
     the Goodwill Games "seems to be paying off so far in the
     form of a significant ratings boost" from the '94 Games in
     Russia, according to Jim Cooper of MEDIAWEEK.  Through the
     first four days, TBS was averaging a 1.7 -- up from a 1.2 in
     '94.  Turner Sports President Harvey Schiller: "If you
     measure it with other broadcasts on our network, it's on par
     with many NBA games and the Braves.  You can't deny that
     having the venue here [in the U.S.] has brought more viewers
     and interest" (MEDIAWEEK, 7/27 issue). But in the HOLLYWOOD
     REPORTER, Scott Hettrick reported that the Games' ratings
     "are running significantly below expectations."  A TBS
     spokesperson said that the 1.6 average through Thursday was
     "well below" the '90 Games, and the 2.0 minimum that TBS
     "had hoped to achieve" (HOLLYWOOD REPORTER, 7/27).