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CBS'S MCMANUS STICKING BY PROFIT PREDICTION OF NFL DEAL

          When the NFL season starts Sunday, "the real pressure
     will be on the executives at CBS," according to Bill Carter
     of the N.Y. TIMES, who examines CBS's new NFL TV deal in
     today's Business cover story.  CBS Sports President Sean
     McManus "is not backing away" from the network's prediction
     that it will profit from the deal.  McManus: "We're right on
     target."  McManus said the numbers that "give him
     confidence" come from "increased advertising sales at both"
     the net and its O&Os, "about" $40M in revenues from its
     affils, reduced costs of "about" $25M for advertising in
     other media to promote CBS shows and "anticipated benefits"
     to CBS's primetime lineup.  McManus also said that the net
     has gotten $45M in "new business" from NASDAQ, Southwest
     Airlines and other companies.  With CBS scheduled to pay
     $350M in the first year of the deal, Sanford C. Bernstein
     media analyst Tom Wolzien projects that CBS will "lose" $50M
     on football this year.  Carter notes that CBS's "later
     payments will be especially huge, but CBS is counting on
     advertising revenue to increase over time."  Citing a more
     competitive AFC, McManus said that CBS was "getting better
     advertising prices" for its package than NBC did, though he
     declined to reveal terms.  An exec "close to CBS" said that
     the net's "private estimates" are that the ad rate increase
     will top 10% (Bill Carter, N.Y. TIMES, 8/31). 
          NFL AD-DING IT UP: Also in N.Y., Stuart Elliott writes
     that the NFL TV partners' ad increases "were held to much
     lower levels" -- an "estimated" 8% to 10% -- than the 25% to
     30% that they had hoped for.  The "most fervent opposition
     to paying significantly more" for ads this season "came from
     Detroit automakers" (Stuart Elliot, N.Y. TIMES, 8/31).

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