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THEY'RE BACK: BROWNS RETURN EARNS 37.0/55 IN CLEVELAND

          ABC's shift of the Hall of Fame Game from Saturday
     night to Monday night "scored a touchdown in the ratings,"
     as the Cowboys-Browns earned a 10.1 Nielsen rating, up 130%
     from last year's 4.4 for the Bucs-Steelers, according to USA
     TODAY's Rudy Martzke.  NFL Senior VP/Broadcasting Dennis
     Lewin: "This was a great number" (USA TODAY, 8/11).  DAILY
     VARIETY's Tom Bierbaum writes that ABC's NFL season got off
     "to a stirring start" with the 10.1/18.  The 37.0/55 rating
     in Cleveland is "probably one of the top ratings ever for a
     pre-season game in any single market."  It was the highest-
     rated preseason NFL game since August '95 (DAILY VARIETY,
     8/11).  The share for Cleveland's WEWS-ABC was as high as 61
     for kickoff and stayed at a "remarkably lofty" 36 for the
     post-game show at 11:45pm ET (AKRON BEACON JOURNAL, 8/11).
          ABC AFFILS OK NFL PAYMENT: The HOLLYWOOD REPORTER's
     Lynette Rice reports that more than 90% of ABC affils have
     "agreed to a plan under which" they will pay $45M a year to
     the network to "help defray" the cost of "MNF."  The plan
     was approved by an ABC affil board of governors in June (see
     THE DAILY, 6/29) (HOLLYWOOD REPORTER, 8/11).

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