Due to the WB's expanding programming schedule,
Chicago's WGN-WB will begin running promotions this week for
Bulls games that will air on WCIU-IND, a move that will "in
effect" make WGN "a promotional outlet for a competitor's
programming," according to Jim Kirk of the CHICAGO TRIBUNE.
The promotions are part of a one-year deal between Tribune
Company broadcasting execs, Bulls and White Sox Chair Jerry
Reinsdorf, WCIU and Fox Sports Net Chicago to "export some
sports off of" WGN to "make room for more WB programming."
WGN, which will "still broadcast a number of Bulls games,"
will produce the games on WCIU and control the advertising
and sponsorships, which "puts pressure" on the network to
"make sure viewers find the games" on WCIU. Bulls VP
Marketing & Broadcasting Steve Schanwald: "As part of the
deal, WGN is going to promote [WCIU] extensively." WGN VP &
Station Manager Jim Zerwekh, on the level of WGN's support
of WCIU games: "We're putting the same resources in as we
would if the games were on our air" (CHIC. TRIBUNE, 10/27).
