COWBOYS WEB STRATEGY EXAMINED: TEAM TO ADD PPV AREA ON SITE

          Cowboys Owner Jerry Jones is "rewriting the team's
     Internet playbook," according to Richard Alm of the DALLAS
     MORNING NEWS.  Broadband Sports Chair Richard Nanula: "Jerry
     wants to be innovative.  He wants to push the envelope." 
     Alm notes the team's relationship with Broadband and eSports
     Partners in upgrading www.dallascowboys.com and writes
     Broadband Sports will manage the site while eSports will
     handle a new PPV area offering "premium information" called
     Extreme Access, the price for which "has yet to be fixed." 
     eSports Partners CEO Michael McKay: "It will be cheaper than
     going to dinner."  McKay "expects" eSports Partners to sign
     deals with other NFL teams before the season starts.  Jones
     said that the revamped Web site will offer fans an
     opportunity to interact with Cowboys players and coaches. 
     For "most veteran Cowboys, participation in the team's Web
     site will be voluntary," although this year, the team
     inserted a clause in rookie contracts that "specifically
     obligates cooperation" with the Web site (DMN, 7/21).