The X Games are "diverting TV programming, nothing more
and nothing less," according to Mark Purdy of the SAN JOSE
MERCURY NEWS. Purdy writes that while the X Games are
marketed as "edgy" and "wild," if you "look more closely"
you will "also see a carefully orchestrated event designed
to sell products and merchandise." While some predict that
the event is the future of sports, he writes, "Don't count
on it. ... In fact, the prediction here is, by 2005, the X
Games will be a minor blip on the cable-channel map or out
of the picture entirely, replaced by a new flavor of the
month." Purdy concludes, "The X Games are far more Britney
Spears or 'N Sync than they are Rage Against the Machine.
And sooner or later, all teen idols fall out of fashion"
(SAN JOSE MERCURY NEWS, 8/22). Meanwhile, ESPN announced
that it will host The Action Sports & Music Awards in L.A.
on April 7, 2001. The event will air on ESPN in primetime
on April 10 and present such awards as the top skateboarder,
motocross rider and skier of the year. ESPN's Event
Creation and Management Deptartment will develop (ESPN).
