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SBD/Issue 222/Sports Media
Cavaliers Leverage New Local RSN For Better FSN Ohio Deal
Published August 15, 2006
|LeBron’s Popularity Continues
To Grow In Asian Markets
SECOND COMING: In Cleveland, Mary Schmitt Boyer noted the Cavaliers F LeBron James’ popularity “has grown in Asia in general, and China in particular.” The Cavaliers “are exploring options” for Cleveland-based Erie Chinese News reporter Bao Renjun’s “involvement with their Web site.” Last season, he did a story on Chinese C Mengke Bateer, who tried to make the Cavaliers roster. Bao: “More and more Chinese media are interested in LeBron. ... Last season, I covered the Cavs and LeBron for almost all the Chinese media. Now, I am talking to the only national TV in China, CCTV. We are investigating the possibility of sending a live voice to China when they televise the Cavs home games.” More Bao: “Chinese can see LeBron’s commercials on TV for Nike and Sprite. ... Almost every [Chinese] sports Web site has a column or blog designed exclusively for LeBron” (Cleveland PLAIN DEALER, 8/13).