SBD/Issue 243/Media

Media Notes

TBS Using Kid Rock's "Born Free" As Official
Marketing Theme For MLB Postseason

In Detroit, Brain McCollum reports "Born Free," a song from Kid Rock's upcoming album, has been "enlisted by TBS as the official marketing theme" for the net's MLB postseason coverage. Turner has "create a 2 1/2-minute video for the song, which intersperses baseball footage and scenes from Rock's recent concerts at DTE Energy Music Theatre" near Detroit. Clips from the video will be "repurposed for commercial spots across the Turner networks, including TNT and CNN," and the song "will be integrated into the game presentations on TBS" (DETROIT FREE PRESS, 9/1).

FIREABLE OFFENSE? In DC, Leonard Shapiro wonders if MASN Nationals analyst Rob Dibble should stay or go after last week he made "thoroughly inappropriate and totally misguided comments about" Nationals P Stephen Strasburg. Dibble "made a huge mistake going on his Sirius satellite radio show last week and saying that Strasburg ought to 'suck it up,'" but "aside from questioning Strasburg's so-called toughness, was this really a firing offense?" Shapiro: "Dibble made a huge mistake on Strasburg, no question. But maybe he ought to get a second chance, as long as he shows the proper contrition and apologizes to Strasburg, both face to face and on the air." Shapiro noted the Nationals are "pondering" what to do about Dibble, who has "another season left on his three-year deal with MASN." The team seems "content to let Dibble twist in the wind for awhile" (, 8/31).

GOING HIGH TECH: Fox Business' Brian Sullivan noted IBM is using an "augmented reality" at the U.S. Open that allows fans to "point your iPhone with an application on it right at the court ... or at the food court and it'll tell you what's going on." IBM VP/Client Executive Marketing Rick Singer said the company has "taken the camera functionality and the GPS functionality of an iPhone and married them" in the technology. Singer: "So if you're curious, after you download your iPhone app on where the closest food is or what are they serving in the food court, you just take your phone -- the camera -- aim it right there, hit the dining tab and it'll tell you what food is there" (Fox Business, 8/31).

LINE-UP CHANGES: Comcast SportsNet Mid-Atlantic has hired former Boston-area WHDH-NBC sports anchor and reporter Julie Donaldson as an anchor and reporter for the net's "SportsNite." The net also named anchor and reporter Jill Sorenson beat reporter for the Capitals, replacing Lisa Hillary, who is leaving to become CSN Philadelphia's Flyers beat reporter (CSN).

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