DAILY VARIETY's Stuart Levine reported USA Network "remained the top cable network in the year's first quarter." The net's "streak now runs at an impressive 19 straight quarters in which it has drawn the most overall viewers" and the most viewers in the adults 18-49 and 25-54 demos. ESPN, "thanks to its first-time airing of college football's BCS games," was a "clear No. 2 in the 18-49 demo." The net "showed a 37% increase in the 18-49 demo" in the quarter. The Auburn-Oregon BCS National Championship Game ranks as the "most-watched program of the year -- in total viewers and all three of the top demos" (VARIETY.com, 3/29).
WATCHING CLOSELY: The GLOBE & MAIL's Bruce Dowbiggin writes the '11 Blue Jays season is "crucial for the new management team" at Rogers Sportsnet, "which has invested heavily in the TV and radio product of the team." Dowbiggin: "With a possible broadcasting void due to the NFL lockout and another in the NBA, there is a opportunity to drive eyeballs back to baseball. But another mediocre -- or worse, boring season -- could leave baseball a fringe sport nationally and a pleasant diversion in Southern Ontario." Baseball "still has a strong core audience (and a thriving digital presence)," but there has been "little growth beyond the white urban base in Canada and the United States in the past decade." A "lack of marketable stars, the hangover from the steroid era and the diminution of the small market are also hanging over baseball's head" (GLOBE & MAIL, 3/30).
SHINING BRIGHTEST: In Houston, David Barron reported CBS is "reinstating the late Luther Vandross as the voice of One Shining Moment as the network's NCAA Tournament tradition celebrates its 25th anniversary next Monday night." CBS Sports VP/Production Harold Bryant yesterday said that network officials "elected to go back to the Vandross version, which was used for seven years before CBS rolled out a new version by Jennifer Hudson in 2010" (CHRON.com, 3/29).
TWEET THIS: The Saints "were honored Monday night for having the best Twitter account in the sports world" during the third annual Shorty Awards in N.Y. The Saints "have more than 47 thousand followers" (NOLA.com, 3/29).
