WOMEN'S SPORTS NETWORK LOOKS FOR GENDER EQUAL AUDIENCE
CNBC's "Market Wrap" featured an interview with Women's
Sports Network President and Co-CEO Terri Kassel about the net's
Fall '95 launch. Kassel said the net's target audience is
primarily young men and women. Kassel, who noted that "more men
watch women's sports than women," said programming will include
collegiate sports, pro soccer and fast-pitch softball. According
to Kassel, the advertising response has thus far been
"overwhelmingly positive." Kassel: "Advertisers see it as a way
to reach men in a very advertiser-friendly environment." Kassel
said she doesn't have "unrealistic ratings aspirations": "This
is not a ratings-driven project and probably won't be for several
years." Kassel plans to "build an audience by educating the
audience and letting the viewer get to know the athletes better."
She said the net would "like to launch with 15 million homes,"
and that "lots of millions" of dollars are involved in the
project ("Market Wrap," CNBC, 9/27).