LIBERTY SPORTS TOUTS COTTON BOWL AS A "MAJOR COUP"
While CBS will carry the Mobil Cotton Bowl beginning in '96,
"the actual rights agreement" is between Liberty Sports and the
Cotton Bowl Athletic Association. Liberty secured CBS to
broadcast the game. Ad time for the Cotton Bowl will be sold via
Libery Sports Ad Sales (GOULD MEDIA'S TV SPORTS FILE, 10/28
issue). "Liberty feels the acquisition is a major coup and the
first of many marquee sports rights deals it will make in the
upcoming months," according to Liberty Sports Senior VP of
Programming Dave Almstead. Liberty will pay CBS a "ballpark"
average of $800,000 each year for the network airtime. CBS VP of
Programming Len DeLuca said that the Cotton Bowl is Liberty's
latest move in its quest to compete with ESPN to acquire rights
to high-profile sports properties: "Liberty continues to
establish itself as a very formidable competitor to ESPN" (Thomas
Umstead, MULTICHANNEL NEWS, 10/31 issue).