CBS HEADS BACK INTO SPORTS IN "NON-FLAMBOYANT" MANNER
CBS Sports has committed "billions in 1994 to let the world
know that it's still in the sports business," according to a
report in the current issue of BROADCASTING & CABLE. CBS Sports
President David Kenin has overseen the network's purchase of
"multisport" rights to the NCAA, the college bowl alliance, and
the PGA Tour. Kenin has "earmarked millions to build an
anthology franchise, Eye on Sports, as well as various figure
skating events and a boxing series." Kenin: "It was never the
case that we as a sports division should have been written off.
We were never out of business, and it was never our goal to leave
the business." Kenin calls the NCAA deal his "most important deal
to date," and he is committed to make CBS' boxing series "work"
at least through next summer, despite poor ratings thus far.
Kenin said the series attracted a major sponsor in Quaker State
and "came close to paying for itself." Kenin said CBS will
continue to invest in "Eye on Sports" (Steve McClellan,
BROADCASTING & CABLE, 1/9 issue).
CBS TALKS WITH BIG-12: CBS Sports is "considering"
broadcasting both the Southwest Conference and Big East
Conference post-season men's basketball tournament in '96. The
network is also in discussions about a basketball TV package with
the Big 12 in its inaugural season in '96-97 (Steve Richardson,
DALLAS MORNING NEWS, 1/11).