TIMES MIRROR AND RAINBOW HOLDINGS ANNOUNCE STRATEGIC DEAL
Times Mirror's The Sporting News has joined with Rainbow
Programming Holdings' sports networks -- NewSport, Prime and
SportsChannel Regional Network -- to provide integrated media
opportunities for both companies. The deal enables them to
leverage each other's editorial, production, advertising,
promotional and marketing components to gain increased access to
advertisers and consumers. With a single buy, advertisers now
have access to the partnership's media, TV and online presence.
Prime will distribute six one-hour TV programs, the first being
The Sporting News' NHL Preview in October (Rainbow).