MADDEN'S CAREER CRUISING BOTH ON SCREEN AND ON MADISON AVE

          HBO's Mary Carillo profiled Fox NFL analyst JOHN MADDEN
     on "Real Sports with Bryant Gumbel."  Madden's broadcast
     partner, PAT SUMMERALL, on Madden's influence on football
     broadcasting: "I think John had a profound effect on other
     broadcasters and the way they started to prepare."  Fox
     Producer BOB STENNER: "Years ago, we sat down with PR
     directors from teams.  We didn't even talk to players or
     coaches.  We didn't look at game film.  Now we spend hours
     and hours looking at tapes of games to prepare" (HBO, 9/15). 
          AD MAN: Carillo reported that "along with a successful
     broadcasting career, Madden has become the darling of
     Madison Avenue," and earns "approximately" $7M in
     endorsements on top of his $8M Fox salary.  Madden, on being
     seen as a "working man" despite his salary: "As I've made
     more money, I really haven't changed" ("Real Sports," 9/15).