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REPORTS PUT AFL TV DEAL WORTH $25M OVER THREE-YEAR PERIOD

          The AFL scored its "best TV deal yet, signing a
     contract with TNN that will give the league its first
     regular weekly primetime exposure," according to John
     Dempsey of DAILY VARIETY.  Starting this April, TNN will be
     cablecasting a live schedule of Thursday night games
     throughout the 14-week regular season.  Sources said the new
     TV deal "will end up funneling about" $25M to the AFL over
     the next three years.  Other sources state that TNN has
     "promised the AFL that it will engineer a massive marketing
     campaign across all CBS platforms, including the cable
     network Country Music TV."  The AFL will also continue its
     relationship with ABC/ESPN for regular TV coverage.  TNN
     will sell the ad time "not only on its own network's AFL
     games, but also on the ESPN and ABC telecasts," and Dempsey
     writes that the AFL will "in effect" have a time-buy on ESPN
     and ABC.  When "advertising revenues reach a specific,
     undisclosed amount, TNN and the AFL will share in the ad
     dollars above that total."  TNN signed a three-year deal,
     with two additional one-year options, while the ABC/ESPN
     deal is for one year, with a one-year renewal option (DAILY
     VARIETY, 11/23).  The league "couldn't say specifically how
     teams would benefit" financially from the deal.  Pilson
     Communications President Neal Pilson, a TV consultant to the
     league: "In terms of promotional value, in terms of
     exposure, we value this in the area of $25 (million) over
     three years.  I don't think we're willing to break it down
     any farther."  TNN's deal is non-exclusive, so another net
     could bid to show additional regular-season games at a time
     other than TNN's broadcasts (Albany TIMES UNION, 11/23).
          STRONG MARKET APPEAL FOR TNN: The HOLLYWOOD REPORTER's
     Stephen Battaglio adds that the AFL "partially fills a
     programming gap on TNN that will be created when NASCAR
     leaves the network."  AFL games have "scored higher in
     Southeastern and Southwestern cities that are traditionally
     strong markets for TNN" (HOLLYWOOD REPORTER, 11/23).

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