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[stephen beauregard <sb@xxxxxxxxxxxx>]

http://www.boston.com/dailyglobe2/149/sports/NBC_can_t_lose_in_Finals+.shtml

SPORT VIEW

NBC can't lose in Finals


By Bill Griffith, 5/29/2002

ou'll have to pardon the folks at NBC if they nod politely and smile
when you ask if they'd prefer a Celtics-Lakers matchup for the NBA
Finals.




Of course, if you're calling from Sacramento or New Jersey, the response
likely would be that those were the network's preferred teams. However,
the feeling is that Boston-LA is the rooting choice for auld lang syne
as NBC says goodbye to the NBA (the rights go to ABC-ESPN and AOL-Time
Warner next season).

''Boston-LA would be the better story,'' said TV consultant Kevin
O'Malley, a former sports executive with CBS and Turner, ''even though
it would make things a little wistful at NBC with all the memories it
would bring.

''They'd be able to harken back to all the great Boston-LA matchups. It
would be a better national draw, at least to start with.''

Be assured that no one at NBC is speaking for the record. Still ...

''A Boston-LA series would just resonate naturally,'' said one NBC
sports insider.

Another cautions, ''Much better to have a competitive series that goes
six or seven games, no matter what the matchup.''

At ESPN, one observer noted, ''Whichever teams play, it should be a
no-lose situation for NBC. All four teams have great stories. And the
New York Metro area will adopt the Nets for the finals if they make
it.''

But the bottom-line folks at NBC will remind you that NBA playoff
advertising sales are predicated on a five-game series. When those
series go to six or the coveted seven games, people take notice and
naturally tune in, bringing in ratings and ad revenue.

And that's the one thing that makes NBC execs smile, even if the NBA is
a loss leader for the network.