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CBS College Sports Rebrands As "CBS Sports Network"










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Delivering the channel's commencement speech...Jim Calhoun.

The end of March Madness for 2011 and the playing of Luther Vandross' "One Shining Moment" on CBS also rings in the end of another item near and dear to the Eye's Heart. The CBS College Sports Network.

As of midnight last night, the CBS College Sports Network graduated from school and now refers to itself as simply the "CBS Sports Network". The new sports net, in the short term, will still be very college centric. But, let's be real folks....there's a reason they took the "College" out of the name.

The CBS Sports Network wasn't always a proving ground for professional sports. In fact, it began as "CSTV" (College Sports Television) in 2002. It was bought out by The Eye in 2005 and began CBS' transition to putting the Eye on the network's logo. Tony Petitti, who ran CBS Sports at the time, was put in charge of the station. He is no longer there as he now runs the MLB Network.

Later, the CSTV name was shelved in a rebranding of the network as "CBS College Sports Network". CBS wanted CSTV's rebranding to be a closer reflection of their relationships both with March Madness as well as with SEC football (which CBS has a contract with).

The recent rebranding of CBS College Sports into simply CBS Sports is a reflection of the sports TV market in the US. It's bubbling up even during times like this of economic uncertainty. ABC, of course, has ESPN. CBS now has a channel that will eventually cover all sports and phase out many lower-level collegiate stuff (which is good news for ESPNU).

Comcast now owns 51% of NBC Universal which means they're now partners in the Versus channel which is mainly "NHL & Friends". With it, NBC now owns a stake in the NHL's Network as well. FX (a News Corporation/Fox property) is also rumoured to be adding more sports programming and already has many regional sports nets around the country (although not are owned by Fox).

We could be entering a period where The Big Four (ABC, CBS, NBC, Fox) all have 24/hr sports/sports talk and news nets all taking aim at the King's Throne in Bristol. One attempt from New York, another from Philly, a 3rd from Los Angeles. One thing I have a feeling CBS Sports Network could do is create local outlets that cover local sports for major markets. Their numerous radio properties in New York, Boston, Philadelphia, Pittsburgh, Chicago, Houston, and others could help in this effort.

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