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Viacom purchased the other half of children's network, Noggin, from partner Sesame Workshop. But the company has no plans to alter Noggin's ad-free format-despite the potential benefits of selling it along with Nickelodeon and maximizing the prime-time block targeting tweens. Instead, the channel will continue to rely on sponsorships, PBS-style, and fees from cable operators for income.

Wenner Media's company line is Men's Journal, under new hire Bob Wallace-who ran Rolling Stone during rosier times-will be retooled to compete against Esquire and GQ. Mag world observers see Men's Journal becoming the prestige title in Jann Wenner's portfolio.

ESPN's deal with Miller Lite offering an NFL-related sweepstakes at espn.com is worth an estimated $2 million on the dot-com end, the largest for that medium yet for ESPN. (It's part of a larger deal that includes spots on the network.) Pop-up ads on espn.com will promote the contest where visitors pick NFL game winners on the site.

CBS's decision to run an encore of its critically-acclaimed "9/11" documentary on Sept. 11 comes as a surprise since higher ratings might come on a night where other nets won't also be memorializing the tragedy. A rep for Nextel, which sponsored the ad-free documentary's debut in March, says the company isn't planning to sponsor it.

contributing: emily aronson, jon fine

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