CBS RE-EVALUATES RELATIONSHIP WITH MODEM MEDIA; TIME WARNER'S PATHSHOPPERS;NEW ON THE 'NET;

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CBS late last week was reconsidering its decision to split with interactive agency Modem Media, Westport, Conn. Specifics of the new relationship haven't been determined, but Modem will have a reduced role in the TV network's interactive marketing efforts, said CBS Exec VP-Marketing & Communications George Schweitzer. Modem helped create CBS' hubs on Prodigy and the World Wide Web, but no longer manages CBS' Web site; that work was transferred late last month to Internet company InfiNet.

Pathfinder, Time Warner's site on the World Wide Web, is offering online shopping services with the addition of Catalog 1, a joint venture of Time Warner Entertainment and Spiegel. Participating catalogers include Spiegel, Sharper Image and Eddie Bauer. Ordering is available by phone pending better online transaction security. Pathfinder (http://pathfinder.com) added Bell Atlantic Corp. and Ameritech Corp. as charter advertisers, joining AT&T and Saturn Corp.

The National Hockey League this month will launch a World Wide Web site providing team standings, player stats, chat rooms, schedules and NHL business news. Churchill Downs, meanwhile, opened a home page just in time for the May 6 running of the Kentucky Derby. The site (http://www.win.net/derby) offers Derby history, track information and trivia contests.

Other news:

Time Warner will become a 10% equity partner in Interactive Digital Solutions, Stamford, Conn., a joint venture of Silicon Graphics and AT&T Network Systems that provides multimedia software for interactive services.... A consortium of digital magazines and ad agencies led by multimedia developer 2-Lane Media, Los Angeles, is backing an ad production standard for CD-ROMs.... Crane Media Sales, a New York-based ad sales representative, formed CyberSalesOne, a division to represent sites on the World Wide Web..... Bob "Perlie" Perlstein was named divisional exec VP-program concepts and media-related interactive technologies at SFM Media, New York, from divisional exec VP-network negotiations (see related story on Page 26).... Your Choice TV will soon be available nationally, the result of an agreement with Tele-Communications Inc. to transmit the TV-on-demand company's programming.

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