NEVER AN END; THE NEXT ROCKIN ANTHEM

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Contest #441: Forget "Melrose Place" and "My So Called Life." For overripe television melodrama juicing with angst, intrigue and romantic tension, check out the soap operas that air during the commercial breaks.

First there was the Taster's Choice couple.

Now there are the folks at Gramercy Press, the fictional setting for a new series of MCI commercials. Does it end in a "Who disconnected Candice Bergen?"-kinda cliffhanger? Riveting. We want more.

T.N.T.ers: come up with the next marketer to launch a soap-opera-like serial ad campaign.

And now the results of Contest #437: we asked you for the next rock anthem and accompanying cheer that Gen Xers can call their own and you rocked us with:

First Prize: Generation X fans can now take pride in teams known for losing, like the Buffalo Bills and the Chicago Cubs, by singing along with folk-funk-grunge wonderkid Beck and his hit song, "Loser." When their team falls behind, fans can sing the chorus "I'm a loser, baby, so why don't you kill me?" while holding index fingers to their temples. Karen Bellantoni, marketing communications coordinator, Xerox Corp., Palo Alto, Calif.

Second Prize: The feelings of Generation X would be reflected by the chant "Mor-tal Kom-bat, Mor-tal Kom-bat," as fans twirl rubber spines over their heads and throw battery-operated pulsing rubber hearts onto the field if an opposing player is hurt. Kenneth Cappel, scientist, Schering-Plough Corp., Kenilworth, N.J.

Third Prize: During manager-umpire disputes, hockey brawls and grandstand fisticuffs, the P.A. system launches into Offspring's "Come Out and Play," including the introductory guitar riff to the song's oft-repeated chorus: "You gotta keep 'em separated!" Fred Hoffman, free-lance writer/television producer, Herald, Calif.

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