The Buzz

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Remember when advertisers were skittish about gay content on "Ellen"? How quickly things change. CBS is turning over part of a hugely valuable franchise to newly public lesbian Rosie O'Donnell. She'll host the reunion special following the final episode of "Survivor: Marquesas" on May 19.

Are times so tough at Playboy Hugh Hefner has to sell such prime real estate? The magazine will carry two centerfolds in June: one decidedly un-female. In a bid for maximum exposure, BMW bought the space to help launch its Mini Cooper S.

ESPN's emerging dominance of the sports universe-it recently acquired NBA rights-could include poaching two of Sports Illustrated's blue-chip writers for its ESPN magazine. If Rick Reilly and/or Gary Smith make the move it will serve as another blow to SI, which is in a balancing act between its long-held position as an outlet for literary journalism and newfound pressure to appeal to younger readers.

Ogilvy & Mather creatives Christian Charles and Gary Streiner, who worked with Jerry Seinfeld on his American Express spots, quit to follow the comedian on tour for 18 months. The result: an upcoming Miramax documentary. contributing: rich thomaselli

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