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A new name arrives on the international sports cable scene Nov. 1 with the rechristened Fox Sports Americas (AA, Oct. 7).

The Spanish-language channel is a relaunch of Prime Deportiva, the Los Angeles-based channel owned by News Corp. and a 50/50 partnership of Liberty Media Corp. and Telecommunications International.

The name change is part of a wider rebranding effort, in which Fox is applying its name to its stable of international sports cable channels.


Fox Sports Americas is also regionalizing its market feeds to the approximately 3.7 million households it reaches-the three feeds will be to the U.S. Hispanic market and northern and southern Latin America. A Portuguese-language feed, reaching Brazil, is slated for launch first-quarter 1997, providing "a very sizable potential market" for the network, said Richard Battista, who adds the new post of senior VP-Fox Sports International to that of senior VP-general manager at Fox Sports Americas.

Fox Sports Americas' segmentation by region will provide advertisers access to pan-regional, national and local buys throughout the region, Mr. Battista said.

Ad sales will continue to be handled from New York.

Prime Deportiva was launched originally in the U.S. in January 1995 and in Latin America two months later.


The repositioning will bring viewers the graphically intensive Fox Sports packaging familiar to U.S. viewers.

"One of the key components of our strategy is to bring that Fox Sports brand and energy and high-production values to the marketplace," said Mr. Battista, who announced the changes at the recent Jornadas cable convention in Buenos Aires.

In addition to Latin American sports coverage, Fox Sports Americas carries regular-season, playoff and Super Bowl National Football League games, and the current Major League Baseball playoff and World Series games. The relaunch in the U.S. will be backed by a $1 million outdoor, print and radio advertising campaign from Seiniger Advertising, Los Angeles. Ad efforts in Latin America will be handled market by market.

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