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	<title>Observer &#187; CBS With USTA in Its Hour Of Need?</title>
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		<title>Observer &#187; CBS With USTA in Its Hour Of Need?</title>
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		<title>CBS With USTA in Its Hour Of Need?</title>

		<comments>http://observer.com/2009/09/cbs-with-usta-in-its-hour-of-need/#comments</comments>
		<pubDate>Sat, 12 Sep 2009 21:03:43 -0400</pubDate>
					<link>http://observer.com/2009/09/cbs-with-usta-in-its-hour-of-need/</link>
			<dc:creator>Zachary Woolfe</dc:creator>
				
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		<description><![CDATA[<p><img class="alignleft" src="http://nyoobserver.files.wordpress.com/2011/06/rsz_cbs_eye.jpg?w=294&h=300" />No one wins when play is suspended due to the weather. But CBS, the USTA's network broadcast partner, is responding to the rain a bit differently this year than last, perhaps frustrated that this is the first time in the Open era that the tournament has pushed into Monday on two consecutive years.</p>
<p>Unlike last year, CBS won't broadcast a rescheduled women's final in primetime on Sunday. (ESPN2, the Open's cable partner, will.) And the network will show the rescheduled men's final on Monday, but at 4 p.m. instead of last year's 5 p.m., with little chance of edging into primetime but also little chance of being seen by anyone.</p>
<p>This year's women's final could very well feature Serena Williams, as it did last year when the broadcast was the highest-rated U.S. Open women's final since Williams vs. Williams in 2002. But CBS seemingly wasn't willing to sacrifice its primetime lineup for the second year in a row. It's been a tough weekend for the network, after all, and it may have to dig into the vintage-match archives yet again tonight if Williams-Clijsters gets rained out.</p>
<p>The USTA, for its part, is acting like it's pulled off some kind of coup in getting the women's final in primetime at all. "<span style="font-size: x-small">In cooperation with our television partners, CBS and ESPN, we've been  able to reach an arrangement whereby the women's singles final is now  going to be on ESPN2 at 9:00 Sunday night, primetime programming on  the most-watched night of the week," tournament director Jim Curley told reporters, ignoring the fact that the same match had been shown in primetime on CBS just last year.</span></p>
<p>At the same press conference, Curley and USTA Executive Director Gordon Smith said that rough plans for a retractable roof on Arthur Ashe Stadium have been drawn up for a long-term planning committee to evaluate. The broadcasters have made their views clear: "[CBS would] love to have a roof," Smith said. He added that the USTA was a nonprofit, and that the justification was uncertain at best for the $100 million (or higher) cost of a feature that would be used so rarely. <span style="font-size: x-small">"We're  trying to figure out the best ways to utilize the revenues to promote  our sport," Curley said. "That's a tough decision for us to make that, you know,  nine-figure investment in a roof.</span>" Tell that to CBS.</p>
]]></description>
		<content:encoded><![CDATA[<p><img class="alignleft" src="http://nyoobserver.files.wordpress.com/2011/06/rsz_cbs_eye.jpg?w=294&h=300" />No one wins when play is suspended due to the weather. But CBS, the USTA's network broadcast partner, is responding to the rain a bit differently this year than last, perhaps frustrated that this is the first time in the Open era that the tournament has pushed into Monday on two consecutive years.</p>
<p>Unlike last year, CBS won't broadcast a rescheduled women's final in primetime on Sunday. (ESPN2, the Open's cable partner, will.) And the network will show the rescheduled men's final on Monday, but at 4 p.m. instead of last year's 5 p.m., with little chance of edging into primetime but also little chance of being seen by anyone.</p>
<p>This year's women's final could very well feature Serena Williams, as it did last year when the broadcast was the highest-rated U.S. Open women's final since Williams vs. Williams in 2002. But CBS seemingly wasn't willing to sacrifice its primetime lineup for the second year in a row. It's been a tough weekend for the network, after all, and it may have to dig into the vintage-match archives yet again tonight if Williams-Clijsters gets rained out.</p>
<p>The USTA, for its part, is acting like it's pulled off some kind of coup in getting the women's final in primetime at all. "<span style="font-size: x-small">In cooperation with our television partners, CBS and ESPN, we've been  able to reach an arrangement whereby the women's singles final is now  going to be on ESPN2 at 9:00 Sunday night, primetime programming on  the most-watched night of the week," tournament director Jim Curley told reporters, ignoring the fact that the same match had been shown in primetime on CBS just last year.</span></p>
<p>At the same press conference, Curley and USTA Executive Director Gordon Smith said that rough plans for a retractable roof on Arthur Ashe Stadium have been drawn up for a long-term planning committee to evaluate. The broadcasters have made their views clear: "[CBS would] love to have a roof," Smith said. He added that the USTA was a nonprofit, and that the justification was uncertain at best for the $100 million (or higher) cost of a feature that would be used so rarely. <span style="font-size: x-small">"We're  trying to figure out the best ways to utilize the revenues to promote  our sport," Curley said. "That's a tough decision for us to make that, you know,  nine-figure investment in a roof.</span>" Tell that to CBS.</p>
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