Programming: What's the Score?

Fair play may be the rule on the football field, but in the announcer's booth it is the sponsor who calls the plays. During a recent ABC telecast of a game between Southern Methodist and Texas A. & M., the announcers referred to the S.M.U. team as the "Horses," the "Colts" and the "Ponies"—but never by their accepted nickname, the Mustangs. Reason: one of the show's sponsors was the Chevrolet Camaro, which is in direct competition with the Ford Mustang.

The most widespread abuse, however, is an old sucker play that might be...

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