At last, basketball fans in Louisville, Ky., get a say in what they see during March Madness. When the NCAA Men's Basketball Tournament tips off March 17, local CBS affiliate WLKY will carry several games rather than the single regional feed CBS traditionally supplies. To up the ante, WLKY is utilizing its digital broadcast channels to telecast up to three games at once. "We are in the heartland of basketball country, and every year, we're challenged to determine which one game makes [the most] sense to carry," says WLKY President/GM Jim Carter. The University of Louisville is the hometown favorite, and the University of Kentucky and Indiana University are both within an hour's drive. Basketball fever is so intense that the Louisville market regularly ranks as the top-rated CBS station for the NCAA games. In the past three years, WLKY averaged a 17.6 rating/31 share for the entire event.
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