To fete the fact that the most famous footballer on the planet, David Beckham, was changing not only his team but switching continents, ESPN crafted an opening tease appropriate for a rock star, which is how Becks is viewed overseas. With The Beatles’ "Hello, Goodbye" playing, ESPN served up fast-paced footage showing Becks announcing his departure from Real Madrid, arriving at his new home in Los Angeles, doing numerous press conferences and photo shoots, sashaying on multiple red carpets with his celeb wife and, oh, yes, playing soccer.

Fast Fact

  • Beckham’s contract with L.A. pays him $32.5 million over five years. He should pull in about $200 million more in endorsements and fees.

Honorable Mentions:
Florida State vs Clemson, ESPN: Setting the tone for football’s ’07 Bowden Bowl — Bobby’s Florida State Seminoles vs. son Tommy’s Clemson Tigers — ESPN used Southern-sounding music, a drawling voiceover and homespun script. Bobby’s old, the voiceover says, yet age brings "more than dust, it brings desire." But, dagnamit, Tommy won’t yield, not even to big daddy.

Hair Trauma, WE tv: Artist Eric Merola created the animation for Hair Trauma’s hair-raising opening, where celeb hairstylist Ellin LaVar has the Herculean task of keeping her employees, who happen to be her opera-singing brother and rebellious sister, from killing each other. Meanwhile, a customer sits in the chair, hair askew, looking desperate. "Why can’t we all just get along?" Ellin finally screams.

Secret Lives of Women, WE tv: Pictures moving at break-neck speed tell the story here, as images of mothers, housewives and office workers yield quickly to provocatively clad bodybuilders, dancers and sex workers, among other things. The effect is breathtaking.

Return to 2008 CableFAX Program Awards table of contents.

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At the Commission

The FCC adopted a NPRM seeking comment on how to maximize efficient use of the 500MHz of mid-band spectrum available in the 12.2-12.7GHz band. The hope of the proceeding is to further a conversation as to

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