It's the classic media story -- and this one even involved a stint driving through nearly every little town in Texas, Arkansas, Oklahoma, Louisiana and Mississippi to sell this odd new 24-hour sports network to cable distributors.
Here's one thing he's learned: Every town thinks it's a sports town. Sort of like everybody thinks they have a good sense of humor.
As he said at the Global Media Summit:
Every town I pulled into, I was calling cable operators. They'd say 'Hey George, your idea is a little crazy. And we're glad you're here -- but this is a sports town.' I'm telling you from experience every town in the United States, and maybe the world, I don't think that's an overstatement, considers itself a sports town. People always said we're in a niche business. If we're in a niche, we're in a mighty big niche."
And that hasn't changed. Indeed, given the downturn in the economy, people may be more sports-crazed than ever, he said.