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Monroe and Shibicky, Big Talkers

March 5, 2007 12:00 AM

Madison Square Garden Network is grabbing two microphones to tell viewers about its new show, "MSG, NY." What's unusual is these microphones are big and they talk.

They even have names: Monroe (after ex-Knick Earl Monroe and Marilyn Monroe) and Shibicky (in honor of Alex Shibicky, who played for the 1940 Stanley Cup-winning Rangers).

The point is that unlike "MSG Sports Desk," the show it replaced in October, "MSG, NY" covers both sports and entertainment.

Spots show the microphones, played by a pair of local comedians, interacting with Garden-worthy players and performers, said Steve Mars, VP of marketing for MSG Networks. "It could be Stephon Marbury or Gwen Stefani."

The spots will air on MSG and the network is buying local time on younger-skewing cable networks to attract 18- to 34-year-old viewers.

Mr. Mars also is counting on the campaign catching a viral wave. "We're sure you'll see this on YouTube," he said.