EXHUMING JACK BENNY’S TOMB WAS A MUCH BETTER IDEA: SPORTS BUSINESS DAILY has the news that “CBS is dumping its online SportsLine brand in favor of CBSSports.com, company execs announced at last night’s CBS Sports upfront presentation in New York.”

SBD has CBS’ unnecessarily complicated explanation of why the change was made, but we’ll cut through the conglomo-speak for you: Hundreds of millions have abandoned mindless idiot box TV programming and escaped to the internet. The network is trying to somehow recapture that audience. And we’re extremely confidant the myriad 60-year-old CBS suits ensconced on W 52nd St. will have much success in their endeavor.

The only remotely entertainmenting part of the CBS upfront for future network sports programming came when Phil Simms talked about how people often mistake him for Boomer Esiason.

Simms: “Everybody’s calling me Boomer. What is this? Do I really look big, fat and mediocre?”