"open" n. = "opening moments of a TV program" (or film, etc.?)

[Joel S. Berson]

I imagine seen before, but not in the OED.

ESPN's comments on their cancellation of Hank Williams Jr.'s musical
introduction to "Monday Night Football", as quoted in the NYTimes,
Oct. 4, 2011:

" In its statement, ESPN said: 'While Hank Willams, Jr. is not an
ESPN employee, we recognize that he is closely linked to our company
through the open to "Monday Night Football." We are extremely
disappointed with his comments, and as a result, we have decided to
pull the open from tonight's telecast.' "

The Times itself spurned "open".  The headline is "ESPN pulls 'Monday
Night" opening, Citing Singer's Comments", and the second paragraph
starts "ESPN said the opening would not run this week ...".

Joel

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