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ATLANTA -- Turner Entertainment Networks president Steve Koonin is joining the Atlanta Hawks ownership group, which hopes he can raise the profile of an NBA team that has struggled to draw fans or lure big-name free agents. The Hawks announced late Sunday that Koonin would take an ownership stake, serve as chief executive officer, oversee all business operations and represent the ownership at league functions. Koonin comes to the Hawks after 14 years with Turner Entertainment Networks, where in his most recent role he led the division that included TNT, TBS, TruTV and Turner Classic Movies. He previously spent more than a decade as a marketing executive at Coca-Cola. "Steve Koonins reputation as a game changer in both marketing and media makes him the ideal leader to usher the Atlanta Hawks into a new era," said Bruce Levenson, the teams majority owner. "He has created a legacy as an expert in sports marketing, television, branding and digital media." The Hawks clinched their seventh straight playoff appearance this past weekend but perennially rank among the worst teams in attendance. The team is hoping Koonin can change that after his stint at Turner, where he was involved in programming and media rights acquisition with both the NBA and the NCAA. At Coca-Cola, he served as vice-president of sports and entertainment marketing. Koonin is a lifelong resident of Atlanta, headquarters of Turner and Coca-Cola. "My family has been a part of this city for nearly a century," Koonin said in a statement. "We have a lot of work to do, but I believe my professional experience, my passion for this team and the NBA, as well as the Hawks great existing executive talent ... make this organizations future very bright." Under general manager Danny Ferry and first-year coach Mike Budenholzer, the Hawks are in the midst of a major rebuilding effort. Only two players, centre Al Horford and point guard Jeff Teague, have been with the team longer than two years -- and Horford missed most of this season with an injury. Koonins focus will be off the court. Heading into its final home game Monday night, the Hawks were averaging crowds of 14,400 a game -- 28th out of 30 NBA teams. The actual turnouts are generally much lower, with thousands of empty seats a trademark of games at Philips Arena, where capacity was actually reduced by curtaining a section of seats at the top of the upper deck. Over the past decade, the team has never ranked higher than 18th in attendance and is largely overlooked in a market that also has the NFL, Major League Baseball and a passion for college football. "I have known Steve for more than two decades and based both on firsthand experience and his stellar record of accomplishments," NBA Commissioner Adam Silver said. "He is one of the very best executives and creative minds in the entertainment industry." 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Edwin Encarnacion carried the torch for two days at Fenway Park this week; Melky Cabrera and Jose Bautista have had their moments; lately Anthony Gose has contributed.New Orleans, LA (SportsNetwork.com) - Tyreke Evans poured in 27 points and the New Orleans Pelicans put together a strong fourth quarter to come away with a 104-93 victory over the still-struggling New York Knicks. Evans netted eight points and Omer Asik had seven during a final period in which the Pelicans outscored New York by a 27-20 count to pull away and sent the Knicks to a ninth consecutive loss and 10th in a row on the road. Asik finished with 16 points and 14 rebounds, while Anthony Davis put up 18 points and eight boards in New Orleans second straight victory. Amare Stoudemire scored a season-high 26 points for New York, but Carmelo Anthony was held to a relatively quiet 17 and managed just two points in the fourth quarter. J.R. Smiths 3-pointer at the third-quarter buzzer had the Knicks down just 77-73 heading into the fourth, but the Pelicans started the final frame strong to stretch the margin. Jrue Holiday began the period with a 3-point play and Austin Rivers knocked down a trey shortly afterward to stake New Orleans to an 83-73 lead. It was a 12-point advantage with under 8 1/2 minutes to go when Asik converted a Rivers give to put the Pelicans up by an 87-75 score. The Knicks never got the deficit under nine points the rest of the way, with Neww Orleans shooting 50 percent from the floor and going 6-of-8 from the foul line for the fourth quarter.dddddddddddd Neither team was ahead by more than five points during a tightly contested first half. New York owned a 52-50 edge late in the second quarter, but Holiday buried a pull-up jumper and fed Asik for a dunk with 18.2 seconds remaining to send New Orleans in front by two at the break. The Pelicans were able to create some distance in the third quarter, during which Davis amassed 11 points. An Asik slam and a Holiday layup had New Orleans ahead 68-61 with less than five minutes to go in the stanza, and Davis threw down a dunk with 2:25 left in the period for a 73-65 advantage. Game Notes New Orleans halted a five-game home losing streak to the Knicks and improved to 6-2 at Smoothie King Center this season ... Smith finished with 17 points, but went just 6-of-18 from the field ... Knicks forward Jason Smith, who spent the previous four seasons with the Pelicans, had four points in 22 minutes against his former team ... New Orleans has won 14 of its last 17 home games against Eastern Conference opponents ... The Pelicans outrebounded New York by a 43-30 margin and owned a 54-40 edge in the paint. 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