KCET TO AIR PROBING SHOW ON BUSINESS.

Byline: Deborah Adamson Daily News Staff Writer

Television beyond sound bytes?

``This Week In Business,'' a show debuting this Sunday in Los Angeles on public television station KCET, hopes to bring in-depth business news coverage to viewers by taking them behind the scenes to explore reasons behind business decisions and events.

Sheilah Kast, former ABC News White House and economics correspondent, is the host of the show. The half-hour program, which already is being aired in other cities nationwide, features interviews with business executives and a round-table discussion among prominent national journalists.

``Television isn't doing a lot of thoughtful coverage of business'' compared to the print media, said Kast, who hopes to change that practice with her show. ``We're not a video show. We focus on analysis.''

Unlike many financial news shows, ``This Week in Business'' will focus on business strategy rather than the market.

The series is produced by WETA, the public television station in Washington, D.C., which also is behind The NewsHour with Jim Lehrer and Washington Week in Review shows. Business Week magazine is co-producing the business show.

The program will air locally at 12:30 a.m. Guests will discuss News Corp.'s proposed purchase of the Los Angeles Dodgers and its implications for Rupert Murdoch's financial empire. The guest executive is Keith Reinhard, CEO of advertising giant DDB Needham Worldwide, who will talk about the changing advertising business.

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Photo: KAST