KICKING OFF A NEW ERA IN L.A.; SPORTS SCENE UNDERGOING MAKEOVER WITH SITE, OWNERSHIP CHANGES.

Byline: Rick Orlov Daily News Staff Writer

After the defection of two NFL teams, and after years of enduring those annoying chants of ``Beat L.A., Beat L.A.,'' Los Angeles' sports fortunes may finally be turning.

With Rupert Murdoch pursuing the Dodgers and plans afoot to build a new downtown sports arena and revive the Coliseum, the city is at the center of an unprecedented opportunity for new and revived facilities and teams.

Los Angeles officials will travel next week to the National Football League owners meeting in San Diego to make another pitch for a franchise.

``What you're seeing is the equivalent of a sports arms race,'' said David Carter, a professor at the University of Southern California School of Business who specializes in sports issues. ``We have never seen so much interest at one time (in) sports and the mixing of sports and entertainment.''

Sales talks between Dodgers owner Peter O'Malley and Murdoch's News Corp. are only the latest in a series of events under way to change the Los Angeles sports landscape.

Key among them is City Council discussion next week on a proposed $240 million, 20,000-seat downtown sports arena proposed by the co-owners of the Los Angeles Kings hockey team, Edward Roski Jr. and Philip Anschutz.

If the project ultimately is approved, construction could begin with a goal of opening for the 1999 season.

Roski and Anschutz, meanwhile, also have emerged as major players seeking to win a National Football League franchise at a remodeled Los Angeles Memorial Coliseum.

Roski will appear with city and Coliseum officials at the NFL owners meeting in San Diego.

Councilman Mark Ridley-Thomas said the city planned to open hospitality suites for the football team owners, introduce them to Roski and provide more details on their plans for a rebuilt Coliseum.

It is a high-stakes game for the city, particularly if Murdoch is interested in reviving plans to build a football facility and get his own team for a Dodger Stadium complex.

Murdoch offered few clues Wednesday.

``We are interested in the Dodgers,'' Murdoch flatly told reporters Wednesday in Tokyo, punctuating the media giant's resolve to join Disney, Time Warner and other entertainment companies that own pro sports teams.

``Other media companies in America now have great sporting teams, and we think the Dodgers are a great American institution,'' Murdoch said during a news conference to announce a satellite television partnership. ``And if we are successful in buying them, we look forward to bringing them to Japan to play the (Tokyo) Giants.''

Murdoch said he expected the proposed deal will be finalized within a month. The approval process by Major League Baseball team owners and their final vote probably will take an additional three months at the quickest.

It was the first time Murdoch has commented on the negotiations that already have generated headlines and widespread speculation of a sales price: about $350 million.

``It's like a big chess match,'' Carter said of posturing to bring a football team to L.A. ``And part of Murdoch's purchase price has to be looking at the potential development.''

At the same time, Carter said, the timing of the current situation helps Anschutz and Roski.

``Presuming Murdoch doesn't close the deal until after the baseball season or the start of next year, Anschutz and Roski will have already been able to capitalize on any goodwill they bring to the table,'' Carter said. ``And, while the NFL might not be enamored with the Coliseum, even if it's gutted, it seems they also aren't too eager to have Murdoch as an owner.''

NFL officials have indicated in various published reports that they would be concerned about the possible conflict with Murdoch because his network now broadcasts National Football Conference games.

Also uncertain is the role O'Malley would play.

``I don't think the issue of football is out of his mind,'' said Carl Terzian, a spokesman for the Dodgers owner. ``He wants to help Los Angeles get a football team.''

But O'Malley also has said he would not go back on the promise made by his father when they first moved the team to Los Angeles in 1959 that he would do nothing to compete with the Coliseum.