Atlanta ? For news and entertainment companies, owning a sports franchise can help build interest in other divisions, particularly fledgling cable channels. Once achieved, analysts say, there’s not much reason to hold on to the teams.

Such is the case for AOL Time Warner Inc., the latest industry giant to seek a buyer for its sports teams. The company says it wants to sell the Atlanta Braves, Hawks and Thrashers to help pay down its $25.8 billion debt.

“Owning a team is a very effective way to gain ratings, gain coverage, but I think it’s mission accomplished,” said Merrill Lynch entertainment analyst Jessica Reif Cohen.

A handful of individuals and investment groups have expressed interest in the teams in the past two months. The interest has been described as serious, but there is no specific timetable for a deal.

The company won’t reveal the names of those interested in the teams or how much it wants, but analysts say the teams together are worth about $750 million. Selling them individually could raise more cash. The price tag could go higher if the buyer takes over the company’s operating agreements for Philips Arena and Turner Field.

Among those mentioned as possible suitors are the teams’ former owner, Ted Turner, and former New York sports executive David Checketts.

The possible sale of the Atlanta sports teams is part of a trend at large media and entertainment companies. Rupert Murdoch’s News Corp. has expressed interest in selling the Los Angeles Dodgers and The Walt Disney Co., which owns ABC and ESPN, wants to sell the Anaheim Angels and Mighty Ducks.