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MLB Contracts with Teletrax
03/10/2007 |
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Major League Baseball (MLB) has reached agreement with Teletrax, the global broadcast intelligence company, to test the Teletrax™ service by digitally watermarking its content and evaluating the broadcast television usage of all of its upcoming postseason games. Teletrax is a subsidiary of Medialink Worldwide Incorporated (Nasdaq: MDLK).
The test will help MLB assess the broadcast use of its game content beyond the live telecasts and apply this media intelligence to multiple facets of its business ranging from rights management to sponsorship valuations. MLB will test the Teletrax™ service, including its extensive coverage of satellite, cable and terrestrial stations in all 210 television markets in the United States, through the end of March 2008.
“Major League Baseball is proud to be pioneering the use of digital watermarking and broadcast tracking technology in the American sports industry with Teletrax,” said Elizabeth Scott, vice president of programming and business affairs for Major League Baseball Properties, Inc. “Its broadcast verification services will allow us to thoroughly ascertain the reach of our game content – and, in turn, better protect the valuable live game assets we license our broadcast partners, increase footage licensing revenue, and provide valuable information to our sponsors about the impact of their brands beyond the live game broadcasts.”
“We are extremely pleased that Major League Baseball has selected Teletrax to potentially be a part of its future business strategy,” said Andy Nobbs, president of Teletrax. “We are now an integral part of decision making processes at some of the world’s most prestigious television programmers and distributors. Providing highly detailed information of broadcast usage can be key to enabling clients to unlock and protect the true value of their content.”
Teletrax offers the only digital video monitoring and content tracking service that provides vital broadcast intelligence on a global scale to video providers such as entertainment studios, news organizations, TV syndicators, and the advertising industry. The company is a joint venture between Royal Philips Electronics of the Netherlands (NYSE: PHG) and Medialink, with an underlying technology that is patent protected both by Philips and Digimarc Corp. (Nasdaq: DMRC).
Teletrax currently maintains a proprietary network of detectors that monitors the television broadcasts of nearly 1,500 channels from more than 50 nations, including all 210 markets in the United States, representing all measured U.S. television households. Its international network covers television stations across Europe, Asia, the Middle East, Australia, South and Central America, and Canada. Teletrax clients include ABC Television Network, Associated Press, BBC, CBS Television, Disney-ABC Domestic Television, Fox Broadcasting Company, NBC News Channel, The NBC Agency, NBC Universal Domestic Television, Reuters Television, United Nations, ITN Networks, Euro RSCG 4D DRTV, and Medialink. A number of other companies are also in active trials with the Teletrax service.
(Source: Brainerd Communicators, Inc.)
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