MLB Network Throws Out First Pitch On League's Multimedia Campaign
'This Is Beyond Baseball' Begins With 30-Minute Special On Rookie Network
Mike Reynolds -- Multichannel News, 3/27/2009 1:16:09 PM
Major League Baseball will take the wraps off a new marketing campaign entitled "This is Beyond Baseball" on Saturday night.
Beginning March 29 at 8 p.m. with a 30-minute special This is Beyond Baseball on MLB Network, the campaign and the film aim to "celebrate baseball's unique place in the cultural fabric of society and in the lives of fans," according to MLB officials.
A documentary-style show, narrated by the legendary Los Angeles Dodgers broadcaster Vin Scully, This is Beyond Baseball is divided into four segments: family, ballparks, community and culture. Among those interviewed: Ken Griffey, Jr., Cal Ripken, Jr., BJ and Justin Upton and their dad, Manny.
Source familiar with MLB's thinking says the campaign will stage in the days ahead and in front of the 2009 season, which begins on April 5. Messaging is expected on MLB.com, with commercials expected to run on regional sports network and other local carriers, as well as national networks Fox, TBS and ESPN.
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