MLB Tests Teletrax Tracking Service

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Major League Baseball has reached an agreement to test a Teletrax digital-watermarking service to track TV coverage of all its upcoming postseason games, officials said Tuesday.

The test will help MLB assess the broadcast use of its game content beyond the live telecasts and apply this media data to various aspects 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, 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,” MLB Properties vice president of programming and business affairs Elizabeth Scott said in a prepared statement. “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.”

Teletrax offers a digital-video monitoring and content-tracking service that provides 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 and Medialink, with an underlying technology that is patent protected both by Philips and Digimarc.

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. Its international network covers television stations across Europe, Asia, the Middle East, Australia, South and Central America, and Canada.

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