NASCAR Drives Cable-Exclusive PPV Package

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In Demand L.L.C. and cable operators have scored a major coup in their battle
with DirecTV Inc. for sports content, acquiring a groundbreaking multichannel
pay-per-view package from the National Association for Stock Car Auto

The 'NASCAR in Car on In Demand' package, set to be announced this week, will
offer motorsports fans seven dedicated PPV channels that feature in-car cameras,
live team communications and real-time race-car statistics displayed on animated

Unlike other high-profile sports PPV packages, which have been the purview of
direct-broadcast satellite provider DirecTV, the NASCAR service will be
exclusive to 12.5 million digital-cable subscribers beginning in June, In Demand
executive vice president Rob Jacobson said.

'The package helps cable affiliates in their quest to compete with satellite,
drive digital-cable boxes and eradicate digital churn,' he