Viewers Mad for DirecTV NCAA Interactivity

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Almost two-thirds of DirecTV Inc.’s NCAA March Madness package subscribers with interactive receivers took advantage of its on-demand interactive features during the first week of the tournament.

While company officials would not reveal the number of interactive-enabled subscribers who purchased the out-of-market NCAA men’s college-basketball-tournament package, they said nearly 66% of such subscribers used the new array of interactive features.

Among the interactive features, more than 49% of subscribers used the “Game Mix” channel, which offered as many as three live contests on the screen at one time; more than 30% pulled up on-screen scores; and more than 36% accessed the tournament-bracket feature to make and follow their picks.

DirecTV Entertainment executive vice president Eric Shanks said a majority of interactive-package subscribers used the interactive features more than once.

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