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GIANTS SEARCHING FOR SPONSORS TO UTILIZE PVI TECHNOLOGY
Published June 12, 1996
As reported by THE DAILY last Friday, the Giants are the first MLB club to adopt Princeton Video Image's L-VIS live electronic insertion technology -- on KTVU-TV and SportsChannel Pacific broadcasts from 3Com Park. While only promos and logos have been displayed during telecasts thus far, Glen Dickson of BROADCASTING & CABLE writes the team has sold ad space to the Raley's supermarket chain and are "close" to a deal with a beer company. Giants Corporate Sponsorship Manager Jason Pearl says the club is "aggressively going after people," but while advertisers are "extremely excited" about the technology, few have budget room to purchase time this late in the season. PVI is supplying and operating the system free in return for a percentage of ad revenue, which will also be shared by the team and the TV rightsholder. PVI VP Sam McCleery, who says the company is in discussions with other MLB clubs, says the technology can be used for geographically targeted ads within national telecasts and "branding" events market-by-market for international distribution (BROADCASTING & CABLE, 6/10 issue). The Giants' Pearl places the costs of the ads at $4,000-6,000 on KTVU and $400-600 on SportsChannel Pacific (Reynolds & Brockinton, INSIDE MEDIA, 6/11 issue).