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ESPN LOOKS FOR TECHNOLOGICAL FIRST DOWN WITH NEW FEATURE

          During this Sunday night's Bengals-Ravens game, ESPN
     will use new technology called "1st and Ten," which will
     give viewers a view of the line offenses must reach for a
     first down.  The technology, developed by NY-based
     SporTVision Systems in conjunction with ESPN, will display a
     yellow line at the first down marker, and will be used for
     all offensive downs on all remaining Sunday night games
     (ESPN).  ESPN will have exclusive rights to the system for
     one year, after which other TV outlets will have the chance
     to use it (DAILY VARIETY, 9/25).  In N.Y., Richard Sandomir
     writes that "1st and Ten" could be seen on ABC's NFL playoff
     and college bowl games, and to "expect all networks to use
     it" next year (N.Y. TIMES, 9/25).  ESPN will go from two to
     three production trucks for Sunday night games to handle
     "1st and Ten" (HOUSTON CHRONICLE, 9/25).  USA TODAY's Rudy
     Martzke reports that ESPN is investing "more than" $1M on
     the project (USA TODAY, 9/25).  But ESPN spokesperson Rob
     Tobias told THE DAILY that Martzke's figure is "greatly
     exaggerated" (THE DAILY).  In S.F., Susan Slusser writes
     that the NFL, "which had to give approval to the project,
     has expressed concern about possible second-guessing of
     officials."  Slusser also writes to "expect more gimmicks
     soon: SporTVision is currently working on products for golf
     and baseball telecasts" (S.F. CHRONICLE, 9/25).   
          REAX: In Cincinnati, John Fay writes that the line
     "won't change the future of broadcasting.  But it's not a
     gimmick like Fox's glowing puck."  Fay writes that a taped
     sample found the line noticeable, but "it should not be
     distracting" (CINCINNATI ENQUIRER, 9/25).  In Hartford, Jeff
     Goldberg writes that it "seems a good idea ... unless people
     find themselves staring at the little yellow line instead of
     the game" (HARTFORD COURANT, 9/25).  On Long Island, Steve
     Zipay writes that his "initial impression was that the line
     is far less obtrusive than the score-time-quarter box. ...
     And it's understated.  It doesn't move or leave a trail like
     the FoxTrax puck" (NEWSDAY, 9/25).  In Milwaukee, Bob
     Wolfley calls it "favorable," noting that it "will be
     interesting to see what the line will disclose when the refs
     call for a measurement" (MILWAUKEE JOURNAL SENTINEL, 9/25). 
     In Chicago, Ed Sherman wonders, "What will they think of
     next?  A glowing puck?" (CHICAGO TRIBUNE, 9/25).  

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