AD TECHNOLOGY LOOKS TO BOOST VALUE OF INTERNATIONAL EVENTS

     Orad, an Israeli electronics firm, and ISL, a sports
promotion agency which handles advertising for event organizers,
have combined to develop technology that allows advertisers to
alter stadium signage seen by TV viewers in different countries,
according to FINANCIAL TIMES.  The two have formed a Netherlands-
based joint venture, Imadgine, to market the product.  Using GM
as an example, the system would allow them to have signage for
its latest GM car seen in the U.S. broadcasts of an event,
Vauxhall vehicles seen in the UK, and its Opel model in
continental Europe.  Companies targeting specific regions may now
be persuaded to sponsor sports events, knowing that ad money will
not go to a "scatter-gun" approach (FINANCIAL TIMES, 2/19).