ABC and ESPN have signed an agreement with Princeton Video
Image, a producer of video insertion technology, to utilize
video-only advertising in some live sporting events this spring.
PVI, formerly Princeton Electronic Billboards, experimented with
the technology during ESPN's broadcasts of the Holiday Bowl and
Peach Bowl, as well as during ABC's Sugar Bowl telecast. Images
were placed behind the goalposts during the game. PVI VP Sam
McCleery told THE DAILY that Cap Cities/ABC will lease an
unspecified number of L-Vis (Live Video Insertion System)
machines for use during telecasts this spring. McCleery would
not specify on which events ABC and ESPN would utilize the
technology. PVI has leased the system to broadcasters in Mexico
and Europe for utilization during soccer and bullfighting.
McCleery indicated that ABC, ESPN, ESPN2 and ESPN Int'l may all
use the system. The technology requires only machine in use at a
time, so the system would be centered either at ESPN's
headquarters in Bristol, CT, or at ABC's in New York. McCleery:
"The event can take place anywhere, but we can operate in a
remote location." PVI is negotiating with other broadcasters to
lease the technology (THE DAILY).
