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).
