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PVI, RespondTV and Tribune to Air Interactive Baseball Broadcast

Broadcast to Expand the Capabilities Of ITV (July 30, 2001)
Princeton Video Image, Inc., RespondTV and the Tribune Company have developed a unique interactive TV experience that will debut Tuesday night, July 31 at 9pm CT during WGN-TV's Chicago Cubs broadcast against the San Diego Padres. Tomorrow night's Cubs broadcast will feature virtual advertising behind home plate, and those ads will be made interactive by RespondTV. Viewers with Internet-enabled set-top boxes such as UltimateTV, WebTV and AOLTV have the unique opportunity to interact four times during the game and receive a free logo baseball compliments of Fotoball, USA Inc.

Additionally, the San Diego broadcast on Cox Channel 4 will feature one set of in-program ads while the WGN-TV broadcast will feature a different set. The WGN-TV broadcast will feature interactivity.


The WGN-TV broadcast will mark the first time virtual advertising is made interactive. Cylo, Inc., a dynamic force in ITV strategy, design and production, developed the interactive experience using RespondTV's development tools. RespondTV will provide the back-end infrastructure and transaction processing for the campaign.

"Our relationship with PVI and Tribune is a perfect example of how Interactive TV can be used to extend the consumer-brand relationship in innovative ways, said Richard Fisher, President of RespondTV. "We look forward to expanding these new capabilities to additional sporting events and into new areas such as interactive in-program product placements."

Brown Williams, Chairman of Princeton Video Image stated, "PVI's virtual in-program insertions are the ideal consumer interface for Interactive TV. In a sense, PVI is providing the customer interactive front end, and RespondTV is providing the interactive response. It's a great combination."

PVI and RespondTV intend to extend the functionality of interactive virtual advertising and in-program product placements to additional programs.

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Related Keywords:DTV Professional, Digital Media Net, interactive tv, pvi, respondtv, tribune, baseball

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