Wednesday, April 05, 2006

The 2006 Masters Tournament Coverage

Coming off of their highly successful coverage of the NCAA Tournament, CBS has assembled video-on-demand agreements with eight different cable, satellite and telecom operators and beginning 4/10 viewers can order up an on-demand tournament highlight reel. Additionally, at-work employees can wile away hours of productivity watching a live, online stream of the Masters as cbs.sportsline.com and masters.org broadcast play on holes 12, 13 and 14 -- coined “The Amen Corner” -- at Augusta National.

In previous years, masters.org has provided live coverage of holes 6 and 12, during the practice rounds only. This year there will be about 22 hours of online streaming during the actual tournament. Unlike the recent March Madness online streaming event, the Masters deal is clouded with nuances.

The Masters is a closely held property that renews its media partnerships year-by-year. CBS Sports and CBS Sportsline are producing the online coverage, but part of the deal was to allow the coverage to be shown on masters.org. Masters.org has a promotional deal with ESPN.com, which allows ESPN to link to the online stream. While the stream on Masters.org is free to consumers, it won’t be ad supported, which fits with The Masters tradition of having limited advertising in its TV broadcast (only four minutes an hour). IBM, Exxon Mobile and AT&T sponsor the Broadcast this year and CBS Sportsline’s streaming Masters coverage will be presented courtesy of computer retailer CDW. Link:
Adage.com 04/05/06 – Masters Tournament Offers On-Demand Coverage

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