PVI and Major League Baseball International Team up Again for Virtual Advertising in 2009 World Baseball Classic

International Broadcasts of World Baseball Classic Features Seven Market Specific Virtual Advertising Feeds Behind Home Plate Powered Downstream by PVI

PVI Virtual Media Services, the global pioneer and leader in creating and providing real-time virtual image entertainment technology for television, and Major League Baseball International, the world’s premier professional baseball league, today announced a renewed partnership to provide virtual advertising behind home plate for the 2009 World Baseball Classic. The tournament takes place March 5-23 in Tokyo, Mexico City, Toronto, San Juan, San Diego, Miami and Los Angeles and is broadcast internationally across seven countries.

PVI is providing all dynamic virtual insertions downstream from broadcast facilities at Rainbow Network Communications (RNC) in Bethpage, NY, MLB Network in Secaucus, NJ, Rogers Sportsnet in Toronto, Televisa in Mexico City and ESPN in Bristol, CT. The virtually inserted advertisements will appear to international viewers in real time on the backstop behind home plate. The feeds are operated simultaneously, showing targeted market specific ads from PVI’s unique multi-backend technology, to viewers in different geographic locations, offering a new revenue-generating opportunity for Major League Baseball.

“The World Baseball Classic showcases some of the premiere international players in Major League Baseball, and PVI’s industry-leading experience and expertise make them a natural partner for our international broadcast,” said Paul Archey, Senior Vice President, International Business Operations, Major League Baseball. “We are pleased to continue our long-term partnership with PVI to deliver quality, purposeful, real-time, virtual advertising integration. PVI helps to drive brand value and message delivery for our partners in the prime spot behind home plate during our worldwide broadcasts.”

“This project is a culmination of the work we began in early November 2008 to prepare for the 2009 World Baseball Classic,” said Russell Gabay, VP and Executive Producer, Major League Baseball International Broadcasting. “When it was determined we would need a place to monitor all of the feeds, house the equipment and have ample working space along with our partners at PVI, it made sense to utilize Rainbow Network Communications Center because of its unique capabilities and company synergy.”

During more than six years of partnership PVI has become an established provider of virtual advertising integration for Major League Baseball International, including several All-Star Games and numerous postseason contests. PVI also provided virtual advertising integration during telecasts of the inaugural 2006 World Baseball Classic.

“We are thrilled to once again serve on MLBI’s World Baseball Classic team,” said Jay DiGiovanni, Senior Vice President and General Manager, PVI Virtual Media Services. “As Major League Baseball’s popularity surges around the world thanks to the electric play of international superstars, we are proud to offer a specialized advertising platform that provides the League’s advertising partners with a creative and effective way to reach this growing global fan base.”

“Rainbow Network Communications (RNC) is excited about the World Baseball Classic opportunity presented by MLBI and PVI,” said Steven J. Pontillo P.E. SVP of Broadcasting, Information Systems and Technology, Rainbow Media Holdings LLC. “The scope of this project is complex with 33 events backhauled from around the world to RNC’s Broadcasting & Technology Center, coupled with over 180 unique outbound feeds created for broadcast. There really are very few, if any, broadcasting facilities that could perform this task anywhere in the world. RNC’s team of operations and engineering staff are very proud that PVI and MLBI chose RNC to perform this world wide event.”

As the most experienced and only full-service designer, developer and operator of vision-based, virtual image technology in the market, PVI provides three main services: 1) virtual advertising and product insertion; 2) virtual programming enhancements and 3) data collection and analysis using vision processing. The company is a pioneer of programming innovations that are now crucial programming components, including the virtual First Down Line in college and professional football and other viewing enhancements in soccer, golf, football and baseball. PVI has developed specific business-to-business and consumer television applications that enhance the consumer viewing experience on behalf of or in cooperation with an extensive network of partners, including ESPN, FOX, CBS, MLB, NFL, Telemundo, Versus, Big 10 Network, New York Yankees, New York Mets, Boston Red Sox, TSN, Global Media GMA and ESPNstar.

About PVI

PVI Virtual Media Services is the global pioneer and leader in creating and providing real-time, vision-based, virtual image entertainment technology that enhances and transforms the television viewing experience. PVI’s patented technology allows broadcast, cable and broadband networks to insert computer-generated images into live or pre-recorded video broadcasts of events, sports contests and other television programming. The only full-service designer, developer and operator of vision-based, virtual image technology in the market, PVI works in partnership with advertisers, programmers and operators, among others, to develop and implement technology and applications. Founded in 1990, it is a wholly-owned subsidiary of Cablevision Systems Corporation (NYSE: CVC).

About Rainbow Network Communications

Rainbow Network Communications (RNC), a subsidiary of Rainbow Media, is a full service network programming origination and distribution company, supplying an array of services to the cable, satellite and broadcast industries. RNC’s experience in program delivery in both high-definition and standard-definition is unparalleled in the industry. RNC has nearly 30 years experience of practical and theoretical experience and employs first-rate engineering and operations staffs, as well as network services groups, including affiliate engineering, network operations, traffic and scheduling, that can provide seamless day-to-day delivery of any network. RNC’s operations are housed in Rainbow Media’s Broadcasting & Technology Center in Bethpage, New York. RNC’s current client base includes Rainbow Media’s own AMC, IFC (The Independent Film Channel), WE tv, Sundance Channel and VOOM HD Networks’ international channels, as well as other premier clients including fuse, MSG Network, MSG Plus, Comcast Sports, two FSN regional sports networks and Mid Atlantic Sports Network, just to name a few of the high-quality entertainment programming networks RNC delivers 24 hours a day, seven days a week.

About MLB International

Major League Baseball International (MLBI) focuses on the worldwide growth of baseball and the promotion of Major League Baseball and MLB Club trademarks and copyrights through special events, broadcasting, market development, licensing and sponsorship initiatives. MLBI is committed to showcasing the world’s best baseball talent through international events around the globe. Broadcast in 229 countries and territories, Major League Baseball game telecasts are re-transmitted in 13 different languages. MLBI executes and supports game development programs targeting players and coaches from grassroots to elite levels. With an extensive list of marketing partners worldwide, MLBI continues to grow its position as a leader in the international marketplace. MLBI is supported in its mission through presences in Beijing, London, New York, Sydney and Tokyo.

Contacts

Media:
For PVI:
Mike Flores, 212-446-1895
mflores {at} sloanepr(.)com
or
For Major League Baseball
Susan Goodenow or Daniel Queen, 212-931-7878