• by Erik Sass , Staff Writer @eriksass1, September 10, 2009

Digital out-of-home video targeting sports enthusiasts is one of the fastest growing sub-segments of the burgeoning medium, as reflected by the proliferation of networks, prompting some industry watchers to say this particular area is ripe for consolidation. This week brought some evidence of a trend towards consolidation, with the acquisition of the Golf Network -- an in-store video network serving golf equipment retailers -- by EDR Media, which simultaneously announced the formation of a new Sports Retail Network.

The Golf Network reaches 100 stores across the U.S. with original content created in partnership with Big Picture Studios, including a program hosted by ESPN commentator Jim Kelly and actress Susan Anton, as well as interviews and tips with golf pros, technology updates, and travel and lifestyle features. EDR -- which also specializes in custom content creation -- may augment this programming with more premium golf-related content. The network is already fairly effective as a marketing medium, according to Arbitron, which found a sales lift of 30% in some test locations. The Golf Network's Retail partners including Golf USA, Golf Etc., Pro Golf Discount, ParMasters, and Dunham's Sporting Goods. Altogether the network currently reaches about 4 million viewers per month; however, EDR unveiled plans to expand the network to a total of 250 locations by the end of this year, with a long-term goal of reaching 1,000 locations.

There are actually a number of DO networks targeting golf enthusiasts. One such network, ProLink, delivers advertising to GPS-linked digital screens on golf carts used to navigate some 400 domestic golf courses. More broadly, recent years have seen the expansion of networks targeting spectators at sporting events, like Sports Media Inc., which reaches Jumbotrons and television screens at sporting venues, including Major League and Minor League Baseball stadiums, NHL and AHL arenas, NBA arenas, and NASCAR speedways.

Last year SeeSaw, which aggregates digital-out-of-home networks, struck a deal giving it access to Atherton Communications' DirecTV Starship blimp, which carries the DirecTV logo on one side and a 2,100-square-foot digital screen composed of LEDs on the other. The blimp, which travels to different venues around the country during major sporting events, typically hovers about 1,500 feet above the ground, and can carry live and pre-programmed broadcasting.