AT&T Launches First Three-Screen Traditional-Content Deal

Having proven it can attract advertisers to support its three-screen content strategy, AT&T has entered into its first traditional-content distribution relationship, partnering with the 2007 Masters Tournament.

Under the deal, AT&T will provide golf fans with access to Masters previews and daily highlights, live tournament and practice range coverage, player interviews, live updates, links to real-time scoreboards and more. Masters coverage will be available on AT&T blue room, AT&T U-verse TV, AT&T Homezone service, AT&T U-verse OnTheGo, AT&T Broadband TV, and Cingular Wireless service. Live video, including Masters Extra and Amen Corner Live, real-time scoring, and additional information are also available on the Masters official Web site, Masters Week runs April 2-8.

Five print ads have been created to support the coverage, featuring shots of TV screens and handsets set against the pristine greens and crowds on the golf course of the tournament.

"As audiences look to get content on the range of digital devices, three-screen entertainment is the future. The Masters recognizes that successful programming translates to all three screens, which AT&T can deliver to consumers, programmers and advertisers," says Dan York, head of content and programming, AT&T Entertainment Services, in a statement.



AT&T Entertainment Services was founded in 2006 to leverage the company's post-merger "total network assets" which it calls "unmatched in the industry" to give AT&T an edge in forging content and advertising relationships for the company.

After its merger with BellSouth was completed, AT&T quickly announced its three-screen strategy, which offered a unique value proposition to advertisers and marketers: enabling them to reach consumers via the most ubiquitous communications and entertainment devices which AT&T now owns.

J.P Morgan Chase Card Services was the first advertising sponsor for AT&T's first three-screen deal involving content on wireless telecom, TV and PC. Under the arrangement, announced in early January, Chase Card Services will be the exclusive sponsor of "Swampstock," an annual music festival and fundraiser hosted by country music singer Tim McGraw.

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