MLB Monitors Post-Season Content Via Teletrax

Major League Baseball has signed a deal allowing it to track where its post-season content appears beyond Fox and TBS, perhaps as a protective measure for all parties.

The agreement with Teletrax--which, among other things, helps networks track whether their affiliates are running the requisite promos for their shows--will allow MLB to monitor its content as the service covers all 210 U.S. markets and beyond. Teletrax employs digital watermarking for its operations, which can determine when and where content airs after the "live" feed, helping content owners protect intellectual property.

During the regular season, Teletrax and MLB conducted some preliminary research, and now have a more formal arrangement for games during the playoffs and World Series.

Elizabeth Scott, vice president of programming and business affairs at MLB, said the service allows "us to thoroughly ascertain the reach of our game content--and in turn, better protect the valuable live game assets we license our broadcast partners, increase footage licensing revenue, and provide valuable information to our sponsors about the impact of their brands beyond the live game broadcasts."

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Andy Nobbs, president of Teletrax, said the service lets MLB and its broadcast partners work together for "maximum effect." The service could help MLB work with Fox and TBS to determine which aspects of their coverage--such as pre-game player profiles or views from, say, a catcher-cam--have resonance.

Teletrax is majority-owned by Medialink, with Philips also holding a stake.

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