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Sportvision, Ignite Merge; Target iTV Sports

Sportvision and Ignite Sports will merge under the name of Sportvision to step up their "fan-friendly" technologies, sports marketing activities and iTV services.

Sportvision, a sports-media technology company, and Ignite Sports, an interactive technology provider for sports organizations and advertisers, will join with investors to provide $10 million in new financing for the company.

The companies goal is to synthesize "fans and brands" in broadcast and Internet sports experiences through their "In-the-Action" marketing opportunities that put brands in the program instead of around it.

A winner of multiple Emmy Awards for technical achievement, Sportvision is best known for inventing the virtual "1st & Ten" line, which uses the company's patented visual overlay to create the illusion that a yellow line is painted on the field. The technology has been used on more than 700 NFL and college football broadcasts since its introduction in 1998.

Other clients of Sportvision and Ignite include NBA, NASCAR, NHL and the PGA tour. The new company will be based in Chicago with offices in New York and Mountain View, Calif.