Teletrax Makes Postseason Deal With MLB

Major League Baseball has reached an agreement with content tracking and monitoring firm Teletrax to digitally watermark its content and evaluate broadcast television usage of all of its postseason games. The deal will allow MBL to track which media outlets are using its footage, how many times they’re using it, and which specific scenes they’re showing.

The test will help MLB assess the broadcast use of its game content beyond the live telecasts and apply this media intelligence to multiple facets of its business, ranging from rights management to sponsorship valuations. MLB will test the Teletrax service, including its coverage of satellite, cable and terrestrial stations in all 210 television markets in the U.S. through the end of March, 2008.

"[Teletrax’s] broadcast verification services will allow 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," said Elizabeth Scott, vice president of programming and business affairs for Major League Baseball Properties.

Teletrax offers digital video monitoring and content tracking service that provides broadcast intelligence on a global scale to video providers such as entertainment studios, news organizations, TV syndicators, and the advertising industry. The company is a joint venture between Royal Philips Electronics and Medialink.