MLB Contracts with Teletrax for Digital Watermarking and Broadcast Usage Evaluation Test

League Baseball (MLB) has reached agreement with Teletrax, the global broadcast
intelligence company, to test the Teletrax service by digitally watermarking
its content and evaluating the broadcast television usage of all of its
upcoming postseason games. Teletrax is a subsidiary of Medialink Worldwide

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 extensive coverage of satellite, cable and
terrestrial stations in all 210 television markets in the

United States,
through the end of March 2008.

League Baseball is proud to be pioneering the use of digital watermarking and
broadcast tracking technology in the American sports industry with
Teletrax,” said Elizabeth Scott, vice president of programming and
business affairs for Major League Baseball Properties, Inc. “Its 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.”

are extremely pleased that Major League Baseball has selected Teletrax to
potentially be a part of its future business strategy,” said Andy Nobbs,
president of Teletrax. “We are now an integral part of decision making
processes at some of the world’s most prestigious television programmers and
distributors. Providing highly detailed information of broadcast usage can be
key to enabling clients to unlock and protect the true value of their content.”

offers the only digital video monitoring and content tracking service that
provides vital 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 of the

and Medialink, with an underlying technology that is patent protected both by
Philips and Digimarc Corp.

currently maintains a proprietary network of detectors that monitors the
television broadcasts of nearly 1,500 channels from more than 50 nations,
including all 210 markets in the
United States,
representing all measured

television households. Its international network covers television stations
across Europe, Asia, the Middle East,
South and Central America, and

Teletrax clients include ABC Television Network, Associated Press, BBC, CBS
Television, Disney-ABC Domestic Television, Fox Broadcasting Company, NBC News
Channel, The NBC Agency, NBC Universal Domestic Television, Reuters Television,
United Nations, ITN Networks, Euro RSCG 4D DRTV, and Medialink. A number of
other companies are also in active trials with the Teletrax service.

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