AT&T Covers the Masters on Three Screens

As the 2009 Master Tournament kicks off today, AT&T Inc. (NYSE: T) will leverage its content delivery network (CDN), U-Verse IPTV plant, and mobile network to deliver interactive coverage of the event to all three of its customers' screens.

As a sponsor of the event, AT&T is one of three companies with rights to distribute live and on-demand coverage from the 2009 Masters. CBS Sports and ESPN hold the cable and broadcast rights for the event.

AT&T will provide live and on-demand video of the tournament, starting with live coverage of today's Par 3 Contest. The carrier will also provide one hour of live play-by-play action before cable and network broadcast coverage begins, as well as live coverage of the 11th, 12th, 13th, 15th, and 16th holes.

On-demand video, which is available to AT&T Fan Zone viewers as well as U-Verse subscribers, includes "Masters Moments," a series of 24 vignettes highlighting action from past tournaments, player interviews, and daily "Masters Today" tournament previews and "Masters Tonight" recaps.

The carrier will be leverage its newly relaunched CDN -- AT&T Intelligent Content Distribution Service (ICDS) -- to power the online portion of its coverage on the AT&T Fan Zone Website.

Read on at Contentinople.

— Ryan Lawler, Contentinople

DCITDave 12/5/2012 | 4:07:27 PM
re: AT&T Covers the Masters on Three Screens

I wish they'd stop counting screens and just deliver unified content across any device.

The 3 screens marketing has always been suspect:



bubbatx 12/5/2012 | 4:07:27 PM
re: AT&T Covers the Masters on Three Screens

I checked the hole flyovers on the Masters application channel today.

Since there is not a reporting system, I will report here that for holes 3, 15 and 17, the flyover for hole 10 is played.

miar70 12/5/2012 | 4:07:26 PM
re: AT&T Covers the Masters on Three Screens

Well unless they produce phones and STBs that has the processing power of a PC and at a fraction of the price, content will always be adapted to fit the screen. This simply makes sense as sending the IPTV feed to a phone doesn't work for the phone or the wireless network. The alternative is to use lowest common denominator and then nobody will be happy.

Reality is that cell phones provide less real estate than other platforms and to make something usuable on that platform you need to do something different, other wise it will be very difficult to see that little white ball...

Gabriel Brown 12/5/2012 | 4:07:26 PM
re: AT&T Covers the Masters on Three Screens

Like the concept, even though I don't follow golf.

Presumably they format the picture differently for each screen? And adapt the actual programming? Or not?

Vodafone shows some live football on mobile TV in the U.K. Quality is not so great, but better than nothing if you really have to see the game.


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