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