Snapshot :Who is MLB Advanced Media

By Larry Barrett  |  Posted 2005-03-07 Print this article Print

The subsidiary responsible for operating the Web sites of 30 baseball teams must get a line on where its fans live before selling them video streams. Or else, it will run afoul of its lucrative TV deals.

MLB Advanced Media Base Case

Headquarters: 75 Ninth Ave., 5th Floor, New York, NY 10011

Telephone: (212) 485-3444

Business: New media division of Major League Baseball operates the league and team Web sites, online audio and video broadcasts of baseball games, and other e-commerce ventures.

Chief Technology Officer: Joe Choti

Financials in 2004: Reported sales of more than $130 million. Company declined to disclose whether it posted a profit or loss.

Challenge: Determine physical location of subscribers and would-be subscribers logging on to MLB Web sites for streaming media.

Baseline Goals:

  • Identify physical location of 99% of computers logging on to receive MLB.TV games over the Internet, up from 93% in 2003.
  • Increase revenue to more than$175 million in 2005, from $130 million in 2004.
  • Trim number of customers denied access to content to less than 50 a week, from 450 a week.
  • Install digital video equipment at all 30 Major League Baseball stadiums by the end of the 2005 season, up from 20.

Senior Writer
Larry, of San Carlos, Calif., was a senior writer and editor at CNet, writing analysis, breaking news and opinion stories. He was technology reporter at the San Jose Business Journal from 1996-1997. He graduated with a B.A. from San Jose State University where he was also executive editor of the daily student newspaper.

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