Snapshot :Who is MLB Advanced Media

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.