SOURCE: ExtendMedia

April 29, 2008 09:47 ET

Turner Broadcasting's PlayON! Sports and ExtendMedia to Pilot Ad-Supported and Paid Downloads of Sporting Events

PlayON! Sports Uses ExtendMedia's AdBridge to Increase Advertising Reach While Delivering Full Game Downloads and Free Game Highlights to Its Expansive User Base

BOSTON, MA--(Marketwire - April 29, 2008) - ExtendMedia Corporation, a provider of digital content services software, today announced that they have been selected by PlayON! Sports, a division of Turner Broadcasting, to trial ad-supported video downloads of high quality sporting events and to offer Direct To Own (DTO) products for unlimited PC viewing.

"PlayON! is continually looking for ways to improve the value of our video offerings with consumers and advertisers. With ad-supported game highlights distributed for free to news sites, social communities and mobile devices, fans can connect with their favorite teams and players on their time," said Phil Sharpe, Senior Vice President and General Manager of PlayON! Sports. "With ExtendMedia, we are able to expand beyond our current live and VOD products, to download-to-own games and portable highlights."

ExtendMedia's OpenCASE and OpenCASE AdBridge™ securely deliver high-quality online video programming in a paid media or ad-supported format. With OpenCASE, PlayON! will increase its advertising channel by allowing users to download and own sports programming. PlayON! may also leverage Extend's strength in paid media offering, which supports numerous business models including download-to-own, rentals and subscriptions.

This ongoing collaboration enables PlayON! to rapidly deploy an end-to-end digital content service, including modules for automated asset management workflow, metadata management, DRM, encoding, publishing and distribution. As AdBridge manages the playback of advertisements and campaigns within the video player, it gives PlayON! the ability to monitor ad traffic, govern and update downloaded advertising content based on content and timing, and leverage user feedback.

"The media environment for sporting events is changing. Fans want 24/7 access to sporting events -- even at the college, high school and younger levels. With a service like this, Mom or Dad never has to miss a game -- they can download it on the Web," said Chris Gardner, Chief Marketing Officer, ExtendMedia. "PlayON! Sports is giving advertisers a way to reach these avid fans in a relevant, timely environment -- full of the hard-hitting sports action they crave."

About PlayON! Sports

PlayON! Sports, a division of Turner Sports, is a broadband service that delivers live and on-demand webcasts of sporting events that can't be seen elsewhere. Utilizing the production and technical capabilities of Turner Broadcasting, PlayON! Sports provides its production and delivery technology to entities like the Atlantic Coast Conference (, the Atlantic Sun Conference (ASun.TV) and the United Soccer Leagues ( For more information, visit

Turner Sports, Inc., a Time Warner company, presents some of the best and most popular sporting events worldwide and is a leader in televised sports programming. With events airing on TBS and TNT, Turner Sports' line-up includes NASCAR and NASCAR.COM, the NBA, Major League Baseball, professional golf, and

Turner Broadcasting System, Inc., a Time Warner company, creates and programs branded news, entertainment, animation and young adult media environments on television and other platforms for consumers around the world.

About ExtendMedia Corporation

ExtendMedia's digital content service delivery platform offers unrivaled flexibility and versatility to create, control and securely deliver high-quality digital media content across broadband, TV and mobile devices in both paid media and ad-supported formats. Headquartered in Boston, Mass., ExtendMedia powers initiatives for innovative communications and media companies including: Bell Canada, Cablevision, ClickStar, Hewlett Packard, NBC, Nelvana Entertainment and SHOWTIME. For more information, please visit us at

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