Re: electronic stripes

[paul o johnson <pojhome@FLASH.NET>]

Bob Sciamanda wrote:

> I haven't seen these stripes (not a football fan!), but there are
> currently afoot legal/financial wars concerning using such "special
> effects" for "on the air real-time added advertising" like, eg.
>
> 1) electronically replacing a real advertising sign with a computer image
> "sold" to another company - which would "play" whenever a camera looked at
> the real (now undesired) sign on the field fence.
>
> 2) electronically inserting into the network broadcast of a movie a
> consumer product for purposes of sellable "added advertising" - eg. adding
> a coca-cola bottle on a table top, as if it were in the original movie.
>
> It is my impression/intuition that all of this is purely electronic and in
> real time.

I don't know if they were the first to do it, Bob, but baseball telecasters
(with the cooperation of some stadiums) have been doing this for several
years. The stadiums involved keep advertising signs off the wall behind home
plate, unlike the outfield walls. The television folks electronically insert
ads on that blank space -- a different ad every inning. The center field
camera shows the ad behind the trio of game participants at home plate. The
fans attending the game see this ad only on the monitors located around the
stadium.

poj