ATT 3 Screen Masters Golf Tournament Coverage

ATT is providing coverage of the 2009 Masters Golf Tournament over its U-verse IPTV service, to the PC, and to mobile phones. Live content to all three screens includes:

• Par 3 Contest, which featured a live feed from the contest on Wednesday, April 8.
• Masters Extra, which gives AT&T viewers one hour of coverage before cable and network broadcast coverage begins.
• Amen Corner Live, which features live coverage of the 11th, 12th and 13th holes.
  15th/16th Live, which features live coverage of the 15th and 16th holes.

On demand coverage includes:

• Masters Moments, featuring a series of 24 vignettes from past Tournaments available to U-Verse and PC viewers.
• Multiple Player Interviews, offered daily via U-verse TV VOD, the PC, and mobile video.
• Masters TV, including daily previews and recaps available via to the PC and mobile video.

This is a nice set of 3 screen programming. It does show the complexity of making this kind of offering. Consequently, compelling 3 screen programming will continue to be limited to these special events quite a while.