AT&T delivers Masters to three screens

AT&T says golf fans can now enjoy more of the 2007 Masters Tournament as AT&T launches its first major content initiative across the three screens central to customers’ lives: the wireless device, the TV and the PC. Under an agreement with the Masters, AT&T will provide golf fans with access to Masters previews and daily highlights, live tournament and practice range coverage, player interviews, live updates, links to real-time scoreboards and more. Masters coverage will be available through AT&T blue room (, AT&T U-verse(SM) TV, AT&T Homezone(SM) service, AT&T U-verse OnTheGo, AT&T Broadband TV, and Cingular, now AT&T, wireless service. Live video, including Masters Extra and Amen Corner Live, real-time scoring and additional information is also available on the Masters official Web site,

The deal furthers the company’s commitment to deliver compelling content across the three screens. AT&T offers customers a wide variety of content through a portfolio of advanced video, broadband and wireless services, bringing customers more of the entertainment they enjoy and strengthening programmers’ and advertisers’ connections with new and loyal audiences.

“By extending the excitement of the 2007 Masters Tournament across the three screens, AT&T is giving golf fans more ways to enjoy one of the greatest traditions in all of sports,” said Dan York, head of content and programming, AT&T Entertainment Services. “As audiences look to get content on the range of digital devices, three-screen entertainment is the future. The Masters recognizes that successful programming translates to all three screens, which AT&T can deliver to consumers, programmers and advertisers.”

Beginning Masters Week (April 2 – 8, 2007), AT&T customers will be able to view the following Masters content:

— Masters TV. Daily tournament previews and recaps will be available on
AT&T blue room; via Cingular, now AT&T, wireless service; through AT&T
U-verse TV and AT&T Homezone video-on-demand (VOD) services; and as a
streaming channel on AT&T U-verse OnTheGo and AT&T Broadband TV.

— Player Interviews. AT&T blue room, AT&T wireless phones, U-verse
OnTheGo and Broadband TV will feature multiple player interviews each
day. Full-length interviews will also be available on demand through
U-verse TV and Homezone.

— Masters Extra. Live bonus coverage will be available on AT&T blue room
during the competitive rounds, with nearly an hour of play-by-play
action before cable and network broadcast coverage begins.

— Amen Corner Live. Live Tournament coverage from “Amen Corner” – the
11th, 12th, and 13th holes – will be available on AT&T blue room during
the competitive rounds.

— Par 3 Interviews. A live feed of player interviews after their
completion of the Par 3 Contest on April 4 will be available on AT&T
blue room.

— Masters Practice Range Live. AT&T blue room will include a live daily
video feed of the practice driving range.

— Outdoor Green Jacket Ceremony. The outdoor Green Jacket presentation
ceremony will be available live on AT&T blue room, via U-verse TV and
Homezone VOD services, and on U-verse OnTheGo and Broadband TV.

— Masters Scoreboard. AT&T blue room will have exclusive direct links to
the Masters live leader board.

— Interactive Features. Viewers can also participate in polls, trivia and
customized alerts via AT&T blue room and AT&T wireless phones.

— Masters Moments. Customers can view archived footage of memorable
moments from past Masters tournaments on AT&T blue room, via AT&T
wireless phones, through U-verse TV and Homezone VOD services and on U-
verse OnTheGo and Broadband TV.

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