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CSTV TO LAUNCH HIGH SCHOOL SPORTS VIDEO-ON-DEMAND CHANNELS
CBS Sports Unit Enlists LeBron James’ Company, LRMR Innovative Marketing, To Expand The Reach of Prep Sports
CSTV’s MAXPREPS Will Aggregate Content From More Than 20,000 High Schools
LAS VEGAS (May 8, 2007) – CSTV will create first-of-their-kind video-on-demand channels dedicated to local high school sports, it was announced today by Brian Bedol, President and CEO, CSTV Networks at the National Cable Television Association Show. LRMR Innovative Marketing and Branding, the youth marketing and sponsorship company founded by NBA superstar LeBron James and Maverick Carter, has signed on to the project to assist with marketing, branding, promotion and sponsorship opportunities.
“Millions of families across the country are connected to high school sports in ways that are unequaled in the world of sports,” Bedol said, “but until now, there were no efficient means of delivering this fragmented content onto the television screen. Now, thanks to advances in production and distribution technologies and CSTV’s unique sports aggregation infrastructure, these passionate athletes, their families, friends and local communities can re-live the achievements and victories of millions of student athletes.”
These channels, which will be powered by MaxPreps, America’s source for high school sports and a division of CSTV, will contain extensive highlights of a broad range of local games on channels organized on a state-by-state platform.
LRMR, which strategically and tactically negotiates and manages all marketing programs for James, has also signed deals with several major corporations including Coca-Cola, Nike and Microsoft.
“We're thrilled to be part of a plan to use ground-breaking technology to connect great brands to the next generation of great athletes," said Carter, CEO, LRMR Innovative Marketing and Branding. "Collaborating with smart, like-minded companies that share LRMR's vision and core values is the key to our company.”
Besides the exclusive local content, there will be programming shared among all the VOD channels across the country, including athlete profiles, rankings, training, and championships.
“High school sports fans have an insatiable appetite to follow their hometown heroes,” said Andy Beal, President, MaxPreps. “Prep sports are the epitome of local programming and Video On Demand is the next, and natural, step to bring these teams and stars into living rooms in every state.”
Said Dave Millhollin, who has won more than 300 games as boys’ basketball coach at Sacramento’s Ponderosa High School: “MaxPreps has brought much-deserved attention to high school athletes in every city by re-defining and expanding the coverage of prep sports. Adding a television component is an exciting evolution and will be a tremendous improvement for the athletes, their families and fans.”
Created by CSTV, each VOD channel has the potential to be co-branded in partnership with distributors in the local markets.
“High School sports represent the ultimate local programming and nobody in the country knows the power of high school sports better than LeBron,” Mr. Bedol said. “Utilizing the content generated by our own Max Preps and its existing coverage of 20,000 high schools, we will provide an unprecedented new connection for our distribution partners.”
About CSTV Networks
CSTV Networks, Inc., now part of the CBS Corporation, is the leading digital and cable programming company dedicated to college sports. Connecting more fans to more college sports than any other company, its many platforms for programming distribution include CSTV: College Sports TV, televising regular-season and championship events for 35 men's and women's college sports; CSTV.com and its network of more than 215 official athletic sites; CSTV All Access, broadband services providing live audio and video of more than 10,000 events annually; as well as satellite television and radio, in-flight entertainment, wireless networks and more. Further information is available at www.CSTV.com.
About MaxPreps
MaxPreps, Inc. is the leading aggregator of high school sports content, including video, text and photos, covering over 20,000 schools and nearly 5 million student athletes. MaxPreps, Inc. is dedicated to publishing America's most comprehensive high school sports information web site. MaxPreps.com features stats, stories, and photos featuring high school student-athletes and the outstanding men and women who coach them. MaxPreps is owned by the CBS Corporation as part of CSTV Networks, Inc. For more information visit www.maxpreps.com.
About LRMR Innovative Marketing & Branding
Identifies. Seeks out the best athletes, entertainers, brands and companies in the world. Pinpoints the opportunities with the greatest potential. Integrates. Unites entities that will benefit from mutual engagement. Creates partnerships that are greater than the sum of their parts. Strategically constructs integrated programs that will leverage the assets of both parties. Infuses. Activates engagement in relevant consumer spaces. Executes innovative and long-lasting programs driven by successful results.
