ESPN Extends NASCAR Deal with SportsMEDIA Technology Through 2014

ESPN has extended its NASCAR contract with SportsMEDIA Technology through 2014. Under the terms of the contract, SportsMEDIA will continue as ESPN’s data and graphics integration and presentation partner for all of ESPN’s telecasts of NASCAR events for the next five years.

SportsMEDIA’s DMX Switchboard, the core technology behind all of SportsMEDIA’s graphics and display products, synchronizes multiple live real-time data sources with historical statistics and graphic assets to create a single SportsMEDIA comprehensive on-site information database for ESPN.

SportsMEDIA’s DMX Switchboard also provides multiple real-time interface ports for the publication of SportsMEDIA’s on-site content to multiple on-air and off-air display devices. All DMX Switchboard interface ports are configurable based upon the type of device plugging into the Switchboard. DMX interface ports can provide access to content in four different ways, including on a request basis, by continually pushing content to display devices, by receiving real-time data and by importing files of archived data and graphics.

In a typical ESPN NASCAR broadcast, SportsMEDIA’s DMX Switchboard is configured to support up to six inputs and up to 20 outputs. Each device that plugs into the DMX Switchboard services a different audience’s need for access to on-site data. As an example, SportsMEDIA’s Interactive Touch-screen Electronic Media Guides serve on-air talent and announcers, while SportsMEDIA’s Autograph” device generates the constant on-air “crawl” of information that appears to the viewer at home. Other SportsMEDIA supplied devices service the needs of the backstage ESPN production team.

“SportsMEDIA is delighted to continue our long-standing and very successful partnership with ESPN on both the Sprint Cup and Nationwide series,” said Gerard J. Hall, president of SportsMEDIA. “Working with ESPN on NASCAR is like working with NASA on the space program — both environments are hyper-challenging and demand sound technical solutions. The process of meeting these demands inevitably generates and incubates cutting-edge technology that can be spun-off and applied to other areas. We look forward to this mutually beneficial phenomenon continuing.”

SportsMEDIA has been providing service to ESPN’s NASCAR broadcasts since 1991.