Objective

Keen to capitalize on their digital media rights and to show the ATP Masters Series live and on demand, Tennis Properties Ltd wanted to provide a sport leading product to showcase the competition with the objectives of:

-Providing a broad platform for tennis fans globally to view the ATP Masters Series online

-Provide a technically innovative market leading user experience

-Develop incremental revenues through traffic and subscription generation

How Perform responded

Perform Production ingested, edited and encoded the video footage as well as prepared highlight, summary and daily round up shows, prior to making them available on Perform's Technology platform for broadband distribution. This resulted in up to 12 hours of match highlights every day, a 52 minute weekly highlights show, daily highlights packages and over 1 hour 40 mins of additional interview & feature material per tournament.

Perform Technology built a state of the art destination site which contained a live match subscription service, a VOD service and a video archive full of classic games, as well as a bespoke 'scoreboard' which fed live interactive xml feeds.

During the 2007 season the quality of the live stream was increased to near DVD-quality, multiple streams were introduced allowing access to up to 3 different streams and additional functionality such as the Desktop Player, rate a video & improved live score centre went live.

Perform Production then streamed live matches in 300, 650 and 800 kbps options, as part of the subscription and video on demand service, and hosted and delivered classic matches as part of the archived subscription service.

The highlight and summary shows were then made available on the www.atpmasterseries.tv site as well as syndicated through the ATP Flash player onto www.atptennis.com and www.tennis.com.

To promote the competitions and the improvements to the site, Perform Consumer Marketing deployed an integrated marketing campaign from traditional print advertisements to the creation of a dedicated You Tube channel. Perform's engagement with such emerging technologies resulted in the ATP You Tube channel being the 40^th most viewed channel during the season's final tournament, Tennis Master Cup Shanghai.

This combined with email campaigns, the latest Search Engine Marketing and an extensive affiliate program resulted in ATP Masters Series TV enjoying unprecedented growth during 2007, where unique users increased by 88% and subscriptions doubled.

www.atpmastersseries.tv