AT&T tees up three-screen Masters golf coverage

With the 2010 Masters Tournament beginning April 8, AT&T announced expansive three-screen coverage of the venerable golf event, promising more than 110 hours of content across mobile handsets, AT&T U-verse TV and the AT&T Fan Zone and AT&T Entertainment websites. According to AT&T, it is the sole mobile operator delivering live and on-demand coverage from Augusta National Golf Club, with content spreading across the AT&T Mobile TV, MobiTV and AT&T Mobile Video services--the latter will feature Masters Moments (a series of 24 vignettes highlighting action from past Masters tournaments), multiple golfer interviews and Masters TV, including daily recaps.

This year's Masters is arguably the most anticipated in the tournament's long and rich history, heralding the return of four-time winner Tiger Woods after revelations of marital infidelities. On Feb. 19, millions of viewers turned to ESPN for coverage and analysis of a press conference where Woods publicly apologized for his behavior; three ESPN networks aired Woods' statement live, and the sports media giant averaged a 1.4 rating, triple the audience tuning in 24 hours earlier. ESPN.com logged in more than 5 million page views of Woods-related content over the weekend and over 1.6 million video starts--ESPN Mobile notched an additional 1.1 million page views, and Woods-related content contributed to ESPN's biggest mobile video day of the year so far, with viewers spending an average of 9 minutes and 15 seconds screening the 13-minute statement on their handsets.

For more on AT&T's Masters coverage:
- read this release

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