There's a major change going on in the whole advertising community. It has to do with the fact that, traditionally, people are not watching 30-second commercials.

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Our primary focus is the fans, and this technology augments our ability to deliver richer fan experiences by increasing the broadcast enhancements available to the networks. Equally important, this in-studio system will be considerably more efficient for the networks to implement during event telecasts.

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If we don't hold kids, the sport's going to be in trouble -- we've heard that consistently in every sport. The kind of stuff we do is critical to try and make sure the next generation of fans doesn't go off entirely to snowboarding and stuff like that.

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