AT&T Scores With Three-Screen Delivery of the 2008 Masters Tournament

AT&T Scores With Three-Screen Delivery of the 2008 Masters Tournament

AT&T Exclusive Wireless Distributor of Masters Programming

Live Feeds and On-Demand Footage From Augusta National Available via AT&T Television, Broadband and Wireless Services

SAN ANTONIO, April 2, 2008 /PRNewswire-FirstCall/ -- AT&T is further connecting people to the exciting content they want to see when, where and how they want to see it. AT&T Inc. (NYSE:T) announced today that the company will be offering consumers three ways to experience the 2008 Masters Tournament -- on the TV, the PC and the wireless device.

Under an agreement with the Masters, AT&T will be providing golf fans with live footage and on-demand content from Augusta National across all three screens via AT&T U-verse(SM) TV, AT&T blue room (http://www.attblueroom.com/), AT&T U-verse OnTheGo, AT&T Broadband TV and wireless devices (Cellular Video and MobiTV(R)(1)). AT&T wireless customers will also be the only fans that will have access to live and on-demand Masters footage from their wireless devices.

In addition to previews, daily highlights and player interviews offered during the 2008 Masters Tournament, this year's content offerings will also include a live feed of the Par 3 Contest, Amen Corner Live, 15th/16th Live, and Masters Extra -- one hour of live Masters programming daily before cable and network broadcasts. Content and additional information will also be available on the Masters official Web site, http://www.masters.org/.

"Consumers today crave connectivity," said Dan York, head of content and programming, AT&T Entertainment Services. "They want to be able to access great content no matter where they are. Through our agreement with the Masters, we're able to deliver even more iconic footage to more people in more places than ever before."

Live content -- available to AT&T U-verse TV, AT&T U-verse OnTheGo, AT&T Broadband TV customers, AT&T's wireless customers who subscribe to MobiTV service, and to AT&T blue room visitors -- will include:

   -- Par 3 Contest. A live feed from this popular contest, not previously      broadcast, will be available from 3 to 5 p.m.(2) on Wednesday, April 9.   -- Masters Extra. Consumers get one hour of live play-by-play action      before cable and network broadcast coverage begins. Masters Extra will      be available: 3 - 4 p.m. Thursday, April 10, and Friday, April 11;      2:30 - 3:30 p.m. Saturday, April 12; and 1:30 - 2:30 p.m. Sunday,      April 13.   -- Amen Corner Live. Live coverage of the 11th, 12th and 13th holes will      be available from approximately 10:45 a.m. to 5:45 p.m. Thursday,      April 10 and Friday, April 11 and approximately 11:45 a.m. - 5:45 p.m.      Saturday, April 12 and Sunday, April 13.   -- 15th/16th Live. Live coverage of the 15th and 16th holes will be      available from approximately 11:45 a.m. to 6:45 p.m. Thursday, April 10      and Friday, April 11 and approximately 12:45 - 6:30 p.m. Saturday,      April 12 and Sunday, April 13.   -- CBS and ESPN. Live coverage will be available to AT&T U-verse TV      customers. In addition, ESPN's live coverage Thursday and Friday is      also available to AT&T broadband customers via ESPN360.    

On-demand footage -- also available to AT&T U-verse TV and AT&T's broadband and wireless customers through Cellular Video (CV) -- will be archived for 60 days after the Tournament and includes:

   -- Masters Moments. A series of 24 vignettes highlighting the action from      past Tournaments are currently available via the blue room and CV.  A      feature production of Masters Moments will also be available via      U-verse TV in the near future.   -- Driving Range. Three one-hour shows will be offered on blue room and CV      Monday, April 7 - Wednesday, April 9.   -- Player Interviews. Beginning Thursday, April 10, multiple player      interviews will be offered daily via U-verse TV, the blue room and CV.   -- Masters TV (Masters Today and Masters Tonight). Daily Tournament      previews and recaps will be available via blue room and CV Sunday,      April 6 - Sunday, April 13.    

In addition, AT&T's wireless customers who opt in can receive a variety of interactive features, including trivia and customized alerts and a real-time leader board of the top five will be available through the AT&T MEdia(TM) Net portal at http://www.att.com/mymedianet.

All Masters programming will be available to AT&T customers at no additional charge (service and wireless-data-plan subscriptions may apply(1)). AT&T Entertainment Services is a division within AT&T that is focused on delivering innovative and unique entertainment services and multiplatform advertising opportunities across the three screens. For the complete array of AT&T offerings, visit http://www.att.com/.

   (1) AT&T wireless subscribers will need a 3G phone and a subscription to       MobiTV service to access live content over their handheld device.       Tournament content available to MobiTV service subscribers will be       titled, "Par 3 Challenge," "The Masters Amen Corner" and "The Masters       15th/16th Holes." For more information, log on to http://mobitv.com/.    (2) All times listed are EDT.     About AT&T  

AT&T Inc. (NYSE:T) is a premier communications holding company. Its subsidiaries and affiliates, AT&T operating companies, are the providers of AT&T services in the United States and around the world. Among their offerings are the world's most advanced IP-based business communications services and the nation's leading wireless, high speed Internet access and voice services. In domestic markets, AT&T is known for the directory publishing and advertising sales leadership of its Yellow Pages and YELLOWPAGES.COM organizations, and the AT&T brand is licensed to innovators in such fields as communications equipment. As part of its three-screen integration strategy, AT&T is expanding its TV entertainment offerings. Additional information about AT&T Inc. and the products and services provided by AT&T subsidiaries and affiliates is available at http://www.att.com/.

(C) 2008 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.

This AT&T release and other news announcements are available as part of an RSS feed at http://www.att.com/rss. For more information, please review this announcement in the AT&T newsroom at http://www.att.com/newsroom.

First Call Analyst:
FCMN Contact: rolf.gatlin@fleishman.com

Source: AT&T Inc.

CONTACT: Sean Lashley of AT&T Inc., +1-314-982-1746,
slashley@attnews.us, or Wireless, +1-618-444-0707

Web site: http://www.att.com/

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Profile: International Entertainment