Media News: Man Utd signs up to stadium TV network

Manchester United has signed a five-year deal with in-stadia TV company MDM-TV to install more than 190 plasma screens, which will show a mix of advertising and game information at its Old Trafford ground.

The club is the seventh UK team to sign up to the scheme, whose advertisers include EA Sports, Nokia, Coca-Cola and Samsung.

The screens are being installed in all public areas at Old Trafford, including kiosk areas and bars, as well as in the corporate hospitality areas of the ground.

From January, the screens will show a mix of pre-kick-off programming, live feeds, half-time highlights, news and advertising.

While national match-day information is synchronised across MDM-TV's network, local content will be adapted for broadcast at Old Trafford and fans will be able to interact via SMS, and request MMS clips of highlights.

The channel also offers brands the opportunity to interact with fans. A range of direct response tie-ups with advertisers already using the network are under consideration.

Other UK teams to have joined the scheme, which shares advertising revenue with the clubs, are Arsenal, Manchester City, Newcastle United, Aston Villa, West Ham and Derby County.

Gerry McKenna, MDM-TV's managing director, said the network expects to sign up more than 20 UK clubs and added that it has already started negotiations with European sides.

MDM-TV was developed by Match Day Media in 2002. The company has received additional finance from former TUI UK managing director Chris Mottershead, who is also its non-executive chairman.

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