This company is ready to play ball online. MLB Advanced Media (MLBAM) is the Internet and interactive media arm of Major League Baseball (MLB). It operates the league's website, MLB.com, as well as all 30 individual MLB team websites. MLB.com offers news, schedules, standings, and statistics from around the league. The site also provides live full-game audio and video streaming for subscribers. In addition to subscription fees, MLBAM generates revenue through advertising and sponsorships, along with ticket sales through its Tickets.com subsidiary. The baseball league created MLBAM in 2000 through a unanimous vote and an investment of $75 million from the MLB.
The company continues to grow through the launch of new product offerings, which are an important source of revenue. For example, it's MLB.com At Bat is a mobile application that has become one of the top sports-related downloads (in pay and free versions) from Apple's iTunes store. The company sells the pay version for $14.99; the premium application offers live audio broadcasts, a searchable video archive by team and player, a news archive by team, and in-game video highlights. In addition, its Front Office 2011 is an online service for fantasy baseball players and fans, and costs $19.95 for the season.
MLBAM has also proven to be a leader in producing streaming video, much of which is accessed through its MLB.TV subscription service. In 2010 the company delivered more than 250 million live streams of baseball games; all total it has served one billion live video streams since the service began. It has also developed Web streaming technologies that ESPN and CBS have used for golf and basketball. And in 2011 MLBAM produced a live stream of the annual Webby Awards ceremony (in partnership with the International Academy of Digital Arts & Sciences), which honors the best of the Web. The streaming event was significant for MLBAM as its first non-sports streaming event, and could signal more non-sports partnerships in the future. – less