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Athens, GA (Apr 9, 2008) - ESPN is kicking off the first year of its partnership with Augusta National (and by default with CBS Sports) with coverage of today's family-friendly Par 3 competition from The Masters. Of course Tiger Woods is not playing as explained later in this video:



Viewers have the following options to watch today:

Masters.Org: 2:00 - 5:00 PM ET
ESPN/ESPNHD: 3:00 - 5:00 PM ET
ESPN360: 3:00 - 5:00 PM ET

SportsCenter at The Masters will air from 5:00 - 5:30 PM ET

A lot of media attention is on how ESPN is helping Augusta National bring the Masters into the age of new media. The reality is that IBM has been doing that for years. Their interactive scoreboard has been around since the late 1990's and gets better every year. So don't go around thinking that ESPN has invented new media or Web 2.0. Heck, they cannot even get the RSS feed from their media site to update properly. But what they do have, that no one else can match is the technology and platforms to deliver seamlessly across different media.