Princeton Video Image to Produce Branded First Down Line for NFL International in Super Bowl XXXV

General Motors and FedEx Sign as Advertisers

LAWRENCEVILLE, N.J.–(BUSINESS WIRE)–Princeton Video Image, Inc. (Nasdaq: PVII, news, msgs), the global leader in virtual advertising and imaging solutions for television, will produce a branded First-Down Line for the first time in the international live television feeds of Super Bowl XXXV to be aired on January 28, 2001. This Emmy award- winning feature will be seen in an estimated 200 countries. Last season’s Super Bowl was viewed by an estimated 700 million viewers outside of the United States.

In addition to the branded First-Down Line in the world feed, Televisa in Mexico and Can West Global Television in Canada will each broadcast a PVI branded First-Down Line with advertising specific to each of those countries. This is the first time such country specific, targeted advertising has appeared in any such game.

“The Super Bowl is the single biggest sporting event in the world and PVI’s branded First-Down Line is the most effective sponsorship element in sports broadcasting,” said Dennis Wilkinson, president and CEO of PVI.

“In our continuing effort to educate fans around the world about the rules of our game, PVI’s branded First-Down Line serves as an important teaching tool,” said Doug Quinn, senior vice president, NFL International. “In addition, virtual advertising is changing the face of advertising by bringing advertisers and broadcasters opportunities to reach viewers when they’re most attentive — during the game.”

PVI’s original virtual First-Down Line, which will be used in the domestic CBS broadcast, illustrates for viewers the point on the field that a team needs to reach in order to make a first down. The branded First-Down Line will appear to international television viewers as a line on the field with an advertisers’ name or logo appearing discreetly near the top or bottom of the line, expanding visibility and ensuring impact for the advertisers.

“In-game positions for the advertiser are the most compelling new inventory we have to offer,” said Ken Johnson, senior vice president sales and marketing for Global Television. “We believe that in this new electronic world where commercial deletion is a reality that the future is in electronic product placement.”

“As a leader in the global marketplace, FedEx is looking forward to having our brand featured in 200 countries during the Super Bowl broadcast,” said Kevin Demsky, Managing Director of Sports and Event Marketing for FedEx. “Linking with the cutting-edge technology provided by PVI is very much in-line with FedEx’s heritage of introducing cutting-edge technology to our industry.”

FedEx, General Motors of Canada and Banca Serfin, Mexico’s third largest bank controlled by HSBC, are the first to utilize this effective and high impact form of sponsorship, PVI’s branded First-Down Line, in the Super Bowl. Sponsors will also utilize PVI’s virtual signage, including virtual flip cards, banners, and louvered signs throughout the broadcast.

Princeton Video Image is the exclusive provider of virtual advertising and imaging solutions to NFL International. The PVI technology is used exclusively by CBS Sports for their NFL broadcasts, including the “The NFL Today on CBS” and Super Bowl XXXV.Additionally, PVI has been used in the last three Super Bowls and the last two NFL World Bowls.

About Princeton Video Image, Inc., (

The global leader in virtual advertising solutions for television, PVI has developed and marketed a real-time video insertion system. This system, through patented computer vision technology, places computer- generated electronic images into television broadcasts of sporting events as well as other programming. These electronic images range from simple corporate names and logos to sophisticated 3-D images and animated effects. PVI has provided video insertion services for thousands of live telecasts worldwide, including broadcasts of Major League Baseball, National League Football, professional soccer, motor sports, and other live events. PVI is the exclusive virtual advertising provider for NFL International broadcasts. Beyond sports venues, PVI’s virtual imaging technology provides branding-oriented program enhancements for The Early Show on CBS. The Company is headquartered in Lawrenceville, New Jersey, with offices in New York City, Brussels and Johannesburg, as well as licensees’ offices in Madrid and Mexico City.

Any statements contained in this press release that relate to future plans, events or performance are forward-looking statements that involve risks and uncertainties including, but not limited to, those relating to market acceptance, dependence on strategic partners and third party sales, contractual restraints on use of PVI’s technology, a rapidly changing commercial and technological environment, competition, possible adverse regulations, need for additional financing, intellectual property rights and litigation, and other risks identified in PVI’s filings with the Securities and Exchange Commission. Actual results, events or performance may differ materially. PVI undertakes no obligation to publicly release the result of any revisions to these forward-looking statements that may be made to reflect events or circumstances after the date hereof to reflect the occurrence of unanticipated events.

CONTACT: Princeton Video Image, Inc Sam McCleery, 609/912-9400 ext. 1114 Vice President Business Development or Investor Relations: Morgen-Walke Associates, Inc. Cheryl Schneider/Hani Henein/Brian Schaffer, 212/850-5600 or NFL Pete Abitante, 212/450-2065

Quote for referenced ticker symbols: PVII © 2001, Business Wire