AT&T signs first "three screens" deal

AT&T inked a content deal with Tim Mcgraw's "Swampstock 2006" concert, marking its first "three-screen" content deal for the mobile phone, television and PC platforms. Also, Chase Card Services will sponsor the content across all three platforms. The concert and related elements will appear on AT&T's blue room website, the AT&T U-Verse and Homezone IPTV service and via Cingular Wireless. Chase's sponsorship includes banner ads on the blue room portal, air TV spots on U-Verse and Homezone and through wallpaper and voice tones on Cingular's deck. The programming launches early next month.

This is the first incidence of cross-platform promotional packages we have seen that includes a wireless component. Not to be outdone, Sprint and MobiTV announced today that MobiTV would be providing mobile TV services to Sprint's cable MSO partners, which will include live and on demand programming from cable television channels, an electronic programming guide and the ability to browse and purchase premium content channels. While the MobiTV release does not mention advertising, I bet their cross platform advertising deal is soon to follow.

For more on the "three screen" trend:
- read this press release from AT&T
- and check out this press release from MobiTV