Though the sports industry produces gross revenues of over $212.53 billion annually, much "economic pressure" still falls on the average sports fan. Since 1991, ticket prices for the four major pro sports have increased over 80 percent -- four times faster than the Consumer Price Index. Sports executives continually attempt to generate new revenues to overcome this problem. First, in the 1990's, over $4.1 billion of corporate investment was committed for naming rights. Then, Internet revenue was viewed as the "economic savior" for the new millennium -- an unfulfilled promise in the scrap heap of failed dot.coms. The high-tech world of television and sports technology may now be viewed as the next "economic savior of the sports industry." Three major areas involving sports television are worth exploring:

Key area one: vrtual enhancements.

When Fox introduced its "glowing hockey puck" in 1996, television sports technology entered a new era. Three years later, CBS used the "first down line" for 24 NFL regular-season and playoff games. Virtual technology -- pioneered by Princeton Video Image, Inc. -- has been extended to the Indy Racing League, 2000 Goodwill Games, and, most notoriously, this year's Major League Baseball playoffs and World Series.

Supporters tout the "incremental revenue provided by rotating logos, coupled with more stimulation for fans that enhance the fan experience." Sport Vision, Inc. cites a survey suggesting that 92 percent of football fans said they preferred the use of such technology (first down line) during football games.

Economically, the first down marker technology adds $25,000 to broadcast costs; marketers attempt to pay for this by connecting virtual corporate logos on the field alongside the first down marker. Though such logos will not appear on any American broadcast because of conflicts with NFL broadcast agreements, the international broadcasts (such as the Super Bowl last January) will allow corporate sponsorship. Other creative methods are also employed -- Verizon sponsored the first down marker on Big 12 and Pac-10 broadcasts last year, with the logo positioned on a flag coming out of the virtual "Fox Box" scoreboard.

During the World Series, Budweiser, John Hancock, MasterCard, Radio Shack, Nextel, Gillette, and Gatorade purchased the virtual ads behind home plate. After three games of World Series viewer rumblings, Fox cut the size of the ads by at least one-third.

Key area two: High technology cameras.

Many companies have attempted to capture the market creating "unique television viewer experiences." Los Angeles-based Be Here Corp. created the Total View camera for NBA telecasts -- placed at the top of the backboards, these cameras provide a 360-degree view of the floor. CBS EyeVision created the same experience. The National Hockey League attempted the 360-degree experience during the Stanley Cup -- called Scanvision. NBC unveiled its "Eye of the Tiger" cam, mounted on the bill of Tiger Woods' cap during the Williams World Challenge.

These technologies do not come cheap -- approximately $100,000 for installation during the Stanley Cup Finals, for example. Corporate sponsors will be expected to "pick up the tab" for these evolving technology. Fujitsu sponsored the ABC "virtual camera" unveiled at the Battle of Big Horn. Panasonic underwrote Scanvision's costs for the Stanley Cup Finals.

A more perplexing problem with evolving technology is that it is just that -- evolving. A virtual camera on Robby Gordon's car caught fire in mid-race during last August's Winston Cup Global Crossing at The Glen. Supporters say this is small price to pay for ongoing technological breakthroughs.

Key area three: Data gathering and information processing technology.

Much of the newfangled technology actually assists the industry. Kansas-based Recreational Technologies SportMaster Pro is a Windows-based, touch screen computer allowing baseball scouts to keep track of games pitch-by-pitch. The companion "Umpire Information System" was developed for exclusive use of Major League Baseball by New York-based QuesTec, Inc. in order to help umpires evaluate their performance.

Devices to register previously unavailable athlete data are becoming more prevalent as well. Tiny sensors applied by NBC Olympics.com to the chest and legs of Michael Johnson during the 2000 pre-Olympic race season provided data on Johnson's changing heartbeat as he ran. The promoter of the device imagined "tracking a quarterback's heart rate in the fourth quarter" as a unique technology available in the not-too-distant future. During the Battle of Big Horn, ABC unveiled a "swing meter" (sponsored by Unisys), measuring the speed of the players swings and the speed of the ball off the club.

Newfangled interactivity allows viewers to call plays, vote on officials calls, order merchandise immediately, and purchase tickets in real time. In Great Britain, many televisions are equipped with interactive technology for soccer and cricket broadcasts where viewers can use a remote control device to change camera angles, call up stats and interviews, and retrieve a variety of replays and missed highlights.

Supporters argue that this technology provides significant enhancement of the "fan experience." This type of interactivity could not come at a more important time. According to a TNS Intersearch poll, "fan support" has increased nearly 5.8 percent across the board since 1999, but fan loyalty is fleeting and uncertain. Evolving technological advances may hold the key to growing long-term fan interest.

As importantly, such technological improvements provide needed unique inventory to spur targeted corporate investment (especially after Sept. 11). For example, some suggest that consumers would be willing to pay the extra $80 per month to upgrade a digital-based cable system featuring some of the improvements described earlier. The industry has focused on maximizing fan amenities as they attend games. Arenas and stadiums have been designed up to 40 percent larger than facilities 30 years ago; this is coupled with a recent push to design stadiums and arenas with larger concession areas, concourses, and bathroom facilities. Along with this emphasis, a major push needs to continue in providing unique "television-related amenities and experiences."

The future holds great promise. High definition television by 2006 has been effectively mandated by the Federal Communications Commission. However, only 30 percent of United States households are expected to have a high definition TV set by that time. It is expected to cost cable companies anywhere from $2.5 million-$10 million to provide high def in their market areas; it should also cost up to $200,000 for high definition cameras as well. Though the costs may be prohibitive currently, corporate sponsorships continue to evolve in order to allow such technology to meaningfully advance.

The "high technology debate" always plays out in the following fashion: "purists" rebel against the "glowing puck", colored first down marker, and fake ads behind home plate. "Economic realists" answer by suggesting that diverse inventory is the most meaningful method to attract new and significant corporate investment, critical to the future of teams and leagues (as well as the overburdened ticket-buying public).

Where will the new technology end? In Finland, fans of Helsinki soccer club PK-35 (playing in the Finnish Third Division) are regularly polled on their cell phones by coach Janne Viljamaa on "anything from strategic decisions to training regimes." If the coach is contemplating a late game substitution, he sends supporters a text message listing two players from whom to choose. The fans (or "club managers" as they are called) pay the equivalent of $1.20 to register a vote, and the coach is contractually bound to implement the majority's wishes. While the use of this technology is seemingly farfetched, PK-35 is set for promotion to the Finnish Second Division after losing only one game since using the technology. The best is yet to come.