(Article from Vending Times: Issue Date: Vol. 49, No.5, May 2009, by Nick Montano)

A group of geographically diverse equipment distributors has formed a partnership to market an interactive advertising and promotional product, initially targeting sports bars and taverns. Nine leading U.S. distributors have united under a limited liability company, called Rivals Media, to build a nationwide interactive network, which officially rolled out in late April...

Rivals' advertising product is based on a specialized media application that wraps customizable content around commercial programming on HDTVs. The media network was created by Chicago-based OnSite Networks Inc., which in turn has partnered with the coin-op distributors to get sports bars connected. OnSite has designated Rivals as its representative for the sports bar and coin-op sphere.