DirecTV’s ITV push has been one hit here and there so far, the opposite of the big-assortment approach many media analysts and execs thought owner News Corp. and Rupert Murdoch would take when buying the DBS venture several years ago. The latest hit came Tues, via launching ITV on YES Network NY Yankees baseball. For free, DirecTV subs in the RSN’s territory (NY/NJ/CT) can call up player stats and bios, score updates, league standings and "due up" graphics on-screen with their remotes during game coverage. During Yankees home games, a "Bonus Cam" will be deployed, offering exclusive camera angles on select players or strategy. DirecTV’s YES deal is non-exclusive, but wait until next season at best for YES cable affiliates to take the ITV capability, and for other RSNs to get that. "When the cable ops come and call, and we can do a deal with them that works for everyone, we’ll do something," added YES president Tracy Dolgin at a press debrief. "We’ve fielded a lot of calls from other RSNs," said DirecTV entertainment evp Eric Shanks. "We want to get this as perfect as we can this season before making it available to others." — Simon Applebaum

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