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Original Issue

Bob Bowman

Since its launchin 2000, Major League Baseball Advanced Media, MLB's interactive media andInternet arm, has evolved from a shoestring operation to one of the game'sgreatest assets. Its revenue increased from $5 million in the first year to$200 million last year, and the cash it provided to the 30 teams last winterfed some of the larger free-agent contracts. Under the leadership of CEOBowman, the former president of ITT and during the '80s the state treasurer ofMichigan, has become a comprehensive media source for the sport,streaming live audio and video of games, maintaining digital archives,retailing team merchandise (still the site's largest source of revenue) andselling tickets. It's easy to envision growing over the next generationinto the dominant portal through which the world watches the game.