Super Bowl advertisers get replay on Web

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Uploading TV commercials to the Web has been a legal quagmire for ad agencies and marketers alike. But one company may be giving the letter of the law the biggest test yet.

Photoscape, a company that helps link commercial photographers and agency creatives, has posted on its site five commercials that appeared during the Super Bowl--Nissan Motor Corp. USA's pigeons spot, Anheuser-Busch's hamsters ad, Nike's latest Li'l Penny spot, Holiday Inn Worldwide's sex-change operation spot and Pepsi-Cola Co.'s ``Star Wars'' tie-in. The company taped the spots, converted them to QuickTime movies and is making them available to anyone who wants to download them and vote on the best ad in the site's poll.

While some marketers such as Miller Brewing Co. are posting copies of their TV spots on their Web sites, others have steered clear because the legal situation surrounding the Internet is cloudy. Legal experts warn that the Photoscape site represents only the latest example of how Internet companies are testing existing copyright and trademark laws.

For more on this story see the full article in the Interactive section.

Copyright January 1997, Crain Communications Inc.

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