Mobile phones, PDAs and the Internet continue to blur the lines between media platforms, as evidenced by one of the discussions during today’s Sponsor and Property Roundtable.

“I think that we have to get media companies and potential advertisers and leagues to start thinking of wireless as an extension of their TV network, and we’re in the early days of that,” said Tom Murphy, vice president of sponsorship and media for Sprint Nextel. “We have 60 million customers that want to have NFL Network streamed to their phones and I think that’s more than Time Warner has (subscribers), so we want NASCAR and the NFL to seize an opportunity for us to exploit that.” 

Properties are examining such possibilities, but nothing appears imminent due to existing media agreements and the chunk of revenue brought in by TV deals. “That will be down the line to take a look at for us,” said Steve Phelps, CMO of NASCAR.