The rivalry between PVI and Sportvision began with a collaboration. In July 1995, PVI had successfully used its L-VIS (Live Video Insertion System) match moving technology to broadcast virtual advertising behind the home plate on a local broadcast of a Trenton Thunder baseball game. In January 1996, Roy Rosser, director of special projects at PVI, saw Sportvision's FoxTrax puck on the broadcast of the 1996 NHL All-Star Game and realized that a combination of L-VIS and FoxTrax would allow virtual insertions in a wider range of situations than either could do on its own, given the power of affordable computers. He contacted Stan Honey, CTO at Sportvision, and the two companies undertook a joint demonstration of their combined technologies during the 1996 World Series between the Atlanta Braves and the New York Yankees at the Atlanta–Fulton County Stadium. The test was not a success and the two companies parted ways, each developing complementary systems that were eventually used to broadcast Sportvision's "First and Ten" line and PVI's "Yellow Down Line". In October 1999, SportVision sued PVI alleging that PVI's virtual signage, first down line and other products infringed Fox/Sportvision patents. In August 2001, PVI counterclaimed against Sportvision in the federal court action, alleging that Sportvision's virtual strike zone and virtual signage products infringed a PVI patent. In 2002, the companies settled the lawsuits out of court through a cross-licensing deal.