In 1998, ESPN programmer Gary Morgenstern and others revived the idea. ESPN's NFL coordinating producer, Fred Gaudelli, was tasked with overseeing an implementation for his network. The 1st & Ten line was first broadcast by Sportvision, a private company, during ESPN's coverage of a Cincinnati Bengals-Baltimore Ravens game on September 27, 1998. A few weeks later, on Thanksgiving Day in 1998, Princeton Video Image (PVI) aired its version of the virtual yellow down line on a CBS broadcast of a Pittsburgh Steelers–Detroit Lions game. Four years later, SportsMEDIA introduced a third version during NBC coverage of a Notre Dame game.