Ticketmaster Targeting Scalpers
MIAMI (CBSMiami.com) – For fans of live events, getting the best tickets can often be the most maddening thing about trying to see your favorite show, artist, or sporting event.
The Miami Heat employed a similar system this year. A ticket to a game against the Los Angeles Lakers was much pricier than a ticket to a game against the Los Angeles Clippers.
The goal of the new technology is an attempt to hurt scalpers, while also boosting revenue for performers and teams. Ticketmaster said the change should make it harder for anyone to shoot prices up by buying up all the best tickets and reselling them at substantial profit.
Ticketmaster said the new technology could raise initial prices for front-row seats, but also reduce price on less-desirable ones that might have not been sold originally.
Live Nation, which owns Ticketmaster, saw revenue drop 9 percent in 2010 as concert ticket sales dropped. The company said it expects to ticket sales to once again be flat in 2011.
Ticketmaster said it plans to roll out the new technology at some North American venues in the middle of the summer concert season this year.
(© 2011 CBS Broadcasting Inc. All Rights Reserved. This material may not be published, broadcast, rewritten, or redistributed. The Associated Press contributed to this report.)