Ticketmaster takes on scalpers, secondary market

LOS ANGELES (AP) - September 18, 2009

Ticketmaster has a "paperless" ticketing platform, that does it by requiring customers to show a credit card and ID when they arrive at an event. Without the paper ticket, there's nothing for a scalper to resell but also no way for the buyer to pass it along.

So, Ticketmaster has developed a new exchange system that debuted at Penn State's football season opener earlier this month. The system involved 21,000 season tickets reserved for full-time students, capping the number of games students can resell and limiting the price to $60, about twice the face value and fees of the original tickets.

The moves gives Ticketmaster a chance to capture more of the secondary market by cutting out StubHub and other brokers.

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