Backchannelmedia

Backchannelmedia, Inc., March 22, 2005

Backchannelmedia Increases Demographic Data Available to DRTV

Backchannelmedia, Inc. Press Release

BOSTON, MA. Backchannelmedia’s direct response advertisers will soon be able to generate custom campaign reports from STARS (Sales Tracking and Reporting Services) matched not only to campaign results, and ratios, but also by the demographic profile of each DMA (designated marketing area), giving the system yet another leading edge in the direct response television industry.

Demographic profiles by DMA, available in STARS, include categories such as women, men, teens, kids but will soon include median income, household incomes and net worth, retail and gift expenditure and homeownership to name a few.

“As direct response companies mature they are increasingly looking for a greater depth of information in regards to their campaigns, media time expenditures, and into the habits of their customers,” said Michael Kokernak, president of Backchannelmedia (www.backchannelmedia.com). “Understanding the drivers of the DRTV consumer on a product or offer basis is now available for the first time to many direct response marketers in easy to use simple web based campaign reporting.”

Kokernak has dedicated the past 10 years to researching and writing about the future of direct response advertising and home shopping networks. He directs the internal technology resources of Backchannelmedia and has carefully assembled and cultivated over the past six years highly specialized technology partnerships that today span two continents.

The company, from administrative to technology, is disciplined in rapid application development (RAD), integration and deployment. RAD allows Backchannelmedia to develop in parallel multiple application enhancements with its worldwide technology partners, 24 hours a day, with the internal technology staff tracking and scheduling the integrations. This means that Backchannelmedia can bring best-in-class enhancements to DRTV marketing clients on an ongoing basis no matter where they are located.

Backchannelmedia anticipates releases of additional demographic data for campaigns during 2nd quarter 2005 or when client demand warrants.

About Backchannelmedia, Inc.

Backchannelmedia, founded in 2000 and located in Boston, assists clients in capitalizing on the direct response television and home shopping programming marketplace(s) through research, media buying services, and proprietary web-enabled technologies.