Backchannelmedia

Response Magazine, November 1, 2006

Backchannelmedia Unveils Free Television Media Planning

By Tom Haire

BOSTON, MA. – Backchannelmedia unveiled its redesigned, Web-based DRTVResearch portal today as part of the company’s strategy to bring accountability back to television advertising.

DRTVResearch is a planning and free-search portal that offers media planners and buyers a central resource to access demographic information, paid programming availabilities, and TV listings for U.S. commercial television stations, cable networks, and regional sports networks.

“The newly redesigned DRTVResearch Web portal is the first step in helping advertisers to effectively plan and optimize TV advertising campaigns, driving a renewed sense of accountability and return on investment for advertisers,” said Michael Kokernak, founder and co-CEO of Backchannelmedia, in a statement. “Now media planners and buyers have free access to one of the most powerful media buying search tools available.”

The portal has more than 80,000 searchable Web pages of information to help media planners develop a more accountable media schedule for their clients. The tool is currently available online and includes: an intuitive user interface for ease-of-use and accessibility; search engine technology for targeting capabilities; and graphic capabilities for users to easily leverage their research in presentation form to their clients.