Backchannelmedia

Backchannelmedia, Inc., November 1, 2006

Robust Technology Platform Drives New Era of Accountability in Television Advertising

Backchannelmedia, Inc. Press Release

BOSTON, MA. As part of its strategy to bring accountability to television advertising, Backchannelmedia, Inc., a provider of direct response TV (DRTV) and television advertising services, today unveiled its redesigned Web-based DRTV Research portal. DRTV Research is a free search and planning portal that offers media buyers and planners one central resource to access the latest demographic information, paid programming availabilities, and TV listings for all U.S. commercial television stations, cable networks, regional sports networks, and syndicated programs for designated market areas (DMAs). Using this portal, media planners can optimize their purchases of television advertising time for the greatest return on investment (ROI). DRTV Research is now available at www.backchannelmedia.com.

The traditional approach to purchasing TV advertising is under close scrutiny from the industry due to the fragmentation of today's television audience and their viewing habits. The combination of expanding channel capacities, changing viewer habits and emerging technologies such as Video-on-Demand and DVR has created an array of rich and varied media-buying opportunities for today.s advertisers. Moreover, the complex nature of today.s media campaigns requires advertising to be accountable, where ROI must be closely tracked to eliminate ineffectual spending. As a result, there is a need for solutions that can increase advertisers. ROI and enhance their media buying efficiencies by providing services that capture the dynamic relationship between consumers and commerce.

"The newly redesigned DRTV Research 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, Inc. Now media planners and buyers have free access to one of the most powerful media buying search tools available. Using our Web-based service, media buyers can research various markets to identify types of television programs and program schedules as well as demographic data down to the zip code level.

The DRTV Research Web portal consists of more than 800,000 searchable web pages of invaluable information and research required by media planning professionals to develop more accountable media schedules for their clients. The most comprehensive, free media planning tool currently available online, the DRTV Research Web portal includes: An intuitive user interface developed for ease-of-use and accessibility; A robust search engine technology that allows for deeper targeting capabilities; Substantial graphing capabilities designed for users to easily leverage their research in presentation form to their clients.

DRTV Research easily integrates with Backchannelmedia’s STARS (Sales Tracking and Reporting Services) Web portal, a centrally hosted platform that provides real-time customized data that ties media placement to actual sales and responses. In use today by direct response advertisers, STARS lets advertisers and media buyers optimize and measure the impact of their television advertising schedules created using DRTV Research.

DRTV Research and STARS are part of a suite of services the company will be introducing over the next several months. DRTV Research can be accessed at www.backchannelmedia.com.

About Backchannelmedia, Inc.

Boston based Backchannelmedia Inc., was founded in 2000 with the belief that television advertising should become accountable. According to Erwin Ephron, the father of modern media planning, Backchannelmedia offers "an interactive TV model that allows for better targeting and allows for immediate feedback to a TV exposure, making TV advertising a far more attractive selling tool." Backchannelmedia's model is backed by three extensive patent applications, as well as several proprietary Web applications including DRTV Research, a tool that offers media planners the most comprehensive, free Web-based planning tool available. Backchannelmedia is currently designing a complete "continuous loop" system that merges direct marketing, Internet advertising, and television advertising industry into one platform driven by automated, optimized targeting and actual television consumer response results. The company anticipates that this complete system will forever change Internet search, television advertising, and direct marketing – ushering in a new information age. The company is privately funded and its seasoned management and advisor team includes executives from Citigroup and CBS television.