Backchannelmedia

Business Wire, May 1, 2008

WCVB-TV/DT Channel 5 Boston and Backchannelmedia to Deploy First TV Click Through to Internet Advertising Platforms

First tests of Backchannelmedia's interactive television advertising model to begin May 1st

Backchannelmedia Inc., a Boston-based digital television ad serving and response capture company, and WCVB-TV/DT Channel 5, Hearst-Argyle's ABC affiliate in Boston, today announced the first market test using Backchannelmedia's patent-pending television to Internet click-through system. Viewers with a Backchannelmedia software-enabled TV or set-top box are able to interact through their existing TV remote control when prompted by a non-intrusive icon. The viewer interaction "bookmarks" that interest and forwards it to their own personalized home page on the Web. The initial launch begins in spring 2008 and will involve up to 1,000 viewers in the Boston area for a 12 month period.

Backchannelmedia's technology makes the TV platform the premier driver of traffic and content to the online world. It is the first interactive TV technology to deliver a new, rich, interactive content experience for the TV viewer by linking it to the power of the Internet. TV viewers with Backchannelmedia technology are also able to forward content such as audio or video they hear or see on TV to the Internet for preview or purchase.

"Backchannelmedia's platform is exactly what the television industry needs right now, and we are very excited to serve as the first station pushing this forward," said Bill Fine, President and General Manager of WCVB. "At WCVB, we pride ourselves on being in front of the trends that will generate a positive impact on our advertisers and viewers. With Backchannelmedia, our viewers will easily be able to get the products and services they need and want, without changing their viewing habits, and our advertisers will be given addressability and accountability for their spending on our station."

"Boston is one of the top markets in the US, and as a leader in this area WCVB has proven to be a driving force in showing the broadcast industry where it needs to go," said Michael Kokernak, co-CEO and the primary inventor of the system. "This test is the culmination of more than 12 years of development at Backchannelmedia, and WCVB and the Boston area itself are the perfect choice for the first roll-out of the platform that will become the new standard for the television industry."

"This is an exciting time for the TV industry," said Daniel Hassan, co-CEO, Backchannelmedia. "The move to digital TV will dispel any of the questions from the advertising community surrounding whether TV will remain the entertainment medium of choice for America. Backchannelmedia is bringing addressability and accountability to TV advertising."

About Backchannelmedia Inc.

Boston-based Backchannelmedia Inc. (www.backchannelmedia.com) was founded in 2000. Backchannelmedia has developed technology that can be embedded into existing set-top boxes currently found in many TV viewer homes that allows the viewer to forward or "bookmark" their interests from TV to the online world. That interactive technology combined with the Backchannelmedia Portal on the Internet creates a secure link between the TV and Internet platforms. This secure link can be used to create a richer viewing experience for the TV viewer by linking it to content and e-commerce on the Internet.

Backchannelmedia's opt-in solution answers TV viewer concerns for increased online privacy by extending controls to the viewer for the television experience. Backchannelmedia's patent pending technology can be deployed in consumer electronics equipment, television sets, over the air receivers, cable head-ends, switched digital video and network DVR technologies, direct broadcast providers, as well as a multitude of devices and delivery providers.

About WCVB TV/ DT

WCVB-TV/DT Channel 5 is New England's top-rated news station for local, live coverage. The first and only station in the Boston market to broadcast in high definition, WCVB was founded by community leaders in 1972, and has remained committed to its mission to serve the region with quality local programming. Chronicle, WCVB's award-winning newsmagazine, airs weeknights at 7:30PM. The unrivaled programming also includes CityLine, a weekly urban affairs show, telethons, public service announcements and local specials.

About Hearst-Argyle Television, Inc.

Hearst-Argyle Television, Inc. owns 26 television stations, and manages an additional three television and two radio stations owned by Hearst Corporation, in geographically diverse U.S. markets. The Company's television stations reach approximately 18% of U.S. TV households, making it one of America's largest television station groups. Hearst-Argyle owns 12 ABC-affiliated stations, and manages an additional ABC station owned by Hearst Corporation, and is the largest ABC affiliate group. The Company also owns 10 NBC affiliates, and is the second-largest NBC affiliate owner, and owns two CBS affiliates. Also, Hearst-Argyle owns more than 30 Websites and currently multicasts 16 digital weather channels. The company's Web address is www.hearstargyle.com.

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